Sr. Director, Brand

Felix

7d • Remote

About The Position

Felix is hiring a senior brand leader to own the Felix brand and shape the positioning and launches of its products as the company grows from a challenger into a leading name in Canadian healthcare. The role combines strategic leadership with hands-on execution, including personally leading flagship integrated marketing campaigns from brief through agency management, creative decisions, planning, launch, and measurement. The role will set an 18-month brand strategy and integrated marketing calendar, manage the brand budget, and partner with Growth on media plans, conversion, customer acquisition costs, brand lift, incrementality, and media mix modelling.

The Sr. Director will also lead Product Marketing, including the Director, Product Marketing & Editorial, and align product positioning and go-to-market plans with the brand story across channels. The position leads PR, influencer and creator programs, brand partnerships, and experiential initiatives, while developing distinctive work within Canadian advertising requirements for health services and prescription treatments. It leads and grows the Brand & Product Marketing team, currently comprising three direct reports and one freelancer, and works closely with Growth, Lifecycle, Dotcom, Creative, Product, Clinical, Data, CX, Compliance, Medical, Legal, Finance, founders, and the executive team.

Success includes delivering campaigns on time and on budget, strengthening Felix's awareness and reputation, demonstrating how brand investment supports more efficient performance marketing, and ensuring major product launches have clear, differentiated messaging across channels from day one. The role is remote-first and may be performed anywhere in Canada, with an optional office in downtown Toronto.

Requirements

• 10+ years of brand marketing experience at consumer or direct-to-consumer brands, with meaningful product marketing experience or experience spanning both.
• Experience at a technology startup or scale-up, ideally during a period of hypergrowth.
• Track record of personally leading multi-million-dollar integrated campaigns across TV or online video, digital, audio, out-of-home, social, and PR, as the accountable owner from brief through launch.
• Experience building or marketing lesser-known brands and understanding how strategy differs at low versus high aided awareness.
• Product marketing and go-to-market experience, including positioning frameworks, launch plans, and direct partnership with Product and Engineering.
• Hands-on experience with brand measurement, including brand tracking, brand lift studies, and incrementality testing or media mix modelling.
• Deep experience collaborating with cross-functional teams such as Product/Engineering, Lifecycle, Website, and Growth Marketing.
• 5+ years managing teams, including senior individual contributors or managers, with examples of people who developed under the candidate's leadership.
• A portfolio and specific examples demonstrating creative judgment, taste, and results.
• Strong execution, business and financial fluency, adaptability in fast-paced and ambiguous environments, and the ability to lead and develop a team.

Nice To Haves

• Experience in healthcare, wellness, pharma, financial services, or another highly regulated category, including close partnership with Compliance or Legal.
• Experience in the Canadian market.
• Consumer subscription experience, including understanding retention, churn, and reactivation.
• A point of view on how AI is changing brand and creative production, content, and discovery (GEO).
• Experience building a brand from challenger to category leader.
• Experience collaborating with in-house creative teams by providing strategy and briefs that lead to breakthrough work and design.

Responsibilities

• Own and personally drive flagship integrated marketing campaigns end to end, from brief and agency management through creative decisions, integrated planning, launch, and measurement.
• Set an insight-driven brand strategy and an 18-month integrated marketing calendar aligned with the business plan.
• Lead Product Marketing, including the Director, Product Marketing & Editorial, and support product positioning and go-to-market plans for major launches.
• Integrate product marketing into brand campaigns and partner with Product, Clinical, and R&D to prepare timely, differentiated launches across Dotcom, Lifecycle, Paid, and Creative.
• Own the brand budget and track brand health, including awareness, consideration, and trust; partner with Growth on conversion and customer acquisition costs.
• Work with Growth, Creative, Marketing Analytics, and Finance on brand lift, incrementality, and media mix modelling.
• Lead PR, influencer and creator programs, brand partnerships, and experiential marketing.
• Develop distinctive creative work while partnering with Compliance, Medical, and Legal to meet Canadian advertising requirements for health services and prescription treatments.
• Lead, coach, and grow the Brand & Product Marketing team; hire as needed and establish planning, briefing, review, and retrospective processes.
• Collaborate closely with Growth Marketing, Lifecycle, Dotcom, Creative, Product, Clinical, Data, and CX.
• Present recommendations to founders and the executive team, invite feedback, and use discussion to strengthen decisions.
• Deliver campaigns with clear owners, milestones, success metrics, distribution plans, compliance considerations, and production timelines; monitor delivery and re-plan when needed.

Benefits

• Full medical, dental, and vision benefits.
• Maternity and paternity policy.
• Four weeks of vacation: three weeks to use anytime and one week during the holidays.
• Competitive compensation and stock option grant.
• Remote-first work from anywhere in Canada, with an optional office in downtown Toronto.
• Opportunity to have a large impact at an inflection-point company and work closely with founders and leadership.

What This Job Offers

• Job Type: Full-time
• Career Level: Senior
• Education Level: No Education Listed