Performance Marketing Specialist

📋 Description

• • This is a pivotal role for a driven Performance Marketing Specialist to take full ownership of the paid growth engine for a rapidly expanding, membership-based healthcare platform. Operating within a regulated environment, the company's success is intrinsically linked to its subscription-driven services and its ability to effectively leverage paid digital acquisition to fuel sustainable growth. As the company scales, the efficiency and profitability of paid media become paramount to its long-term viability and market leadership.
• • As a hands-on individual contributor, you will be instrumental in shaping and executing the paid media strategy across a variety of digital channels. This role demands a proactive performance marketer who not only thrives in dynamic, fast-paced environments but also possesses the confidence and capability to manage outcomes from inception to completion. You will report into the growth function, overseeing campaigns that are meticulously designed to drive both acquisition and retention. Your primary mandate will be to significantly improve key performance indicators such as Customer Acquisition Cost (CAC), Return on Ad Spend (ROAS), and Lifetime Value (LTV), all while ensuring the company's capacity for sustainable member growth is consistently enhanced.
• • **Paid Acquisition Strategy & Execution:** You will be the architect and executor of the paid media strategy, managing campaigns directly within platforms such as Meta (Facebook & Instagram), Google Search & Shopping, and YouTube. This includes developing sophisticated campaign structures, implementing advanced bidding strategies, and meticulously allocating budgets to achieve maximum Return on Investment (ROI). Your responsibilities will extend to leading rigorous creative testing initiatives, refining audience segmentation, and optimizing campaign parameters to ensure peak performance. While you will be hands-on, you will also possess the acumen to effectively oversee and guide agencies or external partners when their involvement is required, ensuring seamless integration with your overall strategy.
• • **CAC, LTV & Funnel Ownership:** A core aspect of this role involves the development and continuous optimization of campaigns specifically aimed at reducing the cost of acquiring new customers (CAC) and simultaneously increasing the long-term value derived from each member (LTV). You will be responsible for building and iterating on comprehensive, full-funnel strategies that guide potential members from initial lead capture through to conversion and ongoing retention. This requires close collaboration with stakeholders in lifecycle marketing and broader growth teams to enhance member activation and maximize their long-term value to the platform.
• • **Funnel & Conversion Optimization:** You will conduct thorough audits of existing landing pages, onboarding flows, and paid traffic funnels, identifying areas for improvement and implementing data-driven enhancements. Leading structured A/B testing across various elements – including ad creatives, copy, offers, and user journeys – will be a critical part of your process. By collaborating cross-functionally with design, development, and marketing teams, you will drive improvements in conversion rates at every stage of the user journey and foster greater retention outcomes.
• • **Analytics, Attribution & Reporting:** You will own the end-to-end process of performance tracking and reporting, focusing on key metrics such as CAC, ROAS, LTV, churn rates, and comprehensive funnel performance. Your analytical prowess will be employed to dissect data from multiple platforms, uncovering actionable insights and identifying new growth opportunities. You will also be responsible for recommending and implementing appropriate attribution models to accurately inform channel investment decisions and budget allocations, ensuring resources are directed towards the most impactful activities.
• • **Cross-Functional Collaboration:** Success in this role hinges on your ability to work seamlessly with marketing, product, and customer-facing teams to ensure alignment on overarching business goals. You will be expected to regularly share performance insights, strategic recommendations, and key learnings with leadership. Furthermore, you will coordinate effectively with any external partners or vendors, while maintaining a deep, hands-on understanding of campaign execution and optimization.
• • **What Success Looks Like:** In this role, success will be defined by demonstrable improvements in acquisition efficiency through disciplined testing and optimization protocols. You will be recognized for taking clear ownership of paid media performance and the entire conversion funnel, leading to measurable enhancements in CAC, ROAS, and lifetime value. Furthermore, you will contribute to faster iteration cycles and foster stronger alignment between strategic initiatives and their practical execution, ultimately driving significant growth for the healthcare platform.