Growth & Partner Marketing Director

HFD works to make healthcare more affordable by giving people a better way to pay. The Growth & Partner Marketing Director leads demand generation, partner and portfolio co-marketing, and digital marketing to acquire merchants and increase patient applications and financing utilization.

Responsibilities:

• Build and run the demand gen plan for net new merchants: paid, email, content offers, webinars, and outbound support
• Work with Lazar on Google, Meta, and LinkedIn paid campaigns: targeting, creative, budgets, and optimization
• Build nurture programs in HubSpot and hand off qualified leads to Sales with clear definitions and SLAs
• Give the SMB sales team tools and campaigns that create urgency and close faster
• Track cost per lead, conversion by stage, and sourced pipeline, and report on them weekly
• Build co-marketing programs with partners and portfolio practices that promote HFD financing to patients (open-to-buy and open approval campaigns)
• Launch offer and seasonal campaigns that drive patient applications and utilization
• Deliver partner-requested D2C campaigns and ready-to-use toolkits: in-office materials, email, social, and landing pages
• Coordinate with Product/Product Marketing and Sales on merchant lifecycle ownership: acquisition, retention, and utilization
• Measure lift in application volume and funded volume per partner and campaign
• Manage conversion-focused SEO: landing pages, comparison pages, and high-intent queries such as Invisalign-adjacent searches
• Work with agency on citation-ready pages, schema markup, and site improvements
• Track how HFD appears in AI-generated answers versus Cherry, CareCredit, and Sunbit
• Build and publish content with guidance from VP of Marketing and Digital Agency

Requirements:

• 5+ years in demand gen, growth, or partner marketing, ideally in B2B2C, fintech, or healthcare
• Hands-on paid media experience across Google, Meta, and LinkedIn, including agency management
• Strong HubSpot or similar marketing automation skills, with a focus on lead scoring and attribution
• Experience running co-marketing or channel programs that reach end consumers
• Working knowledge of SEO, landing page optimization, and A/B testing
• Analytical and comfortable owning numbers: pipeline, CAC, conversion, and volume
• Experience in dental, orthodontic, medical, or consumer financing
• Familiarity with lending or financing compliance for consumer-facing claims
• Experience with GEO / AI search visibility tools