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

Consumer Marketing Strategy & Roadmap

• •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.

Consumer & Commercial Growth Strategy

• •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.

Omnichannel Marketing & Consumer Engagement

• •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.

Consumer, Market & Competitive Insights

• •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.

Patient Advocacy & Ecosystem Partnerships

• •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.

Performance, Investment & Operating Discipline

• •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.

Compliance & Cross-Functional Leadership

• •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 sta