Responsibilities

• Own the strategy, deployment, optimization, and performance of Shield’s significant multi-million-dollar DTC media investment, one of the most important growth investments within the Shield business.
• Set the national consumer media strategy across television, streaming, online video, search, social, programmatic, audio, local media, and emerging channels.
• Determine investment levels, channel allocation, audience strategy, geographic prioritization, flighting, reach, frequency, and optimization approaches.
• Balance long-term brand building with near-term demand generation and measurable patient action.
• Partner with Consumer Marketing leadership to translate brand and audience strategy into an integrated media plan that builds awareness, creates urgency, and motivates patients to ask for Shield by name.
• Advise the Vice President of Marketing and senior commercial leadership on major investment decisions, trade-offs, risks, and opportunities.
• Lead executive-level reviews of DTC performance, clearly articulating what is working, what is not, and where investment should be increased, redirected, or reduced.
• Ensure rigorous budget stewardship, including forecasting, pacing, agency fees, production implications, working versus non-working spend, and financial reconciliation.
• Build a measurement framework that connects DTC investment to awareness, consideration, site engagement, patient action, provider demand, test orders, and incremental business impact.
• Establish a disciplined testing agenda across audiences, creative, messaging, channels, media weight, sequencing, and geographic markets.

Requirements

• Bachelor’s degree in Marketing, Business, Communications, Analytics, or a related field; advanced degree preferred.
• 15+ years of progressive experience in media, performance marketing, digital marketing, or integrated marketing, including significant leadership responsibility.
• Demonstrated success managing significant multi-million-dollar media budgets or advertising portfolios with accountability for strategy, allocation, optimization, and performance.
• Experience leading complex national or multi-channel media programs across brand and performance objectives.
• Deep expertise across television, streaming, programmatic, search, social, endemic HCP media, account-based marketing, CRM, web, SEO, conversion optimization, and marketing automation.
• Proven ability to build integrated strategies across brand building, demand generation, customer engagement, and commercial activation.
• Strong agency leadership experience, including agency selection, contract and scope management, governance, and performance accountability.
• Advanced understanding of media measurement, attribution, experimentation, audience strategy, and marketing analytics.
• Experience defining or advancing marketing technology, customer data, personalization, and AI-enabled marketing capabilities.
• Demonstrated ability to influence executives and lead across a complex, highly matrixed organization.