$250K — $500K+*
At Align Technology, we believe a great smile can transform a person’s life, so we create technology that gives people the confidence to take on whatever’s next. We revolutionized the orthodontic industry with the introduction of the Invisalign system, and we have never lost sight of that spirit of innovation. Our diverse and collaborative teams are constantly pushing the boundaries of what’s possible.
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About this opportunity
The Senior Director, US Consumer Marketing is a strategic leader, team builder, and thought leader responsible for driving strategy, development, and execution of the consumer marketing plan in the US. Reporting to the Vice President, Americas Marketing this role will have direct responsibility to drive consumer demand in the US and work across the organization to enhance engagement and deploy best practices that ensure we stay at the cutting edge of media and consumer acquisition strategies that optimize engagement and experiences. This role will also serve in an advisory position for our Canada and LATAM markets.
They must be able to provide leadership in setting the objectives, goals, and strategies and be able to lead a team to focus and execute programs that drive business growth. They must also be effective in collaborating with outside agencies, Professional Marketing, Sales, Clinical, and Legal/Regulatory teams to develop and execute programs. They must be customer centric with proven leadership skills to influence and focus cross-functional teams on the right initiatives that will drive business results.
In this role, you will…
Lead a data-driven consumer marketing strategy, including the end-state vision of how we use consumer data and insights to drive segmentation, targeting, messaging and campaigns, and how those can be adapted based on market stage
Provide guidance and direction across multi-channel growth strategy based on needs and efficiency: SEO/ASO, SEM, DSPs, social paid/earned, community/influencer development, word of mouth, email marketing, CRM, traditional TV/offline, mobile, native etc.
Manage diligence, implementation, and continuous refinement of the media mix through media mix modeling and multi-touch attribution first party/in house capabilities and third party service providers.
Lead the consumer concierge team and consumer advocacy teams
Understand the voice of consumers to identify unmet desires and opportunities to develop more effective communications and programs that motivate prospects to become patients.
Develop US consumer strategy, messaging and positioning, claims, creative/message briefs, collateral development and patient education
Develop and drive successful integrated marketing programs that ladder to business objectives utilizing owned, earned and paid media (including but not limited to PR, traditional, digital and social media)
Act as a subject matter expert in Consumer Marketing both internally and externally
Responsible for coaching and developing both direct reports and cross-functional team members.
Manage annual and quarterly expense budget.
Assess business trends, competition, and opportunities/risks. Create plans to address issues/risks and opportunities
Partner with global marketing teams to drive global brand experience and optimization of media plans
In this role, you’ll need …
MBA, related degreed, or equivalent experience required
15 years’ experience, including marketing management experience with people management required
Proven track record developing consumer marketing strategies and powerful multi-media campaigns, with a focus on digital media and reaching GenZ
Expertise in marketing technology inclusive of Salesforce Marketing Cloud, Google Analytics, A/B testing technology
A collaborative style that builds relationships with key cross-functional partners and leads through influence
Consumer medical / health care or digital marketing experience preferred
The ability to thrive in fast-paced environment with experience in high growth segments
Valid through: 3/12/2021