Senior Director, Growth Marketing

Alma is on a mission to simplify access to high-quality, affordable mental health care. The Senior Director of Growth Marketing will build a growth engine, own performance marketing across the marketplace, and drive measurable acquisition growth while collaborating with various teams to optimize results.

Responsibilities:

• Own and expand the paid acquisition engine across SEM, paid social, programmatic/display, OLV/OTT, and affiliate channels, managing a significant annual marketing investment to drive incremental provider and client acquisition
• Define and execute a paid marketing roadmap with clear targets, KPIs, and ROI accountability
• Identify and unlock new platforms and tactics to ensure scalable, efficient growth beyond paid media, including partnerships, affiliate, and additional external demand sources
• Collaborate with Brand and Creative teams to accelerate testing velocity across message, audience, and assets
• Serve as the primary partner with Finance on growth planning, ensuring that acquisition targets, budgets, and payback are all aligned
• Align patient and provider growth strategies to prevent channel cannibalization and unlock network effects
• Oversee lifecycle channels across the full customer journey, ensuring the right message reaches patients and providers at the right time
• Partner with Product and Engineering to build surfaces that optimize for conversion quality, not just top-of-funnel spend
• Lead 'build-vs-buy' decisions for martech and channel plumbing
• Own the measurement framework, including incrementality testing, Media Mix Modeling (MMM), and reporting
• Establish measurement frameworks that operate strictly within HIPAA and federal/state data privacy constraints
• Hire, mentor, and manage a high-performing, technical team across paid and organic
• 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, with experience hiring and leading growth marketing teams of 10+
• Experience deploying AI-forward or AI-native marketing strategies and tooling
• You're a data-driven marketer with hands-on experience running structured experiments, A/B tests, and using insights to optimize campaigns and build repeatable playbooks
• Familiarity with consumer growth dynamics
• 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
• Clear, direct communicator who can translate complex performance marketing topics for executives, boards, and non-expert stakeholders
• Track record operating in a regulated environment (healthcare, fintech, insurance, or similar) with working knowledge of HIPAA and evolving data privacy standards
• Product-led growth experience
• Familiarity with two-sided marketplace
• Experience partnering closely with Engineering and Product as one team with shared outcomes
• Background scaling affiliate and partner marketing programs in consumer categories