The future of family mental health — care for kids, teens, & families available nationwide ✨
Senior Director, DTC Marketing
Location
United States
Posted
1 day ago
Salary
$150K - $200K / year
Seniority
Senior
Job Description
Senior Director, DTC Marketing
Brightline
• Define Brightline's DTC marketing strategy, annual goals, and quarterly priorities, translating business objectives into a clear, prioritized roadmap. • Identify and articulate the highest-impact opportunities across the DTC funnel, from lead generation to conversion to booking appointments and retention. • Develop the framework for how Brightline acquires, engages, and converts families across both digital and in-person touchpoints. • Establish a playbook for how Brightline approaches new market entries and clinic openings from a DTC perspective. • Track and report on DTC performance with a rigorous, data-informed point of view — identifying what's working, what's not, and what to do about it. • Drive strategy and results across all DTC marketing channels and workstreams: paid media (search, social, display, streaming), organic content, SEO, social media, website, lifecycle, and clinic market launch. • Serve as the strategic lead and connective tissue across domain owners (e.g. content, lifecycle, social, digital growth) providing strategic direction and ensuring coherent execution. • Manage and optimize the external paid media agency relationship, providing strategic direction and holding partners accountable to results. • Lead DTC initiatives from ideation through execution — defining scope, driving alignment, and removing blockers. • Serve as the brand steward for DTC — ensuring that every channel, campaign, and touchpoint reflects Brightline's brand voice, values, and visual identity with consistency and care. • Translate Brightline's brand positioning into audience-relevant, channel-specific creative strategy. • Partner with creative and content teams to raise the quality and cohesion of DTC marketing output. • Build strong partnerships with the Contact Center, Product, Data, and Clinical teams to connect the care experience to the marketing funnel and inform strategy with operational insight. • Represent DTC marketing in senior leadership conversations — synthesizing performance data, surfacing tradeoffs, and sharing strategic perspective from a DTC marketing lens. • Establish clear goals, KPIs, and measurement frameworks for DTC marketing, and build upon the reporting infrastructure to track them. • Lead quarterly planning processes for DTC, driving alignment on priorities and resource allocation across functions. • Create a high-performance operating cadence with clear prioritization, fast decision-making, and tight feedback loops between strategy and execution.
Job Requirements
- 7+ years in marketing, with experience in a senior DTC leadership role — ideally in digital health, direct-to-consumer healthcare, or a high-growth consumer health brand.
- Deep expertise in consumer acquisition and conversion marketing, with hands-on experience across paid media, content, SEO/GEO, and digital growth.
- Demonstrated track record of owning DTC marketing strategy and driving measurable growth outcomes — not just executing campaigns, but setting direction.
- Experience leading through influence in cross-functional organizations, partnering with domain owners and shared resources across functions.
- Experience managing agency relationships and holding external partners accountable to performance.
- Familiarity with the regulatory and compliance landscape of healthcare marketing (HIPAA, health claims, sensitivity standards) is a strong plus.
Benefits
- Medical, Dental, Vision, Long-Term Disability, Life Insurance, Flexible Spending Account, and 401k
- 12 Company Holidays, Holiday Shutdown, Paid Time Off, Parental Leave
- Health and Wellness Stipend, Home Office Reimbursement, Cell Phone & Internet Reimbursement and Professional Development Reimbursement
- Stock Options
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