• Own and scale the paid acquisition engine across SEM, paid social, programmatic/display, OLV/OTT, and affiliate • Define and execute the paid marketing roadmap with clear goals, KPIs, testing frameworks, and ROI accountability • Identify new channels, platforms, and tactics to unlock scalable and efficient growth for the business • Collaborate with Brand and Creative teams to drive briefing, testing velocity, and learning loops across message, audience, asset, and surface • Own organic growth channels, including SEO, content distribution, and social strategies and investment decisions (Reddit, Instagram, TikTok, YouTube) • Own lifecycle channels across patient and provider, launching and testing across the full customer journey, ensuring that the right message is delivered at the right time • Build and evolve the infrastructure to measure campaign effectiveness; owning attribution, incrementality, MMM, and reporting • Lead channel plumbing, experimentation frameworks, and martech build-vs-buy decisions in partnership with Engineering, Data, and Finance • Establish measurement frameworks that operate within healthcare privacy constraints (HIPAA, federal and state data regulations) • Work closely with our external partners to realize our growth goals in 2026+ • Hire, mentor, and manage a high-performing, technical team across paid and organic • Align patient and provider growth strategies to prevent channel overlap and unlock marketplace network effects • Partner with Product and Engineering to build surfaces that drive conversion and quality, not just spend • Serve as a strategic thought partner to senior leadership on growth strategy, investment decisions, and marketplace dynamics