Director of Digital Brand Marketing, IHFM

About the Role

Key Responsibilities

• Develop and articulate a compelling brand vision that aligns with the company's mission, values, and long-term strategic goals.
• Lead brand architecture and positioning efforts to ensure clarity and differentiation in the market.
• Oversee the creation and evolution of brand guidelines, ensuring consistency across all internal and external communications.
• Conduct regular brand health assessments using customer insights, market trends, and competitive analysis to inform strategic decisions.
• Create marketing and brand plans, tools and collateral for multiple products or portfolio. Identify new target segments and deliver positioning options with implications globally. Partner with existing agencies to create plans and implement innovative marketing approaches/tools and may identify new vendors based on needs of the business. Coach marketing team members on agency vendor management.
• Design and execute comprehensive digital marketing strategies that drive awareness, engagement, and conversion across all digital platforms.
• Manage and optimize performance marketing campaigns (PPC, display, retargeting, affiliate) to maximize ROI and customer acquisition.
• Oversee content strategy and development for web, social media, email, and other digital channels, ensuring alignment with brand voice and audience needs.
• Lead SEO/SEM initiatives to improve organic visibility and search rankings.
• Implement and manage marketing automation tools and CRM systems to streamline campaign execution and lead nurturing.
• Define a primary set of digital KPIs; develop and manage a dashboard reflecting progress toward each KPI.
• Monitor KPIs across all digital channels, using analytics tools to track performance and identify opportunities for improvement. Educate and inform cross-functional teams on program performance.
• Translate data insights into actionable strategies that enhance customer experience and drive business growth.
• Develop dashboards and reporting frameworks for executive leadership to assess marketing impact and ROI.
• Build, lead, and mentor a multidisciplinary marketing team, fostering a culture of creativity, accountability, and continuous learning.
• Collaborate closely with Sales, Product, and Customer Experience teams to ensure alignment on go-to-market strategies and customer journey optimization.
• Manage relationships with creative agencies, media partners, and technology vendors to ensure high-quality execution and innovation.
• Identify, vet, and educate the organization on new technologies, infrastructure and solutions that improve and optimize initiatives within the business.
• Stay ahead of emerging digital trends, technologies, and consumer behaviors to keep the brand relevant and competitive.
• Pilot new marketing channels and tools, evaluating their potential to scale and contribute to business objectives.
• Champion a test-and-learn approach to campaign development, encouraging experimentation and agility.
• Partner closely with key thought leaders to anticipate the future market environment, changes in economic climate, the onset of new competitors including substitutes and adjacent players and to predict/drive future needs for current and future customers.
• Collect and interpret voice of customer (VOC) in order to define market requirements and independently design market research and intelligence strategies for a group of complex products within a portfolio.
• Develop and plan larger and more complex marketing programs and activities with accountability for successful completion of all project deliverables.
• Create, communicate and execute global market strategies and actionable market plans to advance the business and generate value within a portfolio across multiple complex products.
• Identify and evaluate more complex marketing process improvements and/or course correction/alignment opportunities.
• Provide direction and guidance to project teams to execute larger marketing projects, initiatives and/or programs.

Requirements

• Bachelor's degree in marketing, Communications, Business, or related field (Master's preferred).
• Minimum 12 years of work experience in brand and digital marketing in healthcare, health-tech and/or MedTech industry.
• Proven track record of building and scaling brands and digital strategies.
• Strong analytical skills and experience with marketing analytics tools (e.g., Google Analytics, HubSpot, etc.).
• Experience with marketing automation platforms and tools required (e.g., web CMS, CRM, ABM platforms); Other platforms preferred (e.g., Marketo, Salesforce.com, Hootsuite).
• Excellent communication, leadership, and project management skills.
• Experience in technology and consumer marketing is a plus.

Nice to Have

• 8+ years of experience in brand and digital marketing leadership role.
• Demonstrated brand and digital marketing skills.
• Proficient in Microsoft Office Suite and related tools and systems.
• Excellent problem-solving, organizational, analytical and critical thinking skills including high discretion/judgment in decision making.
• Excellent written and verbal communication skills and interpersonal relationship skills including negotiating and relationship management skills with ability to drive achievement of objectives.
• Expert understanding of digital marketing procedures while identifying applications of functional knowledge and existing methodologies to complex problems.
• Expert understanding related aspects of digital marketing processes and/or systems.
• Expert knowledge of financial mechanisms that relate to digital marketing.
• Demonstrated ability to direct teams and provide coaching and feedback, including responsibility for all employee actions including hire/fire authority and partnering with HR on all aspects of employee relations.
• Ability to develop and integrate metrics into projects and operations that clearly demonstrate the value of digital to the business.
• Ability to frequently interact with internal and external management and senior-level stakeholders concerning projects, operational decisions, and contractual clarifications.
• Ability to provide leadership and direction to cross-functional teams to successfully implement global enterprise systems and related solutions.
• Ability to work and excel within a fast-paced, dynamic, and constantly changing work environment.
• Proven successful project management skills.
• Proven experience in articulating digital initiatives and educating organization members by contributing to new concepts, techniques, and standards.
• Experience working with complex B2B sales processes or in the Technology/Medical Devices/Pharma industry.
• Excellent documentation and communication skills and interpersonal relationship skills including negotiating and relationship management skills with ability to drive achievement of objectives.
• Ability to interact professionally with all organizational levels and proactively escalate issues.
• Recognized as an expert in own area with specialized depth within the organization.
• Expert knowledge and understanding of brand strategy.
• Expert knowledge and understanding of digital campaigns, tools, and landscape.
• Expert understanding of applying marketing concepts and principles to digital channels.
• Strict attention to detail.
• Ability to manage competing priorities in a fast-paced environment.
• Adherence to all company rules and safety protocols, including pandemic protocols and environmental health & safety rules.