Tbwa Chiat/Day Inc
Senior Director, Performance Marketing
Tbwa Chiat/Day Inc, Los Angeles, California, United States, 90079
Role Title:
Senior Director, Performance MarketingLocation:
Remote – SF preferredManager : Head of GrowthRole Summary:Tia has built a loved and trusted brand in women’s health with a viral, organic marketing flywheel that drives sharing, UGC, and referrals. On top of that, we’ve layered a paid marketing engine that drives cost-effective and profitable revenue growth. Now we’re looking for a Senior Director of Performance Marketing to take our paid marketing to the next level and unlock new sources of organic growth.As the Senior Director, Performance Marketing, you’ll be responsible for optimizing Tia’s paid marketing efforts, driving cost-effective new member acquisition, and bringing down our total customer acquisition costs. You will lead an in-house team of channel experts and content makers, in addition to external consultants, scaling up new paid and organic channels and holding the team accountable to ambitious growth and CAC targets. You will take a data-driven approach to experimentation and learning, constantly testing new channels and creatives to unlock new sources of growth. The ideal candidate is analytical and creative, comfortable working in a fast-paced environment, and driven to achieve results. This is a highly cross-functional role that sits within Tia’s innovation organization. This individual will partner with all aspects of our product development and partnerships teams, they will work closely with operations teams to ensure growth matches capacity (supply/demand management) and play an integral role in business-level planning processes (growth drives business performance).Responsibilities:Optimize our paid acquisition engine to drive cost-effective member growth that consistently hits key new member targets
Manage the strategy and implementation of all paid ad campaigns across paid social, paid search, display, programmatic, CTV, podcast/audio, and more; build and test strategies to optimize CPA across the marketing funnelPartner with our in-house creative team to constantly test and optimize new channels, audiences, ads, and landing pagesIdentify and optimize the most effective personas, customer segments, and messaging for Tia across our different service lines and value propositionsAnalyze and manage performance benchmarks at a market-level to recommend updates to channel mix, audiences, and creatives
Unlock new sources of organic growth to support Tia’s scale & drive constant improvements on conversion across acquisition funnel
Manage an in-house team of channel experts who unlock new sources of growth to support Tia’s ambitious goalsWith our Senior Website Performance Manager, scale up organic search engine (SEO) and website optimizations as a major driver of Tia new member growthDevelop and run playbook for partnership marketing with our Head of Strategic PartnershipsCraft and run a strategy around new clinic openings as a leading driver for market growthManage an external sales group, who manages our inbound and outbound calling effortsLead marketing data, analytics, and tech to support Tia’s member growth
Audit and optimize Tia’s marketing data and technology strategy to support cost-effective member growth and rapid experimentationEvaluate gaps in data and marketing tech and implement new or missing tools to support attribution, analytics, and engagement as Tia scales in compliance with evolving privacy standardsTrack and evaluate KPIs of all paid marketing channels by market, across the member journey, and provide regular updates to a range of stakeholdersWith our Data Analytics team, refine our market mix and attribution model and define the interdependencies between channels and the drivers of organic “unattributed” growthWith Finance & Business Ops, ensure Tia’s paid marketing efforts are coming in on budget and aligned to our overall business planWith Product & Engineering, ensure that marketing technology is properly implemented and maintained and run ongoing experiments to improve our tooling and drive business results
Qualifications:7-10 years experience in performance marketing for a direct-to-consumer brand; experience in healthcare or with a multi-unit brick and mortar business preferredQuantitative thinker who can evaluate the impact of our marketing programs in driving key growth metrics and business results, build models and forecasts with confidence, and collaborate closely with our in-house Finance and Data teamsStrong collaboration and communication skills with experience communicating with a range of stakeholders, including members, partners, influencers, vendors, agencies, and moreTrack record of managing and optimizing paid marketing budgets > $10M annually that drive cost effective revenue growth and CAC reductionDeep, channel-specific expertise in Meta, TikTok, and Google, direct to patient marketing engines like ZocDoc / Healthgrades preferred; understanding of how to leverage martech investments and sales teams to hit goalsExperience managing a high-performing agencies, vendors, and in-term marketing teams to meet ambitious goals and deliver top-notch creativeExperience unlocking new paid and unpaid channels that drive cost-effective growth, such as field marketing, SEO, influencers, affiliates, and website optimizationsExperience designing and implementing a marketing data strategy and tech stack that supports the needs of a fast-growing start-upEntrepreneurial spirit and an ownership mindset that drives you to make informed decisions confidently amidst ambiguity and a fast pace and feel responsible for all aspects of paid marketing, even those outside your initial job descriptionPassion for women’s health and a commitment to diversity, equity, and inclusionDiversity Equity and Inclusion StatementTia is an equal opportunity employer. We are proud to foster a workplace free from discrimination. We strongly believe that diversity of experience, perspectives, and background will lead to a better environment for our employees and a better product for our users and patients. We strongly encourage people of color and members of the LGBTQ+ community to apply. If you are committed to collaborative problem solving, creating high-quality and user-centric products, and want to make waves in women's healthcare, join us!About Us:Founded in 2017 by Carolyn Witte and Felicity Yost, Tia is the modern medical home for women. We are trailblazing a new paradigm for women’s healthcare that treats women as whole people vs. parts or life stages. Blending in-person and virtual care services, Tia’s “Whole Woman, Whole Life” care model fuses gynecology, primary care, mental health and evidence-based wellness services to treat women comprehensively. By making women’s health higher quality and lower cost, Tia makes women healthier, providers happier, and the business of care delivery stronger — setting a new standard of care for women everywhere.
#J-18808-Ljbffr
Senior Director, Performance MarketingLocation:
Remote – SF preferredManager : Head of GrowthRole Summary:Tia has built a loved and trusted brand in women’s health with a viral, organic marketing flywheel that drives sharing, UGC, and referrals. On top of that, we’ve layered a paid marketing engine that drives cost-effective and profitable revenue growth. Now we’re looking for a Senior Director of Performance Marketing to take our paid marketing to the next level and unlock new sources of organic growth.As the Senior Director, Performance Marketing, you’ll be responsible for optimizing Tia’s paid marketing efforts, driving cost-effective new member acquisition, and bringing down our total customer acquisition costs. You will lead an in-house team of channel experts and content makers, in addition to external consultants, scaling up new paid and organic channels and holding the team accountable to ambitious growth and CAC targets. You will take a data-driven approach to experimentation and learning, constantly testing new channels and creatives to unlock new sources of growth. The ideal candidate is analytical and creative, comfortable working in a fast-paced environment, and driven to achieve results. This is a highly cross-functional role that sits within Tia’s innovation organization. This individual will partner with all aspects of our product development and partnerships teams, they will work closely with operations teams to ensure growth matches capacity (supply/demand management) and play an integral role in business-level planning processes (growth drives business performance).Responsibilities:Optimize our paid acquisition engine to drive cost-effective member growth that consistently hits key new member targets
Manage the strategy and implementation of all paid ad campaigns across paid social, paid search, display, programmatic, CTV, podcast/audio, and more; build and test strategies to optimize CPA across the marketing funnelPartner with our in-house creative team to constantly test and optimize new channels, audiences, ads, and landing pagesIdentify and optimize the most effective personas, customer segments, and messaging for Tia across our different service lines and value propositionsAnalyze and manage performance benchmarks at a market-level to recommend updates to channel mix, audiences, and creatives
Unlock new sources of organic growth to support Tia’s scale & drive constant improvements on conversion across acquisition funnel
Manage an in-house team of channel experts who unlock new sources of growth to support Tia’s ambitious goalsWith our Senior Website Performance Manager, scale up organic search engine (SEO) and website optimizations as a major driver of Tia new member growthDevelop and run playbook for partnership marketing with our Head of Strategic PartnershipsCraft and run a strategy around new clinic openings as a leading driver for market growthManage an external sales group, who manages our inbound and outbound calling effortsLead marketing data, analytics, and tech to support Tia’s member growth
Audit and optimize Tia’s marketing data and technology strategy to support cost-effective member growth and rapid experimentationEvaluate gaps in data and marketing tech and implement new or missing tools to support attribution, analytics, and engagement as Tia scales in compliance with evolving privacy standardsTrack and evaluate KPIs of all paid marketing channels by market, across the member journey, and provide regular updates to a range of stakeholdersWith our Data Analytics team, refine our market mix and attribution model and define the interdependencies between channels and the drivers of organic “unattributed” growthWith Finance & Business Ops, ensure Tia’s paid marketing efforts are coming in on budget and aligned to our overall business planWith Product & Engineering, ensure that marketing technology is properly implemented and maintained and run ongoing experiments to improve our tooling and drive business results
Qualifications:7-10 years experience in performance marketing for a direct-to-consumer brand; experience in healthcare or with a multi-unit brick and mortar business preferredQuantitative thinker who can evaluate the impact of our marketing programs in driving key growth metrics and business results, build models and forecasts with confidence, and collaborate closely with our in-house Finance and Data teamsStrong collaboration and communication skills with experience communicating with a range of stakeholders, including members, partners, influencers, vendors, agencies, and moreTrack record of managing and optimizing paid marketing budgets > $10M annually that drive cost effective revenue growth and CAC reductionDeep, channel-specific expertise in Meta, TikTok, and Google, direct to patient marketing engines like ZocDoc / Healthgrades preferred; understanding of how to leverage martech investments and sales teams to hit goalsExperience managing a high-performing agencies, vendors, and in-term marketing teams to meet ambitious goals and deliver top-notch creativeExperience unlocking new paid and unpaid channels that drive cost-effective growth, such as field marketing, SEO, influencers, affiliates, and website optimizationsExperience designing and implementing a marketing data strategy and tech stack that supports the needs of a fast-growing start-upEntrepreneurial spirit and an ownership mindset that drives you to make informed decisions confidently amidst ambiguity and a fast pace and feel responsible for all aspects of paid marketing, even those outside your initial job descriptionPassion for women’s health and a commitment to diversity, equity, and inclusionDiversity Equity and Inclusion StatementTia is an equal opportunity employer. We are proud to foster a workplace free from discrimination. We strongly believe that diversity of experience, perspectives, and background will lead to a better environment for our employees and a better product for our users and patients. We strongly encourage people of color and members of the LGBTQ+ community to apply. If you are committed to collaborative problem solving, creating high-quality and user-centric products, and want to make waves in women's healthcare, join us!About Us:Founded in 2017 by Carolyn Witte and Felicity Yost, Tia is the modern medical home for women. We are trailblazing a new paradigm for women’s healthcare that treats women as whole people vs. parts or life stages. Blending in-person and virtual care services, Tia’s “Whole Woman, Whole Life” care model fuses gynecology, primary care, mental health and evidence-based wellness services to treat women comprehensively. By making women’s health higher quality and lower cost, Tia makes women healthier, providers happier, and the business of care delivery stronger — setting a new standard of care for women everywhere.
#J-18808-Ljbffr