VP of Growth & Marketing

Folia Health is a company focused on personalized, data-driven healthcare, particularly for individuals with complex conditions. They are seeking a VP of Growth & Marketing to lead their marketing function, driving brand growth and demand generation for both patients and pharma sponsors. The role involves overseeing patient recruitment, managing a marketing team, and aligning marketing strategies with product and research initiatives.

Responsibilities:

• Own Folia's growth vision and story across B2C and B2B, and lead the team that delivers it
• Manage, develop, and grow existing direct reports across both motions
• Define how the patient brand and the sponsor brand relate, so each strengthens the other rather than competing for attention
• Set the metrics that matter for both motions and report on them to the founding team
• Own patient recruitment into our research programs, from awareness through enrollment to long-term engagement and retention
• Hit and report on recruitment goals: enrollment targets per study, cost per enrolled patient, time-to-enroll, and retention across the study lifecycle
• Define target condition segments and build repeatable, measurable acquisition funnels across community channels, advocacy partnerships, and our existing user base
• Tell the story of a patient-advocate brand that does right by individual users, even when it's not convenient to the business
• Own Folia's external brand and thought leadership in the HRO and real-world evidence category
• Oversee the strategy of the demand-generation engine that fills our research sponsor pipeline
• Translate Folia's scientific posture (HRO validation, PFDD alignment, real-world evidence) into sharp, credible, regulator-aware messaging that earns trust with sophisticated buyers
• Partner closely with Product and Research so marketing promises and the actual experience stay tightly aligned on both sides
• Grow and shape the marketing team over time, building on the people already in place and hiring as the function scales

Requirements:

• A leader with a track record of leading high-impact initiatives in a startup environment
• Experienced across both B2C/DTC growth
• Fluent in metrics: you've owned acquisition, retention, and pipeline numbers and reported on them to executives
• A strategic, first-principles thinker who is also willing to operate hands-on in a startup with room to run
• Unsatisfied with the status quo for people living with complex chronic conditions
• healthcare, life sciences, or pharma marketing experience
• direct or personal experience with a complex, chronic, or rare condition