Head of Marketing (Remote)

Remote   |   Full Time

About Shine:

Shine is on a mission to make caring for your mental and emotional health easier, more representative, and more inclusive. And we believe it all starts with making self-care an easy daily ritual, for all of us including the time we spend in the workplace. Named one of the Best Apps of 2020 by Apple, the Shine app helps you meditate, connect, and reflect, and go deeper with over 1,000 meditations. Shine is correlated with decreases in both anxiety and depression by up to 35%. One in three reviews call our app “life-changing.”


About the role:

We are looking for an experienced marketing leader who is passionate about inclusive mental healthcare and is ready to take their career to the next level by becoming a partner in scaling a mission-driven startup.

You would lead the marketing team, join the senior leadership team and bring your vision of good marketing, for a for-good business, created by good (the best) humans—to life.

Here’s the gist of what this role entails:


  • Lead the vision and team to support Shine’s consumer marketing efforts across the funnel for the Shine app’s Premium subscription product including: user acquisition, product marketing, lifecycle marketing, price testing, retention initiatives.

  • Lead the strategy to support growth for Shine's new B2B offering, Shine at Work, to generate qualified leads across content marketing, lead gen, and digital marketing 

  • Set KPIs, goals, and budgets needed to hit subscriber benchmarks and partner with members of the marketing team to ensure success in hitting those goals.

  • Analyze the effectiveness of marketing activities and present learnings team-wide

Brand Strategy

  • Lead Shine’s brand messaging strategy to establish Shine as the leader in inclusive mental health support for both consumers and as an employee benefit.

  • Work cross-functionally with content, sales, product, and marketing teams to ensure consistency across Shine’s brand voice and positioning

User Acquisition - B2C

  • Lead the channel strategy to reach new audiences to download the Shine app and convert them into Shine Premium subscribers. Partner closely with the paid marketing specialist to ensure that creative is in line with Shine’s brand and tone of voice.  

  • Source and manage agency and freelance partners to scale channels that produce a positive ROI.

  • Partner with platform partners and Shine’s internal engineering team to ensure that tracking and attribution are in place to measure the effectiveness of campaigns. 

Shine at Work Marketing - B2B

  • Collaborate with co-founders, Director of Business Development, and Director of Content for overarching brand strategy for B2B

  • Lead the marketing strategy to reach new customers 
  • Collaborate cross-functionally to lead the content development strategy for B2B marketing 
  • Validate ROI of growth channels for B2B 

Conversion Optimization

  • Create testing plans across in-app and the web to increase conversion throughout the funnel. 

  • Partner with the product team to ensure that learnings and best practices to drive growth and conversion are prioritized in the product roadmap

About You

  • You have scaled subscription business before and could name your last company's CAC to LTV ratio in your sleep
  • You care about people and know that good leaders inspire the best out of their teams by making them feel seen, heard and empowered 
  • You understanding the marketing mix: from paid marketing to referral strategies to influencer to brand campaigns—you get it
  • You care about access, giving more people access to things that should be easy to find: like good mental healthcare, that makes everyone feel seen, heard, and included 

About Your Experience

  • 8-10 years experience

  • Experience scaling a subscription company 

  • Experience with data tools including Google Analytics, Mixpanel, an MMP (we use AppsFlyer), Email CRM (we use LeanPlum)

About the Benefits, Shine’s Team and Culture

  • In our (virtual) office: We are a diverse team that over-indexes for marginalized experiences, working to make the entire industry of mental and emotional wellbeing more accessible. 

  • And we’re motivated every day by our community, a thriving group of millions of members, over-representing Black, Latinx, LGBTQIA+ experiences, and more—making their self-care a priority, often for the first time.

  • Free healthcare. We cover Medical, Vision & Dental 100%

  • Unlimited vacation, that we actually want you to use

  • Every other Friday off

  • Quarterly performance reviews to help you continue to grow professionally and support you in your goals

  • The chance to be part of a welcoming, kind, brilliant team that gets up every morning with the mission of making the world a more compassionate place

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