Sr. Marketing Manager, Direct to Consumer

iRhythm Technologies, Inc. is a leading digital healthcare company focused on cardiac health solutions. They are seeking a Senior Marketing Manager for Direct-to-Consumer initiatives to develop strategies that increase consumer awareness and engagement while supporting business growth priorities.

Responsibilities:

• Lead the development of direct-to-consumer growth strategies that expand patient awareness, engagement, and activation across iRhythm's highest-priority business initiatives
• Define audience strategies, messaging frameworks, and value propositions that shape how iRhythm engages and educates patients across multiple disease states
• Partner with business leaders across iRhythm to ensure patient engagement strategies support enterprise priorities and future growth opportunities
• Lead development and execution of compliant omnichannel DTC campaigns that build awareness, educate patients, and support appropriate provider-led conversations
• Partner with iRhythm Marketing, Public Relations and Communications teams and external agencies to develop, launch, and optimize paid, owned, and earned media programs across relevant consumer touchpoints
• Develop patient education materials, website content, videos, social content, in-office materials, brochures, email journeys, and other digital assets that improve consumer understanding and engagement
• Support internal readiness and field pull-through by creating clear guidance, launch materials, and enablement resources for commercial teams and customer-facing stakeholders
• Maintain a strong understanding of patient needs, consumer behaviors, healthcare decision journeys, care setting dynamics, and market trends through voice-of-customer research, market research, campaign analytics, cross-functional partnership
• Understand the role that health insurance coverage plays in consumer decision-making
• Translate consumer insights, market intelligence, and advocacy learnings into strategic recommendations that influence marketing priorities, customer engagement approaches, and future growth opportunities
• Evaluate and recommend advocacy partnerships, sponsorship opportunities, educational programs, community engagement activities, and patient-focused initiatives that strengthen iRhythm's connection to relevant patient communities
• Partner with patient advocacy organizations on compliant awareness, education, and engagement initiatives that support patient understanding, self-advocacy, and access to care
• Serve as an internal subject matter expert on advocacy engagement, ensuring alignment across Marketing, Market Access, Government Affairs, Public Relations and Medical Affairs teams
• Monitor competitive developments, consumer healthcare marketing trends, patient education models, media channels, and emerging digital engagement practices
• Develop market comparisons, messaging guidance, objection-handling support, and internal education tools that strengthen consumer marketing effectiveness and commercial alignment
• Share competitive intelligence, and market learnings with Product Marketing, Commercial Strategy, Sales, Market Access, Digital Marketing, and Executive Leadership to inform business decisions
• Ensure DTC programs are developed within applicable Medical, Legal, and Regulatory requirements, with appropriate claims, review processes, documentation, and risk mitigation
• Partner with Medical, Regulatory, Legal, Marketing Operations, and agency partners to support efficient review, approval, and deployment of compliant consumer marketing assets
• Define, monitor, and report DTC marketing performance metrics, including reach, engagement, conversion indicators, content performance, and contribution to business objectives
• Measure campaign effectiveness, patient engagement, media performance, and marketing contribution to awareness, education, and appropriate action
• Leverage audience insights, media analytics, website data, and performance trends to continuously optimize messaging, creative, channel strategy, segmentation, and investment allocation
• Support business reviews by communicating campaign performance, audience trends, and strategic recommendations

Requirements:

• Bachelor's degree required
• 12+ years of progressive marketing experience, with significant experience leading DTC healthcare marketing programs for medical devices, diagnostics, digital health, pharmaceuticals or disease awareness organizations
• Experience developing omnichannel marketing campaigns across digital, social, web, email, print, experiential and healthcare POS channels
• Experience developing and managing relationships with patient advocacy organizations, patient support groups, professional societies, or community-based health social service organizations
• Exceptional communication, presentation, storytelling, and executive influence skills
• Demonstrated success leading highly cross-functional initiatives involving Product Marketing, Digital Marketing, Commercial Strategy, Sales, Regulatory, Legal, Medical Affairs, Market Access, Marketing Operations, external agencies, and Executive Leadership
• Ability to thrive in a fast-paced, collaborative, and evolving business environment
• Master's degree in marketing, business administration, communications, patient advocacy or a related field
• Experience engaging patients through both direct-to-consumer and partner-led channels, including patient advocacy organizations, health systems, providers, payers, employers, and community-based organizations
• Strategic consumer marketer with an entrepreneurial mindset and the ability to build scalable DTC marketing capabilities in a regulated healthcare environment
• Demonstrated success influencing strategic decisions through DTC market intelligence, advocacy engagement, and cross-functional leadership
• Comfortable navigating ambiguity while establishing clear frameworks, processes, and performance expectations for emerging consumer marketing programs
• Deep understanding of healthcare decision-making across patients, providers, caregivers, clinical teams, operational stakeholders, and commercial partners
• Experience marketing connected medical devices, diagnostics, digital health solutions, AI-enabled healthcare technologies, or patient-facing healthcare services
• Experience with patient access and resource hubs
• Executive presence with the ability to influence stakeholders across business functions