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Director of Consumer Marketing

InStride Health

InStride Health

Marketing & Communications
Boston, MA, USA
Posted on Thursday, May 23, 2024
About Us

InStride Health is transforming pediatric mental healthcare. Our mission is to provide desperately needed, insurance-based access to virtual treatment that works for kids and teens with mod/severe anxiety & OCD. Through this mission, we are expanding access to care, increasing engagement in treatment, and improving treatment outcomes. We are doing this by combining research-backed clinical care and innovative technology to eliminate the major problems with care today: difficulty finding providers, months of waiting to be seen, arduous onboarding processes, and inconsistent use of evidence based therapies and outcomes tracking.

Team InStride Health: Our Core Values

  • Give Heart: We lead with heart, treating patients and their families the way we want our loved ones to be treated.
  • Work Smart: We find smarter ways to solve hard problems and fix the broken mental health system by leveraging technology, diversity of thought, and innovation.
  • Have Humility: We leave our egos at the door, empowering our team to collaborate, celebrate diversity, and adopt a growth mindset.
  • Embrace Community: We all belong. We are in this together, and we never worry alone. We believe in each other and recognize that every voice matters.

About the Role

As a Director of Consumer Marketing at InStride Health, you will play a pivotal role in amplifying our mission and driving awareness, engagement, and conversions. You will collaborate closely with cross-functional teams to develop and execute strategic marketing initiatives that effectively communicate our value proposition, reach target audiences (patients, families, and schools), and foster meaningful connections with prospective patients and families. You will report to our VP of Patient Acquisition and work in close collaboration with our Director of Provider Marketing to represent the InStride brand.


  • Strategic Marketing Development: Create comprehensive consumer-facing marketing strategies aligned with company objectives, market trends, and audience insights to drive brand awareness, patient acquisition, and revenue growth.
  • Patient & Family Experience Enhancement: Improve the patient experience and conversion rates through strategic planning and execution of tactics, including revised messaging, collateral optimization, and application updates, guiding prospects from awareness to enrollment.
  • Market Launch Execution: Develop and implement consumer-focused market launch plans as InStride expands into new geographies.
  • Brand Identity Cultivation: Cultivate and enhance InStride's brand identity, ensuring consistency across all patient/family touchpoints and effectively communicating our unique value proposition.
  • Digital Marketing Oversight: Manage patient/family-facing digital marketing efforts, including PPC advertising, email marketing, and social media campaigns. Optimize reach, engagement, and conversion rates, and monitor KPIs to gauge campaign effectiveness, recommending improvements as needed.
  • Marketing Collateral Development: Take primary responsibility for the development of all consumer-facing marketing collateral.
  • Social Media and PR Management: Oversee consumer-focused communications via social media and public relations.
  • Cross-functional Collaboration: Collaborate closely with our Director of Provider Marketing to represent a unified InStride brand. Work closely with cross-functional teams including intake, product, and clinical to align marketing efforts with business goals and ensure seamless execution of integrated initiatives. Leverage external marketing agencies to support InStride's objectives.
  • School Audience Marketing: Create and execute a marketing strategy roadmap for the school audience.
  • Trend Monitoring and Competitive Analysis: Stay abreast of trends and competitive activities, providing insights on consumer feedback to cross-functional teams for continuous improvement.
  • Advocate Development: Develop a program and process to enable graduated patients and families to serve as advocates/champions of the InStride treatment program.

What You Need to Succeed in the Role

  • Proven experience (5-8 years) leading the development and implementation of multi-channel marketing strategy, preferably in healthcare, mental health, or related industry. Strong preference for those with D2C marketing experience, ideally where patients are the consumer.
  • Strong verbal and written communication skills with the ability to articulate complex concepts clearly and compellingly
  • Capable of building strong relationships, and leading both directly and via influence
  • Significant attention to detail and excellent organizational skills
  • Curiosity and a willingness to learn and ask questions to improve outcomes
  • Strong quantitative and analytical skills; ability to use data to inform decision making and optimize marketing performance
  • Ability to juggle multiple priorities effectively and efficiently under tight timelines
  • Deep experience using Office and Google products to produce presentations, marketing materials, etc.
  • BA/BS degree or equivalent knowledge or experience

Why Join Our Team

  • Opportunity to join a mission-driven company that is changing the landscape of pediatric mental health treatment
  • Ability to help hundreds of children and families access desperately-needed evidence-based care
  • Opportunity to work with talented and experienced team members who have devoted their lives to solving this problem
  • Competitive compensation and generous benefits package for doing what you love
  • 401(k) with employer matching
  • Paid parental leave policy
  • 4-week paid sabbatical after 5 years of employment
  • Fully remote work environment, enabling you to work from the comfort of your home with periodic, in-person team retreats

Commitment to Diversity, Equity, Inclusion, & Belonging

One of the core values we are passionate about in InStride is building an inclusive and equitable environment where we celebrate all identities. We strongly believe that every member on our team enriches our InStride family; the individual voices help us provide better care for families. Therefore, we invite you to share any additional information about yourself or your experiences that may not be reflected in your CV. Inclusion of this information is completely voluntary.