Channel Lead - Direct Marketing

Own the 1:1 direct marketing content strategy (email, SMS, direct mail) across B2B, B2C, and B2Provider audiences; align to brand, product narratives, and campaign objectives.

Lead planning, creative briefing, and content development in partnership with the creative team; set channel‑specific standards and best practices.

Build and govern a direct content operating model (calendar, workflows, QA, approvals, versioning) to ensure accuracy, speed, and reuse.

Advance efficiency and personalization via AI‑assisted copy, dynamic content, templates, and automation (while maintaining human review and compliance).

Partner with Campaign teams and MarTech, Data/Analytics, Product, Compliance, Legal, and Technology to ensure segmentation, targeting, and measurement are fit‑for‑purpose.

Establish testing frameworks (MVPs, A/B, multivariate) and a test‑and‑learn roadmap; codify insights into reusable playbooks.

Own performance reporting (deliverability, engagement, conversion, list health, opt‑out, complaint rates) and recommend optimization actions.

Ensure full compliance with HIPAA, TCPA, ADA accessibility, and enterprise policies; steward approvals and audit trails.

Qualifications:

8–10+ years in direct/CRM/relationship marketing, including email, SMS, and direct mail program leadership at enterprise scale.

Hands‑on experience with MarTech stacks (e.g., ESPs/Journeys, CDP, A/B testing, dynamic content) and collaboration with data engineers/analysts.

Strong understanding of healthcare/regulatory environments and consent/PHI handling.

Demonstrated success driving personalization at scale, content governance, and measurable business outcomes.

Familiarity with AI in content operations (prompting, outline generation, QA, tagging); able to set guardrails for responsible use.

Excellent cross‑functional leadership, communication, and stakeholder management; proven ability to influence senior audiences.

Bachelor's degree required; advanced degree