Sr. Director, Consumer Marketing

About the role

This role leads ZO Skin Health’s consumer-facing brand communications strategy across owned and earned channels. ZO’s distinct model builds consumer demand to drive patients and customers to the 15,000+ physician and provider practices globally that anchor the business. The Sr. Director drives brand awareness, engagement, and consumer relevance through social media, public relations, influencer partnerships, and community building in service of that professional channel, ensuring consistent brand voice and storytelling across all consumer touchpoints while partnering with cross-functional teams to amplify product launches and brand campaigns.

Responsibilities

• Develop and execute consumer marketing strategy across owned channels (social media, content) and earned channels (PR, influencer, editorial).
• Author campaign, creator, and agency briefs (objective, audience, insight, single-minded message, mandatories, KPIs, budget); own brief quality across the function.
• Lead social media strategy across all existing platforms (Instagram, TikTok, YouTube, Facebook) as well as new platforms (e.g., Reddit), ensuring consistent brand voice and engagement.
• Oversee content calendar, publishing cadence, and platform-specific content optimization.
• Drive community management strategy; oversee agency partnership for DM/comment response.
• Lead public relations strategy and agency partnership to secure media coverage and brand visibility.
• Develop and execute influencer and creator strategy aligned with brand positioning and campaign objectives.
• Manage relationships with key media outlets, editors, and beauty industry press.
• Oversee Glopro ambassador program and earned media initiatives.
• Partner with Product Marketing, Creative, and eCommerce teams to amplify product launches and campaigns.
• Collaborate with Professional Relations to ensure alignment between consumer and physician channel messaging.
• Ensure all consumer-facing content adheres to regulatory-cleared claims language; partner with Regulatory Affairs on claims discipline and FTC disclosure compliance across creator and social content.
• Own the consumer marketing measurement architecture across three tiers: awareness (EMV, impressions, share of voice), consideration and intent (traffic lift, branded search, physician locator searches), and business impact (conversion indicators, revenue attribution with eCommerce); deliver a monthly scorecard to the CMO.
• Manage consumer marketing budget and agency relationships; set KPI targets with agency partners upfront and hold partners accountable to them.
• Mentor and develop Consumer Marketing team members, fostering creativity and accountability.
• Stay current on industry trends, competitive activity, and emerging platforms to continuously elevate brand presence.

Requirements

• Bachelor’s degree in Marketing, Communications, or related field.
• 10+ years of experience in consumer marketing, social media, or communications, preferably in skincare, beauty, or premium consumer brands; brand-side ownership (not solely agency-side) required.
• Experience marketing within a regulated category (claims discipline, FTC compliance) strongly preferred.
• Experience in a model where a professional, practitioner, or B2B channel must be protected while building consumer demand (professional beauty, aesthetics, medical devices, salon-professional) a strong differentiator.
• Demonstrated success building brand awareness and engagement through social and earned media.
• Strong experience managing PR agencies and influencer partnerships.
• Excellent leadership, communication, and cross-functional collaboration skills.
• Deep understanding of social platforms, content trends, and digital marketing best practices.
• Experience managing budgets and delivering measurable marketing results.

Work Environment

The work environment is indoors in a professional office setting. The position is hybrid, with 2 days remote and 3 days in the Orange County office. The work schedule is 5 days per week, 8 hours per day (typically 9am–5pm, with flexibility based on business needs).

Physical and Mental Demands

Sedentary role, exerting up to 10 pounds of force occasionally or negligible amounts frequently. Requires constant sitting and use of upper extremities to reach, handle, and position tools and equipment. Must follow proper safety protocols and maintain a professional appearance.

Supervisory Responsibilities

2–3 direct reports.