Vice President, D2C Growth Marketing (Alma)

Tusk; Seattle (WA); Hybrid; USD 180,000 - 320,000; Full time

Benefits offered by this job

Remote-first

Health insurance

401K plan (ADP)

Lifestyle Spending Account for health,

Co-working space stipend

Work-from-home stipend

Financial wellness benefits

Pet discount program

PerkSpot rewards

EAP access

Home office stipend

Family leave

12 paid holidays

Flexible PTO

Job summary

Alma, a Spring Health Company, is seeking a Vice President of D2C Growth (Consumer) Marketing to lead our consumer growth engine across paid and organic channels. The role drives member acquisition, activation, and lifecycle with a vision and roadmap, building a high-performing team while partnering with Product, Data, and Creative to scale growth.

The role is a full-time hybrid position based in Seattle, SF, or NYC, requiring in-office presence and quarterly travel if outside NYC.

Qualifications

• 8+ years in performance marketing, with 5+ years in SaaS/high-growth environments and senior leadership owning consumer acquisition P&L.
• Deep familiarity with consumer growth dynamics and full-funnel strategy.
• Proven track record building and leading high-performing growth teams.
• Experience deploying AI-forward or AI-native marketing strategies and tooling.
• Strong data-driven mindset with hands-on experimentation and attribution.
• Fluency in martech stacks, privacy-preserving measurement, and cross-functional collaboration.

Responsibilities

• Own the full-funnel growth vision and roadmap across paid, owned, earned, and lifecycle channels.
• Build, mentor, and lead growth marketers and channel leads focused on acquisition, activation, and retention.
• Own performance across SEM, paid social, programmatic/display, OLV/OTT, and affiliate; expand into new partner channels.
• Foster a rigorous testing culture with analytics, attribution, and incrementality testing within privacy constraints.
• Collaborate with Product to align messaging and funnel improvements including HelloAlma.com.
• Coordinate with Creative/Brand to accelerate testing velocity across messaging and assets.
• Oversee growth forecasting, budgeting, and reporting for paid and lifecycle channels.
• Partner with centralized martech stack (Iterable, Salesforce, Marketo, Growsurf) for program support.

Skills

Performance marketing

Growth marketing

Team leadership

AI-forward marketing

MarTech & attribution

Data-driven

Experimentation

Executive communication

Tools

Iterable

Salesforce

Marketo

Growsurf

Job description

Our mission: eliminating every barrier to mental health.

Spring Health is a global mental health company on a mission to eliminate every barrier to mental health. We're building a world where getting support is simple, personal, and built around the person, so care can continue through every job, move, health plan, and life stage.
Our AI-native platform helps us deliver personalized support across self-guided tools, coaching, therapy, medication management, and specialty care. With outcomes independently validated by JAMA Network Open and the Validation Institute, Spring Health reaches more than 170 million people worldwide through leading employers, health plans, and partners.
As an AI-native company, we believe technology should expand the reach, quality, and humanity of care. Every Spring Health team member is expected to use AI tools thoughtfully, apply human judgment to AI outputs, and keep building AI fluency in ways that support their role and our mission.

Alma, a Spring Health Company, is on a mission to simplify access to high-quality, affordable mental health care. We do this by making it easy and financially rewarding for therapists to accept insurance and offer in-network care. When a provider joins Alma, they gain access to a suite of tools that not only help them better run their business, but also grow it sustainably and develop as a provider. Alma is available in all 50 states, with over 20,000 therapists in our growing network. Anyone looking for a therapist can browse Alma’s free directory. Alma has raised $220.5M in funding from Insight Partners, Optum Ventures, Tusk Venture Partners, Primary Venture Partners, First Round Capital, Sound Ventures, BoxGroup, Cigna Ventures, and Rainfall Ventures. Alma was also named one of Inc’s Best Workplaces in 2022 and 2023.

Candidate Interview Guide

The Vice President, D2C Growth (Consumer) Marketing will lead Alma's consumer growth engine — driving member acquisition, activation, and lifecycle for the MSO consumer line of business. You'll set the vision and roadmap for paid and organic growth, build and lead a high-performing team, and partner closely with Product, Data, and Creative to drive growth without owning the funnel or product surface itself. This role reports directly to the President and carries executive-level visibility on consumer growth strategy. This is a full-time hybrid role based in Seattle, San Francisco, or New York City, minimum of 2 days in-office. If located outside of NYC, quarterly travel will be required.

What you’ll do:

• Own the full-funnel growth vision and roadmap — paid, owned, earned, and lifecycle — to scale member acquisition efficiently for your line of business.
  Build, mentor, and inspire a team of high-performing growth marketers and channel leads focused on acquisition, conversion, and retention.
• Own performance across SEM, paid social, programmatic/display, OLV/OTT, and affiliate, while expanding into new frontiers such as directories and partnership-based growth.
• Foster a rigorous culture of testing, measurement, and optimization — leveraging analytics, attribution, and incrementality testing to drive decisions, within HIPAA and data privacy constraints.
• Partner closely with Product, which owns the member funnel and product end-to-end, to keep messaging, targeting, and campaign sequencing tightly aligned with product-led funnel improvements — including continued momentum for HelloAlma.com.
• Collaborate with Creative and Brand to increase testing velocity across message, audience, and creative assets.
• Own growth forecasting, budget allocation, and reporting across paid and lifecycle channels for your line of business.
• Partner with the centralized martech function (spanning systems such as Iterable, Salesforce, Marketo, Growsurf, and the website) to keep acquisition and lifecycle programs well-supported through a period of shared/evolving stack ownership.
• Stay ahead of emerging channels and technologies — serving as a strategic thought partner to the COO and senior leadership on consumer growth strategy and investment decisions.

What success looks like:

• Member acquisition: Meet or exceed quarterly goals for new members completing their first visit through marketing-led acquisition.
• Acquisition efficiency: Scale member growth within target customer acquisition cost and payback thresholds, measuring CAC against completed first visits.
• Member activation: In partnership with Product, improve the percentage of marketing-acquired members who complete a first visit and reduce time to care.
• Lifecycle impact: Deliver measurable incremental lift in activation, repeat visits, and reactivation through lifecycle campaigns, validated through controlled testing.
• Channel diversification: Grow the volume and share of new members acquired through organic, referral, affiliate, and partnership channels while maintaining acquisition efficiency.

Who you are:

• 8+ years in performance marketing, demand generation, or growth marketing, with a minimum of 5 years in SaaS and/or high-growth environments, including senior leadership experience owning a consumer acquisition P&L at scale.
• Deep familiarity with consumer growth dynamics and full-funnel strategy.
• A track record of building and developing high-performing growth marketing teams.
• Experience deploying AI-forward or AI-native marketing strategies and tooling.
• A data-driven approach, with hands‑on experience running structured experiments, A/B tests, and building repeatable playbooks from insights.
• Strong MarTech and attribution fluency, including working effectively with a centralized/shared martech stack, incrementality testing, and privacy-preserving measurement.
• A clear, direct communicator who can translate performance marketing topics for executives and non-expert stakeholders.
• Comfort operating with some ambiguity around shared infrastructure ownership (martech stack, funnel dependencies with Product).

Benefits:

• We’re a remote-first company
• Health insurance plans through Aetna (medical and dental) and MetLife (vision), including FSA and HSA plans
• 401K plan (ADP)
• Lifestyle Spending Account for health, wellness, and family care
• Monthly co-working space membership stipend
• Monthly work-from-home stipend
• Financial wellness benefits through Northstar
• Pet discount program through United Pet Care
• Financial perks and rewards through PerkSpot
• EAP access through Aetna
• One-time home office stipend to set up your home office
• Inclusive family and medical leave plans
• 12 paid holidays
• Flexible PTO

Not sure if you meet every requirement? Research shows that women and people from historically underrepresented communities often hesitate to apply for roles unless they meet every qualification compared to other similarly-qualified candidates. At Spring Health, we are committed to fostering a workplace where everyone feels valued, empowered, and supported to Thrive. If this role excites you, we encourage you to apply.

Our privacy policy: https://springhealth.com/privacy-policy/

Spring Health is proud to be an equal opportunity employer. We do not discriminate in hiring or any employment decision based on race, color, religion, national origin, age, sex, marital status, ancestry, disability, genetic information, veteran status, gender identity or expression, sexual orientation, pregnancy, or other applicable legally protected characteristic. We also consider qualified applicants regardless of criminal histories, consistent with applicable legal requirements. Spring Health is also committed to providing reasonable accommodations for qualified individuals with disabilities and disabled veterans. If you have a disability or special need that requires accommodation, please let us know.