Director of Digital Brand Marketing

Overview 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.
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.

Required Qualifications Bachelor’s Degree in a related field with experience in marketing and skill levels exceeding the requirements of the previous level or equivalent work experience.
Demonstrated track record in people management or equivalent work experience.
Experience working in a regulated industry.
8+ years of experience in brand and digital marketing leadership role.
Proficient in Microsoft Office Suite and related tools and systems.
Excellent communication, leadership, and project management skills.
Expert understanding of digital marketing procedures and related methodologies.
Proven ability to direct teams and provide coaching and feedback, including responsibility for all employee actions (hire/fire authority) and partnering with HR on all aspects of employee relations.
Ability to develop and integrate metrics into projects and operations that clearly demonstrate the value of digital to the business.
Experience with marketing automation platforms and tools (e.g., HubSpot, Marketo, Salesforce.com).
Preferred Qualifications Proven track record of building and scaling brands and digital strategies.
Strong analytical skills and experience with marketing analytics tools (e.g., Google Analytics).
Experience with marketing automation platforms and tools required (e.g., web CMS, CRM, ABM platforms); other platforms preferred (e.g., Marketo, Salesforce.com, Hootsuite).
Experience in technology and consumer marketing.
Expert knowledge of brand strategy and digital campaigns tools and landscape.
Experience 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.
Benefits & Compensation 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).
Equal Opportunity Employer 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, 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.
Company Overview Edwards Lifesciences is the leading global structural heart innovation company, driven by a passion to improve patient lives. Through breakthrough technologies, world-class evidence and partnerships with clinicians and healthcare stakeholders, our employees are inspired by our patient-focused culture to deliver life-changing innovations to those who need them most.

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