Director, Consumer Marketing & Strategy

Career-defining. Life-changing. 

At iRhythm, you’ll have the opportunity to grow your skills and your career while impacting the lives of people around the world. iRhythm is shaping a future where everyone, everywhere can access the best possible cardiac health solutions. Every day, we collaborate, create, and constantly reimagine what’s possible. We think big and move fast, driven by our commitment to put patients first and improve lives. We need builders like you. Curious and innovative problem solvers looking for the chance to meaningfully shape the future of cardiac health, our company, and your career

About This Role:

At iRhythm, you’ll have the opportunity to grow your skills and your career while impacting the lives of people around the world. iRhythm is shaping a future where everyone, everywhere, can access the best possible cardiac health solutions. Every day, we collaborate, create, and constantly reimagine what’s possible. We think big and move fast, driven by our commitment to put patients first and improve lives. We need builders like you: curious and innovative problem solvers looking for the chance to meaningfully shape the future of cardiac health, our company, and your career.

Position Summary

We are seeking a Director, Consumer Marketing & Strategy to define and advance iRhythm’s direct-to-consumer (DTC) marketing strategy and help shape our longer-term approach to consumer growth and engagement. Reporting into 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.

This leader will own the consumer marketing strategy and roadmap across priority business initiatives, establish scalable omnichannel capabilities, and translate market and patient insights into strategic choices, investment recommendations and measurable outcomes. Working through influence rather than direct people management, the Director will convene cross-functional teams and agency partners to bring high-impact programs to market in a compliant and patient-centered manner.

As the organization’s consumer capabilities mature, this role is expected to play an increasingly significant role in defining an enterprise consumer strategy, including where and how iRhythm engages consumers throughout their health journey. The ideal candidate combines strategy development and hands-on operating judgment, executive-level communication, analytical rigor, and the ability to build in an evolving environment.

Key Responsibilities

• Own and evolve the DTC marketing strategy and multiyear roadmap across prioritized disease states, audiences and business initiatives, aligned to 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 planning for consumer marketing, 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 for the organization’s full portfolio of products.
• Develop strategic hypotheses, opportunity assessments and business cases that integrate 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 iRhythm should focus, invest, test, scale or change course.
• Help shape a longer-term enterprise consumer strategy and the organizational 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 in partnership 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 implications for strategy.
• Communicate insights and recommendations to senior stakeholders, influencing 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.

Qualifications

• Bachelor’s degree required; advanced degree in marketing, business, strategy, communications, public health or a related field preferred.
• 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; experience creating new capabilities or entering new markets strongly preferred.
• 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 working 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.

Travel
Up to 20% domestic travel anticipated, including customer and partner meetings, conferences, agency working sessions and team events.

Location:

Actual compensation may vary depending on job-related factors including knowledge, skills, experience, and work location.

Estimated Pay Range

As a part of our core values, we ensure an inclusive workforce. We welcome and celebrate people of all backgrounds, experiences, skills, and perspectives. iRhythm Technologies, Inc. is an Equal Opportunity Employer. We will consider for employment all qualified applicants with arrest and conviction records in accordance with all applicable laws.

iRhythm provides reasonable accommodations for qualified individuals with disabilities in job application procedures, including those who may have any difficulty using our online system. If you need such an accommodation, you may contact us at [email protected]

About iRhythm Technologies
iRhythm is a leading digital healthcare company that creates trusted solutions that detect, predict, and prevent disease. Combining wearable biosensors and cloud-based data analytics with powerful proprietary algorithms, iRhythm distills data from millions of heartbeats into clinically actionable information. Through a relentless focus on patient care, iRhythm’s vision is to deliver better data, better insights, and better health for all.

Make iRhythm your path forward. Zio, the heart monitor that changed the game.

There have been instances where individuals not associated with iRhythm have impersonated iRhythm employees pretending to be involved in the iRhythm recruiting process, or created postings for positions that do not exist. Please note that all open positions will always be shown here on the iRhythm Careers page, and all communications regarding the application, interview and hiring process will come from a @irhythmtech.com email address. Please check any communications to be sure they come directly from @irhythmtech.com email address. If you believe you have been the victim of an imposter or want to confirm that the person you are communicating with is legitimate, please contact [email protected]. Written offers of employment will be extended in a formal offer letter from an @irhythmtech.com email address ONLY.

For more information, see https://www.ftc.gov/business-guidance/blog/2023/01/taking-ploy-out-employment-scams and https://www.ic3.gov/Media/Y2020/PSA200121