Digital Marketing, Associate Director

Merz North America•Raleigh, NC

About The Position

The Digital Marketing, Associate Director is a senior leader responsible for leading the integrated digital marketing implementation across the Regional Aesthetics portfolio. This role owns the vision and execution of digital programs at scale — spanning multi-channel campaigns, marketing technology governance, customer experience optimization, and data-driven performance management. This role will influence cross-functional stakeholders at the VP level and above, and serve as the internal authority on digital marketing excellence in the U.S. business. The ideal candidate brings a track record of elevating digital capabilities within complex commercial environments, strong executive presence, and the ability to translate business objectives into measurable digital outcomes that drive brand growth and competitive differentiation.

Requirements

Bachelor of Business Administration (B.B.A.) Marketing, Communications, Business, or related field
7+ years Demonstrated experience owning digital marketing strategy, budget, and team performance at a brand, regional, or enterprise level
Experience in complex, matrixed commercial organizations; aesthetics, medical device, pharma, or life sciences background strongly preferred
Deep experience managing marketing technology ecosystems and driving martech adoption at scale
Progressive digital marketing experience, including 3+ years in a senior leadership or people management role
Demonstrated experience owning digital marketing strategy, budget, and team performance at a brand, regional, or enterprise level
Experience in the aesthetics, medical device, pharma, or life sciences industry
Familiarity with data privacy regulations (HIPAA, GDPR, CCPA) as they apply to digital marketing
Experience with paid media platforms (Google Ads, Meta, LinkedIn Campaign Manager)
Advanced skills in MS Excel, PowerPoint, Word, Outlook and comfort with a variety of digital communication tools and AV equipment
Strong communication skills, verbally and written, Business fluent in English
Ability to think creatively, strategically, yet analytically
Proven experience to cross-functionally collaborate in a global matrix environment
Experience in Customer Journey Management
Salesforce Marketing Cloud – Expert
Salesforce CRM Core Platforms
Google Analytics 4 (GA4) / Adobe Analytics
Extensive experience with SEO Tools & CMS platform
Business Intelligence and Reporting skills
Tag Management

Nice To Haves

Master's Degree
MBA or MS in Marketing/Digital Strategy

Responsibilities

Define and execute the multi-year digital marketing strategy for the US Aesthetics portfolio, aligning digital channel investments with brand, commercial, and organizational growth objectives.
Translate corporate and brand-level strategy into integrated digital channels — including e.g. email, web, content, etc.
Lead annual digital planning cycles including goal setting, budget allocation, channel mix decisions, and KPI frameworks in partnership with VP-level stakeholders.
Identify and champion new digital opportunities — emerging channels, platforms, and audience strategies — that expand the organization’s competitive position.
Serve as the subject matter expert on digital marketing trends, innovations, and best practices across the aesthetics and healthcare sectors
Drive the vision and governance of the marketing automation ecosystem, including Salesforce Marketing Cloud (SFMC), and ensure platforms are leveraged to their full potential.
Lead the design of sophisticated, data-driven customer journey frameworks that deliver personalized experiences across the full customer lifecycle.
Partner with CRM, data, and commercial operations teams to ensure unified customer data flows that enable advanced segmentation, targeting, and attribution.
Define standards for campaign architecture, testing protocols (A/B, multivariate), and optimization cadences to continuously improve engagement and conversion performance
Define and drive the digital martech stack strategy: evaluate, select, implement, and rationalize platforms across the website, analytics, automation, CMS, paid media, and data layers.
Establish governance frameworks for platform access, data quality, tagging standards, and compliance (HIPAA, GDPR, CCPA) across all digital properties.
Lead cross-functional alignment with IT, Global Digital, and external vendors to ensure US requirements are integrated into enterprise technology roadmaps.
Develop and enforce process and procedure documentation to ensure operational stability, platform adoption, and lifecycle management across all systems.
Lead vendor evaluation, contract negotiations, and ongoing performance management for digital agency and technology partners.
Establish an enterprise digital measurement framework: define KPIs, build executive dashboards, and create reporting cadences that demonstrate program impact and ROI.
Leverage GA4, Tableau, SQL, and attribution modeling to generate actionable insights and influence strategic decision-making at the VP and C-suite level.
Drive a culture of experimentation and data-driven optimization across all digital channels and customer touchpoints.
Translate complex performance data into compelling executive narratives that connect digital activity to commercial outcomes — pipeline, revenue, retention, and share of wallet.
Identify gaps in measurement capability and lead initiatives to advance data collection, integration, and analytics infrastructure.
Build and maintain strong relationships with VP-level and senior commercial, brand, sales, and technology leaders to ensure digital strategy is embedded in business planning.
Present digital strategy, performance results, and investment recommendations to senior leadership and, as needed, board-level audiences with confidence and clarity.
Serve as the primary liaison between US Marketing and Global Digital teams, representing US market requirements and ensuring local priorities are reflected in global initiatives.
Lead cross-functional working groups and steering committees to drive digital transformation initiatives across the organization.
Manage vendor and agency relationships at a strategic level, including scope definition, eContracts, budget accountability, and performance review.
Manage the digital marketing budget, ensuring optimal allocation across channels, platforms, and initiatives to maximize ROI.
Develop data-driven business cases for new technology investments, capability expansions, and headcount requests with clear financial rationale.
Monitor spend performance and make real-time reallocation decisions based on program performance and shifting business priorities.
Partner with Finance to develop annual budget forecasts, mid-year reforecasts, and variance analyses.
Continuously monitor the competitive digital landscape, including competitor channel strategies, platform adoption, and customer experience benchmarks within the aesthetics and med-tech industries.
Synthesize market intelligence, customer insights, and digital trends into actionable strategic recommendations for senior leadership.
Represent Merz Aesthetics at relevant industry conferences, digital marketing forums, and professional associations to build brand equity and external credibility.