Job Title - Director of Marketing - Consumer Products
Job Description
Position Summary
The Director of Marketing – Consumer Products is responsible for leading the development, growth, and execution of Medivant Health’s consumer marketing strategy. This role has overall responsibility for building and scaling consumer-facing brands and products, with a strong focus on brand strategy, product marketing, digital and social media, consumer acquisition, influencer marketing, e-commerce, product launches, and integrated marketing campaigns.
The Director will provide strategic leadership and hands-on execution, establish the marketing roadmap, and lead Social Media, Influencer & Creative, Paid Media, Events, and Marketing Administration.
The ideal candidate is an experienced consumer marketing leader with a strong record of growing brands and products. The individual should understand the consumer journey from awareness through purchase, retention, and loyalty, and connect marketing investments to brand growth, acquisition, product performance, and revenue. Experience in consumer health, wellness, beauty, personal care, OTC products, retail, e-commerce, CPG, or other high-growth consumer categories is strongly preferred.
Key Responsibilities
Consumer Marketing & Brand Strategy
- Develop and own the overall consumer marketing and brand strategy aligned with Medivant Health’s business and growth objectives.
- Establish positioning, messaging, value propositions, and brand architecture for consumer-facing products.
- Develop strategies to increase brand awareness, consideration, trial, conversion, retention, and loyalty.
- Identify consumer segments, purchasing behaviors, needs, and motivations to guide marketing strategy.
- Build differentiated brand positioning within competitive consumer markets.
- Ensure consistent brand identity and messaging across digital, social, influencer, e-commerce, retail, events, creative, and promotional channels.
- Identify emerging consumer trends and market opportunities that can accelerate product and brand growth.
Product Marketing & Go-to-Market Strategy
- Lead marketing strategy for new consumer product launches and commercialization initiatives.
- Develop GTM strategies covering positioning, target audiences, messaging, pricing, promotion, channel mix, and launch execution.
- Build integrated launch plans across social, influencers, paid media, digital, events, e-commerce, creative, and Sales.
- Establish launch KPIs and performance expectations.
- Monitor post-launch performance and optimize based on consumer response, market feedback, and sales results.
- Partner with leadership and cross-functional teams to identify opportunities for product expansion and portfolio growth.
Digital Marketing & Consumer Acquisition
- Own consumer acquisition and digital growth across paid and organic channels.
- Provide strategic oversight of Meta Ads, paid social, paid search, SEO/SEM, retargeting, display, and other digital acquisition channels.
- Establish performance expectations for customer acquisition and marketing efficiency.
- Monitor ROAS, CAC, CTR, CPC, conversion rates, traffic, engagement, and revenue contribution.
- Develop testing strategies across audiences, messaging, creative, offers, landing pages, and digital experiences.
- Optimize channel investments based on performance and consumer behavior.
- Identify new digital channels and technologies that can improve consumer acquisition and engagement.
Social Media, Influencer & Content Strategy
- Develop and oversee Medivant Health’s consumer social media and content strategy.
- Establish channel strategies to increase audience growth, engagement, brand awareness, traffic, and conversion.
- Lead influencer, creator, ambassador, and KOL strategies.
- Build scalable programs for creator partnerships, UGC, short-form video, educational content, product storytelling, and consumer engagement.
- Ensure content and creative execution remain consistent with overall brand strategy.
- Stay current with emerging social platforms, consumer behaviors, content formats, and cultural trends.
- Establish KPIs and measurement standards for social media, influencer, and content performance.
Consumer Insights & Market Intelligence
- Understand target consumers, including needs, purchasing behaviors, motivations, and preferences.
- Use consumer research, analytics, social insights, sales data, and market intelligence to inform marketing decisions.
- Monitor competitors across products, pricing, positioning, promotions, digital presence, social media, influencers, and consumer engagement.
- Identify emerging opportunities within consumer health, wellness, lifestyle, retail, and e-commerce markets.
- Translate consumer insights into actionable brand, product, and campaign strategies.
- Ensure the consumer perspective informs major marketing and commercial decisions.
Integrated Campaign Leadership
- Lead integrated marketing campaigns across digital, social, influencer, paid media, creative, events, e-commerce, and promotional channels.
- Establish annual, quarterly, and monthly priorities and campaign calendars.
- Ensure campaigns have clear objectives, audiences, KPIs, budgets, timelines, and ownership.
- Maintain consistent messaging and brand execution across consumer touchpoints.
- Ensure campaigns are delivered on schedule and within budget.
- Conduct campaign performance reviews and incorporate learnings into future initiatives.
Marketing Team Leadership
- Build, lead, mentor, and develop a high-performing consumer marketing organization.
- Provide leadership across Social Media, Influencer & Creative, Paid Media, Events, and Marketing Administration.
- Establish clear roles, responsibilities, priorities, and performance expectations.
- Create accountability for campaign execution and measurable business results.
- Develop team members and identify future leadership capabilities.
- Establish scalable processes, workflows, and operating rhythms.
- Promote a culture of creativity, accountability, speed, collaboration, and data-driven decision-making.
Events & Consumer Activations
- Oversee consumer activations, experiential marketing, product launches, trade shows, conferences, and promotional events.
- Ensure events support broader brand and product objectives.
- Develop experiences designed to increase product awareness, trial, engagement, and consumer loyalty.
- Integrate events with social media, influencer, content, and digital campaigns to maximize reach.
- Establish clear KPIs for event effectiveness and ROI.
Marketing Performance & Analytics
- Establish a marketing measurement framework across consumer channels.
- Define KPIs for brand awareness, engagement, acquisition, conversion, retention, revenue, CAC, ROAS, and marketing ROI.
- Develop marketing dashboards and executive reporting.
- Connect marketing investments to measurable business and product outcomes.
- Identify underperforming programs and redirect investments toward higher-performing opportunities.
- Use data to guide budget allocation, channel strategy, campaign optimization, and future planning.
Marketing Budget & Vendor Management
- Own the consumer marketing budget.
- Allocate investments across paid media, social, influencers, creative, events, agencies, technology, and other programs.
- Ensure marketing spending aligns with strategic priorities and expected returns.
- Manage relationships with agencies, freelancers, influencers, technology providers, and external marketing partners.
- Evaluate vendor performance, capabilities, costs, and ROI.
- Identify opportunities to improve efficiency while maintaining brand quality and growth.
Cross-Functional & Executive Leadership
- Serve as the senior marketing partner to Executive Leadership, Sales, Product, Operations, and other functions.
- Translate business objectives into actionable consumer marketing strategies.
- Present marketing plans, performance, insights, opportunities, and risks to leadership.
- Partner with Sales to align marketing campaigns with commercial priorities and revenue objectives.
- Ensure Marketing plays an active role in product development, commercialization, and company growth initiatives.
- Advocate for the consumer perspective across the organization.
Qualifications
Required:
- Bachelor’s degree in Marketing, Business, Communications, Brand Management, or related field.
- 10+ years of progressive marketing experience, with significant experience in consumer-facing products or brands.
- 3+ years in a senior marketing leadership role with responsibility for teams, strategy, budgets, and measurable business outcomes.
- Proven track record of building and growing consumer brands and products.
- Strong experience developing and executing consumer marketing strategies and integrated campaigns.
- Strong experience with brand strategy, product marketing, digital marketing, social media, influencer/creator marketing, content, and paid media.
- Demonstrated success leading new product launches and GTM strategies.
- Strong understanding of consumer behavior, segmentation, acquisition, conversion, retention, and loyalty.
- Experience managing significant marketing budgets and allocating investments based on performance.
- Strong understanding of marketing analytics, including ROAS, CAC, conversion, acquisition, engagement, and revenue attribution.
- Experience building, managing, mentoring, and developing marketing teams.
- Strong executive communication and presentation skills.
- Ability to operate successfully in a fast-paced, entrepreneurial, and rapidly growing organization.
Preferred:
- MBA or advanced degree.
- Experience within consumer products, CPG, consumer health, wellness, beauty, personal care, OTC products, retail, e-commerce, or other high-growth consumer brands.
