Sr. Marketing Manager, Direct to Consumer

Career-defining. Life-changing.
At iRhythm, you’ll have the opportunity to grow your skills and your career while impacting the lives of people around the world. iRhythm is shaping a future where everyone, everywhere can access the best possible cardiac health solutions. Every day, we collaborate, create, and constantly reimagine what’s possible. We think big and move fast, driven by our commitment to put patients first and improve lives. We need builders like you. Curious and innovative problem solvers looking for the chance to meaningfully shape the future of cardiac health, our company, and your career
About This Role:
About iRhythm
At iRhythm, you’ll have the opportunity to grow your skills and your career while impacting the lives of people around the world. iRhythm is shaping a future where everyone, everywhere, can access the best possible cardiac health solutions. Every day, we collaborate, create, and constantly reimagine what’s possible. We think big and move fast, driven by our commitment to put patients first and improve lives. We need builders like you: curious and innovative problem solvers looking for the chance to meaningfully shape the future of cardiac health, our company, and your career.
Position Summary
We are seeking a Sr. Marketing Manager, Direct-to-Consumer (DTC) to play a critical role in shaping how iRhythm expands consumer and patient awareness and education. This highly visible position will help define and execute strategies that increase consumer awareness, strengthen engagement, and support key business growth priorities.
This individual will lead the development of omnichannel marketing efforts that educate and empower consumers on their healthcare journey and demonstrate the value of iRhythm solutions. This role will influence how iRhythm connects with patients today while building scalable capabilities that support the company's next phase of growth.
Success in this role requires consumer marketing expertise, strategic thinking, innovation, analytical rigor, and strong influence skills.
The ideal candidate will be comfortable building new capabilities, identifying growth opportunities, and helping shape the future of patient engagement at iRhythm. This individual will serve as a strategic connector across the organization, translating market intelligence into programs that drive measurable impact for patients and the business.
Job Duties
Direct-to-Consumer Marketing Strategy
Lead the development of direct-to-consumer growth strategies that expand patient awareness, engagement, and activation across iRhythm's highest-priority business initiatives.
Define audience strategies, messaging frameworks, and value propositions that shape how iRhythm engages and educates patients across multiple disease states.
Partner with business leaders across iRhythm to ensure patient engagement strategies support enterprise priorities and future growth opportunities.
Omnichannel Campaigns & Consumer Engagement
Lead development and execution of compliant omnichannel DTC campaigns that build awareness, educate patients, and support appropriate provider-led conversations.
Partner with iRhythm Marketing, Public Relations and Communications teams and external agencies to develop, launch, and optimize paid, owned, and earned media programs across relevant consumer touchpoints.
Develop patient education materials, website content, videos, social content, in-office materials, brochures, email journeys, and other digital assets that improve consumer understanding and engagement.
Support internal readiness and field pull-through by creating clear guidance, launch materials, and enablement resources for commercial teams and customer-facing stakeholders.
Customer & Market Insights
Maintain a strong understanding of patient needs, consumer behaviors, healthcare decision journeys, care setting dynamics, and market trends through voice-of-customer research, market research, campaign analytics, cross-functional partnership.
Understand the role that health insurance coverage plays in consumer decision-making.
Translate consumer insights, market intelligence, and advocacy learnings into strategic recommendations that influence marketing priorities, customer engagement approaches, and future growth opportunities.
Patient Advocacy & Community Engagement
Evaluate and recommend advocacy partnerships, sponsorship opportunities, educational programs, community engagement activities, and patient-focused initiatives that strengthen iRhythm's connection to relevant patient communities
Partner with patient advocacy organizations on compliant awareness, education, and engagement initiatives that support patient understanding, self-advocacy, and access to care.
Serve as an internal subject matter expert on advocacy engagement, ensuring alignment across Marketing, Market Access, Government Affairs, Public Relations and Medical Affairs teams.
Market & Competitive Intelligence
Monitor competitive developments, consumer healthcare marketing trends, patient education models, media channels, and emerging digital engagement practices.
Develop market comparisons, messaging guidance, objection-handling support, and internal education tools that strengthen consumer marketing effectiveness and commercial alignment.
Share competitive intelligence, and market learnings with Product Marketing, Commercial Strategy, Sales, Market Access, Digital Marketing, and Executive Leadership to inform business decisions.
Compliance & MLR Partnership
Ensure DTC programs are developed within applicable Medical, Legal, and Regulatory requirements, with appropriate claims, review processes, documentation, and risk mitigation.
Partner with Medical, Regulatory, Legal, Marketing Operations, and agency partners to support efficient review, approval, and deployment of compliant consumer marketing assets.
Marketing Performance & Analytics
Define, monitor, and report DTC marketing performance metrics, including reach, engagement, conversion indicators, content performance, and contribution to business objectives.
Measure campaign effectiveness, patient engagement, media performance, and marketing contribution to awareness, education, and appropriate action.
Leverage audience insights, media analytics, website data, and performance trends to continuously optimize messaging, creative, channel strategy, segmentation, and investment allocation.
Support business reviews by communicating campaign performance, audience trends, and strategic recommendations.
Qualifications
Bachelor's degree required; master’s degree in marketing, business administration, communications, patient advocacy or a related field preferred.
12+ years of progressive marketing experience, with significant experience leading DTC healthcare marketing programs for medical devices, diagnostics, digital health, pharmaceuticals or disease awareness organizations.
Experience developing omnichannel marketing campaigns across digital, social, web, email, print, experiential and healthcare POS channels.
Experience developing and managing relationships with patient advocacy organizations, patient support groups, professional societies, or community-based health social service organizations.
Exceptional communication, presentation, storytelling, and executive influence skills.
Demonstrated success leading highly cross-functional initiatives involving Product Marketing, Digital Marketing, Commercial Strategy, Sales, Regulatory, Legal, Medical Affairs, Market Access, Marketing Operations, external agencies, and Executive Leadership.
Ability to thrive in a fast-paced, collaborative, and evolving business environment.
Travel
Up to 20% domestic travel is anticipated for this position, including customer meetings, conferences, agency sessions, and team events.
About You
Experience engaging patients through both direct-to-consumer and partner-led channels, including patient advocacy organizations, health systems, providers, payers, employers, and community-based organizations.
Strategic consumer marketer with an entrepreneurial mindset and the ability to build scalable DTC marketing capabilities in a regulated healthcare environment.
Demonstrated success influencing strategic decisions through DTC market intelligence, advocacy engagement, and cross-functional leadership.
Comfortable navigating ambiguity while establishing clear frameworks, processes, and performance expectations for emerging consumer marketing programs.
Deep understanding of healthcare decision-making across patients, providers, caregivers, clinical teams, operational stakeholders, and commercial partners.
Experience marketing connected medical devices, diagnostics, digital health solutions, AI-enabled healthcare technologies, or patient-facing healthcare services.
Experience with p