Director of Growth Marketing

Own the strategy and execution of MGA Homecare's demand generation engine across two critical audiences: families who need care (patient census growth) and clinicians who deliver it (nurse and therapist recruitment marketing). Reporting to the Vice President of Growth & Strategy, this leader will build and optimize full-funnel, multi-channel campaigns by market and service line to drive measurable growth across all MGA markets. The ideal candidate brings deep healthcare marketing experience, an entrepreneurial spirit, and the creativity to build where playbooks don’t yet exist.

About the Growth & Strategy Team

Join a newly formed team of four: one Vice President, one Senior Manager, and two Analysts. The team collaborates across the organization with executive leadership, Finance, Operations, Clinical Operations, Revenue Cycle, and Government Affairs. Team leaders bring diverse backgrounds in Mergers & Acquisitions, Real Estate, Market Expansion, Corporate Finance, and general strategy, providing a deeply analytical and strategic foundation for growth marketing initiatives.

Responsibilities

• Growth Strategy: Develop and execute the annual growth marketing strategy, budget, and KPI framework aligned to census growth, referral volume, and clinician hiring targets.
• Market & Service Line Campaigns: Design, run, and optimize campaigns segmented by market and service line (Private Duty Nursing, Skilled Nursing Visits, and Therapy), tailoring messaging and channel mix to local dynamics.
• Clinician Recruitment Marketing: Partner with Talent Acquisition to build always-on campaigns that attract nurses and therapists in every market, with hands-on management of Indeed and other job platforms.
• Referral Source Collateral: Create sales collateral, leave-behinds, and marketing materials for Business Development Managers to use with referral sources, including hospitals and pediatric offices.
• Agency & Vendor Management: Manage the company’s third-party fractional marketing relationship, agencies, and vendors to ensure alignment with growth priorities.
• Process Building: Design and implement scalable marketing processes and workflows in partnership with corporate departments including People Operations, Recruiting, and Operations.
• Demand Generation: Own performance marketing across paid search, paid social, programmatic, and job board channels; continuously optimize CAC, conversion rates, and ROAS.
• Digital & Lifecycle: Lead SEO, website conversion optimization, marketing automation, and CRM-driven nurture programs for families, referral sources, and candidates.
• Analytics & Reporting: Build dashboards and attribution models in partnership with Strategic Finance; report performance, insights, and forecasts to leadership.
• Cross-Functional Partnership: Build strong relationships across Growth & Strategy, Strategic Finance, Clinical Operations, and Business Development to ensure campaigns are accurate, on-brand, and compliant with healthcare marketing regulations (including HIPAA).

What Success Looks Like in Year One

• Defined and launched market- and service-line-level campaign playbooks across all MGA markets, with clear ownership of budget and channel mix.
• Measurable improvement in patient census growth and referral volume against targets set with the VP of Growth & Strategy.
• A repeatable clinician recruitment marketing engine that measurably lowers cost-per-qualified-applicant for nurses and therapists.
• Attribution and dashboard reporting, built with Finance & PowerBI teams, that leadership relies on for budget decisions.
• A recommended growth marketing roadmap and team-build plan for the next phase of scale.

Requirements

• Bachelor’s degree in Marketing, Business, or a related field; MBA a plus.
• 8+ years of progressive marketing experience, including 3+ years leading growth/demand generation teams.
• Healthcare marketing experience required, with a proven track record attracting clinical talent — especially nurses and therapists.
• Extensive hands-on experience with Indeed and other clinician recruitment platforms strongly preferred.
• Background at a staffing agency or health system a plus.
• Entrepreneurial spirit with a high degree of creativity and comfort with ambiguity; thrives in a high-growth, private-equity-backed environment.
• Proven ability to build cross-functional relationships and processes with corporate departments such as People Operations, Recruiting, and Operations.
• Deep expertise with Google Ads, Meta, programmatic platforms, SEO tools, marketing automation (e.g., HubSpot, Marketo), and CRM/work management systems (e.g., Salesforce, Monday.com).
• Strong analytical skills — comfortable owning attribution, funnel metrics, budgets, and forecasting.
• Experience creating sales enablement and referral-facing collateral preferred.
• Familiarity with healthcare marketing compliance (HIPAA, state regulations) preferred.
• Excellent communication and leadership skills; able to influence executives, manage external partners, and inspire teams.

Benefits

• Salary range: $120,000 - $145,000 base, plus 20% annual discretionary target bonus.
• Medical, dental, and vision insurance.
• 401(k) with company match.
• Paid time off and company holidays.
• Career growth potential, including the opportunity to expand into a larger growth marketing leadership role and build out a supporting team.
• The chance to make a meaningful impact on the lives of medically complex children and their families.