Director, Digital Marketing

POSITION SUMMARY:

The Director, Digital Marketing is responsible for leading the strategy, execution, and optimization of all digital channels that drive awareness, engagement, lead generation, and pipeline growth. This position owns, develops, and implements the digital ecosystem, including web, SEO, SEM, digital advertising, social media, email automation, and analytics.

DUTIES AND RESPONSIBILITIES: 

• Digital Strategy & Execution

o Develop and own the company’s global digital marketing strategy to drive brand awareness, lead generation, and customer engagement;

o Lead execution across key digital channels: SEO/SEM, email marketing, paid social, programmatic display, and digital sponsorships;

o Oversee website strategy, user experience/interface (UX/UI) optimization, and content management in collaboration with product and content teams.

• Campaign Planning & Demand Generation

o Partner with product marketing and regional teams to build multi-touch digital campaigns aligned with target segments and funnel stages;

o Manage campaign development end-to-end: audience targeting, channel mix, creative direction, A/B testing, landing pages, calls to action;

o Drive marketing and sales qualifying leads (MQL and SQL) growth through effective funnel optimization and nurturing workflows.

• MarTech, CRM & Automation

o Own the digital marketing stack and its integration with Salesforce CRM and marketing automation platforms (e.g., Marketo, Pardot, HubSpot);

o Define workflows and lead scoring models in coordination with Sales and Commercial Operations;

o Ensure best practices in email deliverability, GDPR compliance, and database hygiene.

• Web & Conversion Optimization

o Lead website performance, including SEO, content architecture, and user journey optimization;

o Drive initiatives with clear KPIs: bounce rate, session duration, form conversion, exit paths;

o Manage web analytics and implement insight-driven changes.

• Analytics & ROI Measurement

o Define and report on KPIs and dashboards for all digital activities;

o Implement multi-touch attribution models and performance optimization strategies;

o Present actionable insights to marketing and executive leadership teams.

• Team Leadership 

o Lead and grow a team of digital specialists;

o Manage digital marketing budget and ensure efficient allocation across channels;

o Evaluate and onboard new technologies, tools, and vendors to support growth.

EXPERIENCE AND QUALIFICATIONS:

• Bachelor’s degree in marketing, communications, or life sciences; MBA or MS preferred

• A minimum of ten years of digital marketing experience in B2B life sciences, diagnostics, or biotech environments.

• A minimum of five years of management experience.

• Experience working with product marketing, content, and sales.

KNOWLEDGE, SKILLS AND ABILITIES:

• Demonstrated success leading data-driven digital programs that drive pipeline and revenue

• Proficiency with marketing automation (Marketo, Pardot, HubSpot), CRM (Salesforce), CMS (WordPress, Drupal), and analytics platforms

• Deep understanding of SEO/SEM, retargeting, paid social (LinkedIn a must), and email marketing best practices.

• Strong leadership skills with demonstrated knowledge and understanding of staff management practices and processes and the ability to establish accountabilities and expectations and manage performance to achieve results.

• A professional presence and strong interpersonal skills for interacting in a courteous, timely, and diplomatic manner with all levels of employees as well as other parties/stakeholders involved with the company.

• Demonstrated propensity to be creative, collaborative, proactive, and self-motivated in the execution and completion of assigned accountabilities.

• Strong business acumen, negotiation and mediation skills, as well as a demonstrated attention to detail and a focus on achieving quality outcomes.  Ability to build/foster relationships.

• Demonstrated critical thinking and analytical skills, as well as the ability to handle complex situations and demonstrate sound judgment and problem solving.

• Excellent organizational, planning, and time management skills with the ability to manage multiple and often changing priorities and issues of varying complexity, while meeting time-sensitive deadlines and deliverables.

• Deep knowledge of modern B2B digital tactics and marketing technology infrastructure.

• Ability to manage campaign execution and performance analytics across multiple platforms.

• Strong analytical mindset and comfort with dashboards, attribution models, and performance KPIs.

• Ability to travel that can include overnight stays and working outsi