Director, Consumer Marketing & Strategy

iRhythm Technologies, Inc.

2d•$162,000 - $211,000•Remote

About The Position

The Director, Consumer Marketing & Strategy will define and advance iRhythm’s direct-to-consumer (DTC) marketing strategy and help shape the company’s longer-term approach to consumer growth and engagement. Reporting to the VP, Global Marketing and Commercial Strategy, this highly visible senior individual contributor will connect consumer insights, market opportunities, and commercial priorities to strategies that increase awareness, improve patient education and engagement, and support sustainable business growth. The role owns the consumer marketing strategy and roadmap across priority business initiatives, establishes scalable omnichannel capabilities, and translates market and patient insights into strategic choices, investment recommendations, and measurable outcomes. It works through influence rather than direct people management, convening cross-functional teams and agency partners to bring high-impact programs to market in a compliant, patient-centered manner. As iRhythm’s consumer capabilities mature, the role is expected to take on an increasingly significant part in defining an enterprise consumer strategy, including where and how the company engages consumers throughout their health journey. The ideal candidate combines strategy development with hands-on operating judgment, executive-level communication, analytical rigor, and the ability to build in an evolving environment. The position is remote in the United States, with up to 20% domestic travel anticipated.

Requirements

Bachelor’s degree required.
12+ years of progressive experience in consumer marketing, commercial strategy, growth strategy, or related areas, including substantial healthcare experience in medical devices, diagnostics, digital health, pharmaceuticals, or disease awareness.
Demonstrated ownership of enterprise-relevant consumer marketing strategies, integrated programs, and measurable business outcomes.
Ability to develop market opportunity assessments, synthesize consumer and competitive insights, make investment tradeoffs, and translate ambiguity into actionable strategic roadmaps.
Deep expertise in omnichannel marketing, segmentation, customer journeys, consumer research, digital measurement, and agency leadership.
Experience with patient advocacy and cross-functional healthcare stakeholder engagement, including work within Medical, Legal, and Regulatory review environments.
Executive presence, exceptional written and verbal communication, and a track record of influencing senior stakeholders and leading complex initiatives without formal authority.
Comfort balancing strategic development with practical execution in a fast-moving, evolving business environment.

Nice To Haves

Advanced degree in marketing, business, strategy, communications, public health, or a related field.
Experience creating new capabilities or entering new markets.

Responsibilities

Own and evolve the DTC marketing strategy and multiyear roadmap across prioritized disease states, audiences, and business initiatives, aligned with enterprise and commercial objectives.
Define consumer segmentation, journeys, value propositions, messaging, and channel roles; prioritize initiatives based on consumer needs, business value, feasibility, and compliance considerations.
Lead annual and ongoing consumer marketing planning, including strategic tradeoffs, agency direction, resource needs, and investment recommendations.
Partner with Commercial Strategy, Product Marketing, Market Access, Sales, and other leaders to identify and assess consumer-driven market opportunities, unmet needs, and potential growth pathways across the product portfolio.
Develop strategic hypotheses, opportunity assessments, and business cases integrating market dynamics, patient behavior, care pathways, competitive trends, and commercial economics.
Bring the consumer perspective into commercial planning, portfolio, and go-to-market discussions; recommend where to focus, invest, test, scale, or change course.
Help shape a longer-term enterprise consumer strategy and the capabilities required to deliver it, with ownership expanding as priorities and governance evolve.
Provide strategic leadership for compliant omnichannel campaigns that build awareness, educate consumers, and support appropriate provider-led conversations and care-seeking behaviors.
Direct integrated plans across paid, owned, and earned channels with Digital Marketing, Communications, Product Marketing, and external agencies; guide creative, content, testing, and optimization.
Ensure development of high-quality consumer and patient education experiences and assets across web, social, video, email, in-office, and other relevant touchpoints.
Partner with commercial teams on field readiness and appropriate customer-facing integration of consumer initiatives.
Establish a consumer learning agenda using primary research, voice-of-customer work, behavioral data, market intelligence, and program analytics.
Synthesize insights about awareness, health decision-making, patient journeys, care settings, insurance considerations, access barriers, and competitive activity into strategic implications.
Communicate insights and recommendations to senior stakeholders to influence strategic priorities and go-to-market decisions.
Define the strategic role of patient advocacy, community education, and relevant consumer ecosystem partnerships in advancing awareness, understanding, self-advocacy, and appropriate access to care.
Evaluate partnership opportunities and guide coordinated, compliant initiatives with Patient Advocacy, Market Access, Government Affairs, Communications, and Medical Affairs partners.
Establish a measurement framework spanning awareness, engagement, qualified actions, learning milestones, and contribution to business goals; distinguish leading indicators from outcomes that are difficult to attribute directly.
Evaluate channel and campaign performance, recommend resource reallocation, and translate results into executive-ready strategic decisions and business reviews.
Guide cross-functional workstreams and external agency performance through clear objectives, governance, milestones, and accountability, without formal direct reports.
Ensure consumer programs operate within applicable Medical, Legal, and Regulatory requirements and established review processes; anticipate claims, privacy, and reputational considerations with expert partners.
Act as a senior strategic connector across Marketing, Commercial Strategy, Digital, Sales, Market Access, Medical, Regulatory, Legal, Communications, and external collaborators.
Influence senior leadership through clear points of view, evidence-based recommendations, crisp executive storytelling, and effective management of competing priorities.