Responsibilities

• Own the performance marketing engine. Set strategy, budget allocation, and targets across all acquisition channels: paid (SEM, paid social, programmatic), organic/direct, SEO, and AEO surfaces. Own acquisition efficiency (payback, LTV:CAC) and carry the demand-creation mandate, while thoughtfully investing in paid growth.
• Drive peer-to-peer scale. Build the systems to amplify and measure word-of-mouth and help quantify the impact to the business.
• Build and scale a broad digital channel portfolio. Stand up and grow new digital channels including directories, listings, and other digital-first ecosystem partners. Continuously identify, test, and scale net-new channels and establish a new motion for growth to drive durable patient demand.
• Build a robust testing cadence for continuous learning. Implement a high-velocity A/B testing framework across the entire funnel. Partner closely with content teams to build a continuous feedback loop on what is working and what is not, and build the foundations for more robust tests (market holdouts, etc.) as we scale.
• Scale 0-1 growth in new markets. Own the growth strategy for new states: strategy sequencing, demand-readiness, launch channel playbook, and the go-to-market model. Partner cross-functionally across Growth, Payer, and other teams on execution.
• Lead a team and agencies. Manage, develop and grow a nimble team and hold agency partners accountable to results. Build the operating rhythm (dashboards, experimentation cadence, and reporting) that lets growth compound.
• Make growth decisions data-first. Work tightly with Analytics and other partners to build the measurement backbone for attribution, incrementality, non-brand search expansion, and word-of-mouth amplification. Bring rigor and honesty to what's working, what isn't, and where the next dollar goes.
• Extend LTV. Bring a growth lens to retention and LTV as a revenue lever — surfacing and pressure-testing the moves that lengthen relationships (reactivation, re-engagement), and partnering with lifecycle, product and clinical leads to prioritize them.

Requirements

• 10+ years in growth or performance marketing, with meaningful experience owning acquisition budgets and managing teams.
• Demonstrated ownership of a full performance marketing mix (SEM, paid social, programmatic, SEO) and fluency with the emerging AEO landscape.
• A track record of scaling acquisition efficiently: you think natively in CAC, payback, and LTV:CAC, and you've made real allocation calls under a budget.
• Experience standing up new channels and/or launching new markets, not just optimizing mature programs.
• Experience with strategic growth: understanding interconnected growth levers across the business and identifying unseen opportunities to drive growth.
• Experience managing agencies and deciding what to bring in-house.
• People leadership: you've built and/or managed a growth team and raised its bar.
• Strong analytical toolkit: attribution, experimentation, dashboards (e.g., GA4, Looker, mobile/attribution tooling), and the ability to build and deploy custom data models to unlock deeper, full-funnel insights.
• A bias to action; high comfort with ambiguity and operating autonomously in a fast-moving environment, while maintaining composure and optimizing in the face of challenges.
• Deep understanding of user experience (UX) principles and a track record of executing conversion rate optimization (CRO) initiatives across landing pages and digital funnels.

Preferred

• Experience in regulated digital healthcare, early-stage startups, and high-trust acquisition motions is helpful but not required.

Benefits

• Comprehensive medical, dental, vision, and short-term disability benefits designed to take care of our employees and their families
• Mental health services via insurance coverage, including Talkspace and EAP for continuous care
• 4 weeks of vacation accrued per calendar year with a tenured increase to 5 weeks at 2 years of employment
• Sick leave accrued at 1 hr for every 30 hrs paid
• 9 paid holidays per year
• 12 weeks of 100% paid parental leave for the birth or adoption of a child (after 6 months of employment)
• 401(k) retirement savings
• Remote-friendly with hardware provided to complete your work duties