VP of Growth & Marketing

Intro to Folia

Measure what matters.

Nell and Dan founded Folia Health because it has been simply too hard for their family members to receive personalized, data-driven healthcare that directly addresses the issues they're dealing with. People around the country and now the world, including our own team members and families, use Folia to track what they're experiencing - fatigue, symptom flares, pain - alongside what they're currently doing for treatment, and then use this information to understand the best way forward. Most Folia users also receive Data Dividends to share their data as part of our Research Programs, the business model that keeps Folia humming along.

Along the journey of building Folia, we've developed and validated a new type of health data - home-reported outcomes (or HROs). HROs allow people dealing with complex conditions to digitize their vast personal health knowledge, with simple responses to a personalized set of multiple-choice questions whenever they're experiencing a change in their health. HROs are actually now a valued part of the research methods that leading life sciences companies use to understand how their therapies are impacting people in the real world.

Folia ('foglia' is leaf in Italian) was named for the power of the individual contributions of people tracking their own health experiences. Each individual contributor is a leaf on the tree, performing important tasks to enable the whole (healthcare) tree to grow and become stronger - ultimately benefitting the leaf itself. (Yes we may have taken the metaphor too far...)

We are:

• Female-founded and led by parents and family caregivers
• Stubbornly focused on making healthcare make sense
• 10 years in business
• Backed by top venture funds with a strong financial runway
• Made possible by our fast-growing user community with thousands of users in rare conditions

Folia is looking for a VP of Growth & Marketing to build and lead our entire marketing function across both sides of our business: the patients and family caregivers who use Folia to take control of their health journey, and the pharma and biotech research sponsors who partner with us to measure real-world condition burden and therapy impact. This is a rare mandate to own brand, growth, and demand generation end to end at a mid-stage startup, reporting directly to the founding team. You'll inherit a small but capable team to build on, including marketing leadership on the B2B side and dedicated content support on the patient side, with room to grow both as we scale.

Folia is the platform for Home-Reported Outcomes (HROs): the lived, day-to-day experience of people with complex chronic and rare conditions. On the consumer side, that means reaching people who need better answers for their health and want to help drive change, and surfacing high-quality research studies to grow our impact on the patient-focused research. On the sponsor side, that means telling a trusted, science-forward story to Medical Affairs, Clinical, and HEOR leaders at pharma companies. You'll be the person who makes both engines work, and enables them to reinforce each other.

If you're based near Boston, our team convenes at our beautiful downtown office on Tuesdays and Thursdays. We welcome strong remote applicants as well.

What you'll do

Lead the whole function

• Own Folia's marketing strategy across B2C and B2B, and lead the team that delivers it
• Manage, develop, and grow existing direct reports across both motions, including B2B marketing leadership and patient-side content marketing
• Define how the patient brand and the sponsor brand relate, so each strengthens the other rather than competing for attention
• Set the metrics that matter for both motions and report on them to the founding team

Patient and caregiver growth (B2C)

• Own patient recruitment into our research programs, from awareness through enrollment to long-term engagement and retention
• Hit and report on recruitment goals: enrollment targets per study, cost per enrolled patient, time-to-enroll, and retention across the study lifecycle
• Define target condition segments and build repeatable, measurable acquisition funnels across community channels, advocacy partnerships, and our existing user base
• Tell the story of a patient-advocate brand that does right by individual users, even when it's not convenient to the business

Pharma sponsor demand generation (B2B)

• Own Folia's external brand and thought leadership in the HRO and real-world evidence category
• Oversee the strategy of the demand-generation engine that fills our research sponsor pipeline
• Translate Folia's scientific posture (HRO validation, PFDD alignment, real-world evidence) into sharp, credible, regulator-aware messaging that earns trust with sophisticated buyers

Across both

• Partner closely with Product and Research so marketing promises and the actual experience stay tightly aligned on both sides
• Grow and shape the marketing team over time, building on the people already in place and hiring as the function scales

You are

• A leader with a track record of leading high-impact initiatives in a startup environment
• Experienced across both B2C/DTC growth and B2B demand generation, or deep on one with credible range into the other
• Fluent in metrics: you've owned acquisition, retention, and pipeline numbers and reported on them to executives
• A strategic, first-principles thinker who is also willing to operate hands-on in a startup with room to run
• Unsatisfied with the status quo for people living with complex chronic conditions
• Nice to have: healthcare, life sciences, or pharma marketing experience; direct or personal experience with a complex, chronic, or rare condition

Compensation

The base salary range is $170,000-$210,000, with starting salary determined commensurate with experience. The full package includes stock option grants and benefits: health, dental, vision, and a 401k plan. Our team is Boston-based, and we welcome remote applicants.