Director, Growth Marketing

Responsibilities

• Own the direct-to-consumer paid media strategy across paid search, paid social, video, connected TV, programmatic, affiliate, and offline channels; allocate and reallocate demand budget based on performance against cost-per-lead, cost-per-consult, and payback targets; direct the outside creative and media agency as the single point of accountability; own the creative testing roadmap and landing page conversion program executed through the agency.
• Build the marketing programs that help field reps convert incoming DTC prescription contacts into activated, repeat prescribers, in partnership with the sales and clinical liaison teams; design and execute local demand programs that drive patient traffic to reps and clinical partners, including geo-targeted ads, event-driven campaigns, and clinic-day promotion; support field reps with local marketing assets and pull-through campaigns tied to specific accounts, regions, and events; partner with sales operations on lead routing, follow-up SLAs, and reporting on lead source quality.
• Own the funnel end-to-end from lead to consult to appointment to prescription; improve conversion at every step; establish and operate the weekly performance review with commercial and finance leadership; define KPIs, dashboards, and attribution methodology across paid channels and CRM; report growth performance to executive leadership on a defined cadence, with clear recommendations and next actions.
• Partner with Strategic Marketing on brand, positioning, and messaging inputs into downstream demand programs; partner with Sales leadership on pipeline, lead quality, and field marketing needs; partner with Legal, Regulatory, Clinical and Medical Affairs to ensure all patient-facing and clinician-facing marketing materials reflect approved claims, privacy requirements, and regulatory obligations; partner with Finance on demand budget planning, forecasting, and payback reporting.
• Hire and develop the downstream marketing team as the function scales, including demand generation, lifecycle, and web / conversion roles; establish and maintain the operating rhythm for planning, reporting, and cross-functional coordination within downstream marketing.
• Performs other related duties and special projects as assigned.

Requirements

• Bachelor's degree or equivalent practical experience.
• 8+ years of direct-to-consumer growth marketing, performance marketing, or patient acquisition experience, with at least 3 years in a leadership capacity.
• Deep, direct DTC experience is required. Candidates should have owned patient or consumer acquisition programs in a consumer health, medical device, aesthetic, dental, telehealth, or comparable regulated consumer category.
• Proven ownership of eight-figure annual paid media budgets, with hands-on channel expertise in paid search, paid social, organic SEO, and video. Working knowledge of emerging AI / answer engine optimization (AEO) practices.
• Strong command of acquisition unit economics, including cost-per-lead, cost-per-consult, CAC, LTV, and payback.
• Experience managing or directing an outside creative and media agency, including performance oversight and scope management.
• Experience partnering with a field sales organization to convert marketing-generated leads into revenue.
• Experience operating within a regulated marketing environment, including work with Legal, Regulatory, and Medical Affairs review processes.
• Strong analytical skills and comfort with marketing analytics, attribution, and CRM reporting tools.
• Strong written and verbal communication skills.

Preferred

• Medical device, aesthetic device, dental, or DTC healthcare experience.
• Experience marketing a product that requires both direct-to-consumer demand generation and clinician follow-through.
• Experience at a growth-stage company that scaled through the $10–50M revenue band.
• Experience moving paid media execution from agency to in-house.

Benefits

• Competitive Compensation ($160k-$175k DOE)
• Insurance (Medical/Dental/Vision)
• 401(k) Retirement Savings Plan
• Unlimited PTO
• 13 Paid Holidays
• Monthly Cell Phone Stipend (If Applicable)
• Life Insurance, LTD and STD
• Remote work desk allowance