Sr. Director, Brand in Toronto

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.

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 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: 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.
• 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: 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.
• 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.
• Operate as Connective Tissue: Work shoulder to shoulder with Growth Marketing, Lifecycle, Dotcom, Creative, Product, Clinical, Data, and CX.
• Bring the Founders and Executive Team Along: 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.
• 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.
• Energized by ambiguity and pace. You've built the plane while flying it before, and you enjoy it.
• 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.
• Fast, responsive and on top of the flow. You keep up with a high volume of Slack, email and decisions without becoming the bottleneck.
• A visionary with taste and conviction. You know the difference between work that's safe and work that moves people.
• 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.
• A track record of personally leading multi-million-dollar integrated campaigns across TV or online video, digital, audio, out-of-home, social and PR.
• 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.
• A portfolio and specific examples that show taste, judgment and results.

Nice to Haves:

• Experience in healthcare, wellness, pharma, financial services or another highly regulated category.
• 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.
• 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.

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.
• You're continuing momentum on our next flagship IMC, with a plan, timeline and measurement approach the founders have signed off on.

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.

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.