Channel Lead – Direct Marketing (Offshore)

Job Description

Channel Lead – Direct Marketing (Offshore)

Role Overview

The Channel Lead – Direct Marketing is a senior offshore leadership role responsible for owning 1:1 direct marketing content strategy across email, SMS, and direct mail for B2B, B2C, and Provider audiences. This role serves as the enterprise owner for direct marketing channels, ensuring scalable, compliant, and personalized communications that drive measurable business outcomes. The role operates as a channel center of excellence, balancing speed, personalization, and regulatory rigor within a global, matrixed environment.

Key Responsibilities

Channel Strategy & Ownership

• Own the 1:1 direct marketing content strategy across email, SMS, and direct mail for B2B, B2C, and Provider audiences.

• Align direct channel strategies to enterprise brand positioning, product narratives, and campaign objectives.

• Serve as the global subject-matter expert for direct marketing content and channel best practices.

Content Planning, Governance & Operations

• Lead planning, creative briefing, and content development in partnership with creative and campaign teams.

• Build and govern the direct marketing content operating model, including calendars, workflows, QA, approvals, and version control.

• Establish and maintain channel-specific content standards, templates, and reusable assets.

Personalization, AI & Automation Enablement

• Advance efficiency and personalization through AI-assisted copy development, dynamic content, and modular templates.

• Define responsible AI guardrails ensuring human review, compliance, and medical accuracy.

• Partner with MarTech and Data teams to ensure content structures support targeting and personalization logic.

Cross-Functional Partnership

• Partner closely with Campaign, MarTech, Data & Analytics, Product, Technology, Compliance, and Legal teams.

• Ensure segmentation, targeting, journey design, and measurement frameworks are fit-for-purpose.

• Act as a trusted advisor on direct marketing content implications across initiatives.

Testing, Measurement & Optimization

• Establish and own testing frameworks including MVPs, A/B testing, and multivariate testing within regulatory guardrails.

• Define and maintain a test-and-learn roadmap, codifying insights into reusable playbooks.

• Own performance reporting across deliverability, engagement, conversion, list health, and opt-out metrics.

Compliance & Risk Stewardship

• Ensure full compliance with HIPAA, TCPA, CAN-SPAM, ADA accessibility standards, and enterprise policies.

• Steward approval processes, documentation, and audit trails for all direct marketing communications.

• Proactively identify and mitigate content-related compliance and reputational risks.

Required Qualifications & Experience

• Overall, 13-15 years of experience with 8–10+ years of experience in direct marketing, CRM, or relationship marketing at enterprise scale.

• Hands-on experience with MarTech stacks including ESPs, journey orchestration, CDPs, A/B testing, and dynamic content.

• Strong understanding of healthcare and regulated marketing environments, including consent and PHI handling.

• Demonstrated success driving personalization, content governance, and measurable business outcomes.

• Experience leveraging AI in content operations with clear guardrails and human-in-the-loop review.

• Excellent stakeholder management skills with experience influencing senior, US-based leaders.

• Bachelor’s degree required; advanced degree preferred.