Marketing Lead (D2C Marketing & Content)

Lumia is looking for a Marketing Lead to take charge of our direct-to-consumer (D2C) marketing strategy, focusing on content-driven growth, influencer partnerships, and digital acquisition. This role is hands-on: you’ll create high-converting content, run paid and organic campaigns, manage influencers/agencies, and optimize every touchpoint of our marketing funnel.

If you thrive in fast-paced environments, love testing and scaling digital marketing strategies, and have a passion for health tech and wearables, we want to talk to you.

• Own and execute Lumia’s content strategy across TikTok, Instagram Reels, YouTube Shorts, and other short-form video platforms.
• Create compelling short-form video content (or manage creators to do so) that showcases Lumia’s value, benefits, and real-world impact.
• Develop and manage a content calendar to ensure regular, high-quality engagement across all social channels.
• Test and iterate creative assets for paid and organic campaigns, optimizing for engagement and conversions.
• Produce long-form video content for YouTube, including product deep dives, user testimonials, and thought leadership.

• Identify, recruit, and manage influencers in health, wellness, and tech spaces.
• Develop UGC and influencer marketing playbooks, testing different creators, messaging angles, and campaign structures.
• Ship test units to press and reviewers, coordinating product launch timelines and embargoes.
• Track and optimize influencer performance, doubling down on high-ROI partnerships.

• Launch and scale paid ad campaigns on Meta, TikTok, and Google to drive customer acquisition.
• Run A/B tests on creatives, messaging, and landing pages to continuously improve conversion rates.
• Own and refine Lumia’s referral program to drive viral growth and customer retention.
• Track key marketing KPIs (CAC, LTV, ROAS, conversion rates) and make data-driven decisions to optimize spend.

• Refine Lumia’s messaging and positioning based on user insights, product updates, and competitive research.
• Mature the website, working with designers to maximize conversions via the creation/integration of various marketing assets (e.g. visual assets, videos, testimonials, etc)
• Create sales enablement materials (FAQs, pitch decks, case studies) for both D2C and B2B use.
• Collaborate with customer support and product teams to ensure marketing aligns with real-world user feedback.

• 5 years of experience in growth marketing, content marketing, or product marketing, ideally at a high-growth D2C brand or startup.
• Proven ability to create or oversee short-form video content that drives engagement and sales.
• Hands-on experience running paid acquisition campaigns (Meta, TikTok, Google Ads) with a data-driven approach.
• Strong track record in influencer marketing and UGC strategy.
• Basic video editing skills (Premiere Pro, CapCut, or similar) or the ability to manage video content production.
• Analytical mindset with experience in marketing analytics and A/B testing.
• Comfortable managing budgets and optimizing for CAC and ROAS.

• Experience in health tech, wearables, or hardware startups.
• Familiarity with CRM tools (HubSpot, Klaviyo) and email marketing automation.
• SEO and content marketing expertise for long-form content strategies.