The Role
Kaia is a proactive AI pain care solution designed for individuals suffering from Back Pain. We’re looking for a strategic and hands-on Marketing Lead, to lead Kaia's marketing efforts in their fourth year as a DiGA (Digitale Gesundheitsanwendung) in the market. This is a highly visible, full-stack marketing leadership role that blends creativity, performance rigor, and a deep passion for direct to consumer campaigns and creative writing. You’ll report to the Head of Business, Germany and work closely with Product, Sales, Member Operations and the Executive team to accelerate the growth of Kaia in Germany. This role will own the entire marketing funnel—crafting and executing campaigns that drive member enrollments, engagement, and long-term retention. You’ll lead top to bottom funnel A/B testing, optimize conversion across enrollment and lifecycle journeys, and further shape the brand narrative that sets Kaia apart from every other digital MSK solution out there.We’re looking for someone excited to build and lead a team, while rolling up their sleeves to craft campaigns and compelling B2B and B2C messaging including email, direct mail, SMS, performance marketing ads, webinars, events materials and content for our organic blog while analyzing performance data. If you thrive at the intersection of empathy, creativity, and analytical precision—and love building from 0 to 1—you’ll feel right at home.
What you'll be doing:
- Own end-to-end marketing strategy and performance for Kaia with your main KPI being activations.
- Lead creative strategy, including execution and direction of assets and copy of Kaia’s enrollment and lifecycle campaigns.
- Own and further develop Kaia’s tone of voice and voice of the customer.
- Identify growth opportunities and deploy strategies to mitigate under-performance.
- Interface with leaders of other business units and drive cross functional projects.
- Partner with the sales team to support B2B demand generation and top-tier employer and health plan client enrollments.
- Lead top-of-funnel strategy and execution: positioning and messaging across digital and offline channels.
- Build and scale ROI-positive performance marketing campaigns across email, direct mail, push, and retargeting.
- Design and optimize member journeys—from first touch to long-term engagement.
- Lead CRM and lifecycle marketing strategy, including segmentation, personalization, and testing.
- Build and manage a high-performing team of marketers, analysts, designers and growth enablement team members (both direct and dotted-line reports).
- Establish clear KPIs and operational cadences for reporting, iteration, and scale.
- Act as the voice of the Kaia member—bringing empathy, curiosity, and creativity to every decision.
What you need to have:
- A passion for helping people live healthier, pain-free lives.
- 4 to 8 years of marketing experience with a strong background in growth or performance marketing.
- Native-level proficiency in German (written and spoken).
- Experience in both early-stage (scrappy, experimental) and later-stage (scalable, strategic) environments.
- Experience in B2C or B2B2C marketing, ideally in healthcare, digital wellness, or consumer tech.
- Analytical and data-driven, with strong experience using tools like Metabase, Google Sheets, and A/B testing frameworks.
- Experience building high-impact user journeys and optimizing multi-channel funnels.
- Experience leveraging AI tools for efficacy and efficiency gains in marketing activities.
- Proven ability to lead and develop high-performing teams.
- Excellent communication skills—able to distill complex ideas into compelling narratives.
- Bias toward action, creative problem solving, and ownership.
- Comfort navigating ambiguity and operating in a very fast-changing environment.
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The Company
What We Do
SWORD Health is the world’s fastest growing virtual musculoskeletal (MSK) care provider, on a mission to free two billion people from chronic and post-surgical pain. The company’s clinical-grade virtual therapy platform pairs expert physical therapists with FDA-listed wearable technology to deliver a personalized treatment plan that is more effective, easier and less expensive than traditional physical therapy. SWORD Health believes in the power of people to recover at home, without resorting to imaging, surgeries or opioids. Since launching in 2015, SWORD Health has worked with insurers, health systems and employers in the U.S, Europe and Australia to make quality physical therapy more accessible to everyone.
