Director of Engagement Marketing

Hazel Health is the nation's largest virtual provider of school-based healthcare services, and has been recognized by Fast Company as “one of the world’s most innovative places to work” in 2023. 

By partnering with districts and health plans across the country, Hazel transforms schools into the most accessible front door to physical and mental healthcare. Today, Hazel's diverse team of licensed providers deliver therapy and medical services virtually (in school or at home) to over four million K-12 students — regardless of their insurance status or ability to pay. Hazel aims to remove all barriers to the mental and physical health care that children need to thrive: in school, at home, and in life.

Helping students and their families feel better takes a team of smart, dedicated people. As an integral member of the Hazel team, you will…

• Make an Impact: Work with a team that is increasing equitable access of quality health care experiences for students and their families
• Enable Scale: Work with a team that is building and professionalizing a high growth high impact social enterprise
• Feel Valued: Work with a team that is being compensated competitively, developed professionally, and celebrated frequently for making a meaningful difference

Check us out at Hazel Health Careers. 

The Role: Director of Engagement Marketing

Location: Remote

We’re looking for our first Director of Engagement Marketing to supercharge Hazel’s impact against the country’s youth mental health crisis by effectively engaging schools and families across 150+ districts nationwide.

Over 4 million K-12 students are eligible for Hazel Health’s services, at no cost to their families — and an estimated 600,000 of them have mental healthcare needs that are *not* getting treated today. We’re looking for a curious and “impact-first” thinker to lead Hazel’s efforts to connect these children to the care they need, and stem the tide of the growing youth mental health crisis.

Reporting to the VP of Marketing & Comms, this role will lead Hazel’s cross-functional efforts in driving end-user awareness, activation, utilization, and ongoing engagement with Hazel’s platform. Our two key end-user segments are (1) school staff (primarily school counselors and social workers who help identify students with unmet needs and refer them to Hazel for care), and (2) families (student patients, and their parents/guardians). As such, the overall engagement strategy will require a multi-pronged audience strategy to drive engagement across two key user segments: (a) school staff, as well as (b) parents/families. 

What You’ll Do:

As the Director of Engagement Marketing, you will build Hazel’s engagement and product marketing function from zero (well, 0.25!) to one. You will take an experiment-oriented approach to identify Hazel’s biggest growth levers and develop a powerful and repeatable playbook that Hazel can deploy to achieve enterprise objectives.

• Lead the development and execution of school-facing and family-facing marketing campaigns, in collaboration with the Design/Creative team — with a focus on email, SMS, owned channels, and direct mail. 
• Develop a “customer segmentation bible” with actionable personas — and drive a shared organizational understanding of who our key users are, what they care about, and what Hazel’s value proposition is to them. 
• Create a structured experimentation framework to discover Hazel’s highest-impact growth levers through rapid testing and learning (e.g., through “minimum viable tests”). 
• Create a marketing attribution and performance tracking system to consistently track campaign impact on key user engagement actions (read: not vanity marketing metrics!).
• Build a lifecycle marketing machine that translates customer personas into automated customer journeys that drive desired actions in each stage of the funnel. 
• Collaborate with the Data and Analytics team to enable CRM automation and to continuously surface insights about our users and their engagement behaviors. 
• Oversee Hazel’s Product Marketing function and partner with the Product team to build a seamless member journey for school staff and families, respectively. 
• Partner with Customer Success and our district customers to drive “on-the-ground” engagement with schools and families. Develop regionalized awareness-building and engagement strategies for each community.
• Collaborate with cro