Responsibilities

• Plan, execute, and optimize performance marketing campaigns across paid social channels, focusing primarily on Meta and TikTok, with responsibility for day-to-day campaign execution.
• Own the overall paid social strategy, making sure that we are always investing in the right channels and tactics and making optimization, scale, and media mix recommendations.
• Manage budgets effectively to maximize ROI, allocating resources across channels and tactics based on results.
• Direct a data-driven creative strategy, working closely with Creative to rapidly develop and test new ads that are compelling and resonate with our target audience and drive action.
• Build forecasts and scenario models to inform paid social spend, acquisition volume, and scaling recommendations, with support from the Director of Paid Growth as needed.
• Regularly analyze and present channel, campaign, and experiment performance to stakeholders, developing actionable insights to identify opportunities for continuous improvement and to inform future strategies.
• Conduct A/B testing, audience segmentation, and other experimentation to refine targeting, event optimization, and creative strategies.
• Own the paid social landing page testing roadmap, identifying and prioritizing opportunities, partnering cross-functionally to launch experiments, and evaluating results.
• Stay informed about paid social platform developments and identify future channel expansion opportunities where appropriate.
• Partner with the Data team to develop and implement tracking and reporting mechanisms that provide clear insights into campaign performance, while remaining analytically self-sufficient for routine performance analysis and diagnosis

Requirements

• Bachelor's degree and relevant experience.
• 5+ years of experience in performance marketing, with deep, hands-on expertise in managing and scaling paid direct response campaigns on both Meta and TikTok.
• Personally managed large-scale monthly budgets ($1M+) across paid social channels.
• Strong understanding of digital marketing metrics, tracking, and attribution. Experience with A/B testing, audience segmentation, and other optimization techniques, with strong practical judgment around experiment design and interpretation.
• High analytical self-sufficiency, with the ability to leverage SQL and BI tools (e.g. Omni, Looker, Tableau) to develop insights and inform strategic decisions.
• Experience building forecasts or scenario models to inform spend and acquisition decisions.
• Experience using AI tools to improve workflow efficiency, automate repetitive work, and accelerate analysis.
• Experience marketing B2C services, subscriptions or another non-ecommerce, higher-consideration direct response business.

Preferred

• Marketing experience in healthcare/healthtech or other regulated industries

Benefits

• Top-notch team: we're a diverse, experienced group motivated to make a difference in mental health care
• Collaborative environment: be part of building something from the ground up at a fast-paced startup
• Excellent benefits: medical, dental, vision, effective day 1 of employment, 401K with match, generous PTO plus paid holidays, paid parental leave, and more!
• Grow your career with us: hone your skills and build new ones with our Learning team as Talkiatry expands
• It all comes back to care: we’re a mental health company, and we put our team’s well-being first