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Salary: USD 163,800 - 191,100 / annual
AnswersNow is seeking a Director of Performance Marketing to lead its paid patient acquisition strategy and scale its direct-to-consumer (DTC) footprint for virtual ABA therapy services. This is a highly tactical, metrics-driven role focused on driving qualified family leads into the clinical intake funnel rather than traditional brand marketing.
You will own strategic allocation of digital spend across Meta, Google, Reddit, and other ad networks, managing growth marketing agencies and deeply analyzing multi-channel performance. You'll work directly with the Marketing Business Intelligence Analyst and report to the Chief Commercial Officer.
Key responsibilities include:
**Paid Media & Channel Management**: Direct and optimize paid media strategy across Meta and Google, serving as primary lead for the growth marketing agency. Manage and scale paid acquisition budgets, collaborate on creative asset testing including UGC video campaigns and copy tests.
**DTC Client Acquisition & Funnel Optimization**: Own the end-to-end digital acquisition funnel with direct accountability for Cost Per Lead (CPL), Cost Per Acquisition (CPA), Customer Acquisition Cost (CAC), and LTV/CAC ratios. Execute continuous website optimization, UX improvements, and conversion rate optimization (CRO).
**Budget Ownership & Analytics**: Draft annual and quarterly marketing performance plans and budgets based on acquisition efficiency and channel ROI. Present campaign performance data and CAC trends to executive leadership during weekly commercial growth meetings. Ensure clean attribution modeling and integrate ad network data into the AnswersNow Lead Tracker.
**Brand Consistency & Organic Integration**: Oversee Generative Engine Optimization (GEO) and local search strategies. Collaborate with social media contractors to align organic content with paid acquisition campaigns.
Required qualifications: 7+ years digital marketing experience with at least 3 years leading paid performance marketing (paid social and paid search) at scale. Proven track record managing substantial digital budgets with accountability for CPL, CPA, and ROI. Expert-level hands-on experience with Meta Ads Manager, Google Ads, and analytics suites (Google Analytics, HubSpot). Exceptional analytical skills with passion for data-driven optimization. Proven experience managing external agencies and specialized contractors. Entrepreneurial mindset suited to fast-paced startup environments.
Preferred: Prior experience in digital health, telehealth, or regulated direct-to-consumer healthcare. Familiarity with ABA therapy, behavioral health delivery models, or autism services. Experience with Webflow, Peec AI, and Databricks.
The role is fully remote, allowing work from anywhere in the U.S. with flexible hours and an async-friendly team culture.
