Head of Performance Marketing

About the role

Dearest Care is seeking a Head of Performance Marketing to help build and scale one of our most important growth channels. This role is ideal for someone who thrives inside ad accounts, understands the relationship between creative and performance, and believes the best paid social teams blend media buying and messaging.

What You’ll Do

• Lead paid social performance across Meta: campaign strategy, account structure, audience testing, budget management, creative testing, and ongoing optimization.
• Build a system where message, creative, audience, landing page, lead quality, and downstream conversion are all connected and optimized—not just platform metrics.
• Transform Dearest Care’s positioning into scalable ad concepts that convey advocacy as clear, urgent, trustworthy, and accessible.
• Work with creative and brand teams to identify resonant messages, breakthrough hooks, and which creative themes to expand, retire, or refine.
• Establish a repeatable creative testing process: developing briefs, reporting performance, capturing learnings, and making recommendations.
• Analyze the full-funnel: impressions, CTR, CPC, CVR, lead quality, booked appointments, show rates, enrollment, retention, and lifetime value.
• Partner with analytics to maintain clean tracking, consistent KPI definitions, valid attribution, and disciplined reporting.
• Own measurement hygiene for paid social: Pixel, CAPI, event mapping, UTMs, conversion signals, and quality feedback loops.
• Align with conversion, lifecycle, and product teams to ensure a seamless experience from ad to post-click.
• Diagnose where performance issues arise—creative fatigue, audience saturation, landing page issues, lead quality, tracking, or offer/message mismatch.
• Test new paid social channels (TikTok, Snapchat, YouTube Shorts, or others) and evaluate their performance potential.
• Translate channel performance into actionable recommendations for leadership and cross-functional teams.
• Establish reporting rhythms, testing priorities, documentation, and decision rules for paid social.
• Manage and mentor junior team members or external partners as needed as the team grows.

What You Bring

• 3–6+ years of hands-on paid social experience, including managing substantial budgets for Meta and Google campaigns.
• Experience with significant monthly or annual spend, ideally in high-growth startups, consumer healthcare, insurance, lead generation, marketplaces, fintech, or other high-consideration categories.
• In-depth understanding of Meta and Google campaign architecture, optimization mechanics, budget pacing, bidding, creative testing, and audience strategy.
• Track record of optimizing toward true business outcomes—not just low CPAs or cheap clicks.
• Strong creative judgment and the ability to analyze, critique, and suggest improvements for ad messaging and targeting.
• Proficiency with both quantitative (data, funnel metrics) and qualitative (patient feedback, call outcomes, creative insights) performance signals.
• Experience managing tracking and measurement: Meta Pixel, CAPI, UTMs, attribution windows, event definitions, funnel reporting.
• Ability to communicate results and strategy clearly to non-marketers, without jargon.
• PREFERRED: Background in lead generation, healthcare, Medicare, insurance, benefits, home care, financial services, or other trust-heavy consumer sectors.
• BONUS: Paid social experience on TikTok, Reddit, YouTube, or similar channels.
• Proactive ownership, drive for continuous improvement, and willingness to move quickly and iterate.
• Excellent taste, clear written communication, and demonstrated empathy for patients, caregivers, older adults, and families navigating healthcare.

Why Join Us

Dearest Care is building the infrastructure that makes patient advocacy accessible at scale. Historically, only the wealthy had support navigating healthcare. That’s changing: new reimbursement models and AI-driven operations make high-quality human advocacy possible for all—without sacrificing the human connection that makes advocacy work.

Paid social will be one of the key ways this new category becomes visible to those who need it most. You'll play a vital role in defining how Dearest Care explains patient advocacy, efficiently acquires patients, and develops a growth system based on trust, clarity, and measurable results.

This is a unique opportunity to own a critical acquisition channel at an early, category-defining healthcare company.