Director of Engagement Marketing at Hazel Health

Hazel Health is the nation's largest virtual provider of school-based healthcare services, and has been recognized by Fast Company as “one of the world’s most innovative places to work” in 2023. 

By partnering with districts and health plans across the country, Hazel transforms schools into the most accessible front door to physical and mental healthcare. Today, Hazel's diverse team of licensed providers deliver therapy and medical services virtually (in school or at home) to over four million K-12 students — regardless of their insurance status or ability to pay. Hazel aims to remove all barriers to the mental and physical health care that children need to thrive: in school, at home, and in life.

Check us out at Hazel Health Careers. 

The Role: Director of Engagement Marketing

Location: Remote

We’re looking for our first Director of Engagement Marketing to supercharge Hazel’s impact against the country’s youth mental health crisis by effectively engaging schools and families across 150+ districts nationwide.

The problem this role is focused on solving: Over 4 million K-12 students are eligible for Hazel Health’s services, at no cost to their families — and an estimated 600,000 of them have mental healthcare needs that are *not* getting treated today. We’re looking for a curious and “impact-first” thinker to lead Hazel’s efforts to connect these children to the care they need, and stem the tide of the growing youth mental health crisis.

Reporting to the VP of Marketing & Comms, this role will lead Hazel’s cross-functional efforts in driving end-user awareness, activation, utilization, and ongoing engagement with Hazel’s platform. Our two key end-user segments are (1) school staff (primarily school counselors and social workers who help identify students with unmet needs and refer them to Hazel for care), and (2) families (students, and their parents/guardians).

What You’ll Do:

As the Director of Engagement Marketing, you will build Hazel’s engagement and product marketing function from zero (well, 0.25!) to one. You will take an experiment-oriented approach to identify Hazel’s biggest growth levers and develop a powerful and repeatable playbook that Hazel can deploy to achieve enterprise objectives.

• Lead the development and execution of school-facing and family-facing marketing campaigns, in collaboration with the Design/Creative team — with a focus on email, SMS, owned channels, and direct mail. 
• Develop a “customer segmentation bible” with actionable personas — and drive a shared organizational understanding of who our key users are, what they care about, and what Hazel’s value proposition is to them. 
• Build a lifecycle marketing machine that translates customer personas into automated customer journeys that drive desired actions in each stage of the funnel. 
• Collaborate with the Data and Analytics team to enable CRM automation and to continuously surface insights about our users and their engagement behaviors.
• Create a structured experimentation framework to discover Hazel’s highest-impact growth levers through rapid testing and learning (e.g., through “minimum viable tests”). 
• Create a marketing attribution and performance tracking system to consistently track campaign impact on key user engagement actions (read: not vanity marketing metrics!).
• Oversee Hazel’s Product Marketing function and partner with the Product team to build a seamless member journey for school staff and families, respectively. 
• Partner with Customer Success and our district customers to drive “on-the-ground” engagement with schools and families. Develop regionalized awareness-building and engagement strategies for each community.
• Collaborate with cross-functional teams (across Product, Sales, Operations, Finance, and Customer Service) to ensure all digital and human touch points in Hazel’s user journey feel like one integrated, low-friction experience to the end user. 

Who You Are: 

You are a “general athlete” with a specialized background — bringing expertise in customer engagement and omni-channel lifecycle marketing to Hazel, ideally in a healthcare context (bonus points for a B2B2C model).

Your talents:

• You're unquenchably curious. Complex industries, topics, and personas fascinate you, and you have a knack for explaining them to others in simple terms. 
• You’re self-directed, with an innate propensity to create order and drive to decisions in unstructured environments. 
• You feel excited (rather than overwhelmed) by ambiguity — and feel comfortable building entirely new playbooks, frameworks, and systems (not just running existing ones). 
• You are a crisp, compelling storyteller — with a keen instinct for audience-specific value prop identification and positioning, as well as an eye for copywriting and design.
• You love making sense of data, and separating the signal from the noise. While you may not be a math whiz (but, great if you are!), you're not intimidated by data or spreadsheets. You appreciate a good pivot table. You’re able to partner with analytics teams by (a) asking the right questions, and (b) making sense of multiple (sometimes disparate) datasets — recognizing patterns and extracting salient insights to get to the “so what.”

You have a background in:

• Consumer marketing: 10+ years of experience in consumer marketing roles leading member activation, engagement, and retention — ideally in a B2B2C model.
• Product marketing: 5+ years of experience in PMM, representing the voice of users in product roadmap development; owning the positioning and rollout of new products or features to users/consumers. (Extra points if you’ve also led product marketing for clinical programs!) 
• Applied consumer insights: You have a deep bench of experience in generating and synthesizing consumer insights — and a proven track record of translating those insights into tangible actions that move the needle on enterprise metrics, including: customer activation/enrollment, utilization, and satisfaction. 
• People management: 5+ years of experience in people management — and a proven track record of hiring, developing, and leading top-performing teams. 
• Startup experience: 5+ years of experience in fast-paced startup environments. 
• Education: Bachelor’s degree, MBA preferred. 
  • Industry experience: Experience working in K-12 education and/or digital health verticals are a big plus! 

You're an "SME" (Subject Matter Expert) in:

• CRM/lifecycle marketing across channels (email, text, call, direct mail, etc.) — and building automated marketing flows that leverage various data sources (e.g., setting up Iterable/Braze/Klayvio campaigns based on data housed in Snowflake).
• Experience building scalable sales (including customer success) enablement systems, partnering closely with large sales and customer success teams to equip them with high-impact B2B and B2C marketing assets, scripts/positioning, etc.

Our Benefits: 

• A competitive compensation package — including a hiring base pay range of $155,000 - $185,000, depending on experience
• 401K with a 100% employer match for contributions up to 4% of salary
• 15 days PTO and 10 paid holidays annually
• High-quality medical, dental and vision coverage 
• Flexible Spending Account (FSA) and option for Health Spending Account (HSA) depending on medical coverage
• Employer-paid short-term and long-term disability, and employer-sponsored life insurance

We believe talent is everywhere, and so is opportunity. While we have physical offices in San Francisco and Dallas, we have embraced working remotely throughout the United States. While some roles may require proximity to our San Francisco or Dallas offices, remote roles can sit in any of the following states: AZ, CA, CO, DC, DE, FL, GA, HI, IL, ME, MD, MA, MI, MO, NE, NV, NJ, NM, NY, NC, OR, PA, SC, TN, TX, VT, VA, WA and WI. Please only apply if you live and work full-time in one of the states listed above or plan to relocate to one of these states before starting your employment with Hazel. State locations and specifics are subject to change as our hiring requirements shift.

We are committed to creating a diverse, inclusive and equitable workplace. Hazel Health values the minds, experiences and perspectives of people from all walks of life. We are proud to value diversity and be an equal opportunity employer. Qualified candidates with arrest and conviction records will be considered for employment in accordance with the Fair Hiring laws. Learn more about working with us at Hazel Health Life.