Marketing lead

This is a full time and remote role. Meaning that you can work from the United Stated, Europe, Africa or even Antarctica if you’d like.

About Awell

Awell is a health tech startup on a to make care flows work harder than care teams.

We get up in the morning to improve healthcare for patients and care teams by changing the care delivery model. The current model has led to an incredible amount of waste, a tragic level of burnout among care teams and a high variation in care quality across and within countries. We want to change this.

The Awell platform and the CareOps practices provide care teams with the right tools to improve outcomes and lower the cost of care by designing, implementing and evolving software-powered care flows. Awell’s is to become the leading CareOps platform used by care teams worldwide to drive continuous improvement in care delivery.

We are still a relatively small team, spread across the globe (Europe, Asia and the US), but thanks to our recent fundraise, we’re expanding fast. We are backed by top VC investors like Octopus Ventures, LocalGlobe, and Moonfire. We are looking for open-minded people who are committed to continuously improving themselves and the world around them.

If you’d like to know more about Awell, please have a look at

🚀 About our marketing strategy

Q: What type of audience do you target?
We’re targetting virtual-first care organizations (e.g. Commons Clinic, Patina Health, Parsley Health) and traditional care providers (health systems). Within these organizations, we usually target the Chief Technology Officer, Chief Product Officer and Chief Medical Officer.

Q: How many customers do you have?
We currently have 10+ traditional health system customers in Europe and 15+ virtual-first care organizations in the US.

Q: What’s your G2M motion?
We are a B2B sales-led organization and have no appetite to become product-led due to the complexity of the healthcare system.

Q: What marketing strategy do you follow?
We have three big marketing advantages:

  1. Integrations: Just like Zapier has integrations with 3d-party tools, so has Awell integrations with 3d-party tools. The difference is that Awell focuses on healthcare-specific integrations, while Zapier is more general. We’ve already seen that the more integrations we have, the higher the interest and conversion rate.

  2. Category building: We’re defining the CareOps category and this generates significant TOFU awareness. Most events that we organize with CareOps, which are not Awell branded, generate between 400 - 600 signups and we have an audience of 3000+ people that are subscribed to our blog. We even see care organizations starting to hire “VP of CareOPs” (something that didn’t exist before).

  3. Channel partnerships: In healthcare, everything is a “who knows who game”, hence the reason we have referral partnerships with e.g. electronic health records (EHRs), content providers, data platforms…

Q: Are you planning to bring in more people in your marketing org?
Depends on the successes of the company in the next 6 to 12 months. Ideally the person that we hire becomes are Head of Marketing once we are ready to scale (aka building a team) but we can’t predict the future so no promises here.

About the role

As our first marketing hire, you will play a pivotal role in defining and executing Awell’s marketing strategy together with Thomas (CEO), Rik (Head of Growth), Jarrad (Commercial Director) and Scott (Account Executive).

For this role, we’re looking for a π-shaped marketer who has both growth marketing and product marketing experience. This does not mean that you need to be an expert in both areas, this means you need to be an expert in one area (e.g. growth) and proficient in the other (e.g. product).

Given we’re a B2B sales-led organization, this role also provides lots of opportunities for cross-functional collaboration with sales, product and operations to develop strategies that generate interest within the digital health and traditional healthcare market.


  • Collaborate with the CEO and Head of Growth to develop a comprehensive marketing strategy that targets tech-enabled care providers and traditional providers in the US.

  • Take ownership of implementing the marketing strategy by rolling up your sleeves. We are not looking for a people manager, we want someone willing to dive into the day-to-day tasks and execute marketing initiatives effectively.

  • Conduct market research to identify customer needs, market trends, and competitive landscape, and use these insights to inform product positioning and messaging

  • Determine product positioning & messaging.

  • Work closely with cross-functional teams to drive sales enablement, customer adoption, and overall GTM success (win rates, pipe velocity, competitive intel, etc…).

  • Launch, track, optimize programs & campaigns across channels.

  • Set up marketing tools & analytics.

  • Measure and report on the effectiveness of marketing efforts and use insights to continuously improve marketing strategies.


Can’t live without:

  • Our , and excite you

  • Early-stage startup experience

  • “I want to get my hands dirty” mindset

  • 4 - 7+ years of marketing experience in the B2B industry

  • Excellent written and verbal communication skills

  • An “out-of-the-box” mindset. We’d like to do things differently at Awell (we don’t follow the traditional marketing playbook) so some creativity is needed.

  • A growth mindset to always want to learn, measure, test and improve

  • Ability to set strategy and drive on projects independently and across teams

  • Willingness to adopt the “remote-first” culture

  • A move with urgency attitude (we like scrappy… a lot)

  • A good voice to rock a karaoke song

Can live without:

  • No prior healthcare experience (we even see that as an advantage, that way you're not stuck in traditional healthcare thinking)


  • A competitive salary

  • Yearly learning and development stipend

  • Strong growth opportunities (as we’re still relatively small but expanding fast)

  • Equity

  • ⏱️ Flexible work hours

  • 🛫 Flexible vacation policy (see )

  • Your choice of computing equipment

  • The chance to work with amazing and join our amazing


We’re a fully remote team so this is a remote position.

How to apply

Send an email with your CV to

Closing thoughts

We want to end with a piece of a16z’s “Hey Tech, It’s Time To Build. In Healthcare.” article as it conveys well why we believe this is the right time to join a healthcare startup.

In 2013, Marc Andreessen observed that the biggest, most successful companies have all done something that seemed completely “crazy” at the time of creation. The examples from the last two decades are clear. Sleeping in a stranger’s home? Airbnb. Getting in a stranger’s car? Lyft. Putting a personal computer in everyone’s home, and then in everyone’s pocket, and then on everyone’s wrist? Apple.

But what sounds crazy in 2023? Certainly not another meal delivery service, recruiting tool, or dating app. More broadly, we all agree that mobile, internet, the cloud, and SaaS are consensus and mainstream.

Here’s what sounds crazy in 2023: Trying to fix the United States’ gigantic mess of a healthcare system.

The U.S.’s largest industry–one fifth of the American economy–is unspeakably broken. The United States severely lags behind other developed nations in terms of health outcomes and cost. Hundreds of thousands of people die each year because of avoidable human errors.

Modern technology has little penetration in healthcare. The industry still largely relies on paper and fax machines for communication.

The most impactful companies are built at the frontier, and healthcare is the next frontier. It’s time to put our tech skills to work. The mother of all markets is ripe for disruption.