Growth Marketing Manager - 65740256068

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  Own the marketing function end to end, from strategy through hands-on execution.

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  Assess the market, competitors, and audiences, and define where the company should show up and why.

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  Build a clear marketing plan with priorities, channels, budget recommendations, and targets.

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  Define positioning and messaging so families quickly understand who our client is and how they can help.

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  Turn leadership's growth goals into a practical roadmap and execute against it.

• Plan, launch, and manage Google Ads campaigns that reach families actively searching for home care.

• Build keyword strategy, ad copy, landing pages, and conversion tracking.

• Continuously test and optimize to lower cost per lead and improve lead quality.

• Manage paid media budgets responsibly and report clearly on return.

• Plan and run targeted Facebook and Instagram campaigns that build brand awareness and generate leads.

• Develop scroll-stopping, education-first creative, for example: "Did you know you can get paid to care for a loved one at home?"

• Build and grow the company's organic social presence and content.

• Test audiences, hooks, formats, and offers, and scale what works.

• Own SEO, local SEO, and Google Business Profile so our client ranks when families search for home care in Michigan.

• Develop an AI search (GEO) strategy so the company appears in tools such as ChatGPT, Gemini, and Google AI Overviews.

• Build and improve website content that answers the questions families are asking.

• Use data, AI tools, and modern marketing platforms to work faster and smarter.

• Lead with private-pay: reach families looking for home care for themselves or a loved one.

• Build education-first campaigns around Medicaid programs, including the Michigan Home Help Program and self-directed services.

• Support awareness of Medicaid behavioral health services.

• Tailor messaging, channels, and offers to each audience.

• Make it easy for families who find the company online to reach out, whether by form, phone, or another channel.

• Set up and maintain landing pages, contact forms, call tracking, and lead capture.

• Create a fast, clean handoff of new leads to the operations team.

• Track every lead from source to client so the company knows what is working.

• Define marketing KPIs such as brand reach, lead volume, cost per lead, and lead-to-client conversion.

• Build simple, clear reporting so leadership can see results without chasing information.

• Use data to decide where to invest more, what to cut, and what to test next.

• Source and manage freelance support for graphic design, light video, and other creative as needed.

• Write clear briefs and hold freelancers and vendors to high standards on quality and deadlines.

• Maintain brand consistency across every channel.

• Document playbooks, processes, and campaign learnings so marketing can grow beyond one person.

• Identify when and where to add specialists, such as a paid ads specialist or an SEO/GEO specialist.

• Help hire, lead, and coach future marketing team members.

• Partner with leadership on how sales capacity should grow alongside marketing demand.

This is a high-bar hire. We are looking for a senior marketer who can both set the strategy and do the work.

The ideal candidate will have:

• 5+ years of experience in digital, growth, or performance marketing.

• Experience building or leading a marketing function, ideally from an early or zero-to-one stage.

• Hands-on experience running Google Ads campaigns with measurable results.

• Hands-on experience running Meta (Facebook and Instagram) campaigns, including creative testing.

• Strong working knowledge of SEO and local SEO, and a clear point of view on AI search (GEO).

• Experience building lead generation funnels, landing pages, forms, and conversion tracking.

• Experience marketing to consumers, ideally for a local or service-based business.

• Strong analytical skills and comfort with tools such as Google Analytics, Google Tag Manager, and ad platform reporting.

• Comfort using AI tools to speed up research, content, and campaign work.

• Excellent copywriting skills and a strong eye for creative that converts.

• Experience managing freelancers, agencies, or small teams.

• Strong judgment on budget allocation and the ability to make good decisions with imperfect data.

• Excellent written and verbal English communication.

• A proactive, resourceful, highly organized approach.

Home care, healthcare, or senior care marketing experience is a strong plus, especially familiarity with Medicaid-funded or self-directed care programs. It is not required.

• A True Builder: You are excited, not intimidated, by a blank page. You have probably launched marketing for a business before, or been the person who turned a scattered effort into a real growth engine.

• Balanced Skillset: You are equally comfortable thinking about brand and positioning as you are inside an ad account adjusting bids or rewriting a headline.

• Impact-Oriented: You care about results, not vanity metrics. You know the difference between activity and impact, and you can explain what is working in plain language.

• Curious & Adaptive: When you do not know an audience, a program, or a channel, you dig in until you do. You will take the time to understand home care and the families our client serves.

• Fast & Decisive: You move quickly, test often, and are not afraid to kill what is not working.

• Strong Communicator: You write well and you understand people. You know how to speak to an adult child worried about a parent, or a family member who does not yet know they can be paid to provide care.

• Autonomous Leader: Leadership should be able to give you a goal, explain the desired outcome, and trust you to take it from there.

This is a high-trust, high-autonomy role.

• The COO will provide the vision, priorities, and growth goals. You will determine how marketing should deliver against them.

• You should be comfortable receiving an objective rather than a detailed list of instructions.

• When you bring something to the COO, come with context, data, options, and a recommendation whenever possible.

• You should also be willing to challenge assumptions and respectfully push back when you believe there is a better way to reach the target audiences.

Over time, the goal is for you to own the company's growth engine: someone who understands the business and its clients deeply, knows which levers drive growth, builds the team marketing needs, and helps our client become a recognized name in home care.