Sr. Director, Brand

Felix; Toronto; Hybrid; CAD 160,000 - 230,000; Full time

Benefits offered by this job

Health benefits (medical, dental, and视

Paternity/maternity policy

4 weeks vacation

Stock option grant

Remote-first, Canada-wide

Large impact at an inflection-point

Job summary

Felix is seeking a senior Brand & Product Marketing leader to own the Felix brand across Canada. You will craft and drive flagship IMCs, set 18-month strategic calendars, and supervise product marketing go-to-market for major product bets such as weight loss.

You will ensure brand health, partner with Growth on performance, and lead a high-performing team in a regulated healthcare context. You will work in a remote-first environment with potential collaboration in Toronto and across Canada,

Qualifications

• 10+ years in brand marketing at consumer or DTC brands, with meaningful experience in product marketing or a role spanning both.
• Experience at a tech startup or scale-up through hypergrowth.
• Led multi-million-dollar integrated campaigns across TV/online video, digital, audio, OOH, PR as the accountable owner.
• Experience building awareness for lesser-known brands and adapting playbooks for different ecosystems.
• Product marketing and GTM experience: positioning, launch plans, and collaboration with Product/Engineering.
• Hands-on brand measurement including tracking, brand lift, and incrementality.
• Collaboration with cross-functional teams like Product, Eng, Lifecycle, Website, Growth Marketing.

Responsibilities

• Own and drive flagship IMCs end-to-end: briefs, agency management, creative calls, and integrated plan across channels.
• Set brand strategy and an 18-month calendar aligned with the business plan.
• Oversee Product Marketing GTM and ensure launches are timely and differentiated.
• Make brand accountable to the business by owning budgets and tracking health metrics (awareness, consideration, trust).
• Build earned reach through PR, influencer programs, partnerships, and experiential.

Skills

Brand marketing

Product marketing

GTM experience

Cross-functional leadership

Budget & ROI fluency

Job description

About Felix

Founded in 2019, Felix is a digital healthcare company that puts the patient in control of their own health and wellbeing. We’re passionate about building technology and beautiful customer experiences to make healthcare more accessible (and more enjoyable) for all Canadians.

Felix is Canada's first end-to-end healthcare experience, providing online treatment, prescription delivery and ongoing care. We deliver care across a growing range of daily health categories such as weight loss, birth control, menopause, erectile dysfunction, acne, longevity and more.

Website: https://www.felixforyou.ca/

The Role

Millions of Canadians are waiting. Waiting for a family doctor, for a specialist, for a prescription refill, for someone to take their health seriously. Felix exists so they don't have to. Your job is to make sure every Canadian knows that, believes it, and chooses us.

This is one of the biggest brand jobs in Canada right now. You'll own the Felix brand and how we position and launch everything we build, at the moment Felix goes from fast-growing challenger to the name in Canadian healthcare. We're investing seriously in brand for the first time, across TV, digital, audio, out-of-home, social, PR and experiential, and we expect that investment to earn its keep: more Canadians who know us, trust us and choose us, and a performance engine that gets more efficient because the brand is working.

Be clear-eyed about one thing: this is a strategic seat and a very hands-on one. You personally own and drive our flagship integrated marketing campaigns (IMCs), end to end. You write or co-write the brief, run the agency, make the creative calls, build the plan, chase the dates, and land it in market on time and measured. You'll set the 18-month brand vision in the morning and be in the edit suite in the afternoon. If you want to direct from 30,000 feet and hand the work to others, this isn't your role. If you love being accountable for both the idea and the outcome, keep reading.

You'll also lead Product Marketing, including our Director, Product Marketing & Editorial, so the story we tell in a TV spot and the story a patient reads on our site, in their inbox and in the app is one story. Our next wave of product launches will be some of the most important in Canadian digital health. You'll decide how they look, sound and feel, and why someone chooses Felix.

You Will

• Own and Drive Our Flagship IMCs, End to End: You are the accountable lead on our biggest brand moments of the year, including our January campaign, Canada's busiest season for health decisions. Write the inspiring brief, run the agency relationship, make the creative calls with conviction, partner with our Growth lead on ATL media plans, build the integrated plan across distribution channels, and rally cross-functional teams to land it in market on the date we set. Every IMC launches with a measurement plan agreed up front, and closes with an honest read on what worked.
• Set the Brand Strategy and Calendar: Own an insight-driven brand strategy and an 18-month integrated marketing calendar that ladders up to the business plan, across categories and audiences. Make the hard choices on where we show up, where we don't, and why.
• Have Product Marketing GTM roll up to you: We have an awesome Director rolling into you who owns the Product Marketing & Editorial function and go-to-market for our biggest product bets. Help support this individual to take product positioning from undifferentiated to unmistakable, starting with weight loss. Integrate product marketing elements into our Brand IMCs and partner with Product, Clinical and R&D so launches are timely, differentiated, and ready on day one across Dotcom, Lifecycle, Paid and Creative.
• Make Brand Accountable to the Business: Own the brand budget and the numbers behind it. Track brand health (awareness, consideration, trust) alongside partnering with our Head of Growth on conversion and cost per acquisition. Partner with Growth, Creative, Marketing Analytics and Finance on brand lift, incrementality and media mix modelling, so brand investment is a decision we can defend, not a leap of faith.
• Build Earned Reach and Cultural Relevance: Lead PR, influencer and creator programs, brand partnerships and experiential. Turn Felix data, patient stories and clinical expertise into moments that earn attention and trust.
• Do Brave, Distinctive Work in a Regulated Category: Our category is crowded with brands saying the same thing. Push for creative that is emotionally resonant and unmistakably Felix, while working hand in hand with Compliance, Medical and Legal within Canada's rules on advertising health services and prescription treatments. Great constraints make great work.
• Build and Lead a High-Performing Team: Lead, coach and grow the Brand & Product Marketing team (3 direct reports, 1 freelancer), and hire against the bets that matter. Set a high bar, give clear direction, and build an operating rhythm (planning, briefs, reviews, retros) that lets the team move fast at high quality without dropping things.
• Operate as Connective Tissue: Work shoulder to shoulder with Growth Marketing, Lifecycle, Dotcom, Creative, Product, Clinical, Data, and CX. Be the person partners come to for an answer and leave with one, quickly.
• Bring the Founders and Executive Team Along: Felix is a company that values healthy, respectful debate. Present clear recommendations, invite the stress test, and use it to make the work sharper.

You Are

• A relentless integrated executor. You get net-new work off the ground, not just inherited workstreams across the line. Your plans arrive complete: owners, milestones, success metrics and a distribution plan, with compliance and production time built in. You hit your dates, and when something is at risk, you're the first to know and the first to re-plan.
• Fluent in the business and the numbers. You know the numbers on your own work cold, and you can hold your own with Finance on budget, CAC and return on brand investment. You think like a general business manager, not only a marketer.
• Energized by ambiguity and pace. You've built the plane while flying it before, and you enjoy it. Priorities shift, launches move, new categories appear, and you adapt fast without losing quality.
• A people leader who wants to lead. You get real energy from building a team, coaching people through stretch work, and raising the bar on craft. Leading people is a core part of the job you want, not a tax on it.
• Fast, responsive and on top of the flow. You keep up with a high volume of Slack, email and decisions without becoming the bottleneck so partners can work seamlessly.
• A visionary with taste and conviction. You know the difference between work that's safe and work that moves people, and you can articulate why. You can tell an agency "not yet" and help them get to "yes." You naturally rally and inspire the internal organization with the possibilities.
• Low-ego and collaborative, with a strong point of view. You welcome being challenged, change your mind with good evidence, and hold firm when the evidence is on your side.

You Have

• 10+ years in brand marketing at consumer or DTC brands, with meaningful experience in product marketing or a role spanning both.
• Experience at a tech startup or scale-up, ideally through a period of hypergrowth. You know what "fast" really means.
• A track record of personally leading multi-million-dollar integrated campaigns across TV or online video, digital, audio, out-of-home, social and PR, as the accountable owner from brief to in-market. We'll ask you to walk us through the plan, the timeline and the results.
• Experience working on lesser-known brands, understanding how the playbook differs for a brand at 10% aided awareness vs 80%.
• Product marketing and GTM experience: positioning frameworks, launch plans, and partnering directly with Product and Engineering to ship.
• Hands-on experience with brand measurement: brand tracking, brand lift studies, and working with incrementality testing or media mix modelling.
• Deep experience collaborating with cross-functional teams like Product/Eng, Lifecycle, Website, Growth Marketing.
• 5+ years managing teams, including senior individual contributors or managers, with people you can point to who grew under your leadership.
• A portfolio and specific examples that show taste, judgment and results. We will ask to see the actual work, not just titles on a resume.

Nice to Haves

• Experience in healthcare, wellness, pharma, financial services or another highly regulated category, including close partnership with Compliance/Legal in finding ways forward.
• Experience in the Canadian market.
• Consumer subscription experience, understanding the power of retention/churn/reactivation.
• A point of view on how AI is changing brand & creative production, content and discovery (GEO).
• Experience building a brand from challenger to category leader.
• Collaboration with in-house creative – delivering the strategy and briefs that generate career-best work and breakthrough design & concepts from that group.

What Success Looks Like

In your first 90 days, you've read the results of our brand campaigns to date, and turned them into clear learnings. You've met every key partner across Marketing, Data, Product, Clinical and Compliance, and they already know you as the person who gets them answers. You're continuing momentum on our next flagship IMC, with a plan, timeline and measurement approach the founders have signed off on, empowering our creatives and agency partners to dream big, and deliver.

In your first year, you've landed at least 1-2 IMCs on time and on budget. Felix is closer to being the most-known name in Canadian digital health, and we can show brand investment making performance marketing more efficient. Along the way, you’ve led the way in developing a clear POV on how Brand strategically fits into our overall business growth story internally, and worked with the CMO and CFO on how we should think about measurement and ROI of brand tactics. Our biggest launches have a sharp, differentiated story, live across every surface on day one. And your team is stronger, clearer and more ambitious than when you arrived.

Benefits

• Full medical, dental and vision benefits
• Maternity / paternity policy
• 4 weeks vacation (3 weeks anytime + 1 week during the holidays)
• Competitive compensation and stock option grant
• Remote first, work from anywhere in Canada - with optional office in downtown Toronto
• Large impact at an inflection-point company, working closely with founders and leadership on one of the most important mandates in Canadian healthcare

Open vacancy: This posting is for an existing vacancy at the company.

Our commitment to an inclusive team culture means embracing diversity and offering equitable access to opportunities and resources for people who might otherwise be excluded. During our recruitment process, we provide accommodations at any stage. Candidates can tell the hiring manager about their accommodation needs directly or email [e-mail].