About the RoleAs Carewell's Growth Marketing Manager, you'll own how we create new demand for our brand across both of Carewell's business lines: our e-commerce retail operation and our Care Services division, which connects caregivers and patients with professional care coordination services.
This is a test-driven growth role. Where our search program captures the demand that already exists, your job is to generate new demand - building brand awareness, driving awareness and sales of our private label and co-op brands, and creating new interest in Care Services. Paid social is your primary lever, but you won't be boxed into a single channel: you'll form hypotheses about where our audience is and what will move them, then test into new channels wherever the opportunity is strongest.
What You'll DoGrowth Strategy & Experimentation- Own the demand-generation strategy for Carewell's brand, private label, and for Care Services - identifying where the biggest awareness and demand opportunities are and building a plan to capture them
- Frame every initiative as a testable hypothesis ("we believe X will drive Y because of Z"), and maintain a prioritized, always-on testing roadmap
- Think opportunistically about channels: treat paid social as the primary vehicle, but proactively identify and test into new awareness channels (e.g., YouTube, display, connected TV, creator partnerships) where our audience lives
- Distinguish between the demand-creation job you own and the demand-capture job owned by the search agency, and coordinate so the two are complementary rather than overlapping
Paid Social & Awareness Channels- Own strategy, execution, and day-to-day management of paid social across Meta and other awareness-first platforms for both e-commerce and Care Services
- Build campaign structures that reflect Carewell's brand priorities - the distinct roles of private label, co-op brand, and national brand categories in the portfolio
- Run a disciplined testing culture across creative, audience, messaging, and placement, and translate results into the next round of hypotheses
- Manage day-to-day budget pacing and spend within agreed targets, recognizing that spend decisions are business decisions tied to margin and LTV
- Partner with the analytics function on measurement design so every test has a clear read
Creative & Brand- Own the creative vision for awareness and demand campaigns - from insight and concept through to what actually ships
- Write clear creative briefs to partner with designers to bring to life; roll up your sleeves to produce or edit creative directly when speed calls for it
- Develop messaging and creative that differentiates Carewell and that speaks authentically to our audience
- Build a library of creative learnings - what resonates, with whom, and why
Cross-Functional & Business Impact- Partner with analytics to connect creative and channel activity to business outcomes, and use those reads to sharpen the next experiments
- Coordinate with our paid search agency so awareness and capture efforts reinforce each other and messaging stays consistent
- Partner with content, ecommerce, and Care Services teams on landing experiences, promotions, and enrollment flows that convert the demand you create
- Keep a pulse on platform shifts, creative trends, and new channels, and bring a clear point of view on where to place the next bet
KPIs You'll DriveBrand & E-Commerce- Brand awareness and growth in branded search / direct traffic
- New customer acquisition and private label / co-op brand demand from paid social and awareness channels
- Private label contribution from demand-gen activity
- Creative testing velocity and win rate - volume of structured tests run and the share that move a business outcome
Care Services- New lead / enrollment volume generated from awareness channels
- Qualified lead conversion from paid social and awareness efforts
- Growth in awareness and consideration for Care Services
Overall- Contribution of demand-gen activity to overall new demand, in partnership with analytics
- Quality and cadence of the hypothesis-and-learning loop
What You'll BringRequired Qualifications- 4-6 years of growth, paid social, or demand-generation marketing experience, ideally in e-commerce or direct-to-consumer; experience with a health, medical supply, or caregiving-adjacent brand is a strong plus
- A creative-first, hypothesis-driven operator: you think in bets and learnings, not just campaign dashboards
- Hands-on expertise running paid social (Meta at minimum; TikTok, YouTube, display, or others a plus), including audience strategy, creative testing, and budget pacing
- A strong creative eye and the ability to both direct creative (briefing designers/freelancers) and produce or edit it yourself when needed
- Comfort with data and measurement concepts - ROAS, CPA, LTV, incrementality - enough to partner closely with analytics; deep technical and attribution work is owned by the Head of Data, not this role
- Track record of designing and running structured tests and turning results into decisions
- Proven experience managing paid social / awareness budgets with measurable business impact
- Comfort with ambiguity, a bias to action, and the initiative to find opportunities before they're flagged
- Clear communication - able to frame a hypothesis, a result, and a recommendation simply
Nice to Have- Experience building brand awareness for a multi-brand or private-label portfolio
- Familiarity with lead-gen or service-based marketing (e.g., Care Services-style enrollment funnels)
- Hands-on skills in creative tools (e.g., Adobe, Canva, CapCut, Figma)
- Familiarity with BigCommerce or comparable e-commerce platforms
- Experience testing into emerging channels (connected TV, influencer/creator, partnerships)
What We Offer- Competitive compensation
- Health, Dental, and Vision insurance
- Short-term Disability and Basic Life Insurance (100% employer-sponsored)
- Long-term Disability
- Supplemental Life Insurance
- 401(k) Retirement Plan
- 100% Remote
- Generous paid time off and 6 paid holidays
- Employee discount
