Head of Performance Marketing

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

📋 Description

• Oversee paid social performance on Meta, including campaign strategy, account organization, audience experimentation, budget oversight, creative testing, and ongoing optimization.

• Create a cohesive system where messaging, creative elements, target audiences, landing pages, lead quality, and downstream conversions are interconnected and optimized—beyond mere platform metrics.

• Transform Dearest Care’s branding into scalable advertising concepts that communicate advocacy as clear, urgent, trustworthy, and accessible.

• Collaborate with creative and brand teams to pinpoint impactful messages, innovative hooks, and identify which creative themes to advance, retire, or enhance.

• Develop a systematic creative testing process: crafting briefs, analyzing performance, documenting insights, and providing recommendations.

• Conduct a comprehensive analysis of the full-funnel metrics: impressions, CTR, CPC, CVR, lead quality, scheduled appointments, attendance rates, enrollment, retention, and lifetime value.

• Work alongside analytics to ensure accurate tracking, consistent KPI definitions, valid attribution, and disciplined reporting.

• Take ownership of measurement practices for paid social, including Pixel, CAPI, event mapping, UTMs, conversion signals, and quality feedback loops.

• Collaborate with conversion, lifecycle, and product teams to deliver a seamless experience from advertisement to post-click engagement.

• Identify the sources of performance issues—such as creative fatigue, audience saturation, landing page problems, lead quality, tracking inaccuracies, or offer/message misalignment.

• Experiment with new paid social platforms (such as TikTok, Snapchat, YouTube Shorts, or others) and assess their potential performance.

• Convert channel performance data into actionable insights for leadership and cross-functional teams.

• Establish regular reporting schedules, testing priorities, documentation procedures, and decision-making guidelines for paid social initiatives.

• Supervise and mentor junior team members or external partners as needed as the team expands.

⛳️ Requirements

• 3–6+ years of direct paid social experience, with a focus on managing substantial budgets for Meta and Google campaigns.

• Proven experience with significant monthly or annual expenditures, preferably in fast-growing startups, consumer healthcare, insurance, lead generation, marketplaces, fintech, or other high-consideration sectors.

• Comprehensive understanding of Meta and Google campaign structures, optimization strategies, budget management, bidding techniques, creative testing, and audience targeting.

• Demonstrated success in optimizing towards genuine business objectives—not merely achieving low CPAs or inexpensive clicks.

• Strong creative judgment alongside the ability to analyze, evaluate, and recommend improvements for ad messaging and targeting strategies.

• Expertise in both quantitative (data, funnel metrics) and qualitative (patient feedback, call outcomes, creative insights) performance indicators.

• Experience managing tracking and measurement tools: Meta Pixel, CAPI, UTMs, attribution windows, event definitions, funnel reporting.

• Capable of communicating results and strategies clearly to non-marketing professionals, avoiding technical jargon.

• Preferred: Experience in lead generation, healthcare, Medicare, insurance, benefits, home care, financial services, or other trust-sensitive consumer industries.

• Bonus: Familiarity with paid social advertising on TikTok, Reddit, YouTube, or similar platforms.

• Proactive ownership, dedication to continuous improvement, and readiness to adapt quickly and iterate.

• Excellent taste, strong written communication skills, and a demonstrated empathy for patients, caregivers, older adults, and families navigating the healthcare landscape.

🏝️ Benefits

• Applicants must be based in the United States.