Director, Member Awareness & Activation

Job description

OUR  MISSION

We exist to create a more connected, compassionate, and confident experience for people with cancer and those who care for them. We make it easier to get answers, access high-quality care quickly, and feel supported throughout treatment and beyond.

Today, Thyme Care is a market-leading value-based oncology care enabler, partnering with national and regional health plans, providers, and employers to deliver better outcomes and lower costs for thousands of people across the country. Our model combines high-touch human support with powerful technology and AI to bring together everyone involved in a person’s cancer journey: caregivers, oncologists, health plans, and employers.

As a tech-native organization, we believe technology should strengthen the human connection at the center of care. Through data science, automation, and AI, we simplify complexity, improve collaboration, and help care teams focus on what matters most: supporting people through cancer.

Looking ahead, our vision is bold: to become a household name in cancer care, where every person diagnosed asks for Thyme Care by name. If you’re inspired to make cancer care more human and to help reimagine what’s possible, we’d love to meet you. Together, we can build a future where every person with cancer feels truly cared for, in every moment that matters.

WHAT YOU’LL DO

The Director, Member Awareness & Activation is a critical marketing leadership role responsible for driving how prospective members discover, understand, and enroll in Thyme Care. This leader owns the full top-of-funnel strategy and execution, from building market awareness to driving high-conversion lifecycle programs, and plays a critical role in scaling member acquisition across all partnerships.

Reporting to the VP of Marketing, you will lead a small team focused on multi-channel acquisition, automated lifecycle journeys, segmentation, experimentation, and continuous optimization. You will work closely with Engagement Marketing, Partnership Operations, Payer Growth, Enrollment Operations, Product, and Technology to design, launch, and continuously optimize campaigns that elevate market awareness and convert members across all channels.

You will develop high-impact campaigns in priority markets, deeply integrate into employer and health plan communication ecosystems, and leverage data-driven insights to drive awareness and enrollment at scale. This role is ideal for a marketer who balances creativity with analytical rigor and is excited to build and optimize a high-performing funnel that delivers measurable growth.

Top-of-Funnel Growth & Acquisition

• Own and execute the full member acquisition funnel, from awareness through activation and enrollment.
• Build and deploy multi-channel campaigns across email, SMS, digital, paid social, direct mail, and employer and health plan communications.
• Develop market-level awareness strategies using partner insights, market dynamics, and message testing.
• Create scalable segmentation, targeting, and messaging frameworks that reach diverse member populations.

Lifecycle & Automated Journeys

• Architect, implement, and evolve automated lifecycle programs using Customer.io, ensuring timely, relevant, and personalized communication.
• Apply behavioral triggers, dynamic content, and robust segmentation to guide members from first touch through enrollment.
• Build a disciplined experimentation roadmap across both automated and non-automated channels — testing new journeys, messaging, and engagement tactics that improve funnel performance.

Experiments, Innovation & Out-of-the-Box Growth Tactics

• Lead high-impact experiments that go far beyond digital channels — including employer education sessions, onsite or in-office awareness activations, community or plan-sponsored events, high-impact direct mailings, and other creative growth ideas.
• Partner with client-facing teams to pilot new partnership-driven initiatives that expand reach and create high-intent moments for members.
• Evaluate experiment results rigorously and scale successful tactics across markets and partner portfolios.

Client-Integrated Marketing & Cross-Functional Collaboration

• Work hand in hand with Partnership Ops and client partners to build aligned acquisition strategies and benefit communications.
• Integrate deeply into partner communication ecosystems: benefits portals, HR or care manager workflows, newsletters, and partner events.
• Design, launch, and continuously optimize campaigns that elevate market awareness and convert high-intent members across every partner channel.
• Develop co-branded and partner-specific marketing frameworks for launches, peak moments (like open enrollment), and recurring outreach.

Campaign Excellence, QA & Operational Rigor

• Build and maintain a rigorous QA process ensuring accuracy, compliance, and flawless execution across all channels.
• Create and maintain a comprehensive playbook of best practices for segmentation, outreach cadences, creative, channel mix, and conversion.
• Implement operational workflows that support scale, predictability, and quality across internal teams and partner programs.

Analytics, Optimization & Reporting

• Define and track key performance metrics across the acquisition funnel: reach, engagement, CTR, CVR, activation, enrollment rate, cost-per-enrollment, and overall ROI.
• Partner closely with Enrollment Operations to prioritize essential reporting and funnel visibility, leveraging Data team support where possible but not dependent solely on them.
• Identify insights and trends that guide ongoing improvements in targeting, creative, messaging, and channel mix.
• Drive continuous experimentation and learning cycles, scaling strategies that deliver measurable lift in acquisition and enrollment.

Team Leadership

• Lead, mentor, and scale a high-performing lifecycle and acquisition marketing team with clarity, accountability, and strategic direction.
• Foster a culture of creativity, testing, operational excellence, and cross-functional alignment.
• Establish collaboration rhythms with Product, Engineering, Data, Engagement Marketing, Enrollment Operations, and Client Success to ensure cohesive, end-to-end member experiences.

WHAT YOU’VE DONE

• 8+ years of experience in growth marketing, lifecycle/CRM marketing, or multi-channel acquisition programs, ideally in healthcare, benefits, or a complex B2B2C environment. Oncology experience is a significant plus.
• A strong experimentation mindset with a proven ability to design, run, and analyze tests across both digital and non-digital channels.
• Demonstrated success in top-of-funnel growth, including segmentation, multi-channel campaign development, and conversion optimization.
• Ability to work effectively within complex, multi-stakeholder ecosystems, including payer partners and internal operational teams.
• Highly analytical and data-driven, with a strong command of funnel metrics, A/B testing, segmentation, and ROI analysis, and the ability to prioritize and advocate for needed reporting in partnership with Enrollment Operations and Data.
• Proven ability to collaborate cross-functionally with Payer Growth, Engagement Marketing, Partnership Operations, Enrollment Operations, Product, and Technology teams.
• Strong leadership and team development skills, with experience building and mentoring high-performing marketers in fast-paced or high-growth environments.
• Clear, compelling communicator, able to translate insights into action and influence stakeholders across technical and non-technical groups.
• Comfort with ambiguity and constraints — resourceful, creative, and able to move quickly even when data or resourcing is limited.
• Member- and partner-centric perspective, with sensitivity to diverse audiences, benefit structures, and communication needs.

WHY THIS ROLE, WHY NOW

Thyme Care is entering a pivotal stage of growth as we expand across new markets and deepen partnerships with major health plans and employers. As our reach grows, so does the need for a modern, high-performing acquisition engine that can scale awareness and drive meaningful enrollment across a diverse member base.

This role exists to build that engine. We’re ready to elevate our lifecycle marketing, experiment with bold new acquisition tactics, and deeply integrate into partner communication ecosystems — and we need a leader who can bring creativity, discipline, and data-driven strategy to make it happen.

You will shape how thousands of people learn about and enroll in Thyme Care, directly influencing revenue, partner performance, and our ability to deliver better care experiences to members.

OUR VALUES

At Thyme Care, our core values guide us in everything we do: Act with our members in mind, Move with purpose, and Seek diverse perspectives. They anchor our business decisions, including how we grow, the products we make, and the paths we choose—or don’t choose.

Our salary ranges are based on paying competitively for our size and industry, and are one part of the total compensation package that also includes equity, benefits, and other opportunities at Thyme Care. Individual pay decisions are based on several factors, including qualifications, experience level, skillset, and balancing internal equity relative to other Thyme Care employees. The base salary for this role is $170,000 - $200,000 . The salary range could be lower or higher than this if the role is hired at another level. This position is also bonus-eligible.

We recognize a history of inequality in healthcare. We’re here to challenge the status quo and create a culture of inclusion through the care we give and the company we build. We embrace and celebrate a diversity of perspectives in reflection of our members and the members we serve. We are an equal-opportunity employer.

Be cautious of recruitment fraud , and always confirm that communications are coming from an official Thyme Care email.