Manager, Performance Marketing

• 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

• 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

• 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

• 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

• 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

• 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
  
  

• 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

• 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

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. Partners and vendors execute; this role sets direction and owns the result.