Senior Director, Performance Marketing

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