Senior Manager, Social and Creator Marketing

About this role

Who are we and why should you join us?

BetterHelp is on a mission to remove the traditional barriers to therapy and make mental health care more accessible to everyone. Founded in 2013, we are now the world’s largest online therapy service, providing affordable and convenient therapy across the globe. Our network of over 30,000 licensed therapists has helped millions of people take ownership of their mental health and change their lives forever. And we’re not stopping there—as the unmet need for mental health services continues to grow, BetterHelp is committed to being part of the solution.

As a Senior Manager, Social and Creator Marketing at BetterHelp, you’ll join our Brand Team alongside a diverse group of licensed clinicians, engineers, product pros, creatives, marketers, and business leaders who share a passion for expanding access to therapy.

You’ll help shape how BetterHelp shows up in culture and how our brand reaches people organically—building the strategy, channels, partnerships, and systems that turn great brand ideas into sustained attention, conversation, and relevance.

As a mental health company, we take employee mental health just as seriously as we do our mission. We deeply invest in our team’s well-being and professional development because we know that business and individual growth go hand-in-hand. At BetterHelp, you’ll carve your own path, make an immediate impact, and be challenged every day—with a supportive community behind you the whole way.

What are we looking for?

We’re looking for an experienced brand marketer and content distribution strategist to lead BetterHelp’s organic brand presence and help more of our ideas travel.

You’ll own the strategy for how BetterHelp builds attention, relevance, and community across owned and earned channels—from social and creators to partnerships, community, long-form content, PR amplification, and emerging platforms. You’ll think beyond individual posts or influencer campaigns to build an interconnected organic ecosystem: identifying where our audiences spend time, what they care about, what BetterHelp has permission to say, and how the right ideas can reach the right people.

This role sits at the intersection of brand strategy, culture, content, and distribution. You’ll pair strong creative instincts with a rigorous understanding of channels and audiences, helping BetterHelp create work that people actively choose to engage with, share, and participate in.

What will you do?

• Own BetterHelp’s organic brand and distribution strategy , defining how the brand earns attention and builds relevance across social, creators, partnerships, community, long-form content, PR amplification, and emerging channels.

• Build an audience-first distribution model that identifies where our audiences spend time, how they consume and share content, and which channels and formats are best suited to different brand ideas.

• Turn brand strategy into channel strategy , translating BetterHelp’s positioning, campaigns, and cultural point of view into distinctive platform-native programs and always-on content.

• Develop the organic amplification strategy for major brand moments , working closely with Brand, Creative, PR, Partnerships, and Growth teams to extend campaigns beyond their initial launch and maximize their cultural reach and lifespan.

• Lead our owned social strategy across platforms including Instagram, TikTok, YouTube, and LinkedIn, establishing clear roles for each channel and continuously evolving our approach based on audience behavior and platform shifts.

• Lead creator and influencer strategy as a core organic distribution channel , developing thoughtful programs and long-term relationships that give creators meaningful ways to participate in and extend the BetterHelp brand.

• Build relationships with creators, cultural voices, communities, and partners who authentically align with our mission and can help BetterHelp participate in relevant conversations.

• Identify new and emerging distribution opportunities , testing new platforms, formats, communities, partnerships, and content models that can expand BetterHelp’s organic reach.

• Develop a strategy for long-form and search-driven brand content , including YouTube, podcasts, SEO/AEO, and other formats that can compound audience and brand value over time.

• Create an international organic distribution strategy , identifying which approaches can scale globally and where local platforms, creators, cultural context, and audience behaviors require a differentiated approach.

• Lead planning for organic brand activations and cultural moments , including creator programs, events, partnerships, and community-led initiatives designed to generate participation and earned conversation.

• Act as the connective tissue across organic, earned, and paid distribution , ensuring strong ideas move effectively across channels while maintaining a consistent brand strategy and point of view.

• Partner closely with Growth and Paid Social teams to identify organic content, creators, formats, and audience insights that can inform paid amplification—while using performance learnings to sharpen organic strategy.

• Develop measurement frameworks for organic brand impact , looking beyond surface-level engagement to understand audience growth, conversation, share of attention, content velocity, brand impact, and the downstream value of organic distribution.

• Manage and mentor a growing team across organic social, creators, and related distribution functions, establishing clear priorities, operating rhythms, and opportunities for development.

• Manage budgets and external partners across creators, agencies, partnerships, content production, and brand activations, ensuring investments ladder back to a clear distribution strategy.

• Build scalable operating systems , including briefs, playbooks, channel frameworks, compliance guardrails, measurement systems, and AI-assisted workflows that a

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