Director, Marketing - Health Plans & Health Systems

About Lyra Health Lyra Health is a leading provider of evidence-based mental health care, serving more than 20 million people globally in partnership with employers and more than 100 million through health plan and partner relationships. The company has delivered more than 15 million sessions of mental health care, published more than 35 peer-reviewed studies, and delivered unmatched outcomes in terms of access, clinical effectiveness, and cost efficiency. Extensive peer-reviewed research confirms Lyra’s transformative care model helps people recover twice as fast and results in a 26% annual reduction in overall healthcare claims costs. Lyra is transforming access to life-changing mental health care through Lyra Empower, the only fully integrated, AI-powered platform combining the highest-quality care and technology solutions.

About the Role: Lyra is seeking an experienced Director of Marketing to scale our Health Plans & Health Systems (HP/HS) vertical. In this leadership role, you will oversee end-to-end marketing across the entire HP/HS ecosystem—driving referring provider engagement, B2B/B2B2C messaging, and member acquisition. Reporting directly to the SVP, Solutions & Commercialization, you will serve as the marketing leader for this high-growth vertical. You will build and empower a high-performing AI-native marketing organization, oversee cross-channel strategy, align clinical and product offerings with go-to-market execution, and serve as a key partner to business development, account management, and clinical leadership. Responsibilities Set Marketing Strategy: Define and execute the multi-channel GTM marketing roadmap for Lyra’s Health Plan and Health System lines of business to drive vertical growth and commercial objectives.

Drive Brand Awareness & Positioning: Elevate Lyra’s brand authority among health plan executives, health system leaders, and provider networks with high-impact activations and campaigns. Architect high-impact positioning and product marketing strategies into compelling value propositions that accelerate large-scale health plan and health system deal conversion.

Grow Membership: Oversee member acquisition, digital partner channels, B2B2C engagement, and field marketing across regional and national growth priorities.

Direct & Scale the Marketing Team: Build and scale an AI-enabled marketing function with a high-performance culture centered on data-driven experimentation, empathy, and continuous learning. Collaborate with internal shared service partners and external agencies.

Lead Cross-Functional Alignment: Partner with BD, Customer Success, Product, and Clinical to drive market demand and support key accounts.

Own ROI & Key Metrics: Track and optimize performance KPIs, including provider lead generation, member enrollment, and marketing campaign ROI. Qualifications 12+ years of progressive marketing experience in healthcare, health-tech, health plans, or health systems.

5+ years of team management experience, with a proven track record of leading managers, scaling teams, and building cross-functional organizations.

Healthcare Domain Expertise: Deep understanding of health plan dynamics, health system referral models, B2B2C healthcare enrollment, and provider engagement strategies.

Full-Funnel Capabilities: Proven expertise spanning brand positioning, product marketing, performance/consumer acquisition, and field/provider marketing.

Master Storyteller: Exceptional ability to translate connect complex clinical outcomes, technical capabilities, and healthcare mechanics with the unique needs of members and customers.

Data-Driven Leader: Highly analytical with deep experience connecting marketing strategy directly to top-line business goals, revenue targets, and customer retention. Preferred Experience Prior experience working in a fast-paced, high-growth healthcare or tech-enabled services environment.

Experience managing regional multi-market activations and national health system launch expansions.

Deep passion for mental health access and transforming the behavioral healthcare ecosystem.