Senior Director, DTC Marketing

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🔥 0 minutes ago

🇺🇸 United States – Remote

💵 $150k - $200k / year

⏰ Full Time

🟠 Senior

🎯 Chief Marketing Officer (CMO)

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Brightline

WebsiteLinkedInAll Job Openings

201 - 500 employees

⚕️ Healthcare Insurance

🧘 Wellness

👥 B2C

Healthcare Insurance • Wellness • B2C

Brightline is a healthcare company that specializes in providing mental health care services for children and support for parents. With a focus on personalized therapy, psychiatry, and medication management, Brightline offers a simple and comprehensive approach to mental health care for families. They serve clients both virtually and in-person, with services available in multiple states including New York, New Jersey, Connecticut, Massachusetts, and Washington. Through experienced providers and innovative care plans, Brightline helps children and their caregivers manage mental health challenges, focusing on Cognitive Behavioral Therapy and data-driven results.

📋 Description

• Define Brightline's DTC marketing strategy, annual goals, and quarterly priorities, translating business objectives into a clear, prioritized roadmap. • Identify and articulate the highest-impact opportunities across the DTC funnel, from lead generation to conversion to booking appointments and retention. • Develop the framework for how Brightline acquires, engages, and converts families across both digital and in-person touchpoints. • Establish a playbook for how Brightline approaches new market entries and clinic openings from a DTC perspective. • Track and report on DTC performance with a rigorous, data-informed point of view — identifying what's working, what's not, and what to do about it. • Drive strategy and results across all DTC marketing channels and workstreams: paid media (search, social, display, streaming), organic content, SEO, social media, website, lifecycle, and clinic market launch. • Serve as the strategic lead and connective tissue across domain owners (e.g. content, lifecycle, social, digital growth) providing strategic direction and ensuring coherent execution. • Manage and optimize the external paid media agency relationship, providing strategic direction and holding partners accountable to results. • Lead DTC initiatives from ideation through execution — defining scope, driving alignment, and removing blockers. • Serve as the brand steward for DTC — ensuring that every channel, campaign, and touchpoint reflects Brightline's brand voice, values, and visual identity with consistency and care. • Translate Brightline's brand positioning into audience-relevant, channel-specific creative strategy. • Partner with creative and content teams to raise the quality and cohesion of DTC marketing output. • Build strong partnerships with the Contact Center, Product, Data, and Clinical teams to connect the care experience to the marketing funnel and inform strategy with operational insight. • Represent DTC marketing in senior leadership conversations — synthesizing performance data, surfacing tradeoffs, and sharing strategic perspective from a DTC marketing lens. • Establish clear goals, KPIs, and measurement frameworks for DTC marketing, and build upon the reporting infrastructure to track them. • Lead quarterly planning processes for DTC, driving alignment on priorities and resource allocation across functions. • Create a high-performance operating cadence with clear prioritization, fast decision-making, and tight feedback loops between strategy and execution.

🎯 Requirements

• 7+ years in marketing, with experience in a senior DTC leadership role — ideally in digital health, direct-to-consumer healthcare, or a high-growth consumer health brand. • Deep expertise in consumer acquisition and conversion marketing, with hands-on experience across paid media, content, SEO/GEO, and digital growth. • Demonstrated track record of owning DTC marketing strategy and driving measurable growth outcomes — not just executing campaigns, but setting direction. • Experience leading through influence in cross-functional organizations, partnering with domain owners and shared resources across functions. • Experience managing agency relationships and holding external partners accountable to performance. • Familiarity with the regulatory and compliance landscape of healthcare marketing (HIPAA, health claims, sensitivity standards) is a strong plus.

🏖️ Benefits

• Medical, Dental, Vision, Long-Term Disability, Life Insurance, Flexible Spending Account, and 401k • 12 Company Holidays, Holiday Shutdown, Paid Time Off, Parental Leave • Health and Wellness Stipend, Home Office Reimbursement, Cell Phone & Internet Reimbursement and Professional Development Reimbursement • Stock Options