The Role
Leads integrated, full-funnel marketing strategy and execution across DTC, retail, healthcare practitioner, ecommerce, international, Amazon, PR, influencer, social, paid media, CRM, content, and experiential channels. Owns campaign architecture, messaging, planning calendars, governance, cross-functional alignment, measurement, performance optimization, and executive communication. Partners with senior leadership and channel owners to connect brand strategy with customer insights, coordinated execution, and measurable business results.
Summary Generated by Built In
At Thorne, we work to deliver high-quality, science-backed solutions to empower individuals to take a proactive approach to their well-being. Each day begins with a mission to help others discover and achieve their best health. We count on our team members to challenge and push the boundaries to make that happen. At Thorne, you’ll be joining a team of more than 750 passionate individuals committed to our cause of providing superior health solutions at every age and life stage.
The Senior Director, Integrated Marketing & Strategy is responsible for translating Thorne’s brand strategy into integrated, full-funnel marketing campaigns that build brand equity, strengthen the customer experience, and drive measurable business results across every customer touchpoint.
The Senior Director, Integrated Marketing & Strategy is responsible for translating Thorne’s brand strategy into integrated, full-funnel marketing campaigns that build brand equity, strengthen the customer experience, and drive measurable business results across every customer touchpoint.
Working in close partnership with the SVP, Brand & GTM, this leader transforms annual brand priorities and campaign strategies into executable omnichannel marketing plans. The Senior Director serves as the central orchestrator across Marketing, bringing together channel owners, Creative, Production, Product Marketing, Analytics, Communications, Retail, Healthcare Practitioner Marketing, and other cross-functional partners to ensure campaigns and always-on initiatives tell one cohesive story.
This role owns the integrated marketing planning framework and calendar, creating alignment around audiences, messaging, channel activation, sequencing, timing, dependencies, and measurement. By combining customer insights, channel expertise, and performance data, the Senior Director ensures marketing programs effectively move customers from awareness through consideration, conversion, and retention.
The ideal candidate is a strategic and highly collaborative marketing leader who can connect big-picture brand strategy with disciplined execution. This individual brings deep integrated marketing expertise, strong executive influence, and the operational rigor required to coordinate complex campaigns across a sophisticated omnichannel consumer business.
RESPONSIBILITIES
Integrated Marketing Strategy & Planning
- Partner with the SVP, Brand & GTM to translate annual brand strategy, business priorities, and campaign direction into comprehensive integrated marketing plans.
- Develop integrated campaign architecture, messaging frameworks, activation strategies, and go-to-market plans that create a cohesive customer experience across channels.
- Partner with channel leaders to translate overarching campaign strategy into channel-specific plans while maintaining consistency in positioning, messaging, and customer experience.
- Build full-funnel campaign strategies spanning awareness, consideration, conversion, and retention, ensuring intentional sequencing of messaging and experiences throughout the customer journey.
- Develop integrated strategies for seasonal campaigns, product launches, brand initiatives, and always-on/business-as-usual (BAU) marketing.
- Connect customer insights, brand strategy, channel capabilities, and business objectives to determine how and where campaigns should activate.
- Ensure campaign strategies effectively balance long-term brand building with short- and long-term business performance.
- Serve as the central marketing leader responsible for aligning channel owners, Creative, Production, Analytics, Product Marketing, Communications, Retail, Healthcare Practitioner Marketing, and other stakeholders around unified campaign and BAU strategies.
- Establish clear campaign objectives, audiences, messaging, channel roles, deliverables, dependencies, and measures of success.
- Lead recurring integrated campaign planning meetings, working sessions, and cross-functional reviews to maintain alignment and accountability.
- Partner closely with the Production Manager to prioritize creative and marketing assets and ensure deliverables are produced according to campaign milestones.
- Create clarity across teams regarding priorities, ownership, decisions, dependencies, and timing.
- Identify execution risks, competing priorities, or cross-functional dependencies early and proactively drive solutions to keep initiatives on track.
- Influence and align stakeholders across functions and levels of the organization without relying solely on direct authority.
- Own and maintain the integrated marketing calendar, ensuring campaign timing, messaging, launches, and activation plans are coordinated across marketing channels.
- Maintain campaign architecture, messaging frameworks, briefs, plans, and supporting documentation across seasonal campaigns, product launches, and always-on initiatives.
- Ensure integrated campaigns are executed cohesively across DTC, Healthcare Practitioner, Retail, International, Amazon, PR, Influencer, Social, Paid Media, CRM, Content, and Experiential Marketing.
- Monitor campaign readiness across channels and ensure teams have the strategy, messaging, assets, information, and support required for successful activation.
- Establish planning and governance practices that improve visibility, decision-making, accountability, and execution across the Marketing organization.
- Maintain consistency in the customer experience while allowing channel owners to optimize execution for their audiences and platforms.
- Partner with Analytics and channel leaders to establish campaign objectives, key performance indicators, and measurement frameworks.
- Monitor integrated campaign performance and identify opportunities to improve customer engagement and business impact.
- Interpret campaign and channel performance data to identify meaningful trends, opportunities, and areas for optimization.
- Translate performance insights into actionable recommendations for Marketing leadership and cross-functional teams.
- Lead campaign retrospectives to evaluate results, execution effectiveness, challenges, and key learnings.
- Apply learnings from completed campaigns to continuously improve future planning, activation, customer journey strategy, and ways of working.
- Foster a test-and-learn mindset that strengthens both marketing effectiveness and operational execution.
WHAT YOU NEED
Education & Experience
- Bachelor’s degree in Marketing, Economics, Statistics, Behavioral Science, Business, or a related field required.
- Master’s degree or MBA preferred.
- 10+ years of progressive experience in integrated marketing, brand marketing, omnichannel marketing, campaign strategy, or a related discipline within consumer brands.
- Demonstrated success leading complex, cross-functional integrated marketing campaigns across digital, retail, healthcare, and/or ecommerce environments.
- Significant experience developing and executing full-funnel marketing strategies spanning awareness, consideration, conversion, and retention.
- Experience developing integrated marketing plans across channels such as Paid Media, CRM, Social, PR, Content, Influencer, Retail, and Ecommerce.
- Experience coordinating large-scale campaigns involving multiple audiences, channels, stakeholders, and customer touchpoints.
- Experience partnering with senior executives and influencing strategy and execution across cross-functional organizations.
- Experience within health, wellness, nutrition, consumer healthcare, or another purpose-driven consumer category preferred.
- Deep understanding of integrated and omnichannel marketing strategy, including the role individual channels play within the broader customer journey.
- Strong knowledge of full-funnel marketing principles, customer journey planning, audience strategy, campaign architecture, and message sequencing.
- Understanding of brand-building and performance marketing principles and how the two work together to drive sustainable business growth.
- Strong working knowledge of Paid Media, CRM, Social, PR, Content, Influencer, Retail, Ecommerce, and experiential marketing.
- Ability to develop integrated marketing frameworks that can be effectively translated into channel-specific execution plans.
- Strong understanding of campaign measurement, performance metrics, attribution considerations, and marketing optimization.
- Ability to interpret campaign and customer data and translate findings into clear strategic recommendations.
- Strong presentation and communication capabilities, including the ability to synthesize complex marketing strategies and performance insights for executive audiences.
- Strategic Leadership: Connects brand strategy, customer needs, channel opportunities, and business objectives to develop clear integrated marketing strategies.
- Cross-Functional Influence: Builds alignment across teams and effectively influences stakeholders without relying on direct reporting relationships.
- Operational Excellence: Translates strategy into actionable plans with clear priorities, ownership, timelines, dependencies, and deliverables.
- Customer-Centric Thinking: Maintains a holistic view of the customer journey and ensures marketing experiences feel cohesive across touchpoints.
- Executive Communication: Communicates complex strategies, decisions, recommendations, and results clearly and confidently to senior leaders.
- Analytical Thinking: Uses performance data, customer insights, and business context to inform decisions and improve marketing effectiveness.
- Decision-Making: Navigates ambiguity, competing priorities, and complex stakeholder environments while maintaining momentum.
- Collaboration: Builds strong relationships across Creative, Performance Marketing, Product Marketing, Analytics, Production, Communications, Retail, and other functions.
- Accountability: Takes ownership of integrated campaign outcomes and proactively identifies and addresses risks to successful execution.
- Continuous Improvement: Uses campaign results and lessons learned to continuously strengthen marketing strategy, processes, and ways of working.
- Passion for health and wellness and helping consumers make informed decisions about their health.
WHAT WE OFFER
- Competitive compensation
- 100% company-paid medical, dental, and vision insurance coverage for employees
- Company-paid short- and long-term disability insurance
- Company- paid life insurance
- 401k plan with employer matching contributions up to 4%
- Gym membership reimbursement
- Monthly allowance of Thorne supplements
- Paid time off, volunteer time off and holiday leave
- Training, professional development, and career growth opportunities
About
We specialize in delivering innovative solutions and exceptional services to meet the diverse needs of our clients. With a strong commitment to quality and customer satisfaction, we strive to exceed expectations and drive success in every project we undertake.
Skills Required
- Bachelor's degree in Marketing, Economics, Statistics, Behavioral Science, Business, or a related field
- 10+ years of progressive experience in integrated marketing, brand marketing, omnichannel marketing, campaign strategy, or a related discipline within consumer brands
- Demonstrated success leading complex, cross-functional integrated marketing campaigns across digital, retail, healthcare, and/or ecommerce environments
- Significant experience developing and executing full-funnel marketing strategies spanning awareness, consideration, conversion, and retention
- Experience developing integrated marketing plans across Paid Media, CRM, Social, PR, Content, Influencer, Retail, and Ecommerce
- Experience coordinating large-scale campaigns involving multiple audiences, channels, stakeholders, and customer touchpoints
- Experience partnering with senior executives and influencing strategy and execution across cross-functional organizations
- Deep understanding of integrated and omnichannel marketing strategy, customer journey planning, audience strategy, campaign architecture, and message sequencing
- Strong understanding of brand-building and performance marketing principles
- Strong understanding of campaign measurement, performance metrics, attribution considerations, and marketing optimization
- Ability to interpret campaign and customer data and translate findings into strategic recommendations
- Strong presentation and communication capabilities for executive audiences
- Master's degree or MBA
- Experience within health, wellness, nutrition, consumer healthcare, or another purpose-driven consumer category
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The Company
What We Do
We’re a team of dreamers, scientists, doctors, and health enthusiasts – all working toward the same goal – helping every individual discover and achieve their best possible health. We do it by creating innovative health solutions and by owning every process, from R&D to product delivery and customer service. We intend to defy expectations of good health through home testing technology, dietary and lifestyle education, and superior nutritional products.
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