Brand & Lifecycle Specialist

Brand & Lifecycle Specialist

Location: IVI RMA North America Office or Remote

Supervisor/Reporting to: Marketing Strategy Manager

Status: Exempt

Role Purpose

Own brand activation, consumer/patient insights, patient journey and lifecycle strategy so that IVI RMA's marketing and patient-facing experiences are grounded in a consistent brand and a deep understanding of patient needs, perceptions, behaviors and decision drivers.

Core Accountabilities

• Brand governance and activation.
• Consumer and patient insights capability.
• Patient segmentation/personas and voice-of-patient.
• Patient decision journey and conversion-barrier insights.
• Lifecycle strategy across prospective and existing patient audiences.
• Brand health and post-rebrand tracking.
• Reputation strategy and patient advocacy insights.

Key Responsibilities

• Manage implementation of IVI RMA’s network brand standards across brand segments, markets, locations, channels and materials.
• Maintain brand toolkits, guidelines and templates in partnership with Creative.
• Lead or manage qualitative and quantitative consumer/patient research, using external research partners where specialized expertise is required.
• Develop actionable patient segments and personas and keep them current as the market evolves.
• Establish systematic voice-of-patient mechanisms and synthesize insights for Marketing and cross-functional partners.
• Map the patient decision journey and identify needs, motivations, barriers, friction and leakage across key stages.
• Partner with Call Center/Scheduling and Operations to understand non-conversion and patient-experience opportunities.
• Establish brand awareness, perception, consideration and preference tracking, including post-rebrand measurement.
• Conduct or coordinate competitive positioning and consumer trend research.
• Lead message, value-proposition and concept testing where appropriate.
• Define lifecycle strategy - who should receive what type of engagement, at what stage and for what objective - in partnership with Communications/CRM.
• Own reputation strategy and synthesize review/social/patient-feedback themes into actionable recommendations.
• Translate insights into recommendations for brand, campaigns, patient experience and growth strategy.

Expected Outputs / Deliverables

• Brand governance tools and implementation guidance.
• Consumer/patient insights agenda.
• Patient segmentation and personas.
• Patient decision-journey maps.
• Voice-of-patient reporting and recommendations.
• Brand health/rebrand tracking.
• Competitive positioning and consumer trend assessments.
• Message and concept testing results.
• Lifecycle strategy and journey requirements for CRM execution.
• Reputation insights and improvement recommendations.
• Conversion/leakage insight reports and recommended actions.

Key Interfaces

• Senior Director, Marketing.
• Marketing Strategy Manager.
• Communications Manager.
• Digital Marketing Manager.
• Social Media Specialist.
• Graphic Designer.
• Call Center/Scheduling, Patient Experience, and Operations.
• Clinical/physician stakeholders.
• External research partners

Qualifications

• Bachelor’s degree in Marketing, Communications, Graphic Design, Branding, or a related field (or equivalent practical experience)
• 1–4 years of experience in brand marketing, design, customer lifecycle, healthcare marketing, or community-based marketing
• Proficiency with design and brand tools (e.g., Adobe Creative Suite, Canva, PowerPoint templates, brand management systems)
• Experience managing print production, branded merchandise, or vendor coordination
• Familiarity with reputation management, patient/customer feedback workflows, or review platforms preferred
• Strong organizational skills with the ability to manage multiple projects across markets and timelines
• Healthcare, wellness, or service-based industry experience is a plus
• Willingness to work in a hybrid environment and travel up to 10% as needed.

IVI-RMA offers a comprehensive benefits package to all employees who work a minimum of 30 hours per week.

• Medical, Dental, Vision Insurance Options
• Retirement 401K Plan
• Paid Time Off & Paid Holidays
• Company Paid: Life Insurance & Long-Term Disability & AD&D
• Flexible Spending Accounts
• Employee Assistance Program
• Tuition Reimbursement

About IVIRMA North America

IVIRMA is the largest group in the world devoted exclusively to human Assisted Reproduction Technology. Along with the great privilege of providing fertility care to our patients, IVIRMA embraces the great responsibility of advancing the field of human reproduction. IVIRMA Innovation, as one of the pillars of IVIRMA North America, is a renowned leader in fertility research and science. Check out our websites at: https://rmanetwork.com/

https://www.ivirma.com/

EEO

“IVIRMA is an Equal Opportunity Employer and Prohibits Discrimination and Harassment of Any Kind: IVIRMA is committed to the principle of equal employment opportunity for all employees and to providing employees with a work environment free of discrimination and harassment. All employment decisions at IVIRMA are based on business needs, job requirements and individual qualifications, without regard to race, color, religion and/or belief, family or parental status, or any other status protected by the laws or regulations in the locations where we operate. IVIRMA will not tolerate discrimination or harassment based on any of these characteristics. IVIRMA encourages applicants of all ages.”