Head of Performance Marketing

Dearest Care is a mission-driven company focused on transforming patient advocacy in healthcare. They are seeking a Head of Performance Marketing to lead their paid social performance, focusing on campaign strategy, budget management, and creative testing to drive qualified patient acquisition.

Responsibilities:

• Lead paid social performance across Meta: campaign strategy, account structure, audience testing, budget management, creative testing, and ongoing optimization
• Build a system where message, creative, audience, landing page, lead quality, and downstream conversion are all connected and optimized—not just platform metrics
• Transform Dearest Care’s positioning into scalable ad concepts that convey advocacy as clear, urgent, trustworthy, and accessible
• Work with creative and brand teams to identify resonant messages, breakthrough hooks, and which creative themes to expand, retire, or refine
• Establish a repeatable creative testing process: developing briefs, reporting performance, capturing learnings, and making recommendations
• Analyze the full-funnel: impressions, CTR, CPC, CVR, lead quality, booked appointments, show rates, enrollment, retention, and lifetime value
• Partner with analytics to maintain clean tracking, consistent KPI definitions, valid attribution, and disciplined reporting
• Own measurement hygiene for paid social: Pixel, CAPI, event mapping, UTMs, conversion signals, and quality feedback loops
• Align with conversion, lifecycle, and product teams to ensure a seamless experience from ad to post-click
• Diagnose where performance issues arise—creative fatigue, audience saturation, landing page issues, lead quality, tracking, or offer/message mismatch
• Test new paid social channels (TikTok, Snapchat, YouTube Shorts, or others) and evaluate their performance potential
• Translate channel performance into actionable recommendations for leadership and cross-functional teams
• Establish reporting rhythms, testing priorities, documentation, and decision rules for paid social
• Manage and mentor junior team members or external partners as needed as the team grows

Requirements:

• 3–6+ years of hands-on paid social experience, including managing substantial budgets for Meta and Google campaigns
• Experience with significant monthly or annual spend, ideally in high-growth startups, consumer healthcare, insurance, lead generation, marketplaces, fintech, or other high-consideration categories
• In-depth understanding of Meta and Google campaign architecture, optimization mechanics, budget pacing, bidding, creative testing, and audience strategy
• Track record of optimizing toward true business outcomes—not just low CPAs or cheap clicks
• Strong creative judgment and the ability to analyze, critique, and suggest improvements for ad messaging and targeting
• Proficiency with both quantitative (data, funnel metrics) and qualitative (patient feedback, call outcomes, creative insights) performance signals
• Experience managing tracking and measurement: Meta Pixel, CAPI, UTMs, attribution windows, event definitions, funnel reporting
• Ability to communicate results and strategy clearly to non-marketers, without jargon
• Proactive ownership, drive for continuous improvement, and willingness to move quickly and iterate
• Excellent taste, clear written communication, and demonstrated empathy for patients, caregivers, older adults, and families navigating healthcare
• Background in lead generation, healthcare, Medicare, insurance, benefits, home care, financial services, or other trust-heavy consumer sectors
• Paid social experience on TikTok, Reddit, YouTube, or similar channels