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 while establishing the overall marketing roadmap and leading a cross-functional marketing organization responsible for Social Media, Influencer & Creative, Paid Media, Events, and Marketing Administration.

The ideal candidate is a highly experienced consumer marketing leader with a strong track record of growing consumer products and brands. The individual should understand the complete consumer journey, from awareness and consideration through purchase, retention, and loyalty, and be able to connect marketing investments directly to brand growth, customer 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 clear positioning, messaging, value propositions, and brand architecture for consumer-facing products.
• Develop strategies to increase brand awareness, consumer consideration, product 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 comprehensive go-to-market strategies covering positioning, target audiences, messaging, pricing considerations, promotional strategy, channel mix, and launch execution.
• Build integrated launch plans across social media, influencers, paid media, digital, events, e-commerce, creative, and Sales.
• Establish launch KPIs and performance expectations.
• Monitor post-launch performance and optimize strategies 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 the strategy for 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 key performance metrics including ROAS, CAC, CTR, CPC, conversion rates, traffic, engagement, and revenue contribution.
• Develop testing strategies across audiences, messaging, creative, offers, landing pages, and digital experiences.
• Continuously 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 designed to increase audience growth, engagement, brand awareness, traffic, and conversion.
• Lead the development of influencer, creator, ambassador, and KOL strategies.
• Build scalable programs for creator partnerships, user-generated content, short-form video, educational content, product storytelling, and consumer engagement.
• Ensure content and creative execution remain consistent with the 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

• Build a strong understanding of target consumers, including their 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 is incorporated into major marketing and commercial decisions.

Integrated Campaign Leadership

• Lead the development and execution of integrated marketing campaigns across digital, social, influencer, paid media, creative, events, e-commerce, and promotional channels.
• Establish annual, quarterly, and monthly marketing priorities and campaign calendars.
• Ensure campaigns have clear objectives, target 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 marketing 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 within the marketing organization.
• Establish scalable processes, workflows, and operating rhythms as the marketing function grows.
• Promote a culture of creativity, accountability, speed, collaboration, and data-driven decision-making.

Events & Consumer Activations

• Provide strategic oversight for 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 comprehensive marketing measurement framework across consumer channels.
• Define KPIs for brand awareness, engagement, acquisition, conversion, retention, revenue, CAC, ROAS, and overall marketing ROI.
• Develop regular marketing dashboards and executive-level 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 and manage the overall consumer marketing budget.
• Allocate investments across paid media, social, influencers, creative, events, agencies, technology, and other marketing 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 business functions.
• Translate business objectives into actionable consumer marketing strategies.
• Present marketing plans, performance, consumer 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 a related field.
• 10+ years of progressive marketing experience, with significant experience in consumer-facing products or brands.
• 3+ years of experience in a senior marketing leadership role with responsibility for teams, strategy, budgets, and measurable business outcomes.
• Demonstrated track record of building and growing consumer brands and products.
• Significant 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 go-to-market 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 and performance metrics, including ROAS, CAC, conversion rates, customer acquisition, engagement, and revenue attribution.
• Demonstrated 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.

Key Competencies

• Consumer-First Leadership
• Brand Building & Brand Strategy
• Product Marketing & Go-to-Market Strategy
• Digital Growth & Consumer Acquisition
• Social Media & Influencer Marketing
• Content Strategy & Development
• Strategic Marketing Leadership
• Commercial Mindset
• Data-Driven Decision Making
• Marketing Analytics & Performance Optimization
• People Leadership & Team Development
• Executive Communication
• Integrated Campaign Leadership
• Budget & Vendor Management
• Consumer Insights & Market Intelligence
• Growth Orientation
• Cross-Functional Collaboration
• Business & Revenue Orientation

What Success Looks Like

• Establish a clear and scalable consumer marketing and brand strategy aligned with Medivant Health's growth objectives.
• Build Medivant Health into a stronger and more recognizable consumer-facing brand.
• Successfully launch and grow consumer products through disciplined go-to-market strategies.
• Increase consumer awareness, engagement, acquisition, conversion, retention, and loyalty.
• Build a strong digital, social media, influencer, and content ecosystem around Medivant's consumer brands.
• Improve customer acquisition efficiency and overall marketing ROI.
• Establish clear attribution between marketing investments, consumer behavior, product performance, and revenue.
• Build an effective, accountable, and high-performing consumer marketing team.
• Create scalable marketing processes capable of supporting continued product and company growth.
• Strengthen alignment between Marketing, Sales, Product, Operations, and Executive Leadership.
• Position Marketing as a measurable driver of consumer demand, brand equity, product growth, and revenue.