Responsibilities

• Education-First Campaigns: Turn complex nutritional science into clear education that helps people understand their health and find the right solution. Lead content across YouTube, blogs, guides, email and social, working with Dr. Lynch and the content team. Oversee SEO, email automation and paid media, which exist to bring educated people to our content.
• DTC Growth Leadership: Own the P&L and growth plan for our $17M DTC business. Build financial models for CAC, LTV, channel contribution and margin. Set and hold a clear ROAS and CAC bar for every channel. Partner directly with the CEO on growth initiatives.
• E-commerce Excellence: Own the digital customer journey from first visit to loyal customer. Improve conversion, retention and subscription. Use our product-match quiz and guides so every customer lands on the right product. Work with e-commerce operations on platform excellence.
• Multi-Channel Collaboration: Work with retail, wholesale and Amazon teams for consistent brand and education across channels, while running DTC as its own high-growth channel. Share insights and use our total company scale ($50M) for better vendor relationships and testing.
• AI-Driven Innovation: Use AI to personalize education, segment customers, speed up content, and improve targeting and spend efficiency. Test boldly, measure honestly, keep what works.
• Analytics & Optimization: Define OKRs and report DTC performance, ROI and efficiency. Own attribution, incrementality testing and the marketing tech stack, with a focus on getting full value from every tool.
• Team Building: Recruit, develop and lead the DTC marketing team, [including existing paid media, SEO and content staff]. Build a culture of collaboration, purposeful action and never settling.

Requirements

• 8+ years of progressive digital marketing experience; 3+ years leading teams at DTC brands doing $17M+ in revenue
• Proven track record growing DTC revenue profitably, with disciplined CAC, ROAS and margin management
• Experience marketing health products that need customer education (supplements, functional medicine, health optimization), including working within FDA and FTC rules on health claims
• Experience building or running education-led marketing: expert-led content, video (YouTube), SEO, email and lead nurture
• Experience working with a physician, scientist or founder as the public voice of a brand
• Deep technical expertise in SEO/SEM, Google Analytics, Google Ads, Meta Ads, attribution modeling and funnel optimization
• E-commerce platform expertise with a proven ability to improve conversion rates and customer experience
• Hands-on experience using AI tools (such as Claude or ChatGPT) to improve marketing performance and content quality
• Data-driven decisiveness: turning analytics into strategy and acting with incomplete information
• Team leadership that builds high-performing teams through collaborative effort and a never-settle mindset

Preferred

• Experience with Shopify, Klaviyo or similar DTC platforms
• Strong creative sensibility partnering with design and content teams
• Experience managing $1M+ annual ad budgets
• Track record of email and SMS programs that educate and retain customers

Benefits

• Mission and values-aligned culture: Make a real impact on people's health through education.
• Meaningful ownership: Lead a $17M DTC channel with CEO partnership and the resources to do it well, in a company where education leads and the founder is an active partner in content.
• Innovation encouraged: Full support to test, measure and improve.
• Location: [Beautiful Bellingham, WA with mountain and water access, or remote flexibility.]
• Compensation and security: Competitive salary, bonus opportunity tied to DTC contribution margin and customer lifetime value, 401(k) with 6% match, life insurance, short-term disability
• Time off and balance: 4 weeks of vacation, additional sick leave, 9 holidays, plus your birthday off
• Health and wellness: Medical, dental, vision, wellness and travel reimbursements, on-site fitness, discounted product stipend
• Growth and development: Personal and professional training opportunities