Senior Director, Performance Marketing

Role Title:  Senior Director, Performance Marketing

Location: Remote – SF preferred

Role Summary: 

Tia has built a loved and trusted brand in women’s health with a viral, organic marketing flywheel that drives sharing, UGC, and referrals. On top of that, we’ve layered a paid marketing engine that drives cost-effective and profitable revenue growth. Now we’re looking for a Senior Director of Performance Marketing to take our paid marketing to the next level and unlock new sources of organic growth. 

As the Senior Director, Performance Marketing, you’ll be responsible for optimizing Tia’s paid marketing efforts, driving cost-effective new member acquisition, and bringing down our total customer acquisition costs. You will lead an in-house team of channel experts and content makers, in addition to external consultants, scaling up new paid and organic channels and holding the team accountable to ambitious growth and CAC targets. You will take a data-driven approach to experimentation and learning, constantly testing new channels and creatives to unlock new sources of growth. The ideal candidate is analytical and creative, comfortable working in a fast-paced environment, and driven to achieve results.  This is a highly cross-functional role that sits within Tia’s innovation organization. This individual will partner with all aspects of our product development and partnerships teams, they will work closely with operations teams to ensure growth matches capacity (supply/demand management) and play an integral role in business-level planning processes (growth drives business performance).

Responsibilities: 

 Optimize our paid acquisition engine to drive cost-effective member growth that consistently hits key new member targets

• Manage the strategy and implementation of all paid ad campaigns across paid social, paid search, display, programmatic, CTV, podcast/audio, and more; build and test strategies to optimize CPA across the marketing funnel
• Partner with our in-house creative team to constantly test and optimize new channels, audiences, ads, and landing pages
• Identify and optimize the most effective personas, customer segments, and messaging for Tia across our different service lines and value propositions 
• Analyze and manage performance benchmarks at a market-level to recommend updates to channel mix, audiences, and creatives 

Unlock new sources of organic growth to support Tia’s scale & drive constant improvements on conversion across acquisition funnel

• Manage an in-house team of channel experts who unlock new sources of growth to support Tia’s ambitious goals
• With our Senior Website Performance Manager, scale up organic search engine  (SEO) and website optimizations as a major driver of Tia new member growth 
• Develop and run playbook for partnership marketing with our Head of Strategic Partnerships
• Craft and run a strategy around new clinic openings as a leading driver for market growth
• Manage an external sales group, who manages our inbound and outbound calling efforts

1. Lead marketing data, analytics, and tech to support Tia’s member growth
• Audit and optimize Tia’s marketing data and technology strategy to support cost-effective member growth and rapid experimentation
• Evaluate gaps in data and marketing tech and implement new or missing tools to support attribution, analytics, and engagement as Tia scales in compliance with evolving privacy standards 
• Track and evaluate KPIs of all paid marketing channels by market, across the member journey, and provide regular updates to a range of stakeholders 
• With our Data Analytics team, refine our market mix and attribution model and define the interdependencies between channels and the drivers of organic “unattributed” growth
• With Finance & Business Ops, ensure Tia’s paid marketing efforts are coming in on budget and aligned to our overall business plan
• With Product & Engineering, ensure that marketing technology is properly implemented and maintained and run ongoing experiments to improve our tooling and drive business results

Qualifications: 

• 7-10 years experience in performance marketing for a direct-to-consumer brand; experience in healthcare or with a multi-unit brick and mortar business preferred
• Quantitative thinker who can evaluate the impact of our marketing programs in driving key growth metrics and business results, build models and forecasts with confidence, and collaborate closely with our in-house Finance and Data teams
• Strong collaboration and communication skills with experience communicating with a range of stakeholders, including members, partners, influencers, vendors, agencies, and more
• Track record of managing and optimizing paid marketing budgets > $10M annually that drive cost effective revenue growth and CAC reduction 
• Deep, channel-specific expertise in Meta, TikTok, and Google, direct to patient marketing engines like ZocDoc / Healthgrades preferred; understanding of how to leverage martech investments and sales teams to hit goals
• Experience managing a high-performing agencies, vendors, and in-term marketing teams to meet ambitious goals and deliver top-notch creative
• Experience unlocking new paid and unpaid channels that drive cost-effective growth, such as field marketing, SEO, influencers, affiliates, and website optimizations
• Experience designing and implementing a marketing data strategy and tech stack that supports the needs of a fast-growing start-up
• Entrepreneurial spirit and an ownership mindset that drives you to make informed decisions confidently amidst ambiguity and a fast pace and feel responsible for all aspects of paid marketing, even those outside your initial job description
• Passion for women’s health and a commitment to diversity, equity, and inclusion

Diversity Equity and Inclusion Statement

Tia is an equal opportunity employer. We are proud to foster a workplace free from discrimination. We strongly believe that diversity of experience, perspectives, and background will lead to a better environment for our employees and a better product for our users and patients. We strongly encourage people of color and members of the LGBTQ+ community to apply. If you are committed to collaborative problem solving, creating high-quality and user-centric products, and want to make waves in women's healthcare, join us! 

Benefits 

• Unlimited vacation
• Free Tia membership
• Competitive stock option package
• $300 one-time WFH stipend
• $50/month phone and internet reimbursement 
• Medical, dental, and vision benefits
• 401k program (no matching at this time)
• Top of the line 13" Macbook Pro 
• Travel stipend for team off-sites

About Us: 

Founded in 2017 by Carolyn Witte and Felicity Yost, Tia is the modern medical home for women. We are trailblazing a new paradigm for women’s healthcare that treats women as whole people vs. parts or life stages.  Blending in-person and virtual care services, Tia’s “Whole Woman, Whole Life” care model fuses gynecology, primary care, mental health and evidence-based wellness services to treat women comprehensively. By making women’s health higher quality and lower cost, Tia makes women healthier, providers happier, and the business of care delivery stronger — setting a new standard of care for women everywhere.

Tia has raised more than $132 Million in venture capital funding to date, including a recent $100 Million Series B investment, one of the largest early-stage rounds ever for a healthcare company focused on women. Tia has ambitious plans to scale its “whole-woman, whole-life” model to more than 100,000 women by 2023. We’ll do this by growing virtual and in-person operations in existing and new markets while expanding its service lines to care for women throughout their entire lives -- from puberty to menopause. Since launching in 2017, Tia has grown to serve thousands of women aged 18-80 with blended in-person and virtual care in New York City, Los Angeles, Phoenix and soon San Francisco. 

We’re building a world class team to reimagine women’s healthcare. We’re an interdisciplinary team of clinicians, researchers, designers, technologists and operators who have seen firsthand how broken the healthcare system is for women. We’re united by a powerful mission to enable every woman to achieve optimal health, as defined by herself, as well as a shared set of values and principles that define our business, products, and culture. 

Tia is building a culture of excellence — in people, process and product. This is our northstar value; 

What is excellence, exactly?

Excellence about constantly elevating yourself, it is the process of constantly striving to perform to the best of your abilities, and identifying your top potential through constant learning, experimentation and evolution. Excellence is not about achieving perfection, as that insinuates a pinnacle. Instead, in our terms, excellence is about the pursuit of constant improvement. We’re looking for people who want to go on that hard journey of constantly setting new personal records, and organizational records. 

We practice excellence at Tia by demonstrating the following types of behaviors: We chose (and actively choose) excellence as Tia’s highest order value because it crystalizes into one word several behaviors that we hold dear, specifically:

1. A drive to constantly improve through experimentation, reflection. and an insatiable growth mindset — said another way, we’re energized by the possibility of invention, innovation, and iteration
2. Being present in and grateful for the journey — not just the goal line. Perfection is static. Excellence is a process (more on this important distinction below)
3. Asking why, then why again — because accepting “this is just the way it is” is not good enough
4. Grit & perseverance — a maker mentality that involves “rolling up your sleeves”, but also deep care for oneself and for others
5. A commitment to uncovering talents to unlock “rock star” potential across every individual

Furthermore, excellence reflects the “bigness” and the “boldness” of Tia’s mission and vision — a world in which every woman can achieve optimal health, as defined by herself.

Said another way, Tia’s mission is NOT to make healthcare incrementally better for women. Instead, we’ve intentionally set out to create a fundamentally new paradigm for modern women’s healthcare that’s truly excellent. We believe that creating a company that operates in a culture of excellence will manifest in our product. Reaching this goal is not an overnight pursuit or a “one and done.” We have not and will not “get it right” with the first swing. Rather, this higher order goal is a moving target — one we have not and will not ever fully “achieve.” By design, we will never be “done” with this work, but instead, we will be continuously in pursuit of our mission. It is this continuous pursuit — the journey, not the finish line — that truly embodies excellence. 

This position may require attendance at company and team off-sites and is subject the Company’s vaccine requirement, as permitted by law and subject to reasonable accommodation.

Tia is an equal opportunity employer. We are proud to foster a workplace free from discrimination. We strongly believe that diversity of experience, perspectives, and background will lead to a better environment for our employees and a better product for our users and patients. We strongly encourage people of color and members of the LGBTQ+ community to apply. 

If you are committed to collaborative problem solving, creating high-quality and user-centric products, and want to make waves in women's healthcare, join us!