Responsibilities

• Lead the evolution of Free BC from a pilot initiative to a scalable national program through disciplined planning, prioritization, and execution.
• Develop and lead the comprehensive direct-to-consumer (D2C) marketing strategy for Free BC, aligning marketing priorities with organizational goals, growth objectives, and measurable business outcomes.
• Create and maintain a multi-year marketing roadmap with clear objectives, key performance indicators (KPIs), and success metrics across paid, earned, owned, and community-based marketing channels.
• Lead Audience Acquisition & Engagement by designing and executing evidence-based marketing strategies that engage diverse and historically underserved populations.
• Develop audience segmentation strategies, customer journeys, and personalized messaging across digital and community channels.
• Partner with internal and external stakeholders to identify innovative, culturally responsive approaches that increase awareness and utilization of Free BC.
• Establish a robust test-and-learn framework and develop marketing dashboards and performance metrics focused on mission impact and ROI.
• Use qualitative and quantitative insights to refine marketing strategies and improve outcomes for priority populations.
• Serve as the strategic lead for all external marketing agencies and vendors, providing direction and ensuring alignment with organizational priorities.
• Evaluate agency performance and lead sourcing, selection, contracting, onboarding, and ongoing management of agency partners.

Requirements

• Bachelor's degree in Marketing, Business, Communications, Public Health, or a related field required; Master’s degree preferred.
• 8-10+ years of progressive marketing leadership experience, including significant experience leading direct-to-consumer (D2C) digital marketing initiatives.
• Demonstrated success building and scaling consumer-facing digital products or services from early-stage growth through broader market adoption, with measurable business outcomes.
• Experience in healthcare, digital health, health technology, consumer technology, start-up organizations and mission-driven organizations strongly preferred.
• Proven expertise developing integrated marketing strategies across paid media, lifecycle marketing, CRM, social media, content marketing, SEO/SEM, partnerships, and community engagement.
• Strong experience managing external agencies, vendors, and strategic partners, including agency selection, contract management, and performance oversight.
• Deep understanding of digital marketing analytics, attribution, conversion optimization, customer acquisition, audience segmentation, and marketing technology platforms.
• Experience using consumer insights and data to reach underserved or historically marginalized populations through culturally responsive marketing strategies.
• Exceptional written, verbal, and presentation skills with the ability to communicate effectively to executive leadership, board members, partners, and external stakeholders.
• Demonstrated ability to lead cross-functional initiatives, influence without direct authority, and drive alignment across multiple teams.

Preferred

• Master's degree preferred.

Benefits

• Upstream Benefits: Upstream USA offers a comprehensive benefit package including medical, dental, vision, life insurance, long and short term disability, 401K with a match, generous vacation, personal, sick and holiday time off, parental leave, professional development, a fitness and cell phone allowance for all full time employees and part time employees who work a minimum of 24 hours per week.