Director, Demand Generation

This is a fully remote position, open to applicants in Minnesota.

📋 Description

• Lead the comprehensive demand generation and paid media strategy, taking responsibility for CAC, lead volume, and lead quality objectives across all paid channels.

• Strategically allocate and manage marketing funds to achieve new patient visit targets, transitioning our channel approach from a heavily lower-funnel focus to a more balanced push-pull model.

• Implement a thorough test-and-learn methodology across various creative, audience, channel, and offer elements.

• Develop and oversee campaign tracking and attribution systems to ensure true visibility of channel-level ROI and facilitate data-driven optimization.

• Take ownership of CAC, lead volume, lead quality, and funnel conversion metrics for all paid channels, with the capability to link top-of-funnel performance to downstream patient conversion and retention results.

• Collaborate across departments, including Brand, Operations, IT, Sales, and clinical teams, to ensure effective conversion of demand into new patients.

• Provide a data-informed perspective to the larger growth leadership team, helping educate stakeholders on channel dynamics, attribution trade-offs, and optimization priorities.

• Oversee agency and vendor partnerships related to paid media, direct mail, and marketing technology.

• Act as the internal expert on performance marketing, distilling complex channel dynamics into straightforward strategic recommendations for senior leadership.

⛳️ Requirements

• 7-10 years of experience in demand generation or performance marketing, with proven responsibility for full-funnel paid media initiatives.

• Extensive knowledge of Salesforce.

• Demonstrated experience managing substantial paid media budgets across Google, Meta, Direct Mail, and various online and offline channels.

• Hands-on expertise with campaign tracking, attribution tools, and marketing analytics.

• Strong analytical capabilities and comfort in presenting performance data and strategic insights to senior leadership, with proven experience using Salesforce Marketing Cloud.

• A history of building or revitalizing demand engines, rather than merely managing ongoing programs.

• Authorized to work in the United States.

🏝️ Benefits

• Comprehensive health, dental, and vision insurance plans.

• Generous paid time off and holiday leave.

• Opportunities for professional development and growth.

• Flexible working arrangements.