Growth Marketing Manager, D2C

The Role

We're hiring a Growth Marketing Manager to own our direct-to-consumer patient acquisition engine. You'll be the strategic brain behind how we find, reach, and enroll Medicare patients - designing experiments across paid, organic, and influencer channels, then partnering with specialist agencies and vendors to execute.

You'll report directly to the CEO and work alongside our Growth Director for B2B/provider partnerships as the D2C counterpart.
What You'll Own

Paid Acquisition Strategy & Experimentation Design and prioritize the experimentation roadmap for Google and Facebook/Meta ads. Define hypotheses around audiences, creative angles, landing pages, bidding strategies, and funnel steps. Brief agencies on tests, interpret results, and decide what scales and what gets killed. You don't run the campaigns - you run the thinking behind them.

Influencer & Community Marketing Build our influencer marketing strategy from scratch. Identify the right creator archetypes for reaching Medicare-eligible patients and their caregivers (think: health and wellness creators, caregiver advocates, retirement lifestyle voices). Develop partnership frameworks, manage relationships with influencer agencies or platforms, and measure downstream impact on enrollment.

Marketing Analytics & Funnel Performance Own the marketing performance dashboard. Instrument and monitor every stage of the D2C funnel - from ad impression to landing page visit to activation call to enrolled patient. Diagnose drops, identify opportunities, and translate data into action. You should be the person who notices a conversion rate shift before anyone asks about it.

Landing Page & Content Experience Own the design and optimization of landing pages and content experiences that convert. Work with our design lead to conceive, wireframe, and A/B test landing pages tailored to different audiences, channels, and campaign angles. Ensure every page is compliant, clear, and built to convert.

Organic Growth (SEO & AEO) Develop the strategy for organic patient acquisition through search engine optimization and AI engine optimization (AEO). Define the content roadmap, keyword/topic strategy, and technical SEO priorities. Work with agencies or freelancers to execute content production and technical implementation.

AI-Powered Marketing Automation Experiment with the latest AI tools and workflows to automate and accelerate the end-to-end marketing pipeline - from ad creative generation to landing page builds to PR drafts to funnel assembly. You'll have dedicated engineering support within the company to build custom tooling, integrations, and automations around the workflows you design. We're an AI-native company; we expect our marketing function to be AI-native too. If you can reduce a two-week campaign launch cycle to two days using AI, that's the kind of leverage we're looking for.
What We're Looking For

Experience & Background

• 6-10 years in growth marketing, performance marketing, or demand generation - ideally at a DTC, health-tech, or regulated-industry startup.
• You've personally managed real ad spend on Google and Meta (even if you've since moved into a more strategic role). You know what good looks like inside the platforms because you've been there.
• Experience managing agencies, freelancers, or vendors for campaign execution. You know how to write a good brief, hold partners accountable, and evaluate their work.

Skills & Mindset

• Experimentation-native: you think in hypotheses, not "best practices." You've designed and run structured tests (not just A/B testing button colors - real strategic experiments around audiences, messaging, and funnel architecture).
• Strong analytical instincts. You can look at a dashboard and see the story it's telling - and the story it's hiding.
• Enough design sensibility to concept a landing page and give actionable feedback on creative, even if you're not a designer.
• Clear, concise communicator - especially in writing. You'll be briefing agencies, presenting results to leadership, and documenting learnings.
• Bias toward speed and iteration. We're a seed-stage startup. Perfect is the enemy of enrolled patients.
• AI-curious and hands-on. You actively use AI tools (LLMs, generative creative tools, automation platforms) in your own workflow and are excited to push the boundaries of what's possible when marketing has engineering support to build on top of these tools.

Bonus Points

• Experience marketing to Medicare, senior, or caregiver populations.
• Familiarity with healthcare advertising compliance (CMS guidelines, platform-specific health ad policies).
• Experience with influencer marketing platforms or creator partnerships.
• SEO/AEO experience, especially in health or regulated verticals.
• You've built a marketing analytics stack or dashboard from scratch.
• Experience building AI-powered marketing workflows (e.g., using LLMs for ad copy generation, automated creative pipelines, AI-driven content production at scale).