Senior Director, DTC Marketing
Job description
Brightline is redefining what pediatric behavioral health care looks like for families across the country - and we're looking for a marketing leader who can accelerate that growth as we expand into new markets across the country. As our Senior Director of DTC Marketing, you'll own the strategy, set the priorities, and drive the work that turns awareness into action - building the engine that brings more kids and families to the care they need.
THE ROLE
The Senior Director, DTC Marketing is a critical leadership role responsible for driving Brightline's direct-to-consumer growth function. You will own DTC strategy end-to-end, directly leading paid media and clinic opening marketing, and steering content, social, and digital growth to deliver against DTC priorities.
You will lead through strategic ownership and collaboration - working side-by-side with dedicated DTC domain owners and shared marketing resources, and partnering closely with Product, Data, and Clinical teams to connect the care experience to the marketing funnel.
Reporting directly to the Chief Customer Officer, you will serve as the DTC marketing authority within the broader marketing organization - someone who can operate at the strategic level while staying grounded in performance data and brand integrity.
WHAT YOU'LL DO
SET AND OWN DTC STRATEGY
- Define Brightline's DTC marketing strategy, annual goals, and quarterly priorities, translating business objectives into a clear, prioritized roadmap.
- Identify and articulate the highest-impact opportunities across the DTC funnel, from lead generation to conversion to booking appointments and retention.
- Develop the framework for how Brightline acquires, engages, and converts families across both digital and in-person touchpoints.
- Establish a playbook for how Brightline approaches new market entries and clinic openings from a DTC perspective.
- Track and report on DTC performance with a rigorous, data-informed point of view - identifying what's working, what's not, and what to do about it.
LEAD ACROSS CHANNELS AND FUNCTIONS
- Drive strategy and results across all DTC marketing channels and workstreams: paid media (search, social, display, streaming), organic content, SEO, social media, website, lifecycle, and clinic market launch.
- Serve as the strategic lead and connective tissue across domain owners (e.g. content, lifecycle, social, digital growth) providing strategic direction and ensuring coherent execution.
- Manage and optimize the external paid media agency relationship, providing strategic direction and holding partners accountable to results.
- Lead DTC initiatives from ideation through execution - defining scope, driving alignment, and removing blockers.
SHAPE BRAND EXPRESSION IN DTC CHANNELS
- Serve as the brand steward for DTC - ensuring that every channel, campaign, and touchpoint reflects Brightline's brand voice, values, and visual identity with consistency and care.
- Translate Brightline's brand positioning into audience-relevant, channel-specific creative strategy.
- Partner with creative and content teams to raise the quality and cohesion of DTC marketing output.
DRIVE CROSS-FUNCTIONAL ALIGNMENT
- Build strong partnerships with the Contact Center, Product, Data, and Clinical teams to connect the care experience to the marketing funnel and inform strategy with operational insight.
- Translate insights from the funnel, patient experience, and clinical outcomes into marketing strategy and messaging.
- Represent DTC marketing in senior leadership conversations - synthesizing performance data, surfacing tradeoffs, and sharing strategic perspective from a DTC marketing lens.
- Partner with business development teams where DTC intersects with health system and provider referral channels.
BUILD OPERATING RIGOR
- Establish clear goals, KPIs, and measurement frameworks for DTC marketing, and build upon the reporting infrastructure to track them.
- Lead quarterly planning processes for DTC, driving alignment on priorities and resource allocation across functions.
- Create a high-performance operating cadence with clear prioritization, fast decision-making, and tight feedback loops between strategy and execution.
WHAT YOU BRING
EXPERIENCE
- 7+ years in marketing, with experience in a senior DTC leadership role - ideally in digital health, direct-to-consumer healthcare, or a high-growth consumer health brand.
- Deep expertise in consumer acquisition and conversion marketing, with hands-on experience across paid media, content, SEO/GEO, and digital growth.
- Demonstrated track record of owning DTC marketing strategy and driving measurable growth outcomes - not just executing campaigns, but setting direction.
- Experience leading through influence in cross-functional organizations, partnering with domain owners and shared resources across functions.
- Experience managing agency relationships and holding external partners