Director, Digital Marketing Strategy and Planning

Department: Information Technology

Location: Waltham, MA

The Director, Digital Marketing Strategy and Planning is responsible for defining and executing the organization's digital marketing strategy roadmap to drive customer engagement, lead generation, product adoption, and business growth. This role serves as the strategic link between Marketing, Product Management, Sales, Business Operations, IT, and Data Analytics to ensure digital platforms, customer data, analytics, automation, and AI capabilities support commercial objectives.

The role leads the organization's digital marketing ecosystem, oversees marketing technology investments, and partners with Product Management to develop digital marketing strategies that support successful product launches and lifecycle initiatives.

Key Responsibilities

Digital Marketing Strategy

• Strategy & Leadership: Direct digital marketing initiatives, campaign execution to drive brand presence, customer engagement, and digital performance aligned with organizational objectives

• Establish digital marketing priorities, roadmaps, and performance metrics with our the business verticals that support brand awareness, lead generation, customer retention, and product adoption.

• Oversee strategic direction for email/SMS/push, social media, paid media, and content marketing; optimize campaign performance beyond vanity metrics; measure true marketing impact.

• Advise on the strategy, governance, and optimization of the marketing technology ecosystem, marketing automation, customer data, analytics, website, and digital engagement platforms.

• Lead evaluation and continuous improvement of marketing technologies that improve effectiveness, scalability, and return on investment.

• Website & Digital Experience Leadership: Act as product owner for the website and digital properties; lead strategy definition, UX design, content creation, SEO/AEO optimization, and performance monitoring

• Compliance & Risk Management: Ensure alignment with healthcare regulatory requirements (HIPAA, data privacy); coordinate with legal and compliance teams on AI-generated content and multi-region regulatory needs

Product Launch Digital Enablement

• Partner with Product Management to develop digital marketing strategies supporting new product introductions and key product lifecycle initiatives.

• Lead digital launch planning, including audience segmentation, customer journey design, campaign strategy, marketing automation, and performance measurement.

• Develop digital launch plans that may include SEO/SEM/GEO/AEO, audience segmentation, customer journey mapping, email campaigns, website content, landing pages, paid media, webinars, social media, digital sales tools, and marketing automation.

• Ensure digital campaigns, technology platforms, and analytics capabilities are aligned to support successful commercialization using KPI dashboards.

Demand Generation & Customer Engagement

• Drive digital demand generation programs that increase lead volume, conversion, customer engagement, and marketing contribution to revenue.

• Optimize customer journeys and digital experiences through data-driven targeting, personalization, and campaign performance insights.

Analytics, Data & AI

• Establish performance dashboards and KPIs to measure campaign effectiveness, marketing ROI, customer engagement, and product launch success.

• Leverage customer data, analytics, and AI-enabled technologies to improve decision-making, campaign performance, and customer experience.

Cross-Functional Leadership

• Partner closely with IT, Product Management, Sales, Business Operations, and Data Analytics to align digital marketing initiatives with business objectives.

• Serve as the primary liaison between marketing and technology teams, translating business needs into scalable digital solutions.

Team & Vendor Leadership

• Lead and develop a high-performing digital marketing team.

• Manage agency and vendor relationships and budget to ensure delivery of strategic objectives and measurable business results.

Qualifications

• Bachelor's degree in Marketing, Business, Information Systems, Communications, or a related field; MBA preferred.

• 10+ years of progressive experience in digital marketing, marketing technology, marketing operations, or digital transformation.

• Working knowledge of HIPAA, healthcare data privacy, and regulatory compliance.

• 5+ years of leadership experience managing digital marketing, analytics, or customer engagement functions.

• Experience with CRM (Salesforce), marketing automation (Pardot, Salesforce Marketing Cloud), customer data platforms, analytics, AI-enabled marketing tools, and digital customer engagement strategies.

• Proven success partnering with Product Management to support new product launches and commercialization initiatives.

• SEO/AEO optimization knowledge and digital experience platform (DXP) capabilities.

• Healthcare, medical device, diagnostics, life sciences, or B2B technology experience preferred.