Head of Go-to-Market - Thrive

About Thrive

Thrive is Sword Health's AI musculoskeletal solution — AI Care for pain, delivered at home. It is the product Sword built its business on, and it treats members across common pain areas.

The care model pairs licensed clinicians with AI rather than substituting one for the other. A Doctor of Physical Therapy owns the member's treatment plan, sets progression, and controls clinical escalation. Alongside them, an AI Care Specialist holds context between sessions and surfaces the signals that warrant a timely intervention. Vision AI captures precise movement data during every session and feeds it into clinical reasoning, and wearable integration tracks patterns between sessions so care can be adjusted before a member escalates to something expensive. Members engage from a smartphone or the Thrive Pad, from anywhere.

Role

We are hiring the Head of Go-to-Market for Thrive. The role sits at the intersection of product marketing, competitive intelligence, and commercial enablement, and it is one of the three leadership roles on the Thrive team alongside the Head of Product and the Head of Clinical, reporting to the General Manager.

Thrive has the clinical results, the technology, and the scale. This role exists to make sure the market understands that as clearly as our members do. MSK is a category where several offerings look similar on a benefits consultant's comparison grid and are not remotely similar in practice, and the work is to make the difference obvious, evidenced, and tangible — in the materials, in the buyer's language, and in the room where the decision gets made.

You will own three things:

1. Make Thrive's value impossible to miss.

Build the narrative, positioning, and differentiation that make it obvious why Thrive is the right answer for a global workforce. This includes the core messaging architecture, buyer-segment-specific positioning (global benefits leaders, regional HR, health plans and international insurers, benefit consultants), competitive battle cards, ROI frameworks, and the demo and proof materials that move a skeptical buyer.

2. Go and get the market intelligence yourself.

Build the narrative, positioning, and differentiation that make it obvious why Thrive is the right answer. This includes the core messaging architecture, buyer-segment-specific positioning (benefits leaders, health plans, unions and labour funds, consultants and brokers), competitive battle cards, ROI frameworks, and the demo and proof materials that move a rigorous, evidence-driven buyer.

3. Push it back into product and the commercial team.

Intelligence that stays in a document is worthless. You will feed what you learn back into the product roadmap so that we build against real competitive gaps, and into the commercial organisation so that every rep, consultant relations lead, and partner-facing seller can answer the hard comparison questions without escalating. This is influence work, not headcount work — you will not own the sellers, and you will need to change their behaviour anyway.

What you’ll be doing

• Core Thrive positioning, messaging house, and narrative architecture
• Competitive intelligence across global MSK and workforce wellbeing players — offering, pricing, packaging, channel, and regional strength
• Buyer-facing materials: one-pagers, ROI frameworks, demo scripts, case studies, RFP content, sales decks
• Sales and consultant enablement: training, playbooks, objection handling, certification
• Market opportunity mapping and systematic canvassing across international segments
• The feedback loop into product on competitive gaps and roadmap implications
• Message consistency across every geography and channel Thrive sells through

What you need to have

• 7+ years in product marketing and/or GTM, with clear ownership of positioning and competitive strategy — this role needs to land with a senior commercial team from day one

• Demonstrated ownership of all three: product marketing/positioning, GTM strategy, and sales/field enablement

• Evidence of working cross-functionally with sales and customer success, not only corporate marketing

• Evidence of building competitive intelligence from scratch, not inheriting and maintaining it

• This is an individual contributor role. Any future team growth will be around core GTM, not commercial deployment.

• US preferred; open to strong candidates globally

Strong Signal Backgrounds

• Digital health companies with genuinely strong commercial engines — Hinge Health, Spring Health, and comparable

• High-calibre B2B software or SaaS with strong product and sales motions (examples: Stripe, Ramp, Databricks, Figma, Notion, Rippling, Atlassian, or comparable)

• Has built competitive displacement narratives that demonstrably changed win rates

• Has used AI tooling to drive market canvassing and opportunity identification at scale

• Experience selling into multinational or multi-geography buyers

• Healthcare, digital health, or employer benefits experience is a plus, not a requirement — market knowledge can be taught if the craft is there

We Are Not Looking For

• Demand gen or growth marketing profiles without product marketing depth
• Sales leaders without clear product marketing and enablement ownership
• Brand, customer marketing, or communications leaders without GTM ownership
• Candidates whose relevant GTM experience is historical rather than current
• Candidates from a weak commercial engine, however strong the domain knowledge — the trade-off is not worth it

We'd love to see

You are currently at, or recently from, a Head, Director, or VP-level GTM or product marketing role where you owned the full stack: launching products, positioning, competitive differentiation, sales enablement, and market strategy. Comfort sitting between and across cross-functional roles such as b2b marketing and commercial sales, and you have built things in that space that measurably changed how deals were won.

You think in first principles. When you encounter a new product or market, your instinct is to ask "what is the actual problem the buyer has, why does this solution solve it better than alternatives, and what evidence would make a skeptical buyer believe that?" You do not reach for a template.

You are genuinely AI-fluent, not performatively. You have built systematic workflows and loops using AI tools to do market intelligence, opportunity canvassing, and competitive research faster and more precisely than a traditional team could. 

You are a strong writer and a clean thinker. The materials you produce are the kind that a benefits leader reads and thinks "this is from a company that understands my problem." 

You are close to the field. You have worked alongside sales reps, sat in on deals, and updated your strategy based on what you heard in live buyer conversations rather than what you assumed from a conference room.