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Role Description

This role involves leading state-level growth strategies and go-to-market execution as we expand to multiple states.

• Own performance outcomes across the full funnel — from lead generation through Start of Care (SOC).
• Collaborate closely with internal teams and agencies to drive efficient acquisition and conversions.
• Own state-level acquisition strategies tailored to Medicaid eligibility criteria, regulatory dynamics, and local patient & caregiver demographics.
• Lead go-to-market (GTM) efforts for current and new states, including campaign activation, channel launch, and creative localization.
• Delivery on growth targets by state, with quarterly and annual goals for Leads, Service Records (SRs), and Start of Cares (SOCs).
• Manage and optimize channel advertising budgets across multi-channel.
• Build and maintain lead quality feedback loops in partnership with engagement and intake teams.
• Drive full-funnel performance optimization, including:
  • Lead-to-SR and SR-to-SOC conversion rates
  • Website traffic growth and conversion rate improvements
  • State-specific CRO testing plans and landing page performance
• Own and execute structured testing roadmaps, including A/B testing of creatives, messaging, and landing page experiences.
• Collaborate on localized creative and messaging with state GMs and content teams.
• Monitor and report on performance weekly and monthly using Tableau analytics dashboards.

Qualifications

• 3-4 years in performance or growth marketing, ideally in healthcare, consumer services, or ecommerce industry.
• Proven experience managing regional growth campaigns.
• Strong analytical skills — comfortable with funnel metrics, budgeting, and testing frameworks.
• Experience working with external agencies across paid media, creative, and analytics.
• Familiarity with CRO tools (e.g., Optimizely, VWO, Google Optimize), ad platforms, and marketing automation/CRM systems.
• Excellent project management and cross-functional communication skills.
• Highly organized, proactive, and adaptable in a fast-growing environment.
• Experience with direct-to-consumer acquisition and retention strategies.
• Working knowledge of healthcare compliance and advertising standards.
• Background in launching new geographic markets or state-specific GTM plans.

Benefits

• Competitive compensation
• Medical benefits
• Retirement plans
• Wellness programs
• Fun company events
• Ongoing learning opportunities to grow your career