The Challenge
Establishment Labs is the world's fastest-growing women's health company (NASDAQ: ESTA, $1.8B market cap) revolutionizing breast aesthetics and reconstruction. You'll lead Motiva USA's digital transformation across paid, social, search, and email—balancing aggressive growth with FDA/FTC compliance in a heavily regulated space.
Your Mission
Audit current digital presence across Instagram, website, and paid channels; identify compliance gaps and optimization opportunities
Develop and launch compliant integrated digital strategy for Motiva USA covering Q2-Q4 2026 with clear channel mix and audience segmentation
Establish baseline KPI dashboard (engagement, conversion, CAC, ROI) across all digital channels; set targets for Q3
Map out and brief agency partners on campaign roadmap; negotiate Q2-Q3 media budgets and performance benchmarks
Execute 2-3 major product/brand campaigns (paid + organic) with 25%+ improvement in engagement and measurable lead lift vs. baseline
Scale influencer program to 15-20 active brand ambassadors with documented compliance audit trail and 3%+ conversion from influencer traffic
Implement CRO framework; run 8-10 A/B tests on landing pages, email flows, and web UX resulting in 20%+ conversion rate lift
Grow email marketing database by 40%; deliver 3+ segmented campaigns with 4%+ click-through rate and personalization via Salesforce Marketing Cloud
KPIs You'll Own
Digital CAC (Customer Acquisition Cost)
Track cost per qualified lead and conversion by channel (paid social, SEM, organic, email) to optimize budget allocation.
Website Conversion Rate
Measure percentage of visitors converting to leads or product inquiries; benchmark against industry and test optimizations monthly.
Engagement Rate (Social & Email)
Monitor Instagram engagement, email open/click rates, and video completion rates to assess content resonance and audience quality.
Brand Awareness Lift
Track brand search volume, social followers, and unaided awareness among target HCPs and patients quarter-over-quarter.
ROI by Channel
Calculate return on investment for paid media, influencer, and email programs; report monthly with optimization recommendations.
Tools & Stack
Your Team
Your Manager
Not specified; likely VP/CMO of Marketing or Chief Marketing Officer
Current Team
Cross-functional: medical, legal, regulatory, IT, development, and agency partners (social/paid media agencies)
New role or expansion—backfill unclear from posting
The Package
Salary
$150K-$165K base
Remote
Remote for San Diego, CA applicants; hybrid for Austin, TX applicants
Benefits & Perks
Company Intelligence
Establishment Labs is a NASDAQ-listed (ESTA) femtech company with $1.8B market cap, designing and manufacturing innovative breast health, aesthetics, and reconstruction devices. The company operates two MDSAP-certified, carbon-neutral manufacturing facilities in Costa Rica and serves 85+ countries as the world's fastest-growing women's health company.
Founded
2018
Funding
Public (NASDAQ)
Customers
Healthcare professionals, patients, medical aesthetic clinics and hospitals globally
Culture
Innovation-driven, hyper-growth, regulated healthcare environment with emphasis on compliance and quality
Is This Role For You?
- You've managed $1M+ digital marketing budgets across paid, social, search, and email in a B2B2C or healthcare setting
- You're fluent in FDA/FTC compliance and can navigate regulatory constraints without killing creativity
- You have 7+ years in digital/growth marketing with hands-on experience managing agencies and optimizing multi-channel campaigns
- You're data-driven: comfortable with Google Analytics, CRM platforms (Salesforce), and setting/tracking KPIs monthly
- You haven't worked in heavily regulated industries (pharma, medical device, healthcare) and aren't ready to learn compliance
- You prefer pure startup chaos over process—Establishment Labs requires structured collaboration with legal/regulatory
- You're looking for 100% remote; San Diego is remote but Austin is hybrid only
- You lack hands-on digital marketing execution experience; this role is hands-on, not purely strategic oversight
Interview Process
Phone Screen
Recruiter qualifies digital marketing experience, healthcare/regulatory exposure, and interest in femtech mission
Hiring Manager Interview
1-hour conversation with direct manager (likely VP Marketing or CMO) on digital strategy, agency management, and compliance experience
Case Study / Presentation
You may be asked to present a past campaign or digital strategy; or receive a case study prompt on Motiva USA's market challenges
Cross-Functional Panel
Meet with Medical, Legal/Regulatory, and potentially e-commerce leads to assess collaboration skills and regulatory fluency
Executive Alignment
Final conversation with CMO or Chief Revenue Officer to confirm strategy alignment and growth expectations
Interested in this role?
Apply now and hear back within days, not weeks.
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About Growth Marketing Roles
Growth marketers drive user acquisition, activation, and retention through data-driven experimentation. They sit at the intersection of product, data, and marketing — running A/B tests, building funnels, and scaling what works.