Growth Marketing Lead, B2B2C
Location: Remote US
About Goodpath
At Goodpath, we help members feel better, faster. Our programs drive real health improvements and many members call it “the best care they’ve ever had.”
As the Member Marketing Lead, you’ll own strategy and execution for member enrollment, activation, and ongoing engagement across channels. You’ll collaborate closely with internal teams and employer partners to design ROI-driven marketing campaigns that reach the right people, at the right time, with the right message.
This is a high-visibility role for someone who’s both strategic and hands-on, with the opportunity to influence the full member journey, from awareness to ongoing utilization, while building scalable processes, data-driven insights, and compelling content along the way.
How to Apply:
Please apply using our LinkedIn Job Listings. To be scheduled for an interview, you must submit our supplementary questions at gpath.me/marketinghire.
What you’ll do
Strategy & Planning
Develop the member marketing strategy across the full lifecycle: awareness, enrollment, onboarding, activation, engagement, and retention.
Partner with customer success and strategic account teams to build co-branded campaigns that maximize enrollment within employer populations.
Create annual and quarterly engagement plans with measurable goals.
Campaign Execution
Design and launch multi-channel campaigns (email, SMS, in-app, webinars, direct mail, social, employer portals) for enrollment, health campaigns (e.g., Mental Health Month), and ongoing engagement.
Translate clinical and product updates into member-friendly, employer-ready content: toolkits, webinars, newsletters, blog posts, and social content.
Collaborate with creative, product, and analytics teams to deliver campaigns on time and at high quality.
Engagement & Activation
Build and optimize onboarding and activation journeys to ensure new members take key actions
Develop employer marketing toolkits for benefits teams to promote Goodpath services internally
Test and launch new engagement tactics like milestone campaigns, “Did you know?” content, and in-app nudges.
Data & Optimization
Analyze campaign performance, enrollment rates, and population or demographic trends to inform future strategies
Design and maintain dashboards to track activation, engagement, and retention over time.
Use analytics to identify funnel drop-offs, segment populations, and design A/B tests for messaging, cadence, and channels
SQL skills (or a desire to learn SQL) a plus for deeper data exploration
Regularly report insights to leadership and partners; recommend explore/expand strategies based on results.
What success looks like
Higher member enrollment and activation rates across employer accounts
Consistent campaign execution on time and at high quality
Measurable ROI reporting for internal teams and employer partners
Documented playbooks and templates for scalable campaigns
Increased member engagement and retention over time
What you bring
2+ years in member marketing, lifecycle marketing, or engagement marketing (B2B2C, digital health, HR tech, or benefits experience a plus)
Experience building multi-channel campaigns with proven impact on activation and retention
Strong writing and content strategy skills
Proficiency in marketing automation tools (e.g., Braze, HubSpot) and analytics platforms
Experience with data analysis; SQL skills and dashboarding experience a plu
Data-driven mindset with experience running A/B tests and reporting on KPIs
Comfort collaborating across customer success, product, growth, and employer teams
Strategic thinker who can execute independently
Bonus points
Experience with employer benefit communications or health plan marketing
Familiarity with SMS, in-app, and direct mail channels
Compensation This role offers a base salary of $85,000-115,000, along with equity and a comprehensive benefits package.
Perks & Benefits
Flexible PTO – we trust you to take the time you need
Equity – share in the growth you’re driving
Remote-first – work from where you’re most productive (or hybrid in Cambridge, MA)
Health, dental, and vision coverage
A mission-driven culture that celebrates impact
Opportunities to grow into leadership and strategy ownership
Culture at Goodpath
Empathy & Collaboration
We lead with empathy and trust, and always support one another
Strong communication is key - we encourage speaking up, vocalizing ideas, and learning together.
Our flat organization ensures transparency and accessibility across all levels.
Excellence & Impact
We are mission-driven, with a deep commitment to creating meaningful change.
We hold ourselves to high standards, striving for excellence in execution while remaining lean and scrappy.
Ownership and accountability are central - we empower individuals to take initiative and deliver results.
Growth & Innovation
We embrace a growth mindset and foster continuous learning and development.
Innovation, adaptability, and problem-solving are celebrated and encouraged.
Through continuous improvement, we build resilience and find better ways to work every day.
How to Apply:
Please apply using our LinkedIn Job Listings. To be scheduled for an interview, you must submit our supplementary questions at gpath.me/marketinghire.