VP, Growth - Business & Consumer Markets

As a strategic and results-oriented growth leader, the Vice President, Growth – Business and Consumer Markets will drive LifeLabs’ expansion across both Consumer and B2B healthcare segments. This executive will lead Market Access, Marketing, and Sales functions for Core, Advanced Diagnostics and Specialty Healthcare—accelerating revenue growth, expanding government reimbursement pathways, and positioning LifeLabs as the trusted innovator in diagnostic health services. Status: Full Time Number of Positions: 1 Start Date: ASAP   LifeLabs operates under a Hybrid workforce model. Further details will be provided during the interview stage.   Key Responsibilities Market Access & Commercial Strategy Design and operationalize a Market Access framework to accelerate the adoption of Advanced Diagnostics (ADx) from New Product Introduction (NPI) to full reimbursement. Lead strategies to secure funding inclusion within public healthcare programs across Canada. Navigate complex regulatory and procurement landscapes to unlock reimbursement pathways for innovative diagnostics. Marketing & Sales Leadership Working with the Director, Marketing to develop and execute an integrated, data-driven marketing and sales strategy for both Consumer and B2B healthcare audiences. Reinvigorate sales execution through sales automation, key account management, and segmentation-based go-to-market models. Identify and act on customer trends, market insights, and competitive intelligence to drive strategic advantage. Strategic Partnerships Working with BCM leadership to establish and lead a Strategic Partnership Framework, targeting high-impact relationships across Pharmacy, Pharma, Insurance, Employer Health, and Digital Health sectors. Define partnership principles, governance structures, and performance measures to ensure alignment, compliance, and commercial impact. MarTech & Digital Enablement Working with Director marketing to lead the roadmap for Marketing Technology (MarTech), CRM, and automation platforms to enable personalized, compliant patient and provider engagement across the customer lifecycle. Ensure tight alignment with Digital and Data teams to optimize internal investments and partner integrations. Brand & Influence Build trust and engagement through influencer strategies, educational content, and reputation marketing. Leverage Real World Evidence (RWE), KOLs, and internal experts to differentiate LifeLabs as a clinical and innovation leader. Team Leadership Build and scale a high-performing marketing and sales organization anchored in data, collaboration, and accountability. Foster a performance culture focused on outcomes, experimentation, and continuous improvement. Align functional objectives to broader business strategy and transformation goals. Qualifications & Experience Proven track record in healthcare growth leadership, ideally within diagnostics, life sciences, or healthcare services. Deep experience in Canadian Market Access, funding pathways, and healthcare innovation adoption. Strong understanding of value-based care, procurement models, and healthcare regulation. Proficiency with Ai powered marketing, CRM, and data analytics platforms. Demonstrated ability to lead cross-functional teams in a matrixed organization. Executive presence with strong communication, negotiation, and stakeholder engagement skills.