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

Job Description

Job Description:\n\n Organizational Summary\n Contraceptive care is basic healthcare. Yet too many patients in the U.S. struggle to access the care they need, when they need it. Founded in 2014, Upstream USA is a national, nonpartisan nonprofit dedicated to ensuring that equitable, patient-centered contraceptive care is available to everyone.\n Our Mission and Impact\n Upstream works to ensure individuals can make fully informed, autonomous decisions about the contraceptive methods that are best for them. We are currently the largest contraceptive organization in the country improving contraceptive care in primary care settings, operating in 37 states and Washington, D.C.\n While our foundational work focuses on partnering with healthcare organizations offering primary care, such as federally qualified healthcare centers (FQHC) and health systems, we are always evolving. We are actively pursuing additional, innovative paths to ensure every patient has streamlined access to the contraceptive service of their choice, where and when it is most convenient for them.\n A Different Kind of Nonprofit\n Supported entirely by venture philanthropy, Upstream operates with a culture of aggressive growth and a laser focus on measurable outcomes. To maintain our independence and nonpartisan stance, we do not accept funding from the government or pharmaceutical companies.\n \n Our 2030 Goal: We are on a mission to partner with organizations that collectively reach 5 million patients of reproductive age.\n Recognition: We are a 2023 Audacious Project recipient, with our work featured in publications like Harvard Public Health, Bloomberg, and MedPage Today.\n \n We welcome individuals who are driven by impact and scale to join us in making equitable contraceptive access a reality for all.\n \n\nAbout Upstream Digital\nUpstream Digital is the innovation arm of Upstream USA, a national nonprofit dedicated to ensuring that all people have equitable access to the full range of contraceptive care. We believe that access to birth control should be easy, patient-centered, and—above all—free. \nAs reproductive healthcare faces increasing pressure, the traditional ways of accessing care are often no longer enough. Research shows that patients want their birth control through multiple, flexible channels, yet nearly 1 in 10 low-income women still discontinue their preferred method due to cost. Upstream Digital was created to bridge this gap by building modern, technology-forward solutions that meet patients exactly where they are. \nOur Mission: FreeBC \nOur flagship initiative, FreeBC, is an innovative digital platform designed to remove every barrier between a patient and their reproductive health choices. We combine evidence-based education with direct access to care through a seamless, bilingual (English and Spanish) experience.\n\n Integrated Care: We provide a direct line to both virtual and in-person services. Through our telehealth partners, patients can access pills, patches, rings, and more, while our network of local clinics provides provider-dependent methods like IUDs and implants.\n Empowered Choice: Using a custom-trained, empathetic AI tool, clinician-led videos, and human navigators, we provide neutral information so patients can feel confident in the method that works best for them.\n True Accessibility: We eliminate the financial burden. The costs of both the medical visits and the contraceptive methods are 100% covered by Upstream USA, ensuring that FreeBC users never pay out of pocket.\n\nPosition Summary\nUpstream USA is seeking a strategic, data-driven Sr. Director of Digital Marketing to lead the growth and evolution of Free BC, our direct-to-consumer (D2C) digital platform. Reporting to the Head of Digital Product, this leader will serve as the marketing strategist for Free BC, translating organizational priorities into high-impact marketing strategies that drive awareness, engagement, and access to care.\nThis role will lead the evolution of Free BC 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.\nIn 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 Free BC alongside Upstream's existing provider-focused (B2B) initiatives. The ideal candidate is a collaborative and innovative marketing leader with deep expertise in direct-to-consumer marketing, digital acquisition, agency management, and building high-performing marketing functions within a mission-driven organization.\nThis is a 12 month fixed-term role with the possibility of extension. \nMarketing Strategy & Growth\n\n Develop and lead the comprehensive direct-to-consumer (D2C) marketing strategy for Free BC, aligning marketing priorities with organizational goals, growth objectives, and measurable business outcomes.\n 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.\n Lead the evolution of Free BC from a pilot initiative to a scalable national program through disciplined planning, prioritization, and execution.\n\nAudience Acquisition & Engagement\n\n 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.\n Develop audience segmentation strategies, customer journeys, and personalized messaging that improve awareness, engagement, and conversion across digital and community channels.\n Partner with internal and external stakeholders to identify innovative, culturally responsive approaches that increase awareness and utilization of Free BC.\n\nPerformance Marketing & Optimization\n\n Establish a robust test-and-learn framework that continuously evaluates campaign performance, identifies opportunities for optimization, and scales successful initiatives\n Develop meaningful marketing dashboards and performance metrics that emphasize mission impact, customer acquisition, engagement, conversion, retention, and return on investment rather than vanity metrics.\n Use qualitative and quantitative insights to continuously refine marketing strategies and improve outcomes for priority populations.\n\nAgency & Vendor Leadership\n\n 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.\n Evaluate agency performance and, when appropriate, lead the sourcing, selection, contracting, onboarding, and ongoing management of agency partners.\n Ensure agency deliverables reflect best practices in digital acquisition, creative development, analytics, and campaign optimization.\n\nOrganizational Leadership\n\n 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.\n Build scalable marketing operations, governance, and workflows that enable Free BC to grow alongside Upstream's provider-focused (B2B) marketing efforts while maintaining a dedicated consumer marketing strategy.\n Collaborate across Product, Clinical, Technology, Policy, Communications, and Program teams to ensure marketing strategies support organizational priorities and deliver a consistent consumer experience.\n\nExecutive Communication & Thought Partnership\n\n Present marketing strategies, performance insights, growth opportunities, and business recommendations to executive leadership and cross-functional stakeholders.\n Develop compelling business cases supported by market research, consumer insights, and performance data to influence strategic decisions and investment priorities.\n Serve as a thought partner on emerging consumer marketing trends, digital innovation, and opportunities to expand Free BC's reach and impact.\n Additional duties as assigned\n\nRequired Education, Experience, Knowledge, Skills & Abilities\n\n Bachelor's degree in Marketing, Business, Communications, Public Health, or a related field required; Master's degree preferred.\n 8-10+ years of progressive marketing leadership experience, including significant experience leading direct-to-consumer (D2C) digital marketing initiatives.\n Demonstrated success building and scaling consumer-facing digital products or services from early-stage growth through broader market adoption, with measurable business outcomes.\n Experience in healthcare, digital health, health technology, consumer technology, start-up organizations and mission-driven organizations strongly preferred.\n Proven expertise developing integrated marketing strategies across paid media, lifecycle marketing, CRM, social media, content marketing, SEO/SEM, partnerships, and community engagement.\n Strong experience managing external agencies, vendors, and strategic partners, including agency selection, contract management, and performance oversight.\n Deep understanding of digital marketing analytics, attribution, conversion optimization, customer acquisition, audience segmentation, and marketing technology platforms.\n Experience using consumer insights and data to reach underserved or historically marginalized populations through culturally responsive marketing strategies.\n Exceptional written, verbal, and presentation skills with the ability to communicate effectively to executive leadership, board members, partners, and external stakeholders.\n Demonstrated ability to lead cross-functional initiatives, influence without direct authority, and drive alignment across multiple teams.\n\nAttributes\n\n Strategic Thinker: Anticipates future opportunities and develops scalable marketing strategies that balance short-term execution with long-term organizational growth.\n Growth Mindset: Uses experimentation, data, and customer insights to continuously improve marketing performance and accelerate growth.\n Innovative & Resourceful: Finds creative, cost-effective approaches to engage underserved communities and expand awareness of Free BC.\n Collaborative Leader: Builds strong relationships across departments and effectively aligns Product, Communications, Clinical, Technology, and external partners around shared goals.\n Data-Driven Decision Maker: Uses performance data and customer insights to inform strategy, prioritize investments, and measure meaningful impact.\n Mission-Driven: Passionate about advancing reproductive health equity and committed to expanding access to person-centered contraceptive care through innovative consumer engagement. \n Inclusive Leader: Demonstrates cultural humility and designs marketing strategies that resonate with diverse audiences while reducing barriers to care. \n Scrappy & Innovative: Thrives in fast-paced environments by doing more with less, finding practical, creative ways to achieve ambitious goals. \n\nTravel Requirements\nThis 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.\n\n \n Hiring Range\n \n \n $165,000—$180,000 USD\n \n\n Pay Transparency\n 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 considerations and will be made within the parameters of Upstream USA's compensation framework and philosophy.\n Other Upstream Staff Expectations\n \n All Upstreamers must be able to attend work-related in-person meetings and functions as needed. \n In our hybrid work environments, there is a basic expectation that our Upstreamers will ensure that their work from home setups will have reliable access to phone and Internet to ensure connectivity to their teams.\n At Upstream we gather for moments that matter for training, teaming and connection. Our teams come together for occasional in person meetings and organizational retreats. As part of our hybrid work practices, this travel expectation will be applicable for all Upstreamers, even those based remotely.\n Engage in organization-sponsored learning & development\n \n Upstream Benefits\n Upstream USA offers a comprehensive benefit package including medical, dental, vision, life insurance, long and short term disability, 401K with a match, generous vacation, personal, sick and holiday time off, parental leave, professional development, a fitness and cell phone allowance for all full time employees and part time employees who work a minimum of 24 hours per week. Intern positions and contingent worker roles are not eligible for benefits.\n Hiring Process\n Candidates who advance in our preliminary review process will have an opportunity to discuss the position, their employment background and lived experience with a member of our talent acquisition team by telephone. Those who advance to subsequent steps in our interview process may participate in up to three rounds of meetings by Zoom or in person and in a thought exercise/case study assignment. Each round could consist of multiple meetings with various Upstreamers. If you need anything in advance of your interviews, please reach out to your recruiter. \n Our Culture \n We are dedicated to fostering a fair and accessible talent lifecycle, ensuring that every individual has the opportunity to thrive. From recruitment to career development, we strive to create a workplace where talent is recognized, supported, and empowered to contribute meaningfully. Building a strong, representative workforce is essential to our success, and we prioritize collaboration, transparency, and shared leadership to cultivate an environment where all voices are heard and valued.\n Our commitment extends beyond hiring—we invest in professional growth, mentorship, and inclusive workplace practices to support long-term success for our employees. You can learn more about our organization on our career site. \n Upstream Careers\n Our goal is to attract, develop and retain exceptional people, and to create a work environment that is dynamic, rewarding and enables each of us to realize our potential. Upstream is com