The importance of hiring a Director of Paid Search
As Carewell enters its next phase of growth striving to be a ‘one stop shop’ for all caregiving needs, the company is seeking a Director of Paid Search, who will report to the CMO and oversee assigned digital marketing strategies. This ambitious and data driven marketing leader will think big, while rolling up their sleeves to ideate and execute captivating marketing campaigns to drive new customer acquisition.
The ideal candidate can quickly understand the caregiving industry and various unique audiences, identifying opportunities to scale established channel strategies (Text Ads, Shopping, Performance Max etc.), while also experimenting with emerging channels to drive new insight and opportunities for growth.
What you’ll do:
- Build, plan, and implement the overall digital marketing strategy across paid search, paid shopping, and other digital channels
- Evaluate existing paid search and shopping channels, developing and testing new approaches and optimization to determine investment depth / channel mix to drive customer acquisition
- Develop and execute testing and optimization plans aimed at improving key inputs to new customer acquisition, including CTR, CVR, and CPA
- Launch and optimize new campaigns necessary to scale alongside product offerings, driving increases required to achieve customer growth targets
- Measure KPIs and own reporting on digital marketing initiatives including CAC and new customer acquisition for owned portfolio
- Closely collaborate with the marketing team including the Senior Director of Paid Search, Senior Director of Paid Social, Analytics and Merchandising teams, and other team members on key initiatives
- Work closely with the creative team to develop and optimize creative assets
- Contribute to the holistic development of the marketing technology roadmap and set the direction for which tools to adopt
- Collaborate with product and merchandising teams to optimize onsite conversion and serve as the voice of digital on other projects where marketing is a key stakeholder
KPIs:
- CAC
- New Customers
What you’ll need:
- 8+ years experience in direct and digital marketing experience with in-platform execution through Google, Microsoft Ads and other digital channels
- Strong analytical foundation and data-driven approach to understanding a business
- Significant experience building and executing reporting systems, conducting in-depth analysis and delivering measurable results
- Proven track record in marketing across multiple channels to drive brand awareness and acquire customers at an efficient cost per acquisition
- Exceptional understanding of the technologies used to run, track and optimize campaigns
- Curious, critical thinking with an ability to interpret data
- Team player attitude; natural self-starter with a strong sense of urgency
- Proactive communicator that defaults to transparency
- Execution-focused operator who can moonlight as the visionary strategist
- Passionate about growing the brand through marketing channels, raising the bar and striving for impact
- Action-oriented self-starter who can set strategy and drive execution with a “roll up the sleeves” approach.
- Entrepreneurial and ambitious with a “can-do” mentality
What we offer:
- Competitive compensation
- Health, Dental, and Vision insurance
- Short-term Disability and Life Insurance (100% employer-sponsored)
- Long-term Disability
- Supplemental Life Insurance
- 401(k) Retirement Plan
- 100% Remote
- Generous paid time off and 6 paid holidays
- Employee discount
