Marketing Director

More than fifty years ago New Harbinger's founder pioneered the self-help workbook, which has become ubiquitous in evidence-based therapy. Today we are growing into a multimedia company with a digital products division responsible for online trainings and a SAAS platform—both for our core book audience of evidence-based therapists.

We’re seeking a creative Director of Marketing to level up our branding, oversee this transition, and help books and digital products meet consumers where they are and shop. This position will lead the growth and positioning of three product lines:

• New Harbinger’s core product line of 60+ evidence-based self-help books per year + extensive backlist
• TherapyAssist, a HIPAA-compliant Software as a Subscription (SaaS) platform for therapy homework
• Continuing education (CE) training webinars and live events for therapists via our training arm Praxis by New Harbinger

This role is ideal for a marketing leader who thrives at the intersection of traditional and emerging media and has a passion for mental health. They will own brand and go-to-market strategies for revenue-focused initiatives across the company.

Join a dynamic cross-functional team where you will directly manage four important segments of our company: marketing, publicity, social media, and art. You’ll also be vital in supporting and expanding connections with our large community of authors, trainers, educators, trade buyers, librarians, clinicians, and consumers.

Product Strategy and Brand Leadership

• Bottom line packaging for all books, working with internal copywriters and designers to align deliverables and meet the expectations of our audience and each book’s unique target consumer
• Continuously refine go-to-market strategy for TherapyAssist, our SAAS platform launched in March
• Nurture Praxis’s core line of live trainings while launching a new line of recorded on-demand trainings for our core market of evidence-based therapists
• Ensure consistent voice and messaging across product lines
• Direct an internal Art department to update visual branding in accordance with the larger corporate strategy

Core Marketing Functions

• Oversee integrated, multi-channel marketing campaigns (email, social, SEO, paid media, content) for individual books and trainings as well as larger product lines
• Work with direct reports to conceive and execute social media and publicity campaigns for books, including but not limited to directing author social media campaigns and traditional media outreach
• Direct company-wide social media strategy—from internal posts to author-specific strategies
• Ensure strong author communications and campaign planning, working together with the editorial and sales teams
• Develop new initiatives to support bestselling authors on an ongoing basis

Leadership and Team Management

• Partner closely with senior management to shape long-range marketing strategy, business planning, and core performance metrics
• Develop annual department budgets, track expenditures, and report on campaign effectiveness
• Collaborate closely with sales to align marketing campaigns with ambitious retail and institutional sales goals
• Lead marketing, publicity, social media, and art staff as they: expand platform reach, boost discoverability, cultivate conversation via social channels, and develop content that stands out in today’s self-help/wellness market

Metrics and Reporting

• Oversee reporting and campaign performance analysis in collaboration with marketing, sales, finance and our data analyst
• Analyze market trends and customer insights to continuously inform product marketing and positioning strategies
• Regularly assess the impact of all marketing and publicity efforts and make strategic improvements based on data and performance

Qualifications

• 8+ years of progressive experience in marketing with 3+ in a senior management role—preferably in book publishing
• Demonstrated success in multi-channel marketing across publishing, SaaS, or digital media environments.
• Proficiency in social media marketing, particularly TikTok, and directing influencer outreach strategies
• Fluency with CRM systems (e.g., HubSpot, Salesforce) and marketing automation tools
• Demonstrated experience collaborating with IT/product teams on e-commerce initiatives, platform development, or digital transformation projects
• Strong understanding of visual branding, graphic design, and current trends in print and digital media

Preferred

• Background in book publishing, health/wellness and/or tech
• Familiarity with mental health/wellness market, ideally including evidence-based therapies (CBT, DBT, ACT, IFS, others)
• Experience managing complex branding across multiple product lines and sub-brands

Must be a resident of: Alabama, Arizona, California, Colorado, Georgia, Illinois, Indiana, Maryland, Massachusetts, Michigan, Minnesota, Missouri, Nevada, New Jersey, New York, North Carolina, Ohio, Oregon, Pennsylvania, Texas, Utah, Virginia, Washington, or Wisconsin.

Compensation

Salary: $ 120k. Benefits include 401(k) with matching, ESOP retirement plan (after working 1,000 hours/year), Paid time off (vacation and sick time, prorated), Tuition reimbursement, Continuous career training through our HR learning portal and other live or online sources.