Manager, Performance Marketing

About the Role

Every month, thousands of people decide they are ready to do something about their substance use. They search, they scroll, they stream, they click, they call, they fill out a form. This role exists to make sure that as many of them as possible find us in more places than a search results page, and that it costs less to reach them each quarter.

This is a paid media role, and it is not a paid search role. Google Ads and Microsoft Ads are our largest channels today, and a dedicated specialist runs them day to day. This role exists to build and scale everything around that foundation: affiliate, programmatic and streaming audio, Meta, and Reddit. We are hiring for depth in those channels, along with the website experimentation that turns more traffic into more members.

Where we are

We have built a real foundation over the past two years. Paid cost per new member has been reduced by more than half. Conversion tracking is clean and includes offline conversion data, so campaigns optimize toward people who actually enter care rather than toward form fills. Campaign structure has been rebuilt, landing page experience has improved substantially, and bid strategy and targeting have moved from manual management to value-based approaches.

This is a performance marketing function with good bones, clear measurement, and meaningful results already behind it.

Where we are going

Three priorities define the next phase of the work.

• First - Paid channel diversification. Paid search carries too much of the load today. We need to build and prove affiliate, programmatic and streaming audio, Meta, and Reddit, and to test others worth testing, so growth does not depend on a single auction that gets more expensive as we scale. Each new channel earns its budget by proving member-level economics, not lead volume.
• Second - Testing rigor. Our experimentation program is young, and there is substantial gain available from running it properly: structured A/B testing on landing pages and creative, and disciplined testing of newer bid strategies and campaign types, including AI Max.
• Third - Website conversion. The website is the front door for every channel. Landing pages, forms, and the online self-scheduling experience decide how much of the traffic we buy turns into a lead, and every point of lift improves every channel at once.

The channels

The channels in scope are Google Ads, Microsoft Ads, affiliate, programmatic and streaming audio, and Meta and Reddit. A paid search specialist runs the day-to-day on Google and Microsoft. This role leads the rest, builds the strategy across all five, and decides where each dollar goes.

How the funnel is shared

Marketing does not own the entire path on its own. This role owns the path from first impression to a submitted lead or call: the channels, the landing pages, the forms, and the online self-scheduling experience. From there, our Access team is the first human point of contact for every prospective member who reaches out, by phone, by web form, or through online self-scheduling. They handle insurance verification, appointment scheduling, pre-visit support, and follow-up when someone misses an appointment. The Access team reports separately to the Chief Marketing Officer, alongside this role rather than within it.

The lifecycle communications that carry a prospective member from inquiry to first visit, including confirmations, reminders, pre-visit content, and no-show recovery, are owned by the Organic & AI Acquisition team, which also owns the content behind them. This role partners with that team and with Access, because paid cost per new member depends on what happens after the lead. A standing intake funnel review brings all three together.

What this role is accountable for

The primary measure is paid cost per new member, and it is deliberately end-to-end: spend divided by members who complete a first visit, not by leads generated. It does not improve by producing more form fills. It improves when more of the people we reach actually enter care.

Alongside it sit website-visitor-to-lead conversion, owned outright by this role, and the mix of paid acquisition itself: the share of members coming from channels beyond paid search, and each new channel's cost against a defined target before it earns more budget. Lead-to-member conversion is owned by Access and the lifecycle function, and blended cost per acquisition across all channels, paid and non-paid together, sits with the Chief Marketing Officer.

What You'll Do

Paid Media Strategy & Performance

• Own paid cost per new member as a quarterly target, understanding that monthly variance in this category is largely seasonal rather than performance-driven
• Own budget pacing and allocation across all five channels, shifting investment toward what is working
• Lead paid channel diversification: build, test, and scale affiliate, programmatic and streaming audio, Meta, and Reddit, with a defined budget, success criteria, and scale-or-stop decision for each
• Be hands-on in the newer channels: build campaigns, manage partners and platforms, and optimize against member-level outcomes rather than platform-reported leads
• Manage programmatic and streaming audio partners as an informed client, including planning, creative requirements, measurement, and incrementality
• Direct the paid search specialist on Google and Microsoft: set priorities, review work, and stay close enough to the accounts to audit the work independently
• Design and run structured tests of newer bid strategies and campaign types, including AI Max, with clear success criteria defined before launch
• Plan for seasonality: demand and cost per click vary substantially by month in addiction treatment, and the annual plan should reflect that rather than assume a flat target
• Maintain offline conversion tracking and value-based bidding wherever a channel supports it, so campaigns optimize toward members rather than leads
• Ensure all paid activity meets LegitScript certification and platform policy requirements for addiction treatment advertising. Meta, Reddit, and programmatic partners each apply their own restrictions

Affiliate & Partner Channels

• Build and manage the affiliate program: recruit and vet partners, set terms, track quality, and cut what does not produce members
• Structure affiliate and partner compensation in partnership with Legal and Compliance, including EKRA and Anti-Kickback requirements
• Hold every partner to member-level quality rather than lead volume, and to our advertising and privacy standards

Website Conversion & Experimentation

• Own website-visitor-to-lead conversion as a primary accountability
• Build and run a disciplined experimentation program: written hypotheses, pre-declared success measures, and documented readouts including the tests that lose
• Prioritize the test roadmap by expected impact rather than by ease or preference
• Own the online self-scheduling experience and the forms that lead into it
• Partner with the content specialist and design partners on landing page builds and publishing
• Partner with the Organic & AI Acquisition team on page changes that affect both conversion and discoverability

Funnel Performance & Measurement

• Maintain a view of the funnel from first impression to submitted lead, and know at all times which step is weakest
• Establish and maintain a conversion baseline for every step, with methodology agreed with our data and analytics consultant
• Report cost per new member and member quality by channel, including channels where tracking is imperfect, and use incrementality tests where attribution alone cannot answer the question
• Participate in the standing intake funnel review with Access and the lifecycle owner, bringing the paid and website perspective
• Maintain clean attribution between paid and non-paid sources
• Report performance monthly against target, and explain variance without being asked

Team & Vendor Management

• Direct the paid search and paid media specialists: set expectations in writing, hold a consistent feedback cadence, and develop them deliberately
• Manage affiliate networks, programmatic and audio partners, and other channel vendors as an informed client
• Maintain a current quarterly plan for the function showing priorities, expected impact, owners, and timelines

You'll Be a Good Fit If You:

• Are equally comfortable setting strategy and doing the work. This is a small team, and everyone on it executes
• Have built a channel from zero: launched it, measured it honestly, and either scaled it or shut it down
• Get genuinely excited by a half-point conversion lift, because you know what it compounds to across every channel
• Think in terms of members rather than leads, and have turned down a cheap-lead tactic because you knew what happened downstream
• Are comfortable where attribution is messy, as in affiliate, audio, and programmatic, and still hold every channel to member-level economics
• Are curious about channels you have not run yet, and rigorous about how you test them
• Work well inside a shared accountability, where the number depends on teams you do not manage and the only way through is a real working relationship
• Are rigorous about testing: the hypothesis comes first, and the losses get reported
• Find the constraints of regulated healthcare marketing energizing rather than frustrating
• Can say what your team is not doing this quarter, and why
• Approach the work with compassion, knowing that a faster, clearer path to care is sometimes the difference between someone entering treatment and giving up

Skills and Competencies:

• Experience - roughly 5+ years in performance or acquisition marketing, with at least two managing a substantial paid media budget
• Channel expertise - hands-on expertise in at least three of the five channels we run: Google Ads, Microsoft Ads, affiliate, programmatic and streaming audio, and Meta and Reddit. Real depth in at least one of affiliate, programmatic and streaming audio, Meta, or Reddit, and ideally two, is essential. Paid search is covered by a specialist, so strong search skills alone are not what we are hiring for
• Channel building - a record of launching a paid channel from zero and scaling it on member-level or customer-level economics rather than platform-reported conversions
• Paid search literacy - enough working knowledge of Google and Microsoft Ads to direct and audit a specialist
• Conversion optimization - demonstrated experience running a structured experimentation program, not just making site changes
• Measurement - comfort building and defending your own reporting, measuring to the end of the funnel rather than to the lead, and handling imperfect attribution in affiliate, audio, and programmatic. Familiarity with incrementality testing
• Management - experience directing specialists, contractors, or vendors. Experience managing at least one direct report is a plus
• Judgment - sound decision-making in a space with hard compliance constraints around patient privacy, partner compensation, and advertising policy
• Operating rigor - can prioritize under constraint and hold a plan while conditions change

Helpful but not required:

• Healthcare, behavioral health, or other regulated-category marketing experience
• LegitScript certification experience or familiarity with addiction treatment advertising policy
• Experience running an affiliate program on a network or platform
• Experience with a customer data platform or call tracking tooling
• Experience working alongside a contact center or intake team on shared conversion targets

• Multi-state or multi-market experience

What This Role Is Not:

We would rather be clear now than waste your time.

• Not a paid search role. Google and Microsoft Ads are our largest channels today, and a specialist runs them. This role is hired to build the channels around them.
• Not an organic, content, or brand role. Organic search, AI visibility, reputation, and brand sit with a peer function.
• Not a lifecycle or CRM role. Lifecycle marketing and intake conversion sit with the Organic & AI Acquisition team, which owns the content behind them.
• Not a purely strategic seat. There is real hands-on work here, and someone looking to direct rather than build would not enjoy it.
• Not a role where you can hand the thinking to an agency. Partn