Director Paid Growth Marketing

Talkiatry is a national mental health practice seeking a Director of Paid Growth Marketing to enhance their paid patient acquisition strategies. This role involves overseeing the paid growth engine, managing performance against key metrics, and leading a high-performing team to drive significant growth in patient acquisition.

Responsibilities:

• Own paid growth investment strategy & annual planning
• Own and manage the paid investment strategy against CAC, bookings, and visit volume goals
• Build rigorous weekly and monthly forecasts and pacing models, and develop bottom-up acquisition models that inform annual planning in partnership with Business Ops & Finance
• Translate annual growth targets into a forward-looking acquisition roadmap, modeling investment needs, channel expansion, and expected efficiency curves over the next 12–18 months
• Evaluate marginal efficiency and incremental return across the portfolio, allocating a dedicated portion of budget toward structured experimentation and high-impact growth initiatives
• Proactively present clear investment recommendations with explicit assumptions, tradeoffs, and risk mitigation plans
• Own and integrate the full paid portfolio (digital + offline)
• Own the full paid portfolio across in-house digital channels (Meta, Google, TikTok, Reddit, Affiliate, Zocdoc) and agency-supported offline channels (Podcasts, CTV), ensuring a unified investment strategy across both
• Integrate emerging offline channels into core planning and forecasting, bringing more strategic ownership in-house while partnering with agencies for execution and scale
• Identify, size, and advocate for new acquisition opportunities across new channels and emerging platform surfaces. Build clear business cases, integrate successful pilots into the core mix, and take calculated, defensible risks while scaling proven levers
• Design and operationalize structured testing roadmaps across ads, landing pages, audiences, and creator-driven content
• Integrate creators strategically into the paid mix with repeatable systems for sourcing, briefing, testing, and scaling high-performing content
• Partner closely with Brand and Creative to ensure sustained messaging iteration and performance lift
• Synthesize insights across attribution, incrementality testing, media mix modeling, and platform-level data to inform portfolio investment decisions, taking clear, defensible positions even when signals are imperfect or directional
• Translate complex performance data into clear, executive-ready recommendations for senior leadership
• Lead, grow, and develop a high-performing paid team, building systems and processes that scale with the business

Requirements:

• 8–10+ years leading revenue-driving paid B2C acquisition programs, with direct accountability for CAC and acquisition volume targets
• Experience allocating significant paid budgets across in-house digital channels (e.g., Meta, Google, TikTok, Affiliate) and integrating agency-supported offline channels (e.g., CTV, podcasts) into a unified portfolio strategy
• Strong forecasting discipline, with experience building bottom-up acquisition models to inform annual planning, including sizing opportunities, modeling tradeoffs, and refining recommendations through cross-functional feedback
• Experience operating in multi-method measurement environments (e.g., attribution + MMM + incrementality) and making confident budget recommendations under imperfect signals
• Deep, hands-on analytical fluency; you build and manipulate models in Google Sheets/Excel, work directly in BI tools, and use SQL (or similar querying tools) to interrogate and pressure-test performance data
• A demonstrated ability to incubate and scale new growth vectors, advocating for high-conviction ideas and integrating successful pilots into the core media mix
• A track record of designing and operationalizing creative testing roadmaps across ads and landing pages, integrating creators strategically, and tying creative strategy directly to measurable performance outcomes
• Strong executive communication skills with the ability to clearly articulate and defend investment recommendations
• Demonstrated ability to build and develop high-performing teams
• Deep hands-on experience running offline channels (e.g., TV, audio, OOH)