Tia is hiring a
Senior Director

Summary

Join a fast-growing start-up that's revolutionizing women's healthcare and take on the role of Senior Director, Performance Marketing. As a key member of our innovation organization, you'll be responsible for optimizing paid marketing efforts, driving cost-effective new member acquisition, and bringing down total customer acquisition costs. You will lead an in-house team of channel experts and content makers, scale up new paid and organic channels, and hold the team accountable to ambitious growth and CAC targets.

Requirements

• 7-10 years experience in performance marketing for a direct-to-consumer brand; experience in healthcare or with a multi-unit brick and mortar business preferred
• Quantitative thinker who can evaluate the impact of our marketing programs in driving key growth metrics and business results, build models and forecasts with confidence, and collaborate closely with our in-house Finance and Data teams
• Strong collaboration and communication skills with experience communicating with a range of stakeholders, including members, partners, influencers, vendors, agencies, and more
• Track record of managing and optimizing paid marketing budgets > $10M annually that drive cost-effective revenue growth and CAC reduction
• Deep, channel-specific expertise in Meta, TikTok, and Google, direct to patient marketing engines like ZocDoc / Healthgrades preferred; understanding of how to leverage martech investments and sales teams to hit goals
• Experience managing a high-performing agencies, vendors, and in-term marketing teams to meet ambitious goals and deliver top-notch creative
• Experience unlocking new paid and unpaid channels that drive cost-effective growth, such as field marketing, SEO, influencers, affiliates, and website optimizations
• Experience designing and implementing a marketing data strategy and tech stack that supports the needs of a fast-growing start-up
• Entrepreneurial spirit and an ownership mindset that drives you to make informed decisions confidently amidst ambiguity and a fast pace and feel responsible for all aspects of paid marketing, even those outside your initial job description
• Passion for women’s health and a commitment to diversity, equity, and inclusion

Responsibilities

• Optimize our paid acquisition engine to drive cost-effective member growth that consistently hits key new member targets
• Manage the strategy and implementation of all paid ad campaigns across paid social, paid search, display, programmatic, CTV, podcast/audio, and more; build and test strategies to optimize CPA across the marketing funnel
• Partner with our in-house creative team to constantly test and optimize new channels, audiences, ads, and landing pages
• Identify and optimize the most effective personas, customer segments, and messaging for Tia across our different service lines and value propositions
• Analyze and manage performance benchmarks at a market-level to recommend updates to channel mix, audiences, and creatives
• Unlock new sources of organic growth to support Tia’s scale & drive constant improvements on conversion across acquisition funnel
• Manage an in-house team of channel experts who unlock new sources of growth to support Tia’s ambitious goals
• With our Senior Website Performance Manager, scale up organic search engine (SEO) and website optimizations as a major driver of Tia new member growth
• Develop and run playbook for partnership marketing with our Head of Strategic Partnerships
• Craft and run a strategy around new clinic openings as a leading driver for market growth
• Manage an external sales group, who manages our inbound and outbound calling efforts
• Lead marketing data, analytics, and tech to support Tia’s member growth

Benefits

• Unlimited vacation
• Free Tia membership
• Competitive stock option package
• $300 one-time WFH stipend
• $50/month phone and internet reimbursement
• Medical, dental, and vision benefits
• 401k program (no matching at this time)
• Top of the line 13" Macbook Pro
• Travel stipend for team off-sites