Manager, Performance Marketing

Accountabilities:

Paid Media Strategy and Performance: Own quarterly paid cost-per-new-member targets, manage budget allocation and pacing across acquisition channels, and optimize investment based on measurable outcomes. Lead the diversification of paid acquisition beyond search by launching, testing, and scaling affiliate, programmatic, streaming audio, Meta, and Reddit campaigns. Establish clear performance targets and scale-or-stop criteria for every channel, accounting for seasonality and evolving acquisition costs.
Campaign Management and Optimization: Build and optimize campaigns in emerging channels, manage external partners, and ensure advertising efforts prioritize member-level outcomes over platform-reported leads. Direct paid search specialists by setting priorities, reviewing performance, and independently auditing Google Ads and Microsoft Ads accounts. Test emerging bidding strategies and campaign types, including AI Max, and maintain offline conversion tracking and value-based bidding wherever supported.
Affiliate and Partner Development: Build and manage the affiliate program, including partner recruitment, qualification, commercial terms, performance tracking, and ongoing quality assessment. Collaborate with Legal and Compliance to structure partner compensation in accordance with applicable healthcare regulations, including EKRA and Anti-Kickback requirements. Ensure all partners meet advertising, privacy, and member-quality standards.
Website Conversion and Experimentation: Own website-visitor-to-lead conversion performance, including landing pages, forms, and the online self-scheduling experience. Develop a structured testing roadmap based on expected business impact, using documented hypotheses, predefined success metrics, and clear post-test analysis. Partner with content and design specialists to improve landing pages and collaborate with the Organic & AI Acquisition team on changes that support both conversion and discoverability.
Funnel Measurement and Reporting: Monitor the acquisition funnel from initial impression to lead submission, establish reliable conversion baselines, and identify the steps with the greatest improvement potential. Report paid cost per new member, channel-level performance, and member quality, accounting for attribution limitations and using incrementality testing when appropriate. Maintain clear attribution between paid and non-paid acquisition, report monthly results against targets, and proactively explain performance variances.
Cross-Functional Collaboration: Partner with the Access team and the lifecycle marketing function to understand how lead quality, insurance verification, appointment scheduling, follow-up communications, and first-visit attendance affect acquisition outcomes. Participate in regular intake funnel reviews and use shared insights to improve the full path from marketing engagement to treatment entry.
Team and Vendor Leadership: Set expectations, provide regular feedback, and develop paid media specialists. Manage affiliate networks, programmatic and audio partners, and other vendors with clear performance expectations. Maintain a quarterly operating plan outlining priorities, expected impact, owners, and timelines.
Compliance and Responsible Marketing: Ensure paid campaigns comply with LegitScript certification requirements, advertising platform policies, patient privacy standards, and applicable healthcare marketing regulations. Apply sound judgment when evaluating new channels, partner relationships, and measurement practices in a regulated environment.
Requirements:
Experience: Approximately five or more years of experience in performance marketing, paid acquisition, or growth marketing, including at least two years managing substantial paid media budgets.
Paid Channel Expertise: Hands-on experience with at least three of the following channel groups: Google Ads, Microsoft Ads, affiliate marketing, programmatic and streaming audio, and Meta and Reddit. Demonstrated depth in at least one of affiliate, programmatic and streaming audio, Meta, or Reddit is essential; experience across two or more is strongly preferred. Paid search expertise alone is insufficient for this role.
Channel Development: Proven ability to launch a paid acquisition channel from the ground up, establish reliable measurement, and scale or discontinue investment based on customer- or member-level economics rather than platform-reported conversions.
Paid Search Knowledge: Working knowledge of Google Ads and Microsoft Ads sufficient to guide priorities, evaluate performance, and independently audit the work of paid search specialists.
Conversion Rate Optimization: Demonstrated experience designing and running structured experimentation programs, including A/B testing, landing page optimization, creative testing, and documented analysis of both successful and unsuccessful experiments.
Analytics and Measurement: Strong analytical and reporting skills, with the ability to connect marketing investment to downstream outcomes. Experience with imperfect attribution, offline conversion tracking, value-based bidding, and incrementality testing is highly valuable.
Leadership and Vendor Management: Experience directing specialists, contractors, agencies, or external vendors, with the ability to set clear expectations and maintain accountability. Direct people-management experience is a plus.
Strategic and Operational Judgment: Strong prioritization, budget management, problem-solving, and decision-making skills. Ability to balance strategic planning with hands-on execution, maintain focus under constraints, and adapt plans as market conditions change.
Communication and Collaboration: Excellent written and verbal communication skills, with the ability to explain performance trends, document decisions, and work effectively with teams outside your direct reporting structure.
Compliance Awareness: Sound judgment regarding patient privacy, healthcare advertising policies, partner compensation, and regulatory requirements. Familiarity with regulated industries and compliance-sensitive marketing practices is an advantage.
Mission Alignment: A thoughtful, compassionate approach to healthcare marketing, with an appreciation for the role that accessible, clear, and effective digital experiences can play in helping people enter treatment.
Additional experience that would be beneficial, but is not required:
Experience in healthcare, behavioral health, addiction treatment, or another regulated industry.
Familiarity with LegitScript certification and advertising policies for substance use disorder treatment.
Experience building and managing affiliate programs through dedicated networks or platforms.
Knowledge of customer data platforms, call tracking, or related marketing measurement tools.
Experience partnering with contact centers, intake teams, or patient access functions on shared conversion goals.
Experience managing acquisition across multiple states, regions, or markets.
Benefits:
Competitive Compensation: Target annual compensation of $105,000–$115,000, depending on qualifications, relevant experience, specialized skills, education, certifications, and geographic location.
Remote Work: Remote position open to candidates based in the United States.
Paid Time Off: 12 vacation days, 12 wellness and sick days, three floating holidays, and nine company-observed holidays. Additional leave may be available for jury duty, voting, and other qualifying circumstances. Vacation entitlement may be prorated for new employees.
Health Coverage: Employer-paid medical and dental insurance plans, with affordable vision coverage.
Retirement Savings: 401(k) plan with a 3% employer match to support long-term financial well-being.
Disability Coverage: Short-term disability coverage and employee-paid long-term disability insurance.
Life Insurance: Employer-provided and employee-paid life insurance options.
Family and Medical Leave: Paid Family & Medical Leave benefits for approved qualifying family and medical circumstances, including childbirth, adoption, fostering, and serious health conditions.
Mental Health and Wellness: Mindfulness app reimbursement, an Employee Assistance Program with eight face-to-face sessions, and virtual health and wellness visits covered by the medical plan.
Purpose-Driven Work: The opportunity to contribute to a mission-focused healthcare organization working to improve access to evidence-based substance use disorder treatment and whole-person care.
Collaborative Environment: Work alongside multidisciplinary teams in a performance-focused culture that values accountability, continuous improvement, and compassionate care.