Sr. Director of Digital Marketing (Direct-to-Consumer, Reproductive Healthcare)

About the role

Upstream USA is seeking a strategic, data-driven Sr. Director of Digital Marketing to lead the growth and evolution of FreeBC, our direct-to-consumer (D2C) digital platform. Reporting to the Head of Digital Product, this leader will serve as the marketing strategist for FreeBC, translating organizational priorities into high-impact marketing strategies that drive awareness, engagement, and access to care.

This role will lead the evolution of FreeBC from a test-and-learn initiative to a scalable national program, developing integrated marketing strategies that effectively reach and engage individuals seeking contraceptive care—particularly historically underserved and vulnerable populations. The Director will oversee external agency partners, optimize multi-channel digital marketing campaigns, establish performance metrics, and use data-driven insights to continuously improve marketing effectiveness and return on investment.

In addition to leading day-to-day marketing strategy, this individual will play a key role in shaping Upstream's long-term digital marketing capabilities. They will help define the future marketing operating model, build scalable processes, and recommend organizational structures that support the continued growth of FreeBC alongside Upstream's existing provider-focused (B2B) initiatives.

Responsibilities

• Marketing Strategy & Growth
  • Develop and lead the comprehensive direct-to-consumer (D2C) marketing strategy for FreeBC, aligning marketing priorities with organizational goals, growth objectives, and measurable business outcomes.
  • Create and maintain a multi-year marketing roadmap with clear objectives, key performance indicators (KPIs), and success metrics across paid, earned, owned, and community-based marketing channels.
  • Lead the evolution of FreeBC from a pilot initiative to a scalable national program through disciplined planning, prioritization, and execution.
• Audience Acquisition & Engagement
  • Design and execute evidence-based marketing strategies that effectively engage diverse and historically underserved populations, including individuals with low incomes, rural communities, Spanish-speaking audiences, and others who face barriers to contraceptive access.
  • Develop audience segmentation strategies, customer journeys, and personalized messaging that improve awareness, engagement, and conversion across digital and community channels.
  • Partner with internal and external stakeholders to identify innovative, culturally responsive approaches that increase awareness and utilization of FreeBC.
• Performance Marketing & Optimization
  • Establish a robust test-and-learn framework that continuously evaluates campaign performance, identifies opportunities for optimization, and scales successful initiatives.
  • Develop meaningful marketing dashboards and performance metrics that emphasize mission impact, customer acquisition, engagement, conversion, retention, and return on investment rather than vanity metrics.
  • Use qualitative and quantitative insights to continuously refine marketing strategies and improve outcomes for priority populations.
• Agency & Vendor Leadership
  • Serve as the strategic lead for all external marketing agencies and vendors, providing direction, establishing clear performance expectations, and ensuring work aligns with organizational priorities.
  • Evaluate agency performance and, when appropriate, lead the sourcing, selection, contracting, onboarding, and ongoing management of agency partners.
  • Ensure agency deliverables reflect best practices in digital acquisition, creative development, analytics, and campaign optimization.
• Organizational Leadership
  • Partner with senior leadership to define the long-term vision for Upstream's digital marketing capabilities and recommend organizational structures, staffing models, and operational processes that support sustainable growth.
  • Build scalable marketing operations, governance, and workflows that enable FreeBC to grow alongside Upstream's provider-focused (B2B) marketing efforts while maintaining a dedicated consumer marketing strategy.
  • Collaborate across Product, Clinical, Technology, Policy, Communications, and Program teams to ensure marketing strategies support organizational priorities and deliver a consistent consumer experience.
• Executive Communication & Thought Partnership
  • Present marketing strategies, performance insights, growth opportunities, and business recommendations to executive leadership and cross-functional stakeholders.
  • Develop compelling business cases supported by market research, consumer insights, and performance data to influence strategic decisions and investment priorities.
  • Serve as a thought partner on emerging consumer marketing trends, digital innovation, and opportunities to expand FreeBC's reach and impact.

Requirements

• Bachelor's degree in Marketing, Business, Communications, Public Health, or a related field required; Master's degree preferred.
• 8-10+ years of progressive marketing leadership experience, including significant experience leading direct-to-consumer (D2C) digital marketing initiatives.
• Demonstrated success building and scaling consumer-facing digital products or services from early-stage growth through broader market adoption, with measurable business outcomes.
• Experience in healthcare, digital health, health technology, consumer technology, start-up organizations and mission-driven organizations strongly preferred.
• Proven expertise developing integrated marketing strategies across paid media, lifecycle marketing, CRM, social media, content marketing, SEO/SEM, partnerships, and community engagement.
• Strong experience managing external agencies, vendors, and strategic partners, including agency selection, contract management, and performance oversight.
• Deep understanding of digital marketing analytics, attribution, conversion optimization, customer acquisition, audience segmentation, and marketing technology platforms.
• Experience using consumer insights and data to reach underserved or historically marginalized populations through culturally responsive marketing strategies.
• Exceptional written, verbal, and presentation skills with the ability to communicate effectively to executive leadership, board members, partners, and external stakeholders.
• Demonstrated ability to lead cross-functional initiatives, influence without direct authority, and drive alignment across multiple teams.

Attributes

• Strategic Thinker: Anticipates future opportunities and develops scalable marketing strategies that balance short-term execution with long-term organizational growth.
• Growth Mindset: Uses experimentation, data, and customer insights to continuously improve marketing performance and accelerate growth.
• Innovative & Resourceful: Finds creative, cost-effective approaches to engage underserved communities and expand awareness of FreeBC.
• Collaborative Leader: Builds strong relationships across departments and effectively aligns Product, Communications, Clinical, Technology, and external partners around shared goals.
• Data-Driven Decision Maker: Uses performance data and customer insights to inform strategy, prioritize investments, and measure meaningful impact.
• Mission-Driven: Passionate about advancing reproductive health equity and committed to expanding access to person-centered contraceptive care through innovative consumer engagement.
• Inclusive Leader: Demonstrates cultural humility and designs marketing strategies that resonate with diverse audiences while reducing barriers to care.
• Scrappy & Innovative: Thrives in fast-paced environments by doing more with less, finding practical, creative ways to achieve ambitious goals.

Travel Requirements

This role will require up to 15-20% business travel. All Upstreamers can expect a minimum of 8 days of business travel per year to attend 1 annual organizational retreat and 1 or 2 annual team/department meetings.

Pay

Final offers for this position will be based upon several factors including the scope of the role, market compensation analysis, position requirements, candidate’s experience level and capabilities, fairness in internal pay.