Head of Demand Generation

IN SHORT As the Head of Merchandising, Footwear, you will chart the strategic course for the footwear category across the Americas, ensuring product assortments align seamlessly with On’s premium brand vision and regional commercial needs. Reporting to the Director of Merchandising, AMER on the Americas Merchandising team, you will simplify regional complexity to drive a cohesive omnichannel strategy that captures market opportunities and powers brand love. This role is a critical pillar in balancing global product direction with regional execution to deliver high-impact results and foster a culture of excellence and innovation YOUR MISSION * Develop and execute a comprehensive regional merchandising strategy for footwear that aligns with global product vision and regional commercial objectives across wholesale and DTC channels * Lead the seasonal assortment planning process, optimizing product segmentation, account differentiation, and lifecycle management to drive premium growth targets * Drive the regional go-to-market process by fostering tight alignment between global product teams, regional sales, and demand planning to ensure on-time delivery and forecast accuracy * Synthesize competitor analysis, consumer trends, and market dynamics to identify and act on growth opportunities unique to the Americas landscape * Collaborate with analytics teams to translate sales data and market research into actionable insights that refine product offerings and improve commercial outcomes * Track and analyze key performance indicators including sell-through rates, inventory turn, and margin health to optimize category performance * Mentor and develop a high-performing merchandising team, providing coaching that empowers individuals to own their professional growth and functional expertise * Partner across the matrix to bridge gaps between global strategy and local execution, ensuring the footwear category contributes to On’s overall strategic priorities YOUR STORY * You bring 9+ years of experience in merchandising, product management, or retail buying within a premium global retailer in the footwear or apparel industry * You have 4+ years of experience leading merchandising teams in a high-growth environment, with a proven ability to manage regional scope and cross-functional complexity * Extensive expertise in managing footwear assortments within a vertically integrated or omnichannel brand, balancing central strategy with regional flexibility * Proven track record of achieving high-quality outcomes in margin management, assortment planning, and inventory turnover through data-informed decision-making * Expert analytical skills with the ability to navigate complex data sets and systems to identify underlying trends and root causes * Experience leveraging product lifecycle management (PLM) tools and BI platforms to optimize workflow and strategic planning * Masterful communication and relationship-building skills, with the ability to influence diverse stakeholders and align outputs with broad organizational goals * Deep commitment to fostering an inclusive environment and championing sustainable practices within the product lifecycle YOUR TEAM You will join the Americas Merchandising team, acting as trusted advisors in setting the vision and direction for product for the region. The team acts as a bridge between our Global Product/Commercial teams and regional business leaders. Our cross-functional interaction is driven by a market-relevant, consumer-focused mindset touching on all departments inside our organization to set a commercial plan and identify profitable growth and act on sales opportunities and actions together. Our Americas team is growing; help us drive that journey.   Typical cash compensation range for this position inclusive of base + bonus + equity: $220,000-$270,000. Individual compensation packages are based on various factors unique to each candidate including experience, industry knowledge, qualifications, skill set, and location. Certain roles may be eligible for equity compensation in addition to cash compensation.

YOUR ROLE: BUILD THE GROWTH ENGINE FOR A BRAND PEOPLE TALK ABOUT PrimaryMD is a concierge primary care and longevity practice redefining what medicine feels like. Our members pay $18,000 a year for a real physician partner — unhurried visits, advanced diagnostics, and a care team that proactively builds their longevity plan. We operate in New York and San Francisco, we're founder-led and built on our own revenue — no investors to answer to — and our SoHo flagship opens this fall. Here's the interesting part: we've grown almost entirely by word of mouth — deliberately. We built the product, the physician team, and the member experience first, and let our members do the talking. That foundation is set. Now we're ready to build the engine. That's the job. You'll be our first marketing leader, reporting directly to the CEO, with a mandate to own the entire function: brand, paid, email, PR, partnerships, events.  Location: Hybrid, New York City — in office 3–4 days a week (Hudson Yards today; our SoHo flagship opens this fall), and out in the city for events and partnerships Reports to: Founder & CEO Team: Agency and freelance partners from day one; full-time hires as the engine scales Compensation: $135,000–$165,000 base, commensurate with experience HOW YOU'LL MAKE AN IMPACT Build the Member Growth Machine This is the mandate everything else serves. Twelve months in, marketing reliably delivers new members every month at an acquisition cost we understand — paid, email, partnerships, and referrals all converting and all measured. You'll launch and optimize Google and Meta campaigns, build the funnel analytics, kill what doesn't work fast, and scale what does. Own the Brand, End to End You're the guardian of PrimaryMD's brand identity. Working from our brand book and our voice — PACI: Personalized, Accessible, Caring, Inspiring — you'll make sure every touchpoint, from an Instagram post to the SoHo lobby to a member email, delivers the same message: empathy powered by precision, luxurious without being cold, credible without being clinical. Run Partnerships & PR Build the relationships that build the brand: collaborations with the wellness, fitness, hospitality, and lifestyle brands our members already love; in-person events worth dressing up for; press that positions our physicians as the voices of concierge longevity care. You'll select and manage PR agencies rather than waiting on them — you know what a good agency relationship produces and how to demand it. Own Email & Lifecycle Marketing From the first touch to the member renewal, you own the email strategy — prospect nurture, newsletter, member communications cadence — and the CRM discipline behind it. Lead the Agency Roster Our AEO/SEO agency reports to you from day one. You'll set their targets, hold them accountable, and add (or cut) agencies and freelancers across creative, paid, and PR as the numbers dictate. You spend every dollar like it's yours, because we run on our own revenue and it effectively is. Launch SoHo Our flagship opens this fall in one of the most visible retail neighborhoods in the world. It's your first big campaign moment — the events, the press, the partnerships, and the paid support that turn an opening into a statement. WHAT SUCCESS LOOKS LIKE By Day 90. You've diagnosed the funnel, locked the brand foundations, launched first paid campaigns on Google and Meta, and the email engine is shipping. The SoHo opening plan is yours and it's in motion. By Month 6. At least two channels are producing members at a cost we understand. The agency roster is performing or replaced. Our name is starting to come up in rooms we're not in. By Year 1. Marketing is a member growth machine — a predictable, measured engine sitting alongside word of mouth. The playbook is documented and ready to travel to the next market. WHAT WE'RE LOOKING FOR EXPERIENCE * Luxury services fluency is required. You've marketed high-ticket services — not products — to affluent, discerning customers, and you understand that trust is the product. Luxury hospitality and private members clubs, premium wellness and boutique fitness, concierge or executive health — that's the neighborhood we're hiring from. * Partnerships and PR are required. You've built brand partnerships that actually produced customers, and you've managed PR agencies well enough to know the difference between coverage and buzz. * Startup build experience is required. You've built a marketing function from scratch, or near-scratch, at an early-stage company — you know what it means to be the whole department before you get to lead one. * 5–8+ years in marketing, with breadth across the full stack: brand, performance, content, email, events. * Hands-on paid media strongly preferred. You've personally set up and optimized Google and Meta campaigns — written the copy, structured the audiences, read the dashboards — not just reviewed an agency's slides. THE PERSON * A full-stack operator. You can set the strategy in the morning and build the campaign in the afternoon. You don't mind getting your sleeves dirty — spinning up a test, shooting the content, fixing the landing page. * An owner, not a clock-puncher. We measure outcomes, not hours. Launches and events will have their intense weeks; you manage your own energy and you deliver. * A brand guardian with taste. You notice when a font is off, when a caption is off-voice, when an experience is 90% right — and you care about the last 10%. * A relationship builder. You genuinely like people, you follow up, and doors in NYC's wellness, hospitality, and media worlds open when you knock. * Bought into the mission. You believe healthcare should feel personal, proactive, and human — and you want to make a brand out of that belief. THIS PROBABLY ISN'T FOR YOU IF… * You've only marketed products, or only worked in big teams where "hands-on" meant writing the brief. * You need an established playbook — here, you write it. * You'd rather manage the work than do the work. For a while, you'll do plenty of both. WHY PRIMARYMD? First marketing leader, full mandate. The brand, the budget, the channels, the agencies — the entire function is yours to build, reporting directly to the founder & CEO. As the company scales into new markets, the function scales under you. A product that deserves it. Two founding physicians who write and speak at a world-class level, a five-star member experience, and membership demand built by word of mouth alone. You're not polishing a mediocre offering — you're amplifying an exceptional one. Small team, big standard. A senior, collaborative team that lives our PACI principles — Personalized, Accessible, Caring, Inspiring. ABOUT PRIMARYMD PrimaryMD is a tech-enabled concierge primary care practice emphasizing The Human Advantage — proactive, relationship-based care that's tech-enabled but always human-first. From advanced diagnostics to personalized care plans and continuous support, we empower members to optimize their healthspan. Join us in building a future where medicine is personal, preventive, and profoundly impactful.