Director of Digital Brand Marketing

Many structural heart patients suffer from heart failure with limited options. Our Implantable Heart Failure Management (IHFM) team is at the forefront of addressing these unmet patient needs through pioneering technology that enables early, targeted therapeutic intervention. Our innovative solutions are not just transforming patient care but also creating a unique and exciting environment for our team members. It’s our driving force to help patients live longer and healthier lives.

We are seeking a visionary and results-driven Brand & Digital Marketing Director to lead our brand strategy and digital marketing initiatives. This role is responsible for shaping brand identity, driving digital engagement, and delivering measurable growth across all digital channels. The ideal candidate is a strategic thinker with a strong creative sensibility, deep digital expertise, and proven leadership experience.

Key Responsibilities

Brand Strategy & Management

• Develop and articulate a compelling brand vision that aligns with the company’s mission, values, and long-term strategic goals.

• Lead brand architecture and positioning efforts to ensure clarity and differentiation in the market.

• Oversee the creation and evolution of brand guidelines, ensuring consistency across all internal and external communications.

• Conduct regular brand health assessments using customer insights, market trends, and competitive analysis to inform strategic decisions.

• Create marketing and brand plans, tools and collateral for multiple products or portfolio. Identify new target segments and deliver positioning options with implications globally. Partner with existing agencies to create plans and implement innovative marketing approaches/tools and may identify new vendors based on needs of the business. Coach marketing team members on agency vendor management

Digital Marketing Leadership

• Design and execute comprehensive digital marketing strategies that drive awareness, engagement, and conversion across all digital platforms.

• Manage and optimize performance marketing campaigns (PPC, display, retargeting, affiliate) to maximize ROI and customer acquisition.

• Oversee content strategy and development for web, social media, email, and other digital channels, ensuring alignment with brand voice and audience needs.

• Lead SEO/SEM initiatives to improve organic visibility and search rankings.

• Implement and manage marketing automation tools and CRM systems to streamline campaign execution and lead nurturing.

Data-Driven Decision Making

• Define a primary set of digital key performance indicators (KPIs); develop and manage a dashboard reflecting progress toward each KPI.

• Monitor KPIs across all digital channels, using analytics tools to track performance and identify opportunities for improvement. Educate and inform cross-functional teams on program performance.

• Translate data insights into actionable strategies that enhance customer experience and drive business growth.

• Develop dashboards and reporting frameworks for executive leadership to assess marketing impact and ROI.

• Team & Stakeholder Management

• Build, lead, and mentor a multidisciplinary marketing team, fostering a culture of creativity, accountability, and continuous learning.

• Collaborate closely with Sales, Product, and Customer Experience teams to ensure alignment on go-to-market strategies and customer journey optimization.

• Manage relationships with creative agencies, media partners, and technology vendors to ensure high-quality execution and innovation.

• Identify, vet, and educate the organization on new technologies, infrastructure and solutions that improve and optimize initiatives within the business.

Innovation & Growth

• Stay ahead of emerging digital trends, technologies, and consumer behaviors to keep the brand relevant and competitive.

• Pilot new marketing channels and tools, evaluating their potential to scale and contribute to business objectives.

• Champion a test-and-learn approach to campaign development, encouraging experimentation and agility.

• Partner closely with key thought leaders to anticipate the future market environment, changes in economic climate, the onset of new competitors including substitutes and adjacent players and to predict/drive future needs for current and future customers

• Collect and interpret voice of customer (VOC) in order to define market requirements and independently design market research and intelligence strategies for a group of complex products within a portfolio

• Develop and plan larger and more complex marketing programs and activities with accountability for successful completion of all project deliverables

• Create, communicate and execute global market strategies and actionable market plans to advance the business and generate value within a portfolio across a group of multiple complex products

• Identify and evaluate more complex marketing process improvements and/or course correction/alignment opportunities

• Provide direction and guidance to project teams to execute larger marketing projects, initiatives and/or programs

What you'll need (Required):

• Bachelor's Degree in in related field with experience in marketing and skill levels exceeding the requirements of the previous level or equivalent work experience based on Edwards's criteria Required and

• Demonstrated track record in people management or equivalent work experience based on Edward's criteria Required

• Experience working in a regulated industry or equivalent work experience based on Edward's criteria Preferred
   

Preferred Skills:

• Proven track record of building and scaling brands and digital strategies.

• Strong analytical skills and experience with marketing analytics tools (e.g., Google Analytics, HubSpot, etc.).

• Experience with marketing automation platforms and tools required (e.g., , web CMS, CRM, ABM platforms); Other platforms preferred (e.g., Marketo, Salesforce.com, Hootsuite)

• Excellent communication, leadership, and project management skills.

• Experience in technology and consumer marketing is a plus.

• 8+ years of experience in brand and digital marketing leadership role.

• Demonstrated brand and digital marketing skills.

• Proficient in Microsoft Office Suite and related tools and systems

• Excellent problem-solving, organizational, analytical and critical thinking skills including high discretion/judgment in decision making

• Excellent written and verbal communication skills and interpersonal relationship skills including negotiating and relationship management skills with ability to drive achievement of objectives

• Expert understanding of digital marketing procedures while identifying applications of functional knowledge and existing methodologies to complex problems

• Expert understanding related aspects of digital marketing processes and/or systems

• Expert knowledge of financial mechanism that relates to digital marketing

• Demonstrated ability to direct teams and provide coaching and feedback, including responsibility for all employee actions including hire/fire authority and partnering with HR on all aspects of employee relations

• Ability to develop and integrate metrics into the projects and operations that clearly demonstrate the value of digital to the business

• Ability to frequently interact with internal and external management and senior-level stakeholders concerning projects, operational decisions, scheduling requirements, and/or contractual clarifications

• Ability to provide leadership and direction to cross-functional teams to successfully implement global enterprise systems and related solutions

• Ability to work and excel within a fast paced, dynamic, and constantly changing work environment

• Proven successful project management skills

• Proven experience in articulating digital initiatives and educate other members of the organization by contributing to the development of new concepts, techniques, and standards

• Experience working with complex B2B sales processes or Technology/Medical Devices/Pharma industry

• Excellent documentation and communication skills and interpersonal relationship skills including negotiating and relationship management skills with ability to drive achievement of objectives

• Ability to interact professionally with all organizational levels and proactively escalate issues to appropriate levels of management in the organization

• Recognized as an expert in own area with specialized depth within the organization

• Expert knowledge and understanding of brand strategy

• Expert knowledge and understanding of digital campaigns, tools, and landscape

• Expert understanding of related aspects of applying marketing concepts and principles to digital channels

• Strict attention to detail

• Ability to interact professionally with all organizational levels and proactively escalate issues to appropriate levels of management in the organization

• Ability to manage competing priorities in a fast paced environment

• Adhere to all company rules and requirements (e.g., pandemic protocols, Environmental Health & Safety rules) and take adequate control measures in preventing injuries to themselves and others as well as to the protection of environment and prevention of pollution under their span of influence/control

Aligning our overall business objectives with performance, we offer competitive salaries, performance-based incentives, and a wide variety of benefits programs to address the diverse individual needs of our employees and their families.

For California (CA), the base pay range for this position is $159,000 to $226,000 (highly experienced).

The pay for the successful candidate will depend on various factors (e.g., qualifications, education, prior experience).  Applications will be accepted while this position is posted on our Careers website.  

Edwards is an Equal Opportunity/Affirmative Action employer including protected Veterans and individuals with disabilities.

COVID Vaccination Requirement

Edwards is committed to protecting our vulnerable patients and the healthcare providers who are treating them. As such, all patient-facing and in-hospital positions require COVID-19 vaccination. If hired into a covered role, as a condition of employment, you will be required to submit proof that you have been vaccinated for COVID-19, unless you request and are granted a medical or religious accommodation for exemption from the vaccination requirement. This vaccination requirement does not apply in locations where it is prohibited by law to impose vaccination.