Vice President, Growth Marketing

Vice President, Growth Marketing

Location: Remote (Bay Area, SF Preferred)

Reports to: Chief Marketing Officer

About Midi Health

Midi Health is fundamentally transforming the healthcare landscape for women in midlife. We are the nation's leading virtual care platform delivering expert, insurance-covered clinical care tailored specifically to the unique health and wellness needs of women navigating this critical life stage. As one of the fastest-growing digital health platforms in the country, we are venture-backed by top-tier investors and trusted by a rapidly expanding nationwide patient base. To fuel our next phase of hyper-growth, we are aggressively scaling a unique dual-revenue engine: unifying our core, trust-driven clinical telehealth services with a rapidly expanding consumer e-commerce product portfolio. We are investing heavily in re-architecting our acquisition infrastructure into a sophisticated, AI-native performance system—and we are looking for a visionary VP of Growth Marketing to design and drive the machine.

The Role

As the VP of Growth Marketing, you will own the paid acquisition engine — the system by which we find, attract, and convert quality customers at healthy unit economics. This is not a channel management role, it is a growth architecture role: you will design and operate an AI-native performance system and serve as the primary owner of CAC, LTV:CAC by segment, and the creative-performance feedback loop that makes the system smarter over time.

The acquisition challenge here is deliberately dual. Midi operates across care delivery — delivering clinical visits for their midlife health journey — and a growing consumer product line reaching 30 SKUs by the end of 2026. These are meaningfully different acquisition motions. Care conversion requires building clinical trust, navigating a considered and often emotionally charged decision, and moving a prospective patient through an education arc before she is ready to act. Product conversion draws on e-commerce best practices — intent capture, merchandising logic, cart dynamics, purchase frequency optimization. You will need genuine fluency in both, and the strategic judgment to know when each set of tactics applies and how to allocate resources between them as the product portfolio grows.

Critically, you will manage the full acquisition funnel — not just the performance layer. That means owning the awareness-building media investments that fill the top of the funnel alongside the conversion-focused channels that close it. You understand how upper-funnel media — connected TV, streaming audio, out-of-home, high-reach digital — creates the conditions in which performance channels work, and you can make the case for that investment in the language of unit economics rather than brand intuition.

Lifecycle and retention sit in a dedicated Engagement pillar with its own leader. You will work in close operating rhythm with that team — sharing customer intelligence, cohort data, and LTV signal — so that acquisition decisions are made with full visibility into downstream outcomes. A centralized customer intelligence system serves both pods, which means the economics of acquisition and retention are visible to both leaders simultaneously.

What You Will Own

Full-funnel media strategy across all paid channels — from awareness-building media (connected TV, streaming audio, high-reach digital) that fills the top of the funnel, to performance channels that convert it. You set channel strategy, testing direction, and the demand generation roadmap; your team executes buying, trafficking, and optimization against that strategy

Paid acquisition strategy across all performance channels — paid social, search, programmatic, and emerging — with full budget ownership and P L accountability. You set channel strategy, testing direction, and the demand generation roadmap; your team executes buying, trafficking, and optimization against that strategy

The agency and contractor ecosystem: building and managing an external network of paid media specialists and performance agencies that extends the team's capacity without extending headcount. You know when to build in-house and when to buy externally, and you manage that portfolio actively

The performance system architecture: the operating model, optimization cadence, testing infrastructure, and decision protocols that channel execution runs on

Creative performance: you own the signal side of the creative-to-performance loop, working in continuous data exchange with a dedicated Creative Intelligence pod that produces AI-assisted creative at volume

Audience strategy: which customer segments to acquire, at what cost thresholds, with what evidence that LTV justifies the investment — including expansion into adjacent audiences beyond our current core

LTV:CAC by segment across a dual-motion portfolio — care visits and Rx on one side, a supplement line reaching 30 SKUs by end of 2026 on the other — with the an…