Marketing Lead

Marketing Lead

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PocketRN Inc.

Company Overview

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PocketRN is the first telehealth startup built specifically for nurse-led care, with a mission to close the gap between home and healthcare by enabling patients to meet virtually with specialized nurses. We have a phenomenal team and an exceptional investor group of healthcare-focused VCs and former and current CEOs of top public healthcare companies.

### Position Summary

The Director of Marketing at PocketRN is responsible for the strategic design and execution of our growth engine. This is a performance-oriented leadership role focused on two critical outcomes through experimentation: driving high-quality B2B lead generation for healthcare partners and ensuring rapid patient activation once those partnerships are live.

Operating as a strategic lead and individual contributor, you will direct execution through a network of external agencies. You will manage the "strategic brain" of our marketing efforts—defining the hypotheses, selecting agency partners, and overseeing the budget—to build out a growth playbook. This role is designed to prove our scalable model through rigorous testing before building out a permanent internal organization.

### Key Responsibilities

The essential functions include, but are not limited to the following

Strategic Leadership & Experimentation

• Design the Growth Playbook: Define, prioritize, and measure marketing efforts across the funnel aligned to our overall marketing objectives.
• Prepare for Scale: Document successful experiments and processes to transition the marketing function from an agency-reliant model to an internal team when ready.

B2B Lead Generation & Partnership Activation

• Market Positioning: Refine PocketRN’s value proposition in the home care and healthcare space, ensuring messaging resonates with key decision-makers.
• Capitalize on Sales Pipeline: Design and oversee lead-nurturing workflows, and content strategies to keep inbound leads engaged and moving through the funnel.
• Sales Enablement: Collaborate with the sales, market development and partner relationship teams to create high-impact collateral, case studies, and pitch materials
• Post-Launch Patient Activation: Develop and execute effective launch playbooks and ongoing engagement campaigns to rapidly onboard and activate patients

Agency & Vendor Management

• Quarterback External Specialists: Select, onboard, and manage a network of external agencies and freelancers (e.g., B2B sales collateral, social, AEO, PR, copy).
• Translate Strategy into Execution: Serve as the internal "strategic brain," translating high-level business goals into actionable, clear briefs for external partners.
• Accountability & Quality Control: Hold agencies accountable to strict timelines, brand standards, and performance benchmarks through regular reviews and data audits.

### Minimum Qualifications (Knowledge, Skills, and Abilities)

• Experience: 6+ years of progressive experience in growth marketing, demand generation, or product marketing, with at least 2 years in a dedicated marketing leadership role (e.g., Manager, Lead, or Director).
• Agency & Vendor Management: Demonstrated success selecting, onboarding, and "quarterbacking" external agencies, freelancers, and specialized vendors to execute complex marketing strategies.
• Data-Driven & Experimental Mindset: Strong analytical skills with a track record of running growth experiments, setting up A/B tests, and utilizing data to optimize campaigns and budgets.
• MarTech Proficiency: Hands-on experience setting up and managing modern marketing technology stacks (e.g., HubSpot, Salesforce, Marketo, Google Analytics, or similar automation and analytics tools).
• Healthcare Domain Expertise: Proven experience in B2B healthcare marketing (e.g., Digital Health, Healthtech, Medtech, Home Care, or Health Systems) including adherence to regulatory and compliance tandards

### Preferred Qualifications:

• Early-Stage Startup Grit: Experience working as an early marketing hire or solo marketer in a fast-paced, high-growth startup environment (Seed to Series B).
• Education: Bachelor’s degree in Marketing, Business, Communications, or a related field; or equivalent practical experience.

### Core Skills & Attributes

1. B2B2C Campaign Strategy & Partner-Driven Activation

• Why it matters: The candidate won't be marketing directly to patients via traditional B2C channels (like paid social or TV). Instead, they must know how to market *to* the healthcare partner, and then market *through* that partner to activate their specific patient base.
• What to look for: * Experience designing "co-marketing" or implementation playbooks that healthcare partners can easily deploy to their own patients.

+ Ability to create patient-facing materials (flyers, digital text templates, portal banners) that align with a partner hospital or home care agency's brand and compliance standards.

2. B2B Demand Generation & Pipeline Acceleration

• Why it matters: The top of the funnel relies on securing high-quality B2B leads (healthcare decision-makers) and keeping them engaged through long enterprise sales cycles.
• What to look for:

+ Proven track record of designing multi-channel B2B lead-nurturing workflows. + Experience collaborating closely with Sales and Partner Relationship teams to create high-impact sales enablement collateral (e.g., ROI calculators, clinical case studies, pitch decks).

3. Agency & Vendor Management ("The Quarterback")

• Why it matters: As an individual contributor managing external execution, the candidate must know how to direct, brief, and hold third-party agencies accountable without an internal team.
• What to look for:

+ Experience writing clear, actionable briefs that translate complex B2B2C strategies into creative/technical output for freelancers or agencies. + Experience managing budgets, setting strict performance KPIs, and auditing agency data to ensure ROI.

4. Healthcare Domain Expertise

• Why it matters: B2B healthcare marketing involves highly specific decision-makers, strict compliance/privacy considerations, and deep trust barriers (Digital Health, Home Care, Health Systems).
• What to look for:

+ 6+ years of progressive marketing experience, with a clear understanding of B2B healthcare buyers (CEOs, Chief Medical/Nursing Officers, Procurement). + Ability to articulate and refine value propositions that resonate specifically with healthcare enterprise buyers.

5. MarTech & Data Analytics Proficiency

• Why it matters: The candidate needs to be the technical architect of their own marketing ecosystem, tracking both the B2B lead funnel and post-launch activation metrics.
• What to look for:

+ Hands-on proficiency with enterprise tools like HubSpot, Salesforce, Marketo, Google Analytics, and automated attribution models. + Ability to set up clean data funnels and growth experiments independently.

Attributes

1. Early-Stage Startup Grit & "Player-Coach" Mentality

* Why it matters: This is a leadership role, but it is currently an *individual contributor* position. Candidates coming from large companies with massive teams and massive budgets will likely struggle.

2. Experimental & Growth Mindset

* Why it matters: The primary objective is to build a scalable "Growth Playbook" through rapid hypothesis testing (both for getting B2B leads and for figuring out which partner activation tactics work best).

3. Process-Driven & Scale-Oriented

* Why it matters: The end goal is to transition from an agency-reliant model to an internal team. The candidate must build systems today that someone else can easily scale tomorrow.

### Why Join PocketRN

• Fully remote role with meaningful patient impact
• Opportunity to support patients and caregivers through complex care journeys
• Contribute to building a human-centered virtual care experience designed to support modern healthcare needs.

Benefits

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### We invest in benefits that enable our employees to live healthy and full lives, including:

• Real investment in your career growth. We work closely with you day-in and day-out to help you do meaningful work and build the skills you want most
• Annual Keep Learning stipend for professional development, because the work of growing does not stop
• Fully remote work, with intentional in-person gatherings to bring the team together
• Generous paid time off and a parental leave policy that respects what new parents actually need
• 401(k)
• Comprehensive health insurance, including vision and dental
• Equity based on role type.