Executive Vice President, Direct Marketing

Healthy Directions, located in Potomac, MD, is the #1 publisher of health newsletters and the #3 direct-to-consumer marketer of nutritional supplements.  The company helps consumers take charge of their health, providing information and related products through direct marketing channels.  The company’s “brands” are four health experts, all of whom write newsletters based on their research.  While the company generates revenues from newsletter subscriptions, most of the company’s revenue is derived from orders for relevant health-related products (nutritional supplements, personal care products, foods, etc.).

The successful candidate will be a member of the Executive Committee and report to the CEO.  He or she will lead all aspects of marketing, including database marketing and analytics, on-line and off-line marketing communications and creative services.  He or she will partner with the CEO and senior leadership team of this $185 million company to drive a strategic agenda which calls for significant growth.  The company generates solid profits and sits in the sweet spot of demographic and wellness megatrends.  The company is backed by two leading private equity firms. 

Key Roles and Responsibilities

• Customer File Management – Assume ownership of Healthy Directions’ extensive house (customer) file, with the goals of maximizing the lifetime value of our customers and improving the ROI of the annual marketing spend. 


• Customer Relationship Management – Introduce horizontal customer contact planning in the organization.  Ensure that the level of marketing investment in retention, reactivation and acquisition activities is appropriate, based on break-even and LTV analysis of each segment.   Increase / decrease / reallocate marketing spend, as required. Optimize the level of marketing investment in the off-line and on-line channels.


• Marketing Program Diversification - Expand our portfolio of marketing programs beyond core direct mail programs.  Grow the internet channel. Conduct tests of other vehicles (DRTV, DR radio, FSIs, magazines, etc.).


• Marketing Program Integration - Align our off-line and on-line marketing programs to create a consistent customer experience.


• Value Proposition Management - Lead “value proposition creation” activities across all vehicles.  Areas to address include pagination, messaging, promotional offers, etc.  Lead the effort to broaden our pricing practices, to include alternative offer structures (e.g. soft offers) and alternative payment methods.


• Database & Analytics - Oversee all database marketing activities, including; market & customer research, segmentation & modeling, customer analytics & marketing program performance.


• Creative Services - Oversee all aspects of creative services, including creative design, package design, copywriting, editorial, production and QA/QC.


• Human Resources – partner with HR Department to ensure that recruitment, compensation and training & development requirements of the Direct Marketing Department are addressed.  Supervise direct reports (5 – 6 GMMs). Serve as a role model for all department personnel.

Qualifications

• 20+ years in transactional direct marketing, with a track record of taking on roles of increasing responsibility.  The ideal candidate would have started their career with a large, best-in-class direct to consumer marketer that operates a high sku count business.  This would have been followed by a transition to a less traditional business, one with fewer resources and talent that is not as deep.


• Extensive experience in direct marketing is essential.  Hands-on experience leading customer retention, reactivation and acquisition programs.   Deep experience with both the on-line and off-line channels.


• A record of driving profitable top-line growth. 


• Outstanding people skills to lead, teach, and drive positive change.  He or she should thrive in a culture that is non-political, positive, and passionate about the wellness mission.


• A personal style that is entrepreneurial, flexible, focused on results, and characterized by a palpable sense of urgency.  A team player who puts the interests of the customers and organization first.


• Experience in the vitamins and supplements business is desirable, but not required.

Send your resume and a cover letter with job code EVP-JS-0810-TL and salary requirements to:

Human Resources

Healthy Directions, LLC

7811 Montrose Road

Potomac, MD 20854

Email preferred: