Director of Growth Marketing

ABOUT TAPESTRYHEALTH

TapestryHealth is a leading healthcare technology company focused on remote patient monitoring, chronic care management, and value-based care solutions for skilled nursing facilities (SNF), assisted living facilities (ALF), and physician groups. We combine proprietary technology platforms with clinical expertise to deliver measurable outcomes and enable providers to participate in innovative care models. With approximately 10% market share in SNF and expanding rapidly into adjacent markets, we are building scalable solutions that improve patient outcomes while addressing critical adoption barriers in post-acute and senior care settings.

POSITION SUMMARY

TapestryHealth is seeking a senior, hands-on marketing leader to build and run a scalable growth marketing engine in support of a sales-led healthcare technology business. This role will own campaign strategy and execution across conferences and events, inbound and outbound programs, content and messaging, sales enablement, and marketing operations, while working closely with executive leadership, sales, product, and external agency partners. This is a player-coach position for someone who can translate business strategy into repeatable programs that drive pipeline, improve sales efficiency, and support market adoption of newer solutions. The ideal candidate brings both strategic thinking and execution discipline, with deep experience in B2B healthcare technology marketing and demand generation.

KEY RESPONSIBILITIES

Marketing Strategy & Operations

• Build and own the marketing operating system for a sales-led go-to-market motion, including planning cadence, campaign calendars, KPIs, and execution discipline

• Partner with executive leadership to align marketing strategy with business priorities, revenue targets, and product roadmap

• Establish clear attribution, reporting, and performance measurement frameworks to track marketing contribution to pipeline and revenue

• Manage marketing budget and optimize spend across channels to maximize ROI and lead quality

Conference & Event Marketing

• Develop and execute repeatable conference and event playbooks across 100+ annual events, including pre-event marketing, onsite execution, and post-event nurture workflows

• Implement geo-targeting, retargeting, and account-based marketing tactics around key events to maximize pipeline creation

• Work with sales leadership to improve booth strategy, demo workflows, side events, and customer engagement experiences

• Measure and report on event ROI, pipeline attribution, and conversion metrics

Demand Generation & Inbound Marketing

• Design and execute multi-channel inbound marketing programs including webinars, educational content, paid advertising, and organic channels

• Build nurture campaigns and drip marketing workflows that move prospects through the buyer journey and accelerate sales cycles

• Position the brand as a thought leader and trusted education source to combat status quo bias and drive technology adoption

• Diversify lead generation channels beyond events to create sustainable, scalable pipeline sources

Sales Enablement & Alignment

• Partner closely with sales leadership to develop messaging, positioning, value propositions, and competitive differentiation

• Create and maintain sales collateral, presentations, playbooks, and enablement materials across product lines and buyer segments

• Implement feedback loops between sales and marketing to continuously refine messaging, campaign effectiveness, and lead quality

• Support sales team with campaign coordination, account-based marketing support, and customer engagement assets

Segmented Go-To-Market Support

• Develop differentiated messaging and campaign strategies for SNF, ALF, Back Office Solutions, and physician group segments

• Support expansion into new markets with tailored positioning, content, and campaign approaches

• Enable adoption of innovative solutions (e.g., passive remote monitoring, value-based care offerings) through education-focused marketing

Marketing Operations & Technology

• Own CRM marketing operations, campaign tracking, segmentation, list management, and workflow automation

• Partner with internal stakeholders to implement and optimize marketing technology stack (CRM, marketing automation, analytics)

• Manage integration and coordination with external agency partners for design, web, creative production, and specialized services

• Leverage AI tools strategically to improve marketing efficiency while maintaining quality control and human oversight

Content & Messaging

• Develop compelling campaign narratives, messaging frameworks, and thought-leadership content aligned to buyer needs and pain points

• Use customer voice, sales insights, and market research to continuously sharpen positioning and value propositions

• Oversee content strategy across formats including emails, landing pages, case studies, white papers, video, and social media

• Ensure consistent brand voice and messaging discipline across all customer touchpoints

SUCCESS METRICS

Performance in this role will be measured by achievement of the following outcomes in the first 6-12 months:

• Marketing Operating System: Standardized conference and campaign playbooks implemented with measurable execution discipline

• Pipeline Growth: Increased qualified pipeline generation with clear attribution to marketing programs and campaigns

• Inbound Engine: Functional inbound and nurture motion established with regular cadence and lead flow

• Sales Alignment: Improved coordination between sales, marketing, and agency partners with faster time-to-market for campaigns

• Adoption Support: Stronger messaging and enablement materials supporting adoption of innovative solutions and newer product offerings

• Executive Leverage: Reduced executive bottleneck on day-to-day marketing orchestration and campaign execution

• ROI Improvement: Measurable improvement in marketing efficiency, event ROI, and cost per qualified lead

REQUIRED QUALIFICATIONS

• Experience: 8+ years of B2B marketing experience with demonstrated success in demand generation, events, and marketing operations

• Healthcare Technology Background: Experience marketing healthcare technology solutions, ideally in post-acute care, senior care, or related verticals

• Player-Coach Orientation: Proven ability to develop strategy while executing campaigns hands-on; comfortable working in the details

• Marketing Technology: Proficiency with CRM and marketing automation platforms (HubSpot, Salesforce, Marketo, or similar)

• Cross-Functional Collaboration: Strong track record partnering with sales, product, leadership, and external vendors

• Campaign Execution: Experience managing multi-channel campaigns from concept through execution and measurement

• Project Leadership: Excellent organizational, project management, and prioritization skills in fast-paced environments

• Communication Skills: Outstanding written and verbal communication with strong messaging and storytelling ability

• Data-Driven Approach: Comfort with analytics, attribution, reporting, and using data to optimize marketing performance

PREFERRED QUALIFICATIONS

• Experience marketing into skilled nursing facilities (SNF), assisted living facilities (ALF), physician groups, or value-based care environments

• Familiarity with conference-heavy commercial models and event marketing ROI measurement

• Experience supporting segmented go-to-market strategies across multiple buyer personas and verticals

• Understanding of remote patient monitoring (RPM), chronic care management (CCM), or clinical technology solutions

• Background in technology adoption marketing where education and behavior change are critical

• Experience using AI tools to improve marketing efficiency and insights while maintaining quality control

• Knowledge of healthcare regulatory environment, reimbursement models, and provider workflows

WORKING RELATIONSHIPS

Reports to: Chief Growth Officer

Works closely with: Sales leadership, product management, clinical operations, marketing agency partners, business development

COMPENSATION & BENEFITS

• Salary Range: Commensurate with experience (target range $145,000 - $155,000)

• Benefits: Comprehensive health insurance, dental, vision, 401(k) with company match, paid time off, professional development opportunities

EQUAL OPPORTUNITY EMPLOYER

TapestryHealth is an equal opportunity employer committed to building a diverse and inclusive team. We do not discriminate on the basis of race, religion, color, national origin, gender, sexual orientation, age, marital status, veteran status, or disability status.