About the position
IDEXX is seeking a Senior Manager, Consumer Marketing, Content Strategy to lead the development of high-impact content strategies for our consumer-facing platforms, including the Vello (software platform connecting Veterinarians to Pet Parents) and other B2C initiatives. This role will define and implement a cohesive messaging and content framework that educates, engages, and inspires pet parents, while driving measurable outcomes in engagement, trust, and action. You will bring together the art of storytelling and the science of performance, translating brand vision and research insights into content that connects emotionally with pet parents while delivering against business objectives. You’ll also be responsible for tracking performance, interpreting results, and continuously optimizing content to ensure it’s relevant, resonant, and effective. This role partners closely with product, medical, compliance, research, and marketing teams to translate complex information into clear, compelling narratives. You’ll work across owned and paid channels—including in-app, SMS, direct mail, email, social, and in-clinic marketing—ensuring every touchpoint reinforces our brand voice and delivers value to the consumer.
Responsibilities
- Lead the creation and execution of a comprehensive content strategy for consumer-facing digital platforms and in-clinic experiences, aligned to brand, product, and business objectives.
- Develop content frameworks that serve both B2C and B2B2C needs, including consumer education, in-clinic marketing, and multi-channel storytelling.
- Craft brand narratives and campaign messaging that connect emotionally with pet parents while driving measurable engagement and action.
- Apply a test-and-learn approach to content to marketing, using A/B testing to optimize and improve performance.
- Translate quantitative and qualitative research into actionable content strategies, ensuring insights directly inform messaging, creative concepts, and execution plans.
- Analyze content performance across channels, identify trends, and make data-driven recommendations to improve effectiveness and ROI.
- Collaborate with cross-functional partners – including product, compliance, medical, and marketing teams – to ensure content is accurate, impactful, and aligned with broader brand strategies.
- Establish content governance guidelines, workflows, and review processes that maintain brand voice, messaging architecture, and medical integrity.
- Provide input into the consumer journey to ensure content plays a strategic role at key touchpoints, while partnering closely with the owner of that function.
- Flex across projects and initiatives as needed when new opportunities arise.
Requirements
- 7+ years of experience in content strategy, editorial planning, or related roles, within a consumer brand environment.
- Proven track record of developing and executing content strategies that combine storytelling craft with measurable business impact.
- Deep understanding of brand voice, messaging frameworks, modular content design, and how to adapt narratives across channels.
- Strong analytical skills with the ability to interpret data, identify insights, and optimize content performance.
- Experience with both qualitative and quantitative research and the ability to translate findings into strategic action.
- Exceptional collaboration skills and comfort operating in a highly matrixed, cross-functional organization.
- Experience managing content for regulated or medically sensitive topics is highly desirable.
- Broad marketing acumen with the ability to flex into general marketing initiatives beyond core content responsibilities.
- Demonstrated ability to work in ambiguity, set clear priorities, and execute independently while remaining highly collaborative.
- Excellent communication, storytelling, and stakeholder management skills.
- A strategic thinker who also thrives in hands-on execution.
- An adaptable problem-solver who is energized by building something new.
- Someone who can navigate complexity with confidence and clarity.
- A collaborative partner who values accuracy, integrity, creativity, and measurable impact.
Benefits
- Competitive compensation
- Incentives
- Benefits
- Positive and respectful work culture
- Encouragement of learning and discovery
