Growth strategy and targets. Define the acquisition strategy and make sure it flows into roadmaps and priorities at every level. Own D2C target-setting and channel mix allocation across our audiences.
Performance and unit economics. Own CPL, CAC by channel, and lead-to-enrolled-to-billing conversion. Operate within the monthly spend ceiling and payback target set with Finance.
Channels. Run and scale paid social, search, and programmatic, and build out the channels that matter for this population: TV and streaming, direct mail, radio, community and partnership marketing, and referral programs. Test fast, kill fast, and scale what pays back.
Measurement and incrementality. Own how we know what’s working. Design and run incrementality tests and build the measurement stack and MMM-style views that make budget allocation defensible.
Funnel and conversion. Own the funnel from first impression through first clinical interaction. Partner with Product & Engineering on the tooling and with Clinical Ops on what happens after a lead converts.
Team and operating model. Manage and grow a small growth marketing team, including org design, hiring, coaching, and agency management. Build the operating cadence, reporting, and processes that let the function absorb new channels and audiences without losing efficiency.