Director, DTC Performance Marketing

Role Summary

Director, DTC Performance Marketing leads the strategy, execution, optimization, and measurement of all direct-to-consumer (DTC) performance marketing efforts across digital, social, search, and emerging channels. This role blends strategic leadership with hands-on execution to drive campaigns that generate consumer activation, support patient affordability, improve cash optimization, and enhance the patient experience from awareness through onboarding, adherence, and persistency. The Director also leads all aspects of agency management, creative approval processes, telemedicine collaborations, and first-fill programs to ensure a seamless consumer journey and improve conversion across channels.

Responsibilities

• Lead the development and execution of the DTC performance marketing strategy across digital channels including social, search, display, video, and emerging platforms
• Drive activation-focused campaigns optimized for measurable outcomes such as conversions, new patient starts, and first fills
• Establish full-funnel media strategies, measurement frameworks, and optimization protocols to improve return on investment and channel efficiency
• Partner with analytics teams to define KPIs, reporting cadence, attribution approaches, and continuous testing methodologies
• Lead telemedicine partnership strategy and performance, including channel expansion, new integrations, and ongoing optimization
• Drive digital initiatives to improve conversion paths through telemedicine and related DTC routes
• Partner with telemedicine platforms to streamline patient evaluation, prescription workflows, and transaction flows to reduce friction and improve conversion
• Leverage data from telemedicine funnels (traffic, eligibility rates, drop-off points, conversion metrics) to identify optimization opportunities and iterate on experience design
• Develop test-and-learn initiatives across telemedicine partners to identify scalable tactics, messaging, and UX paths that improve acquisition efficiency
• Conduct insight mining by analyzing consumer data, patient journey mapping, market research, brand tracking, and behavioral analytics to identify unmet needs and friction points across the awareness-to-adherence path
• Use insights to inform strategic channel choices, messaging frameworks, creative direction, and experience design across DTC and access pathways
• Support patient education, onboarding, adherence, and persistency programs to create a cohesive and supportive patient journey
• Define the long-term DTC marketing roadmap, incorporating new technologies, evolving media landscapes, consumer insights, and performance findings
• Identify new partnership and channel opportunities to drive sustainable patient acquisition and retention
• Lead consumer agency relationships, including briefing, creative development, media planning, performance evaluation, and creative approval workflows
• Oversee external DTC partners access vendors
• Manage contracts, SOWs, and budgets associated with DTC media and partnerships
• Collaborate closely with Data & Analytics, IT, Brand Teams, Market Access, Patient Services, and other internal cross-functional partners
• Manage relationships with digital agencies, media partners, telemedicine platforms, and DTC vendors
• Represent the DTC performance marketing function in cross-functional forums and leadership discussions

Qualifications

• Required: BS degree with minimum 15 years of industry experience, with a strong focus on digital marketing and performance-based campaign execution. An equivalent combination of experience and education may be considered
• Required: Proven experience developing and optimizing media strategies (search, social, programmatic, video) and driving measurable consumer activation
• Required: Deep understanding of media measurement, analytics, attribution, and performance optimization
• Required: Experience managing agencies and complex creative approval processes
• Preferred: Telemedicine experience is a plus, but not required
• Required: Strong project management, leadership, and communication skills with the ability to collaborate cross-functionally and influence without authority
• Required: Ability to thrive in a fast-paced, highly matrixed environment