Senior Director, Direct-to-Customer Marketing (DTC)

Company Description

Treace’s mission is to be the leader in the surgical treatment of bunions by establishing the Lapiplasty® System as the standard of care. We are committed to operating our business with the highest standards of ethical conduct. We intend to exceed our customers’ expectations through an innovation-driven, high-velocity approach to solving treatment and surgical problems. With our products and services, our mission is to assist foot and ankle surgeons in improving patient outcomes and reducing healthcare costs, while providing rewarding experiences and opportunities for our employees and stakeholders.

Job Description

The Senior Director of Consumer Marketing reports directly to the Chief Commerical Officer and is a strategic leader, team builder, and thought leader responsible for driving the Company’s direct-to-consumer (DTC) outreach program to drive awareness and educate potential patients on the benefits of the Lapiplasty® System. This person will be responsible for end-to-end DTC programs spanning awareness, consideration, and procedure-selection phases of the patient life cycle.  This role requires someone who is an expert leader in both traditional and digital media channels in support of a unique healthcare treatment. Experience managing agency relationships and analyzing metrics for direct-to-patient campaigns is a must, as well an ability to present results of direct-to-patient outreach programs to senior leadership and board members.

What you will be responsible for:

• Strategize, plan and execute high-level DTC patient campaigns to drive awareness and interest in the Lapiplasty™ procedure
• Collaborate with internal and external teams to develop and deploy comprehensive, multi-channel marketing and promotional plans that are designed to educate, drive traffic, and engage potential patients
• Oversee patient journey enhancements, content marketing, and DTC patient marketing campaigns to increase visibility, drive demand, and improve engagement
• Develop a test-and-learn strategy with key markets to understand the impact of DTC patient campaigns; scale proven channels within target markets
• Deploy best practices that ensure we stay at the cutting edge of media strategy, planning, execution and consumer acquisition strategies that optimize engagement and experiences
• Analyze and optimize creative execution, messaging and channel mix to optimize patient awareness and response
• Ensure campaigns and messaging adhere to regulatory requirements and follow the internal approval process
• Liaise with creative and media agencies to develop monthly plans and optimize spend based on performance
• Identify key messages, RTBs and offers that resonate with prospective patients in direct-to-patient media to drive response
• Make strategic and tactical recommendations to improve patient website design and performance
• Distinguish Lapiplasty™ as the treatment of choice for bunion surgery versus competitive solutions through appropriate branding and collateral development
• Oversee generation of monthly and quarterly KPI reports summarizing DTC spend and results
• Recommend budget allocations based on performance and learnings
• Provide coaching and leadership to Marketing team in setting objectives, goals, and strategies
• Manage team to create, execute and meet department goals

Qualifications

• 10 or more years of related experience, with proven track record of developing consumer marketing strategies preferably in the medical device, pharma, or health industry.  
• Bachelor’s degree in Marketing, Advertising, Communications, Graphic Design, or equivalent/related.
• 5 years experience managing a team.
• This position is required to travel 10-20% of the time.

Additional Information

All your information will be kept confidential according to EEO guidelines.

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