Growth Marketing Lead

ABOUT WELLTHEORY WellTheory is a digital health company helping people with autoimmune conditions take control of their health through personalized care, nutrition guidance, and ongoing coaching. We're a team of 60+ passionate people who care deeply about helping our members reduce symptoms, feel better, and live fuller lives — while helping employers and payors reduce their spend. ABOUT THE ROLE WellTheory partners with employers and health plans to give their members access to best-in-class autoimmune care. This role sits at the center of that mission: you'll play a senior role on the B2C side of our B2B2C model, reaching and enrolling the members whose employers and health plans have already chosen WellTheory. Email and direct mail drive the vast majority of our member enrollments — and we believe there's significant untapped performance in both. Your primary mandate is to unlock it. That means going deep on segmentation, creative, sequencing, and testing until these channels are operating at their ceiling. Once you've built that foundation, you'll also help us explore what comes next. You'll be working closely with our Head of Marketing to sharpen our strategy, build more rigorous testing frameworks, and push the quality and performance of our core channels meaningfully higher. You'll be trained and supported throughout, and you'll bring enough channel expertise to operate independently once you're up to speed. This is an individual contributor role reporting to our Head of Marketing. The ideal candidate is a rigorous, creative, strategic marketer. We're looking for someone who has spent time owning email and direct mail programs, understands how to move conversion rates, and brings the strategic instincts to keep improving. WHAT YOU'LL DO Email & Direct Mail - Own the strategy and optimization of WellTheory's email and direct mail programs — our two highest-volume enrollment channels - Drive performance through segmentation, personalization, creative testing, and sequencing improvements - Design and run structured experiments: from hypothesis, establishing a baseline, estimating an expected delta, and establishing clear KPIs - For direct mail: test formats and creative, and track response rates rigorously - For email: own campaign strategy, segmentation, an A/B testing roadmap, and lifecycle flow architecture - Integrate offline (direct mail) and online (email, SMS) channel strategies into a cohesive member journey Growth Strategy & Funnel Optimization - Analyze the end-to-end enrollment funnel, identify drop-off points, and develop clear recommendations for optimizations — then execute on them - Monitor all performance data daily and weekly; be one of the first people to know when something breaks or something's working - Design and run structured experiments: from hypothesis, establishing a baseline, and establishing clear KPIs - Conduct user research to understand who WellTheory's members are, what motivates them to enroll, and what keeps them engaged and translate those insights into smarter targeting, sharper messaging, and better product marketing Client & Stakeholder Work - Partner with employer and health plan clients to support successful member enrollment — including responding to client communications and creating one-pagers and enablement materials - Present performance, insights, and recommendations to senior leadership clearly and with conviction Team Operations - Help keep the marketing team's Asana organized and up to date as it relates to email and direct mail campaigns OUR AI PHILOSOPHY We believe AI is now a role requirement in every discipline, not just engineering. We expect you to use AI to streamline operations, reduce busywork, and give yourself more time to think about what's most important. That said, we don't expect you to use AI to replace taste or judgment. WellTheory's care model is centered on human-to-human connection, and that human touch is core to our marketing as well. No AI slop! We want someone who knows when to use it and when to put it down. YOU MIGHT BE A GREAT FIT IF YOU...

• Have deep expertise in email and/or direct mail. You've owned one or both of these channels end-to-end — not just executed campaigns, but driven strategy, testing, and measurable performance improvement over time.

• You’re equal parts strategist and executor. You can diagnose the funnel, form a thesis, prioritize ruthlessly, and build a plan you can defend. Then you can think through next steps to actually make it happen.
• You move fluently between the data and the creative: you can read a funnel report and write a killer creative brief off the same insight.
• Work autonomously and move fast — without cutting corners.

• Have project management instincts. You keep things organized, communicate proactively, and make sure nothing falls through the cracks.
• Can woo clients and present to leadership.

• Highlight specific email or direct‑mail campaigns you’ve owned, including the hypothesis, test design, and measurable outcomes.
• Prepare a short case study that shows how you used segmentation to boost conversion; bring data visualizations to the interview.
• Demonstrate familiarity with AI‑assistive tools (e.g., prompt‑based copy generation) and explain how you keep the human touch intact.
• When discussing client work, focus on how you translated employer requirements into actionable enrollment tactics.
• Ask about the current experimentation framework and KPI hierarchy; showing curiosity signals strategic thinking.
• Negotiate by emphasizing the equity component and remote‑work flexibility rather than base salary alone.
• Watch for vague promises about “unlimited” resources; clarify the support structure for testing and data analysis.