Responsibilities

• Paid Media, Channel Management & Scaling: Agency Direction: Direct and optimize paid media strategy and oversight across Meta and Google. Serve as the primary lead for our growth marketing agency (Lantern), managing weekly calls, campaign reviews, and creative sprints.
• Paid Media, Channel Management & Scaling: Direct Platform Execution: Manage and scale paid acquisition budgets across active ad networks, including Google Ads, Meta Ads, and Reddit Ads.
• Paid Media, Channel Management & Scaling: Creative Asset Testing: Collaborate with agencies and freelance designers to design, deploy, and rapidly iterate high-performing ad creatives, UGC (user-generated content) video campaigns, and copy tests.
• DTC Client Acquisition & Funnel Optimization: Funnel Performance: Own the end-to-end digital acquisition funnel, constantly running experiments on landing pages (using tools like Unbounce/Webflow) to improve conversion from initial click to lead submission.
• DTC Client Acquisition & Funnel Optimization: Unit Economics Accountability: Own direct accountability for patient acquisition metrics, including Cost Per Lead (CPL), Cost Per Acquisition (CPA), Customer Acquisition Cost (CAC), and LTV/CAC ratios.
• DTC Client Acquisition & Funnel Optimization: Website Optimization: Manage the company website as our primary patient conversion asset, executing continuous UX, conversion rate optimization (CRO), and SEO improvements in partnership with development resources.
• Budget Ownership, Data & Analytics: Strategic Allocation: Draft all annual and quarterly marketing performance plans, budgets, and spend lookbacks based strictly on acquisition efficiency and channel ROI.
• Budget Ownership, Data & Analytics: Commercial Collaboration: Present campaign performance data, lead volume, and CAC trends directly to the CCO and other executive leaders during weekly commercial growth meetings.
• Budget Ownership, Data & Analytics: Data Integration: Partner with the Marketing Business Intelligence Analyst to ensure absolute clean attribution modeling (such as proper UTM link setups) and integrate ad network data into the AnswersNow Lead Tracker.
• Brand Consistency & Organic Integration: Attribution & Local Search: Oversee Generative Engine Optimization (GEO) and local search strategies using tools like Peec AI to capture high-intent local parent traffic.

Requirements

• 7+ digital marketing experience, with at least 3 years specifically leading paid performance marketing (paid social and paid search) at scale.
• Proven track record of directly managing substantial digital budgets with strict accountability for CPL, CPA, and ROI.
• Expert-level hands-on experience managing campaigns inside Meta Ads Manager, Google Ads, and modern analytics suites (Google Analytics, HubSpot).
• Exceptional analytical skills with a passion for using data, cohort analysis, and multi-touch attribution to uncover optimization opportunities.
• Proven experience managing external agencies and specialized creative contractors.
• Entrepreneurial mindset with a proven ability to work independently in a fast-paced, high-growth startup environment.

Preferred

• Prior experience in digital health, telehealth, or another regulated direct-to-consumer healthcare sector (highly preferred).
• Familiarity with ABA therapy, behavioral health delivery models, or autism services.
• Familiarity with tools such as Webflow, Peec AI, and Databricks