Director, Performance & Digital Marketing

About the Role

Key Responsibilities

• Own and optimize paid media investments across Consumer and HCP audiences, including programmatic, search, social, endemic, TV, local and emerging channels.
• Partner with Consumer and HCP Marketing leads to translate strategic priorities into integrated, performance-driven media plans.
• Manage media agencies to ensure campaigns deliver against ROI and KPI targets, with an emphasis on speed to market, testing, and optimization.
• Incorporate data-informed advanced targeting, segmentation, and personalization strategies leveraging AI and marketing automation.
• Monitor competitive media trends and adapt Shield's media mix to maintain a leadership position.
• Lead website strategy, optimization, and conversions to drive both consumer and HCP actions.
• Oversee CRM and marketing automation programs to nurture leads, enable segmentation/personalization, and integrate seamlessly with sales and CX systems.
• Own paid and organic social media strategy and management, ensuring alignment with brand voice, HCP and consumer strategies, regulatory requirements, and performance goals.
• Partner closely with Customer Experience and Product to ensure one unified and seamless digital experience for prospects and customers.
• Oversee digital agencies and marketing technology stack (CRM, automation, web analytics, content management, personalization tools, etc.) and ensure integration across channels.
• Partner with the Analytics team to establish KPIs, reporting frameworks, and attribution models.
• Champion AI-driven marketing initiatives, including predictive targeting, personalized content creation and delivery, and automated optimization.
• Lead, coach, and inspire a high-performing performance and digital marketing team.
• Foster a fast-paced, positive, collaborative culture that thrives on learning, growth, and delivering results.
• Build strong cross-functional relationships with various teams including Consumer Marketing, HCP Marketing, Growth & Activations, Analytics, Customer Experience, Product, Sales, Communications, Medical, and Compliance.

Requirements

• Bachelor's degree in Marketing, Business, Communications, or related field; advanced degree preferred.
• 12+ years in performance marketing, digital marketing, and/or media strategy, ideally within healthcare, diagnostics, medical device, pharmaceutical, biotechnology, or other regulated industries.
• Proven track record managing multi-million-dollar media budgets with measurable ROI.
• Deep expertise in paid media, digital channel management, and marketing technology.
• Strong experience managing websites, conversion optimization, SEO, and CRM/marketing automation platforms.
• Understanding of HIPAA, FDA, and FTC compliance in marketing.
• Demonstrated ability to operate with speed, urgency, and adaptability in a high-growth, fast-changing environment.
• Highly collaborative with a growth mindset and comfort with ambiguity.

Nice to Have

• Experience managing teams in a fast-paced, high-growth environment.
• Experience working within regulated industries such as healthcare or biotech.
• Knowledge of AI applications in marketing and automation tools.

Qualifications

• Educational background including a bachelor's degree; an advanced degree is preferred.

Benefits & Perks

• Competitive salary range ($171,360 to $235,620 nationally; higher ranges for Palo Alto and Redwood City).
• Hybrid work model with scheduled in-office days and flexibility.
• Potential for bonus, commission, or equity (not included in base salary range).
• Support for reasonable accommodations in hiring processes.