Description/Responsibilities:
Our VP, Digital Marketing & Analytics is a growth and performance-driven leader responsible for building and expanding a modern, data-driven digital marketing ecosystem that generates demand, increases member engagement, and drives conversion rates across member, employer and health plan audiences.
This role will own the end-to-end digital marketing experience with channel optimization across paid media, web, marketing automation and SEO/SEM using analytics to accelerate pipeline growth and support complex member engagement and commercial buying journeys.
As a key member of the marketing leadership team, this role will partner with our marketing strategists, product directors and engineers to grow our digital capabilities and advance go-to-market strategies for B2B2C, B2B and member-facing digital experiences. The ideal candidate brings deep expertise in performance marketing, digital experience optimization including AI enablement, marketing technology and marketing analytics along with experience in a highly regulated HIPAA-compliant environment.
Key Responsibilities:
Digital Strategy & Channel Leadership
- Define and execute a comprehensive digital marketing strategy aligned to pipeline and revenue goals
- Own performance optimization across key channels including paid search, paid social, display, programmatic, retargeting, and organic search
- Develop channel strategies tailored to member, employer, health plan, and broker/consultant audiences
- Build a growth engine and operating model that uses AI, personalization, and continuous testing to grow engagement optimized against member and business outcomes
Demand Generation & Funnel Optimization
- Partner with Growth Operations, Sales and Client Relations to drive qualified pipeline through digital channels
- Optimize the full digital funnel - from awareness to conversion - using data-driven insights
- Continuously test and refine targeting, creative, messaging, and user journeys to improve conversion rates
Website & Digital Experience
- Own the company websites as a primary demand and conversion engine
- Lead UX/UI strategy, personalization, and conversion rate optimization (CRO)
- Ensure content is aligned to buyer stages and personas, supporting both acquisition and education
Analytics & Performance Management
- Establish KPIs and dashboards to measure digital performance, pipeline contribution, and ROI
- Provide strategic oversight of marketing analytics across B2C, B2B2C, and B2B audiences, ensuring performance data is translated into clear insights, executive-ready reporting, and actionable recommendations that improve campaign effectiveness, channel productivity, audience targeting, member engagement, retention, revenue contribution, and marketing RO
- Oversee advanced marketing analytics capabilities, including data modeling, attribution, segmentation, experimentation/A-B testing, CRM analytics, and marketing automation analytics, ensuring insights are translated into stronger targeting, measurement, and performance optimization
- Lead the infusion of AI into digital marketing workflows and ways of working identifying high-impact use cases, piloting and scaling AI-enabled tools and processes
- Establish a test-and-learn discipline that uses data, experimentation, and performance measurement to continuously optimize marketing campaigns, customer journeys, channel mix, and budget allocation
- Provide actionable insights to marketing and executive leadership
Content Distribution & SEO
- Partner with Content & Creative and Product Marketing to amplify thought leadership and campaign assets
- Own SEO strategy, including technical SEO, keyword strategy, and content optimization
- Ensure content is effectively distributed across digital channels to maximize reach and engagement
Cross-Functional Collaboration
- Work closely across Marketing as well as with Growth Operations, Sales and Client Relations to ensure alignment across campaigns
- Support account-based marketing (ABM) efforts with targeted digital strategies
- Collaborate with Client Success on digital engagement and retention initiatives
Team Leadership & Vendor Management
- Build and lead a high-performing digital marketing team (in-house and agency partners)
- Manage external vendors and media agencies to ensure performance and efficiency
- Allocate and optimize digital budget to maximize ROI
Qualifications:
Experience
- 10+ years of digital marketing experience, with at least 3–5 years in a leadership role
- Proven track record of driving measurable pipeline and revenue through digital channels in B2B2C and B2B environments
- Experience in healthcare, supplemental benefits, digital health, or related industries strongly preferred
Capabilities
- Deep expertise in performance marketing, SEO/SEM, paid media, and conversion rate optimization
- Demonstrated ability to turn marketing data into actionable performance improvements across campaigns, channels, audiences, and customer journeys.
- Strong understanding of B2B2C and B2B buyer journeys, especially in complex, multi-stakeholder sales environments
- Data-driven mindset with strong analytical and problem-solving skills
- Experience with attribution models, funnel metrics, and marketing analytics
- Ability to translate strategy into execution with speed and precision
Leadership Attributes
- Player-coach who can operate both strategically and tactically
- Highly collaborative with strong cross-functional influence
- Results-oriented with a focus on accountability and continuous improvement
- Curious, adaptable, and comfortable operating in a fast-evolving environment
Success Metrics Include
- Digital contribution to pipeline and revenue
- Cost per lead (CPL), cost per acquisition (CPA), and return on ad spend (ROAS)
- Website conversion rates and engagement metrics
- Lead quality, scoring accuracy, and funnel velocity
- Member engagement, subscriptions and retention metrics
- SEO rankings, organic traffic growth, and share of voice
- Marketing attribution accuracy and insights
The salary range for this opportunity is $175,000 to $200,000. Compensation depends on several factors: qualifications, skills, competencies, and experience.
Tivity Health offers a robust benefits package, which includes a competitive salary, company bonus potential, medical, dental, vision, 401k with match, generous paid time off, free gym membership to over 13,000 fitness locations in the US, and other great benefits.
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About Tivity Health® Inc.
Tivity Health, Inc. is a leading provider of healthy life-changing solutions, including SilverSneakers®, ForeverFit®, and WholeHealth Living®. We help adults improve their health and support them on life's journey by providing access to in-person and virtual physical activity, social and mental enrichment programs, as well as a full suite of physical medicine and integrative health services. Our suite of services support health plans, employers, health systems and providers nationwide as they seek to reduce costs and improve health outcomes. Learn more at TivityHealth.
Tivity Health is an equal employment opportunity employer and is committed to a proactive program of diversity development. Tivity Health will continue to recruit, hire, train, and promote into all job levels without regard to race, religion, gender, marital status, familial status, national origin, age, mental or physical disability, sexual orientation, gender identity, source of income, or veteran status.
