Director of Marketing - B2B
Council Capital is a healthcare-focused private equity firm based in Nashville, Tennessee, managing over $350 million in committed capital.
We invest in lower middle market healthcare companies where we see the potential to scale purpose and performance. Our investments span control and minority positions in businesses with enterprise values between $10 million and $100 million.
What sets us apart is the Council Model—a proven framework that surrounds founders and leadership teams with a powerful combination of support: our CEO Council of seasoned operators, our Strategic Healthcare Investors who bring real-world insight and access, and our internal Value Creation Team, focused on enabling growth through talent, systems, and strategy.
At Council Capital, we’re not just backing companies—we’re helping build enduring businesses that improve lives and shape the future of healthcare.
About the Company
Alivia Analytics is a private equity-backed healthcare technology company in the payment-integrity space. Our AI-driven analytics platform helps commercial and government payers detect and prevent fraud, waste, and abuse (FWA), delivering measurable financial outcomes across the healthcare ecosystem.
Alivia is scaling quickly and investing in marketing as a growth engine. This role exists to bring discipline, consistency, and compelling storytelling to how we go to market, turning a sophisticated platform into a clear, differentiated brand.
The Role
Alivia is looking for a hands-on marketing leader who can both set the table and do the work. You will own the execution of our marketing across brand, messaging, digital, and events, translating a complex analytics platform into clear, compelling value propositions for distinct healthcare buyers.
This is an individual-contributor role reporting to the Chief Growth Officer, who owns the marketing vision and budget. You bring the craft, the discipline, and the follow-through. The biggest wins in year one come from unifying the brand, holding consistent external messaging, and getting real leverage from our digital channels and marketing tools.
You will have genuine autonomy over how the work gets done and how our brand shows up in the market. Strong candidates are excited to build and execute, not to manage a large team. You are encouraged to bring innovative approaches to our outbound messaging and targeting.
What You Will Do
Own and unify brand and positioning. Bring consistency to templates, decks, email signatures, and collateral, ensuring a single, professional external brand.
Enforce message discipline. Maintain consistent, on-strategy external messaging across commercial-payer, government/Medicaid, and Medicare audiences. No drift, no ad hoc jargon.
Translate capabilities into buyer value. Turn complex payment-integrity and FWA capabilities into clear, differentiated value propositions by buyer persona.
Run digital marketing end to end. Improve website user experience and conversion, get maximum value from the marketing-automation stack (e.g., HubSpot), and grow qualified traffic through SEO/AEO, against measurable targets.
Build sales-enablement narratives. Deliver market-ready messaging frameworks and sales collateral at roughly 70 to 80% finished, so product and sales refine only the last mile (today that ratio is inverted).
Design and execute buyer-persona campaigns. Distinct programs for commercial, government, and Medicare/Medicaid buyers.
Own events end to end. Plan and run roughly 6 to 10 events per year (about 2 requiring travel): booth, collateral, pre-event demand, and post-event follow-up, and manage outside vendors and sponsorships.
Manage to a budget you help optimize. Deliver maximum value from marketing spend set by the Chief Growth Officer, with disciplined stewardship rather than P&L ownership.
Report on what is working. Define and track marketing KPIs (traffic, conversion, and pipeline contribution), and share results and learnings with leadership.
What You Bring
7+ years in B2B marketing, with a track record of hands-on execution across brand, digital, and demand—not solely management.
Demonstrated ability to translate complex or technical products into clear buyer value propositions.
Strong writer and communicator, able to produce polished, sales-ready messaging with minimal direction and without the obvious use of AI.
Digital fluency: website and conversion optimization, marketing automation (HubSpot or similar), and SEO/AEO with measurable results.
Event-marketing experience, including end-to-end ownership of trade shows or conferences and vendor management.
Comfortable executing a strategy and budget set by a senior leader; disciplined, low-ego, and self-directed.
Healthcare, payer, or regulated-industry marketing experience.
Thrives as an individual contributor in a lean, fast-moving, metrics-driven environment.
Nice to Have
Experience in marketing payment integrity, FWA, claims, or healthcare analytics solutions.
Familiarity with marketing to both commercial payers and government/Medicaid/Medicare buyers.
Experience bringing brand consistency to a scaling or newly independent company.
Comfortable working in a private equity-backed, high-growth environment.
Council Capital and our portfolio companies are committed to building high-performing teams by hiring the best talent—period.
We believe in putting the right people in the right seats, regardless of background, and we’re always looking for individuals who bring fresh thinking, grit, and a drive to make a difference.
Thank you for considering a role with one of our companies. We’re excited to learn more about you.