VP, Growth – Job Description

Employment Type: Full Time
Level: Vice President
Location: Remote, MN
Compensation: Starting at $225,000, based on experience

Who we are:

At Herself Health, we're on a mission to help women get more life out of life, together. We are building a new model of primary care for women 65+ to solve long-standing problems: rushed appointments, long wait times, and care that's generalized rather than specialized towards women’s needs later in life such as post-menopausal care, bone density, weight management, and mental, social and emotional well-being.

Our patient-centric Primary Care clinics are dispersed across Minneapolis/St. Paul, MN. We are thrilled to serve the Twin Cities metro and Eagan. Our team of 100+ colleagues is on a mission to innovate the primary care landscape for women 65+. We’re seeking like-minded individuals who share in this passion to join us!

About you:

As we grow as a team, we are seeking strategic thought leaders who have a passion for building and innovating. We foster a culture of collaboration, excellence, and the willingness to roll up our sleeves and learn as we grow. We have a customer first mindset, and we are looking for team members who share that. Our ideal candidates have strategic prowess and the ability to use data to build best practices and implement great ideas in collaboration with our team and our community.

You are a results-driven growth leader with a proven track record in scaling healthcare or consumer-focused businesses. Your expertise lies in leveraging data analytics to optimize marketing campaigns and drive patient acquisition. You possess strong leadership skills, with experience in managing cross-functional teams and aligning marketing strategies with sales objectives. Your innovative mindset enables you to test and scale new marketing channels effectively, contributing to the company's growth.

About the VP, Growth Role:

As the VP of Growth, you will be a strategic and deeply analytical leader who will accelerate patient acquisition, drive retention, and expand brand reach across new and existing markets. This executive will own the full-funnel marketing strategy with a focus on scaling cost-effective, measurable growth while aligning tightly with clinical, operational, and product leaders. This is a unique opportunity to build a category-defining healthcare brand while delivering real impact for an underserved population.

Location Requirements:

While candidates located in Minnesota are strongly preferred, we welcome applications from individuals who are legally authorized to work in the United States.

Essential Functions:

Growth Marketing Strategy

Own patient acquisition strategy across paid digital, direct mail, community outreach, and referral channels with a goal of increasing new patient acquisition.
Demand Generation: Develop and execute multi-channel demand generation campaigns across digital and offline channels, including paid media, direct mail, etc. to maximize acquisition and pipeline growth while driving retention and engagement
Conversion Rate Optimization (CRO): Drive website optimization efforts aimed at enhancing user experience, increasing web performance, and improving conversion rates through data-driven A/B testing and CRO strategies.
Performance Metrics: Laser focuses on patient acquisition and CAC targets that are rooted in best-in-class demand generation practices to develop scalable, repeatable customer acquisition strategies across online and offline channels.
Develop geo-targeted, channel-optimized campaigns to support clinic breakeven and ongoing utilization in both mature and developing clinics.
Oversee robust CRM and lifecycle marketing campaigns (email, phone outreach, text, mailers) tailored by segment from qualified leads to scheduled appointments and repeat appointments with existing patients.
Partner closely with clinical operations, care teams, and product to drive omnichannel messaging aligned with patient education and trust-building
Oversee community and referral programs (e.g., ambassador programs, events, partnerships with senior centers, broker relationships)

Inside Sales Leadership

Lead Nurturing: Develop nurture campaigns that guide new leads through the sales cycle and accelerate acquisition for new sign-ups.
Sales Enablement: Provide the sales team with the right tools, insights, and collateral to empower them in converting leads into patients.

Performance Analysis & Reporting

KPI Tracking: Establish and track key performance indicators (KPIs) to measure the effectiveness of marketing initiatives.
Campaign Analysis: Measure and optimize Cost Per Acquisition (CPA) and Return on Advertising Spend (ROAS) to ensure efficient spending and high returns.
Reporting: Provide clear visibility and analytics on funnel metrics, channel performance, and conversion rates, reporting weekly and quarterly on lead generation effectiveness to the leadership team.
Own analytics and attribution modeling across channels; establish and maintain reporting dashboards
Build and implement a scalable martech stack suitable for healthcare compliance and personalization

Tools & Technology

CRM & Sales Tools: Utilize Salesforce for customer relationship management, ensuring accurate tracking and reporting of leads and patient conversions.
Analytics & Visualization: Employ Google Analytics and Tableau to analyze website performance, user behavior, and campaign effectiveness, creating dashboards to visualize key metrics.
Marketing Automation: Leverage marketing automation platforms to streamline campaign execution and lead nurturing processes.
Testing & Optimization: Implement A/B testing and multivariate testing strategies to optimize marketing campaigns and user experiences.

Must-have Qualifications and Skills:

Authorized to work in the United States
Bachelor's Degree or higher
Prior experience as a Sr. Manager or higher
Experience in building in-market and community partnerships
Limited domestic travel as needed

We support Equal Employment Opportunities (EEO). We are committed to an inclusive workplace. We do not discriminate based on race, religion, color, national origin, gender identity or expression, age, marital status, veteran status, disability status, parental status, political affiliation, or any other status protected by federal, state, or local laws.

All employees of Herself Health are expected to fully understand and abide by the practice's compliance policies and procedures. Employees are provided training upon hire and annually and regularly notified of changes as needed. It is expected that all employees will report any suspected violations of any federal or state laws to their direct supervisor, Human Resources, or the Compliance Officer.