Senior Director, Performance Marketing & Demand Generation at BrightStar Care | Bannockburn, IL

BrightStar Care

Senior Director, Performance Marketing & Demand Generation

Bannockburn, IL (Hybrid)

Salary Not AvailableSenior Level10+ years expFull time

Posted 2 months ago

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Job Summary

Drive end-to-end demand generation across three audiences to connect consumers, health systems, and recruitment with BrightStar Care.

Must-have: 10+ years in marketing with senior performance leadership and multi-audience demand gen.
Standout: Proven pipeline-to-revenue outcomes and large-budget optimization across paid and CRM-led channels.

Job Description

Responsibilities

Demand Generation Strategy – Own end-to-end demand generation strategy across three distinct audiences: consumers seeking home health care, health system and enterprise B2B partners, and prospective caregivers and clinical staff
Define top-of-funnel channel mix, messaging framework, targeting approach, and budget allocation across audiences
Build and own a full-funnel performance model — from impression to qualified lead to franchisee revenue — with clear attribution at every stage
Lead HubSpot pipeline design and marketing automation strategy in partnership with Marketing Operations
Performance Marketing Accountability – Own and report on CPL, CPA, conversion rates, and pipeline contribution to franchisee AUV growth
Set performance targets by audience and channel; build the escalation protocols when performance falls short
Manage paid media budget allocation across all channels with full transparency to the SVP Marketing on spend and outcomes
Build a structured test-and-learn culture — continuous experimentation on creative, copy, targeting, landing pages, and offers
Campaign Leadership & Channel Strategy – Lead campaign execution across paid search, paid social, organic search, email, programmatic, and social simultaneously

Requirements

10+ years of progressive marketing experience, with at least 5 years in a senior performance marketing, demand generation, or growth marketing leadership role
Deep B2C and B2B demand generation expertise — with a demonstrated track record of building pipelines tied to measurable revenue outcomes, not just lead volume
Proven paid media expertise across search, social, programmatic, and email — with hands-on experience managing significant budgets and optimizing for conversion
Strong HubSpot proficiency (or equivalent CRM/MAP platform), including pipeline design, lead scoring, attribution, and campaign performance tracking
Experience managing multi-audience demand generation programs — consumer, enterprise/B2B, and recruitment — simultaneously
Track record of building and leading high-performing teams
Bachelor's degree in Marketing, Business, or a related field required

Preferred

Experience in home health, healthcare, or a consumer services franchise environment
B2B marketing experience in a healthcare or health system context — health system procurement, payer relationships, or employer benefit programs
Experience in a PE-backed or high-growth environment where marketing is held directly accountable to revenue outcomes
Familiarity with AI-assisted marketing performance tools — predictive lead scoring, AI-driven campaign optimization, or automated audience segmentation
Advanced degree or relevant certifications (Google Ads, Meta Blueprint, HubSpot) valued

Benefits

Mission-driven work — improving quality of life for families who need home health care
A seat at the table — direct access to the SVP Marketing and CGO, with your metrics presented to senior leadership
Resources to work with — a dedicated team, defined budget, and clear mandate
Room to build — an opportunity to shape the demand generation function in a franchise network that is scaling

BrightStar Care

3.6 Glassdoor

BrightStar Care is a full-service healthcare staffing agency and franchising organization that provides medical and non-medical homecare to private clients within their homes, ranging from infants to seniors, as well as supplemental healthcare staff to corporate clients. Our well-qualified, attentive caregivers provide peace of mind to clients and their families. We work to understand the needs of our clients and provide a customized care plan to match them with a qualified, pre-screened caregiver who is compatible with their needs. BrightStar is one of the few home healthcare providers that offer both medical and non-medical homecare, available to all clients 24/7.

Founded in 2002

Deerfield, Illinois, USA

6.3K employees

www.brightstarcare.com

65% recommend to a friend

75% CEO approval