Director, Consumer & Strategic Marketing

About BioTissue & our Culture

At BioTissue, we transform the gift of life by sharing miracles. We are a diverse community, where talent and teamwork are core to who we are. Here, you are EMPOWERED to do the work you love, be yourself, and make an impact. Resilient and committed to our vision, we embrace challenges, celebrate courage, and take great pride in our work to create life-changing products. Purpose led us here. Passion and legacy keep us going.

Position Summary

The Director, Consumer & Strategic Marketing will lead BioTissue's direct-to-consumer (DTC) marketing strategy and serve as a key driver of patient engagement, brand development, and strategic marketing initiatives across the Ocular business. This leader will translate BioTissue's clinical and product value into compelling patient-centered stories and integrated marketing programs that increase awareness, engagement, and demand while strengthening the BioTissue brand.

The Director will also lead strategic marketing initiatives across national and corporate accounts, content development, professional education, and key commercial programs. The ideal candidate combines strategic thinking, consumer marketing expertise, creative storytelling, strong execution, and cross-functional leadership and is comfortable building new capabilities in a fast-paced, growth-oriented organization.

Essential Duties & Responsibilities

Direct-to-Consumer Strategy & Patient Engagement

• Develop and lead BioTissue's DTC strategy, including patient segmentation, journey mapping, messaging, channel strategy, campaign development, activation, and measurement.
• Own the patient story and patient-facing messaging, ensuring a consistent and compelling narrative across the patient journey.
• Develop patient-facing materials and experiences, including brochures, digital content, educational resources, and platforms such as CheckedUp.
• Partner with Product Marketing, Medical Affairs, Legal/Regulatory, Market Access, Sales, and external agencies to translate complex clinical information into relevant and compliant consumer communications.
• Establish KPIs and measurement frameworks to evaluate DTC effectiveness, patient engagement, and business impact.

National & Corporate Accounts Marketing

• Develop marketing strategies and activation plans for priority national, corporate, and strategic accounts.
• Partner with Corporate Partnerships and Sales leadership to create customized programs that strengthen relationships and accelerate growth with organizations such as Vision Source, PECAA, MyEyeDr., and other strategic partners.
• Identify opportunities for co-marketing, co-promotion, patient education, and practice-level activation that create value for both BioTissue and its partners.
• Develop scalable tools and programs that can be deployed across affiliated practices and networks.

Content Strategy & Brand Storytelling

• Help establish and execute an integrated content strategy across patient, customer, corporate, and digital channels.
• Initiate and oversee creation of high-impact content including patient stories, videos, digital assets, campaign materials, customer education, and branded communications.
• Identify new opportunities to strengthen BioTissue's brand and increase awareness of the company's impact on patients and eye care.
• Ensure consistency of brand voice, messaging, visual identity, and patient experience across channels.

Strategic Marketing & Commercial Activation

• Lead select strategic marketing and brand initiatives that span products, customers, channels, and commercial functions.
• Partner closely with Product Marketing to translate portfolio strategies into effective customer- and patient-facing programs.
• Support the development and execution of training classes, professional education initiatives, national meetings, and major industry conferences/trade shows.
• Collaborate with Sales and Commercial leadership to identify unmet needs and develop marketing solutions that improve customer engagement and field effectiveness.
• Bring external consumer, healthcare, digital, and competitive insights into BioTissue's marketing strategy.

Cross-Functional Leadership & Execution

• Serve as a highly collaborative marketing partner across Commercial, Medical Affairs, Market Access, Professional Education, Sales, Corporate Partnerships, and other functions.
• Lead agency and external partner relationships associated with DTC, creative development, media, digital marketing, and other assigned initiatives.
• Manage project scope, budgets, timelines, agencies, and performance metrics for assigned programs.
• Balance strategic thinking with hands-on execution and demonstrate the ability to move initiatives from concept through implementation.

Skills & Abilities

Essential Duty Definition:

• A self-directed leader able to adapt quickly to changes in priorities
• Capacity to react quickly and decisively in unexpected and dynamic situations
• Demonstrated ability to analyze markets, plan sales strategies and effectively present scientific and clinical data to physicians, office/nursing staff and economic buyers
• Strong analytical and critical thinking skills. Ability to be hands-on as well as strategic
• Keeps abreast of industry best-practices and market trends
• The ability to bring new products, methods, and technologies to commercial success
• Creates and adheres to budgets in a manner that helps achieve the organization's objectives
• Tracks expenses against the budget frequently enough to adjust, as necessary. Communicates budget concerns and adjustments to all appropriate stakeholders so that they can adapt their plans and expectations
• Ability to read, analyze, and interpret general business periodicals, professional journals, technical procedures, and government regulations
• Ability to write reports, business correspondence, and procedure manuals. Ability to effectively present information
• Ability to effectively document and communicate processes as well as identify and address dependencies across work streams
• Proactively assesses the need for change, seeing to it that appropriate resources are available to facilitate changes, considers factors that will support or hinder change initiatives, enthusiastically promotes change in terms of the expected benefits, as well as removing or lessening the impact of potential obstacles
• Well-developed team skills. Equally effective as a team lead, team member, and individual contributor
• Excellent communication skills (oral/written)
• Listens to others and allows them to make voice their opinions
• Able to take on moderately complex tasks with instruction and limited supervision
• Uses observational and reasoning to troubleshoot, grasps concepts, patterns, and underlying issues
• Uses past experiences to help identify likely causes and solutions to problems that might otherwise seem to be unique events
• Uses training and management skills to helps others see patterns and concepts by using examples and analogies that relate well to their own experience and current knowledge level
• Adequate teaching skills, ability to translate complex problems and concepts into training; able to present information in a clear and understandable way Leads the commercial team in achieving revenue and margin goals while managing multiple projects and commercial objectives
• Proficient in Microsoft software applications: Excel, Word, PowerPoint, and Outlook
• Fundamental marketing skills (i.e., segmentation, branding, positioning, pricing, claims, packaging & messaging). is preferred
• Fundamental training skills (field sales personnel including direct and distributor personnel)

Position Expertise/Qualifications

• Bachelor's degree in Marketing, Business, Communications, or related discipline required; MBA or advanced degree preferred.
• Minimum 10 years of relevant marketing experience, preferably within ophthalmology, eye care, medical device, pharmaceutical, biotechnology, or another healthcare environment.
• Demonstrated experience developing and executing consumer/DTC marketing strategies; healthcare DTC experience strongly preferred.
• Experience in brand strategy, integrated marketing, content development, digital marketing, and customer engagement.
• Experience supporting national/corporate accounts, strategic partnerships, or co-marketing initiatives preferred.
• Strong understanding of the regulated healthcare marketing environment and ability to partner effectively with Medical, Legal, and Regulatory stakeholders.
• Demonstrated ability to develop compelling stories from complex clinical, scientific, or technical information.
• Experience managing agencies, budgets, multiple projects, and cross-functional stakeholders.
• Ophthalmology or optometry experience strongly preferred.

Physical Requirements

• Sedentary work that generally requires sitting and/or standing

Total Rewards

At BioTissue, we believe our people are our greatest asset. We offer a comprehensive Total Rewards package designed to support employees' health, financial wellbeing, professional growth, and work-life balance.

Our benefits may include:

• Medical, Dental, and Vision Insurance
• Health Savings Account (HSA) and Flexible Spending Accounts (FSA)
• 401(k) Retirement Savings Plan
• Company-Paid Basic Life and AD&D Insurance
• Voluntary Life and AD&D Insurance
• Short-Term and Long-Term Disability Coverage
• Employee Assistance Program (EAP)
• Legal and Identity Protection Benefits
• Pet Insurance
• Paid Time Off and Company Holidays
• Paid Parental and Birthing Leave
• Family and Medical Leave (FMLA), where applicable
• Tuition Reimbursement and Professional Development Support
• Performance-Based Incentive Opportunities
• Equity or Stock Programs, where applicable

Benefits eligibility and offerings may vary based on position, location, and employment status.

ADA Statement

BioTissue is committed to providing reasonable accommodations to qualified individuals with disabilities throughout the hiring process and employment lifecycle. If you require assistance or accommodation to participate in the application process or perform the essential functions of a position, please contact us to discuss your needs.

Qualified applicants with disabilities will be considered for employment and may be eligible to perform the essential functions of the position with or without reasonable accommodation.

Equal Employment Opportunity

BioTissue is committed to fostering a workplace where everyone feels valued, respected, and empowered to contribute. We welcome applicants from diverse backgrounds and experiences and are proud to be an Equal Opportunity Employer. Employment decisions are based on qualifications, merit, and business needs, without regard to any legally protected characteristic.