Director of Marketing - Roanoke, VA (Relo Required)

Foot Levelers
Roanoke, VA

518 Pocahontas Avenue, Roanoke, VA 24012, US

Founded 1952, Foot Levelers is the world’s leading provider of individually designed Stabilizing Custom Orthotics, custom orthotic flip-flops, Shoethotics® and Sandalthotics®, as well as therapeutic products. We have been serving healthcare professionals and their patients for over 7 decades with products designed to help reduce pain in the feet, legs, hips, back and neck, so you can enjoy a fuller and happier life at work, home or play.


Company Info:

  • Founded 1952
  • Privately held
  • ~200 employees
  • 8-12% YoY Revenue Growth

Asymmetric Talent Solutions is trusted to engage top talent in the US market to fill a vacant and newly defined Director of Marketing position to own the Foot Levelers brand voice and overall marketing strategy. They will execute and manage strategy execution and construct their team underneath them. FLI is looking to hire a motivated and successful leader that can increase their revenue pace and position themselves as the go-to leader for all things marketing and lead a successful omni channel model and steer the future of their already globally recognized brand. This is an opportunity to truly create, own, and lead all marketing efforts for a genuine company and leader in their space.


Location: Roanoke, VA

Relocation: Required, completely paid for including temporary housing


Director of Marketing

The ideal candidate will have hands-on experience in driving sales through direct response lead gen-based marketing and the ability to lead a team to meet sales goals and build brand awareness. The Marketing Leader will have the opportunity to own the brand voice and future marketing program of a multi-million-dollar organization within a thriving healthcare field. They must be a creative thinker with a track record of innovation and results, specifically within the digital marketing space.


Primary Responsibilities

  • Lead the company’s marketing strategy: developing and implementing a cohesive marketing plan to increase brand awareness, generate leads and ultimately drive increased sales
  • Recruit, build and motivate a high-performing marketing team, managing short and long-term goals that align with overall business strategy
  • Manage and execute against the implementation of marketing campaigns both digital and traditional including a multi-site ecommerce experience, email, paid media, social, and search
  • Own the brand voice and expression of product and brand value proposition in all channels
  • Direct and support market research collection and analysis for interpretation of market data to inform short- and long-term market forecasting
  • Work closely with the sales team to ensure alignment to sales goals
  • Maintain brand standards and ensure compliance across all marketing and communications channels
  • Study competitors to evaluate their strategies to continue to grow position as market leader

Required Experience

  • Bachelor’s degree in business, marketing or related field.
  • Minimum of 7 years’ experience in Marketing, preferably multiple years holding a Director or Vice-President level position otherwise equivalent experience with the ability to step into a director role is required.
  • Knowledge of direct response and conversion optimization or A/B testing strategies
  • Experience in detailed planning and management of new product launches
  • Demonstrated success driving revenue growth via comprehensive, omni-channel digital marketing campaigns with an emphasis in product and brand positioning
  • Tactical B2B or B2C lead generation experience 
  • Ability to effectively source and manage internal and external channel specific resources – Email, PPC, SEO, Social Media, etc.
  • Ability to articulate the monetization of a marketing campaign and the sales impact for the business
  • Action-oriented, driven by metrics and KPI’s
  • Ability to communicate with and influence all levels of the organization; comfortable presenting to customers and executive leadership
  • Demonstrated effectiveness at managing change while keeping a team engaged and focused
  • Exceptional project management skills with the ability to handle multiple competing priorities
  • An entrepreneurial, analytical, and innovative mindset


Valued experience

  • Domain experience in Health and Wellness 
  • HubSpot and/or similar platform selection/migration
  • NetSuite and/or similar platform selection/migration
  • Omnichannel marketing leadership and execution
  • 3rd party management
  • Experience growing 50-75MM companies
  • Product sales experience  
  • Hiring and establishing a team culture of collaboration, productivity, and creativity
  • Up to date (dangerously hands-on with modern marketing and automation solutions)


Onboarding Roadmap, Top Projects & Initiatives

  • New Ecomm site
  • 3 New products launching in q 1,2,3
  • Hiring
  • Establish strategy and execution plan
  • Optimize Hubspot
  • Automation (marketing) solutions
  • Leveraging technology (innovation) to increase sales


Reports to: SVP

  • This role will work directly with SVP
  • Meet weekly
  • Quarterly planning sessions
  • This role will sit at the executive leadership level
  • Attend a monthly offsite leadership meeting


(A working Org Chart will be provided in discussed in your interview with Asymmetric Talent)

  • Associate Director of Marketing
  • Digital Marketing Manager
  • Web Development
  • UI/UX
  • Project Manager
  • Copywriting
  • Graphic Design
  • Videography
  • Associate Director of Traditional Marketing and Print
  • Marketing Manager – Traditional and Print
  • Event Marketing Manager
  • Foot Levelers is currently under contract with a proven client of Asymmetric Talent for marketing execution. This leader will work collaboratively with them to onboard and get things off the ground softly transitioning them out mid 2023 as you fully take over all marketing operations.

Collaboration outside of immediate team:

  • Sales
  • Events
  • Production & Procurement
  • Manufacturing
  • Technology – FLI’s ecommerce is built on NetSuite (SCA)


  • ~$245,000 Target Max Salary
  • 15% Annual incentive program
  • Quarterly incentives
  • Up to 4% Holiday bonus, based on cumulative earnings
  • FLI executes a 6-month performance review based on set goals and KPI’s and will review compensation
  • Signing bonuses are not generally executed but FLI will consider necessary compensation to buy their hired candidate out of any risk or guaranteed compensation


  • 100% employee paid health insurance through Anthem
  • 401(k) matching
  • 4 total weeks PTO (including sick), increases with tenure
  • 11 paid holidays
  • Cell phone stipend
  • Preventative Care time off (3 days)
  • Family and medical leave (up to 12 weeks, 26 weeks for military service care)
  • Basic Life, AD&D
  • ST/LT Disability
  • Voluntary benefit elections
  • Employee Assistance Program
  • Access to onsite gym with personal trainer


As needed. Will include site visits and tradeshows. A safe estimate is 4 annual occurrences

Interview Process:

  • Meet with Asymmetric Talent Solutions and discuss resume/experience, and a general get to know you meeting that will additional cover your tactical and leadership experience around successful projects and initiatives around but not limited to:
  • Team building
  • Sales oriented mindset
  • SEO
  • PPC
  • Social Media
  • Email
  • Analytics

  • Complete WonScore PI (30-45 minutes)
  • Cognitive Ability 
  • Motivation
  • Personality


  • Interview with FLI executives to review your interview with ATS and host a much deeper discussion

  • Fly out to FLI site and meet executive team, tours, etc

Why move to Roanoke, Virginia?

Roanoke is known as the "Magic City" to locals, people love living in Roanoke for its small-town feel and abundance of amenities.

  • 100 Best Places for Business Development by Inc. Magazine
  • 10 Best Places to Raise a Family by Parenting Magazine
  • Best Places to Retire by Money Magazine
  • Population: ~165k
  • Average home price: $305k
  • Cost of Living: -9.6%
  • Average commute: 24 min
  • State income tax: 5.75%
  • Annual high temp: 68
  • Annual low temp: 44
  • 25 hiking trails
  • 67 city parks
  • 6 breweries
  • 8 museums
  • 22 music venues
  • Zoo