Senior Manager, Digital Marketing & Growth

Topix Skin Health is a leader in physician-dispensed and science-led skincare, partnering with dermatology practices, medical spas, and aesthetic providers — and their patients — to deliver clinically-driven, private-label and branded products. We operate in a category experiencing durable growth: professional skincare now contributes a meaningful share of aesthetic practice revenue, and physicians are the most trusted validators in the purchase journey. We are in the middle of a multi-year commercial and digital transformation. Our current flagship workstream is modernizing our Doctor Dispensed (DD) business — a new customer self-service portal, an AI-powered lead-generation platform, and a refreshed brand and web experience across our professional- and patient-facing websites. The platform side of that transformation is well underway. In parallel, we are building the digital marketing engine that spans our Science Brands portfolio. What we need now is a senior digital marketing leader who can translate those investments into measurable awareness, demand, and conversion — starting with the DD transformation and extending across the broader portfolio over time. This role is that leader. Think of this role as the demand engine behind our digital platform: the person who converts a modernizing set of tools into a measurable pipeline of engaged practices, higher portal conversion, and sustained search visibility in the HCP and patient communities we serve. Role Overview We're seeking a senior manager to lead high-impact digital initiatives within the professional skincare space. This role sits at the intersection of digital marketing, demand generation, technical SEO, conversion optimization, and cross-functional advocacy. You will own the planning and execution of digital initiatives that drive awareness, demand, and engagement — while serving as a connective force across teams to ensure priorities move forward with clarity, alignment, and measurable impact. This person is equal parts digital operator, growth thinker, and internal champion: someone who can translate business goals into smart digital programs, own the analytics that prove they worked, and advocate for priorities across marketing, sales, creative, IT, and external partners. Key Responsibilities Develop and lead integrated digital marketing strategies across paid, owned, and earned channels (email, web, paid media, organic and paid social, SEO, landing pages, webinars, events). Own digital strategy and editorial direction for both topixpharmpro.com (HCP) and topixpharm.com (patient/consumer). Partner with brand, product, sales, and creative teams to translate business objectives into measurable digital initiatives. Manage external agency partners — including our brand and website partners — with clear scope, KPIs, and accountability. Ensure digital programs are aligned with brand positioning, regulatory and promotional-review requirements, and go-to-market priorities. 2. Lead Generation & Funnel Management Own end-to-end HCP lead generation strategy — from awareness through MQL conversion — in partnership with our AI-powered lead generation program, which surfaces and scores prospect dermatology and aesthetic practices nationwide. Build, optimize, and manage lead journeys including landing pages, forms, email nurture programs, webinars, gated content, and multi-channel campaigns. Partner with Sales Operations and the sales leadership team to define MQL/SQL criteria, ensure lead quality, own the handoff SLAs, and close the loop on pipeline contribution. Continuously test and optimize campaigns to improve cost per qualified lead, lead velocity, and conversion to pipeline. 3. SEO & Website Performance Own the technical SEO program across both web properties: site architecture, indexation, structured data and schema, Core Web Vitals, rendering, canonicalization, and crawl efficiency. Lead on-site and content SEO strategy: keyword and search-intent research for both HCP and consumer audiences, content clustering around products and dermatologic conditions, editorial planning, and on-page optimization. Optimize for AI-driven search surfaces (Google AI Overviews, Perplexity, ChatGPT search) through content structure, authoritativeness signals, and citation-worthy source content. Partner with our engineering team on web performance, tagging and telemetry, and any platform migrations. Monitor and report on organic visibility, rankings, and traffic quality; translate findings into a continuously evolving roadmap. 4. Conversion Rate Optimization (CRO) Own the experimentation program across landing pages, product and content pages, forms, checkout, and the customer self-service portal (as it comes online). Design and execute a rigorous, hypothesis-driven testing cadence: A/B, multivariate, and sequential testing with documented learnings and a living backlog. Use behavioral analytics — heatmaps, session replay, funnel analysis — to identify friction and prioritize experiments. Collaborate with UX, creative, and engineering to translate CRO insight into durable improvements to the user experience. 5. Marketing Analytics & Attribution Own the GA4 implementation, measurement plan, and tag governance across our properties. Own the marketing attribution model — from first-touch through Salesforce opportunity — in partnership with our BI and Sales Operations teams. Build and maintain the executive-facing marketing performance dashboard: traffic and engagement, lead volume and quality, pipeline contribution, ROMI, and channel efficiency. Report on KPIs monthly and present quarterly to commercial leadership with clear narrative, insight, and recommendations. Use insight to inform optimization, future strategy, and resource allocation — including paid media budget reallocation. 6. Cross-Functional Leadership & Project Advocacy Act as a strong advocate for digital initiatives and priority projects, ensuring momentum and alignment across stakeholders. Serve as a key point of contact between internal teams (brand, creative, sales, sales operations, customer service, IT, fulfillment) and external agencies. Clearly communicate goals, timelines, dependencies, and success metrics to keep projects on track. Champion digital best practices, test-and-learn discipline, and HCP- and patient-centric thinking across the organization. Required 7–10+ years of experience in digital marketing, demand generation, or growth marketing roles, with meaningful exposure to technical SEO, CRO, and marketing analytics as core disciplines (not only as channels managed by others). Direct experience in medical skincare, aesthetics, dermatology, pharmaceutical, medical device, or regulated health categories. B2B HCP marketing experience strongly preferred; B2B2C experience a plus. Proven success building and optimizing lead generation and digital funnel programs that drive measurable, attributable business outcomes — pipeline, not just MQL counts. Hands-on fluency with Google Analytics 4, Google Tag Manager, Google Search Console, at least one SEO toolkit (Ahrefs / SEMrush / Moz), at least one CRO platform (Optimizely / VWO / or equivalent), and Salesforce CRM. Direct experience with at least one enterprise marketing automation platform (HubSpot, Marketo, Pardot, or Eloqua). Strong understanding of attribution modeling, multi-touch measurement, and the tradeoffs between different attribution approaches. Demonstrated comfort operating in an environment with regulatory and promotional-review requirements (cosmetic / OTC drug claim substantiation, medical-legal review, or equivalent). Strong communicator who can influence without authority and collaborate across functions — from creative to IT to Sales Ops to executive leadership. Strategic mindset paired with a hands-on, execution-focused approach. Comfortable being the "doer" when the team needs it and the "strategist" when leadership does. #J-18808-Ljbffr Topix Pharmaceuticals, Inc.