Paid Digital Media & Digital Marketing Manager

About the Role

We’re looking for a Paid Digital Media & Digital Marketing Manager who thrives on optimization, ROAS, and challenging the status quo. In this role, you’ll lead the strategy and execution for paid digital media across Dr. Tavel and Alternate View, covering Google, Meta, programmatic display, OTT, and streaming audio. You’ll also own the strategy for connecting data across the entire customer journey, building digital marketing infrastructure that ties paid media, our website, and patient communications into a unified picture. Your insights will drive sharper campaigns, a better website experience, and smarter, more personalized patient communication.

Responsibilities

• Google Ads & Meta Ads: Launch, manage, and optimize paid search, display, and social campaigns.
• Audience Strategy: Build custom segments, retargeting flows, lookalikes, and cross-platform funnels that convert.
• Digital Marketing Infrastructure & Journey Analytics: Implement and maintain tracking, tagging, and attribution infrastructure to connect data across paid media, our website, and patient communications, providing a clear view of the full customer journey.
• Tracking & Analytics: Monitor KPIs, build dashboards, and provide actionable insights on performance, identifying what’s working and what needs improvement.
• Web Optimization: Partner with our web/dev team to turn journey insights into on-site improvements, including landing pages, conversion paths, and personalization.
• Patient Communication Journeys: Develop and execute data-driven patient email, text, and loyalty communication journeys based on behavioral and journey data.
• Budget Management: Own paid media budgets (~$300,000 annually), maximizing efficiency, minimizing waste, and proving ROI.
• Creative Collaboration: Partner with creative teams to ensure campaigns are effective and compliant.
• Compliance: Ensure HIPAA-compliant conversion tracking and stay current on best practices for digital advertising in regulated industries.

Requirements

• 5+ years of hands-on experience in Google Ads, Meta Ads, and programmatic platforms (e.g., StackAdapt, The Trade Desk).
• Experience building analytics, tracking, and attribution models that connect data across the full customer journey—media, web, and communications—not just platform-level reporting.
• Experience designing patient/customer communication journeys (email, SMS, loyalty) driven by behavioral and journey data. Experience with Customer.io is a plus.
• Experience optimizing web properties, including conversion rate optimization, personalization, or partnering with UX/dev teams on data-informed website improvements.
• Obsessively analytical with a passion for data, testing, iterating, and scaling.
• Fluent in CPMs, CTRs, CPCs, CVRs, and ROAS, with the ability to explain them to non-marketers.
• Naturally curious and always learning about the latest trends in digital marketing and technology.
• Have an opinion on topics like PMax, generative AI in search, and programmatic inventory.
• Bonus: Experience in multi-location, healthcare, retail, or regulated industries.
• Bigger bonus: Experience building performance media campaigns that drive growth and capture attention.

Why You’ll Love This Role

• Autonomy and ownership of paid digital media strategy, with a real hand in shaping connected marketing infrastructure.
• An organization that values experimentation and measurable results.
• Access to tools, budget, and a team of smart people who want you to succeed.
• A brand ready to challenge the category and fuel growth.
• The opportunity to build and own impactful campaigns that deliver results.