Alma is on a mission to simplify access to high-quality, affordable mental health care. The Senior Director of Performance Marketing will build a growth engine, own performance marketing strategies, and collaborate across teams to drive measurable acquisition growth in a B2C marketplace.
Responsibilities:
- Own and scale the paid acquisition engine across SEM, paid social, programmatic/display, OLV/OTT, and affiliate
- Define and execute the paid marketing roadmap with clear goals, KPIs, testing frameworks, and ROI accountability
- Identify new channels, platforms, and tactics to unlock scalable and efficient growth for the business
- Collaborate with Brand and Creative teams to drive briefing, testing velocity, and learning loops across message, audience, asset, and surface
- Own organic growth channels, including SEO, content distribution, and social strategies and investment decisions (Reddit, Instagram, TikTok, YouTube)
- Own lifecycle channels across patient and provider, launching and testing across the full customer journey, ensuring that the right message is delivered at the right time
- Build and evolve the infrastructure to measure campaign effectiveness; owning attribution, incrementality, MMM, and reporting
- Lead channel plumbing, experimentation frameworks, and martech build-vs-buy decisions in partnership with Engineering, Data, and Finance
- Establish measurement frameworks that operate within healthcare privacy constraints (HIPAA, federal and state data regulations)
- Work closely with our external partners to realize our growth goals in 2026+
- Hire, mentor, and manage a high-performing, technical team across paid and organic
- Align patient and provider growth strategies to prevent channel overlap and unlock marketplace network effects
- Partner with Product and Engineering to build surfaces that drive conversion and quality, not just spend
- Serve as a strategic thought partner to senior leadership on growth strategy, investment decisions, and marketplace dynamics
Requirements:
- 10+ years in performance marketing, demand generation, or growth marketing leadership, with a track record of scaling acquisition programs at significant spend levels
- Deep hands-on expertise in Google, Meta, programmatic, and OTT/OLV channels with proven, measurable ROI
- Experience leading a full-funnel strategy and exceeding goals
- Strong martech and attribution expertise, including build-vs-buy decisions, incrementality testing, MMM, and privacy-preserving measurement approaches
- Experience hiring and leading growth marketing teams of 25+ and building 0→1 systems at scale
- Track record operating in a heavily regulated environment (healthcare, fintech, insurance, or similar) with working knowledge of HIPAA and evolving data privacy standards
- Experience partnering closely with Engineering and Product as one team with shared outcomes
- Clear, direct communicator who can translate complex performance marketing topics for executives, boards, and non-expert stakeholders
- Experience deploying AI-forward or AI-native marketing strategies and tooling
- Product-led growth experience
- Familiarity with two-sided marketplace or platform growth dynamics
- Background scaling affiliate and partner marketing programs in regulated consumer categories
- Experience with field marketing or regional demand generation programs