- Oversee the full-funnel demand generation and paid media strategy, owning CAC, lead volume, and lead quality targets across all paid channels.
- Efficiently manage and deploy marketing dollars to deliver on new patient visit goals, shifting our channel mix from a lower-funnel-heavy model toward a more balanced push-pull engine.
- Execute a rigorous test-and-learn approach across creative, audience, channel, and offer variables.
- Build and manage campaign tracking and attribution infrastructure to establish true channel-level ROI visibility and enable data-driven optimization.
- Own CAC, lead volume, lead quality, and funnel conversion metrics across all paid channels, with the ability to connect top-of-funnel performance to downstream patient conversion and retention outcomes.
- Partner cross-functionally with Brand, Operations, IT, Sales, and clinical teams to ensure demand converts efficiently into new patients.
- Contribute a data-driven POV to the broader growth leadership team, educating stakeholders on channel dynamics, attribution tradeoffs, and optimization priorities.
- Manage agency and vendor relationships across paid media, direct mail, and marketing technology.
- Serve as the internal subject matter expert on performance marketing, translating complex channel dynamics into clear strategic recommendations for senior leadership.
Salesforce