Performance Marketing Lead

Performance Marketing Lead — Total Life Full-time · Remote (North America) · Reports to the CEO The short version We spend real money to reach older adults who need mental health care, and most of them are not on the internet the way your last audience was. We need someone who can grow ROAS on channels that already work, and who has the range to build demand in places a growth marketer usually never touches — direct mail, radio, print, community events, CTV. If you have only ever optimized inside Meta Ads Manager, this is not your role. If you have personally owned budgets across paid digital and offline, and can show what happened to CAC when you did, keep reading. About Total Life Total Life is a national behavioral health telehealth platform built for later-life adults. 200+ licensed clinicians, 49+ states, and we bill Original Medicare Part B directly — which means for most of the people we serve, therapy costs them little to nothing. That's an unusually strong offer, and our job is to get it in front of the people who need it. We ranked #5 in the healthcare category on the Inc. 5000, with growth over 5,000% since 2021. We are still small enough that this hire will change the trajectory of the company. What you'll own Full-funnel paid acquisition across Google, Meta, YouTube, Bing, Reddit, Quora, Nextdoor, and native networks — plus whatever you can prove out next. Traditional and offline demand generation. Direct mail, print, radio, CTV/linear, community and senior-center partnerships. Our audience is 65+, and a large share of our best prospects will never click an ad. You'll be responsible for building programs that reach them anyway, with attribution good enough to defend the spend. ROAS and CAC as your scoreboard. Not impressions, not MQLs. You own blended CAC, channel-level ROAS, and cost per completed intake. Creative strategy. You'll direct the concepting, testing, and iteration of ad creative — you don't have to be the designer, but you have to know what to test and why, and you have to be able to tell a creative team something more useful than "make it pop." Measurement infrastructure. Attribution across a long, offline-heavy funnel is genuinely hard here. You'll define how we know what's working, including for channels with no click. Budget allocation. You'll bring us a monthly plan for where the money goes, defend it with numbers, and change it when the numbers change. Requirements What we're looking for Non-negotiable: You have personally managed $30K+/month in spend on multiple individual channels — not a $30K/month total book split six ways. We want to see depth, at scale, on more than one channel. Direct experience on both digital and traditional/offline channels. Real spend, real results, in both worlds. A track record you can put numbers to: starting ROAS, ending ROAS, over what period, on what spend, and what you actually changed to get there. Fluency in the analytics stack — GA4, ad platform reporting, a CRM (we run HubSpot), and enough comfort in spreadsheets or SQL to check your platforms' math rather than take their word for it. You test aggressively and kill your own ideas quickly when the data says to. Strong pluses: Healthcare, Medicare, insurance, or another regulated-advertising category. Marketing to seniors, or to adult children making decisions for a parent. Direct response with a phone-based or human-assisted conversion path. You've built a channel from zero, not just optimized an inherited one. How to apply Skip the cover letter. Send us: One channel you scaled. The channel, the monthly spend, the ROAS or CAC before and after, the time frame, and the two or three specific decisions that moved it. Numbers or it didn't happen. One channel you shut down. What you spent, what you learned, and how fast you called it. Your first-90-days hypothesis for us. Look at our ads, our site, and our offer. Where would you put the next $50K, and what would you expect to get for it? Two paragraphs is plenty — we're reading for thinking, not polish. Benefits Equity options Health, dental, vision Generous PTO Remote-first with a home office or equipment stipend. A learning/conference budget