Marketing Director

Highlights

Summary

The Marketing Director owns the marketing function across the entire organization (Patient Care & Product Sales), from brand awareness/management to lead generation. This individual will collaborate with senior leadership to develop big picture strategy and align on executional goals. As the leader of the marketing team, this person will translate the organizational strategy into action, developing team goals and leading from the front with a tangible contribution to execution.

Primary Duties

Strategic Planning

• Collaborate with senior leadership on development and implementation of near- and long-term marketing strategic plan, aligning on revenue, profitability, and market share/expansion
• Together with senior leadership, R&D, and Finance, collaborate on the development of new product roadmaps, including pricing, GTM strategy, and revenue recognition, carrying through to execution

Market Positioning

• Build and maintain a robust understanding of the prosthetic landscape, including current & forecasted total addressable market, as well as subsets constituting target market
• Cultivate a working knowledge of competitive positioning (e.g. SWOT, Porter's Five Forces), informing overall marketing strategy, as well as specific campaign architecture

Brand Awareness & Management

• Own the company's marketplace perception & beliefs, proactively soliciting feedback from all constituencies (e.g., patients, referring physicians, prosthetists, business owners), aligning company position with organizational vision
• Articulate, enact, and protect a cohesive brand identity and voice, inclusive of acceptable use standards by both employees and partners
• Maintain digital footprint (website, social media, SEO, CEO/AEO), ensuring active & positive engagement and presence
• Develop long-term sustainability strategy augmenting brand reputation, including partnerships toward positive earned media (e.g., product reviews, third-party endorsements)

Demand Generation

• Collaborate with business segment leaders to define & refine ideal customer profile, developing strategies to increase market development and penetration
• Contribute to sales-team-specific go-to-market strategies (e.g., Patient Care/Product Sales, Inside Sales/Outside Sales), articulating cogent value proposition
• Optimize paid media channel selection and spend, regularly evaluating advertising campaign efficacy against strategic goals
• Understand audience-specific resonant collateral, and generate new marketing content, ensuring creative velocity
• Establish and track marketing metrics (e.g., CPM/CTR/CPL, CAC, LTV), collaborating with senior leadership and marketing team on strategy & continued improvement

Team Leadership & Development

• Recruit, develop, and retain excellent marketing teams, including hands-on coaching and performance management
• Maintain a healthy working relationship with direct reports, including regular one-on-one meetings, timely approvals, and a positive work environment
• Provide company-wide awareness and education on marketing functions
• All other job duties as assigned

Characteristics of the Ideal Candidate

• Collaborative - Constructively workshop solutions to problems with others - team player
• Curious - Willingness to learn and ask thoughtful questions
• Flexible - Resilience in a fast-paced, changing environment
• Growth-Mindset - Excited by challenges, interpreting results with curiosity
• Motivated - Independently takes initiative and proposes solutions, self-starter
• Strategic - Anticipate future opportunities and challenges

Department Structure

• VP, Sales & Marketing
• • Director, Marketing
  • • Marketing Associate
  • Regional Sales Manager(s)
  • Amputee Ambassador

Qualifications

• Bachelor's degree required; MBA or MSM preferred
• 7+ years of progressive marketing experience, including at least 3 years in a management capacity, required
• Experience marketing to multiple audiences (B2C, B2B, B2B2B) in a regulated healthcare setting, medical devices preferred
• Demonstrated experience developing marketing strategy, owning a budget, and accountability to lead generation/revenue-linked outcomes
• Ability to coach, motivate, and hold teams accountable

Working Conditions

• Extended periods of sitting and standing
• Travel required

Evaluation

• Regular, informal one-on-one meetings with supervisor for bi-directional feedback
• Formal performance review to take place annually

Benefits

• Comprehensive health, dental, and vision insurance plans, including generous employer contribution to health insurance premium
• 3-weeks paid time off (PTO)
• 11 paid holidays annually, including 2 floating holidays
• 401(k) retirement plan with 3% company match
• Company provided long-term disability insurance and life insurance, plus option for supplemental life and short-term disability insurance