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Director, Direct to Consumer Marketing

4 months ago

Manchester, United States Sequel Medical Technology Full time
About Sequel
Sequel Med Tech is an early-stage company developing the next generation of precision drug delivery devices.

Job Overview
Sequel Med Tech is seeking a dynamic and strategic Director of Direct-to-Consumer Marketing to spearhead the go-to-market strategy for our new wearable insulin pump. This is your chance to join an exciting start-up to drive awareness of an incredible new product and help change the lives of those living with diabetes. The Director, DTC Marketing will be responsible for developing, implementing, and measuring the effectiveness of a comprehensive direct-to-consumer marketing program to drive awareness and customer acquisition. In addition, they will be responsible for managing our DTC agency and creating compelling content that increases awareness, attracts qualified leads, and nurtures prospects. The Director must be strategic and tactical and genuinely thrive in a fast-paced, exciting start-up environment. The DTC Marketing Director will also have the opportunity to build a high-performing DTC marketing team from the ground up.

Sequel's marketing team is already well-equipped with individuals specializing in healthcare provider (HCP) marketing; thus, we are specifically seeking candidates who are true experts in direct-to-consumer marketing.

Job Responsibilities and Essential Duties
  • Strategy Development:
    • Collaborate with VP of Marketing to develop and execute a robust, comprehensive, multi-channel direct-to-consumer marketing strategy to drive awareness, adoption, and loyalty for Sequel Med Tech's wearable insulin pump.
    • Collaborate with cross-functional teams to align DTC initiatives with overall marketing and business objectives.
    • Craft targeted campaigns, experiment with marketing channels, and optimize every touchpoint for maximum impact.
    • Partner with Consumer Marketing team members to develop and execute social media strategy.
  • Digital Marketing:
    • Oversee online marketing efforts, including website management, social media, email campaigns, search engine optimization (SEO), search engine marketing (SEM) and digital advertising.
    • Implement lead nurturing strategies to convert prospects into customers and support the sales funnel.
  • Influencer Relationship Management:
    • Lead and/or manage team members to identify, establish, and nurture relationships with key influencers in the T1D space to amplify brand messaging and product advocacy.
  • Campaign Development:
    • Conceptualize and implement integrated marketing campaigns that effectively communicate product features, benefits, and differentiation.
    • Utilize market research and customer insights to tailor campaigns to specific consumer segments.
    • Lead the development and execution of the DTC campaign, consumer messaging platform, media plan, and tactics.
  • Cross-Functional Collaboration:
    • Work closely with HCP Marketing, Sales, and Customer Support teams to ensure seamless alignment between marketing efforts and customer experience.
    • Collaborate with the marketing team to integrate DTC initiatives into broader marketing campaigns.
    • Ensure alignment between HCP messaging and consumer messaging.
    • Collaborate with legal, regulatory, and quality to ensure compliance of all DTC campaigns and initiatives.
  • Performance Analysis:
    • Establish key performance indicators (KPIs) to measure the success of direct-to-consumer marketing efforts.
    • Regularly analyze and report on campaign performance, adjusting strategies based on data-driven insights.

Minimum Requirements
  • Bachelor's degree in Marketing, Business, or a related field (MBA preferred).
  • 10+ years successfully leading consumer and digital marketing initiatives, ideally with FDA regulated products.

Required Knowledge, Skills, and Abilities
  • Proven experience in developing, executing, and measuring the effectiveness of direct-to-consumer marketing strategies.
  • Has led DTC programs with budgets of $5 - 10 million.
  • The ideal candidate will have a mix of consumer packaged goods (CPG) marketing experience as well as DTC experience in a regulated industry (preferably medical device, pharma, or healthcare). Diabetes industry experience is a plus, but not a requirement. However, we encourage you to apply if you only have CPG or DTC experience in a regulated industry.
  • Experience managing a team.
  • Demonstrated success in digital marketing, community engagement and social media channels with a deep understanding of platform algorithms and trends.
  • Strong analytical skills with the ability to interpret data, adjust strategies and maximize ROI.
  • Ability to think creatively and personally execute the plan.
  • Excellent communication and people skills.
  • Experience leading consumer marketing teams and agencies focused on DTC marketing.

Sequel Med Tech provides equal employment opportunities to all employees and applicants for employment and prohibits discrimination and harassment of any type without regard to race, color, religion, age, sex, national origin, disability status, genetics, protected veteran status, sexual orientation, gender identity or expression, or any other characteristic protected by federal, state or local laws.