Senior Growth Marketing Manager, Paid Social

About the role

The owns the end-to-end performance of paid social campaigns on Meta and TikTok. This role combines strategic oversight with hands-on campaign management to drive patient acquisition through scalable paid social strategies. You will diagnose performance anomalies in paid social funnels and design, test, and iterate on fixes while adhering to strict budget guardrails. A core responsibility is directing a data-driven creative strategy, collaborating with Creative teams to develop compelling ad variants that resonate with target audiences and drive specific actions. You will construct scenario models to forecast acquisition volume, costs, and scaling opportunities to support leadership planning and resource allocation decisions. This position requires regular communication with stakeholders, where you will analyze and present channel, campaign, and experiment performance in clear narratives to highlight actionable insights and recommended next steps. You will own the paid social landing page testing roadmap, identifying opportunities, prioritizing tests, and partnering with product and analytics teams to evaluate results and determine which changes should be scaled. Additionally, you will assess new features and channels for potential fit within Talkiatry's growth strategy while staying informed about paid social platform developments.

Key facts

What you'll do

• Plan, execute, and refine performance marketing initiatives across paid social channels, managing campaigns on Meta and TikTok with potential expansion to other platforms.
• Own the overall paid social strategy, ensuring that resources are allocated to high-impact tactics and managing budgets effectively to maximize return on investment.
• Reallocate spend toward channels and strategies that demonstrate durable efficiency while optimizing and scaling paid social strategies to acquire new patients.
• Diagnose performance anomalies in paid social funnels and design, test, and iterate on fixes while adhering to strict budget guardrails.
• Direct a data-driven creative strategy, collaborating with Creative teams to develop compelling ad variants that drive specific actions and resonate with target audiences.
• Construct scenario models to forecast acquisition volume, costs, and scaling opportunities to support leadership planning and resource allocation decisions.
• Analyze and present channel, campaign, and experiment performance in clear narratives to stakeholders, highlighting actionable insights and recommended next steps.
• Conduct A/B testing, audience segmentation, and other experiments to refine targeting and creative strategies, improving audience alignment and campaign efficiency over time.
• Own the paid social landing page testing roadmap, identifying opportunities, prioritizing tests, and partnering with product and analytics teams to evaluate experiment results and determine which changes should be scaled.
• Assess new features and channels for potential fit within Talkiatry's growth strategy and evaluate their applicability to the paid social roadmap.
• Build tracking schemas and reporting dashboards in partnership with the Data team to ensure accurate performance measurement and attribution.
• Apply sound judgment regarding attribution windows, incrementality, and conversion lag to ensure that performance data accurately reflects campaign impact.
• Use AI tools to automate reports and analysis steps, freeing time for strategic experimentation and insight synthesis while maintaining rigorous measurement standards.
• Make decisions with imperfect data while maintaining rigorous measurement standards and protecting budget and improving unit economics.
• Translate cross-team input into durable systems that balance speed with governance, working closely with creative, data, and product partners.

Requirements

• Hold a Bachelor's degree and possess multiple years of performance marketing experience.
• Have hands-on experience managing large-scale budgets exceeding one million dollars, specific to Meta and TikTok environments.
• Demonstrate deep familiarity with digital metrics, tracking setups, and attribution models for paid social.
• Show proven experience running A/B tests, segmenting audiences, and optimizing campaigns for efficiency.
• Be comfortable making decisions with imperfect data while maintaining rigorous measurement standards.
• Have a history of working closely with creative, data, and product partners.
• Demonstrate the ability to ship experiments quickly and safely while owning outcomes for Meta and TikTok.
• Possess proficiency with Meta Ads Manager and TikTok Ads Manager, as these are mandatory for the role.
• Have experience with Looker or similar analytics tools, as this is required for reporting and analysis duties.
• Be familiar with standard creative suites, as this is expected for ad variant development and testing.
• Be available for this remote position open to candidates in US time zones, with no travel required and no sponsorship available.
• Have at least three years of relevant experience, as this is stated as a preference for the position.
• Possess strong diagnostic skills to identify issues within paid social funnels and implement data-backed solutions.
• Show ownership of routine diagnostics with minimal external guidance to ensure campaign performance and accuracy.

Nice to have

• Exposure to healthcare or patient journeys is a nice-to-have qualification that may strengthen your application.

Practical notes

This is a remote position open to candidates in US time zones. Travel is not required, and sponsorship is not available for this role.