Consumer Marketing Lead

Role Overview


The Consumer Marketing Lead is a high-autonomy, mid-to-senior level position designed for a marketer who can balance high-level strategy with technical, hands-on execution. This individual acts as the primary driver for B2C growth, managing the full customer journey from initial ad impression to email retention.

Key Responsibilities


Paid Advertising (Google & Meta)

  • Oversee end-to-end campaign management across Google and Meta
  • Manage both static and video creative needs
  • Write creative briefs for in-house UX/graphic designer to produce assets
  • Work with external agencies for specialized creative needs when required
  • Optimize ad performance and budget allocation

Organic Social Media

  • Manage Instagram content strategy and posting schedule
  • Develop creative briefs for social content
  • Coordinate with in-house designer for asset creation

Landing Pages (Webflow)

  • Own copy, flow, and messaging for landing pages
  • Implement basic landing pages directly in Webflow (hands-on execution)
  • Optimize landing pages for conversion
  • A/B test messaging and design elements

Funnel Optimization

  • Define copy, flow, and messaging across the customer journey
  • Identify conversion bottlenecks and optimization opportunities
  • Collaborate with engineering team on implementation (engineering owns technical implementation; marketer provides strategy and requirements)
  • Analyze drop-off points and develop solutions

Email Marketing (Braze)

  • Write copy and develop messaging strategy for email campaigns
  • Manage abandoned cart sequences
  • Create retargeting email campaigns
  • Optimize email performance and engagement

Creative & Asset Management

  • Write creative briefs for in-house UX designer (who can do graphic design)
  • At minimum, marketer is responsible for clear, detailed creative briefs
  • Coordinate video and static asset production
  • Maintain brand consistency across all channels

Agency Coordination

  • Manage relationships with external agencies
  • Determine when to supplement in-house work with agency support

Qualifications Required

 

  • Mid to Senior level with proven autonomy in previous roles
  • Strong hands-on experience with Google Ads and Meta advertising (campaign management and creative oversight)
  • Proficiency with Webflow – must be able to implement basic landing pages yourself (not just provide direction)
  • Experience with Braze or similar consumer CRM/email marketing platforms
  • Copywriting skills – ability to write compelling ad copy, email copy, landing page copy, and creative briefs
  • Funnel analysis and conversion optimization expertise
  • Agency management experience – comfortable coordinating multiple external resources
  • Experience managing creative production (static and video)
  • Understanding of organic social media strategy (Instagram)

Nice To Have

 

  • Understanding of US healthcare industry, specifically HIPAA restrictions
  • Experience with Piwik or GA4 (we’re migrating from Piwik to GA4)
  • Video production/editing skills or experience

Tools & Platforms You’ll Use

 

  • Webflow (landing pages – hands-on implementation required)
  • Braze (email marketing & consumer CRM)
  • Google Ads (search & display)
  • Meta Ads Manager (Facebook & Instagram)
  • Instagram (organic social)
  • Piwik (currently) / GA4 (migrating to)
  • Apollo (B2B CRM – out of scope, but good to know)
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