Director, Consumer Marketing & Strategy

Responsibilities

• Consumer Marketing Strategy & Roadmap
• - Own and evolve the DTC marketing strategy and multiyear roadmap across prioritized disease states, audiences and business initiatives, aligned to enterprise and commercial objectives.
• - Define consumer segmentation, journeys, value propositions, messaging and channel roles; prioritize initiatives based on consumer needs, business value, feasibility and compliance considerations.
• - Lead annual and ongoing planning for consumer marketing, including strategic tradeoffs, agency direction, resource needs and investment recommendations.
• Consumer & Commercial Growth Strategy
• - Partner with Commercial Strategy, Product Marketing, Market Access, Sales and other leaders to identify and assess consumer-driven market opportunities, unmet needs and potential growth pathways for the organization’s full portfolio of products.
• - Develop strategic hypotheses, opportunity assessments and business cases that integrate market dynamics, patient behavior, care pathways, competitive trends and commercial economics.
• - Bring the consumer perspective into commercial planning, portfolio and go-to-market discussions; recommend where iRhythm should focus, invest, test, scale or change course.
• - Help shape a longer-term enterprise consumer strategy and the organizational capabilities required to deliver it, with ownership expanding as priorities and governance evolve.
• Omnichannel Marketing & Consumer Engagement

Requirements

• Bachelor’s degree required; advanced degree in marketing, business, strategy, communications, public health or a related field preferred.
• 12+ years of progressive experience in consumer marketing, commercial strategy, growth strategy or related areas, including substantial healthcare experience in medical devices, diagnostics, digital health, pharmaceuticals or disease awareness.
• Demonstrated ownership of enterprise-relevant consumer marketing strategies, integrated programs and measurable business outcomes; experience creating new capabilities or entering new markets strongly preferred.
• Ability to develop market opportunity assessments, synthesize consumer and competitive insights, make investment tradeoffs and translate ambiguity into actionable strategic roadmaps.
• Deep expertise in omnichannel marketing, segmentation, customer journeys, consumer research, digital measurement and agency leadership.
• Experience with patient advocacy and cross-functional healthcare stakeholder engagement, including working within Medical, Legal and Regulatory review environments.
• Executive presence, exceptional written and verbal communication, and a track record of influencing senior stakeholders and leading complex initiatives without formal authority.
• Comfort balancing strategic development with practical execution in a fast-moving, evolving business environment.