Director of Performance Marketing

Pair Team is a public benefit company focused on reimagining care for the safety net, particularly through AI-enabled medical services for Medicaid and Medicare. The Director of Performance Marketing will lead the direct-to-patient acquisition strategy, managing media budgets and optimizing patient acquisition channels to ensure efficient and predictable growth.

Responsibilities:

• Own media strategy and budget allocation across all paid channels — Google Search and PMax, Bing, Meta, YouTube/Demand Gen — mapped to daily, weekly, and monthly goals, and the pacing required to hit them
• Drive blended and channel CAC down while protecting volume; own CAC, cost per eligible lead, and spend efficiency as the metrics reported against every day
• Diversify the channel mix by standing up and proving new paid channels (e.g., TikTok, Reddit, Nextdoor, Quora, OOH, CTV) with defined test budgets, success metrics, and kill criteria, and scale the winners
• Run rigorous experimentation across creative, offers, keywords, audiences, and bidding — including third-party household-income audience overlays to reach Medicaid-eligible populations and value-based bidding weighted toward attestations
• Manage agency, creative, and data-vendor relationships to scale output
• Ongoing ownership of a HIPAA-compliant Customer Data Platform and down-funnel event piping so ad platforms optimize toward appropriate funnel events
• Build and maintain clear dashboards for volume, conversion, revenue, CAC, and LTV:CAC, with daily and intra-day reporting where necessary. You will help maintain alerting systems by partnering with analytics to house full-funnel data in Looker and Snowflake
• Unlock cross-channel attribution and incrementality measurement so the marginal dollar always flows to the lowest marginal cost per attestation
• Partner with Brand & Creative to run landing-page experiments including testing social proof, video testimonials, conversational/first-party intake flows, and bilingual experiences
• Set test-design standards and analyze lift with statistical discipline, prioritizing the funnel points (eligibility and reach) with the highest leverage
• Partner with Business Operations on the growth model and forecast across Medicaid and Medicare service lines and translate targets into a capacity-aware pacing plan
• Never pace acquisition ahead of servable capacity; flag any payor where CAC runs significantly above target for investment or diagnosis, in lockstep with Care Ops on the weekly capacity-vs-goal review
• Contribute to retention and engagement levers (cohort analytics, at-risk identification, reactivation) that protect patient-level LTV-to-CAC
• Push automation into the acquisition stack — including agentic systems (e.g., Claude Code) that optimize a meaningful share of ad spend against capacity and efficiency constraints
• Partner with Growth Products on intake flows and eligibility-check automation so higher-quality leads enter the funnel faster and at lower cost
• Ensure all growth and outreach respect HIPAA, payer rules, CMS/Medicare marketing requirements, and applicable phone and SMS regulations — protecting patient trust as the program scales across programs and states

Requirements:

• 6+ years in growth, performance, or lifecycle marketing, including direct ownership of material media budgets and acquisition targets
• A proven track record of driving CAC down and CAC-to-LTV up across paid, earned, and owned channels — and comfort owning a number
• Hands-on expertise with Google Search/PMax and paid social, plus the judgment to diversify into and prove new channels; experience with landing-page optimization and lifecycle SMS/email
• Strong analytics skills and fluency with attribution, cohort analysis, and funnel modeling, including comfort with measurement infrastructure (CDP, Looker, SQL/Snowflake)
• Experience selecting and running a modern growth stack: ad platforms, CDP/measurement, analytics, CRM, dialer/SMS, and a CEP / marketing automation platform
• Healthcare, Medicaid, Medicare, or other regulated-industry experience, with working knowledge of HIPAA and patient-outreach best practices for phone and SMS
• Experience operating in early-stage, high-growth environments with high ambiguity, minimal process, and direct accountability for outcomes
• A systems mindset — you improve outcomes with better routing, tooling, automation, and workflows, not just more spend
• Deep alignment with Pair Team's mission and a commitment to advancing equitable care for underserved communities
• Experience with value-based care, FQHCs, community-based organizations, or health plan partnerships
• Familiarity with marketing AI/technology products in regulated industries
• Hands-on experience with automation or agentic tooling and light scripting (e.g., Python, Zapier, n8n) to optimize spend and operations
• Background scaling acquisition across multiple markets and lines of business