Blueroot Health™

Performance Marketing

• Manage day-to-day performance, optimization, and reporting across paid search, paid social, and other digital acquisition channels.
• Support growth across a portfolio of three health and wellness brands with multiple audiences, balancing budget, audience strategy, and performance goals across distinct customer segments.
• Own the business-level scorecard across all three brands: MER, contribution margin, payback period, LTV:CAC, and subscription rate. Treat CPA and CAC as the floor, not the bar — this role optimizes toward profitable growth, not efficient unprofitability.
• Lead creative testing as a primary performance lever. Own a structured testing program across hooks, messaging, formats, offers, and landing pages with clear hypotheses, holdouts, and documented learnings that feed directly back into the creative brief process.
• Bring a modern measurement lens to channel evaluation: incrementality testing, media mix modeling (MMM), and server-side/CAPI signal quality. Able to articulate where platform-reported ROAS diverges from actual business impact and advocate for measurement approaches that reflect true incrementality.
• Maintain an informed view of Amazon alongside DTC — including halo effects, cross-channel attribution, and the role Amazon demand plays in total brand performance. Partner with the Amazon channel partner to ensure paid and retail strategies are complementary; this role should understand how DTC paid activity affects the full funnel, not treat it as a closed system.
• Operate fluently within the compliance requirements of health and wellness advertising: substantiation standards, claim restrictions (structure/function vs. drug claims), platform-level policies, and FTC guidelines. Experience working within similar regulatory guardrails is a plus.
• Identify opportunities to scale profitable growth, improve media efficiency, and reduce wasted spend across the portfolio.

Performance Marketing Manager

Influencer Marketing

• Develop and execute the influencer strategy across all Blueroot Health brands, aligned to brand positioning, audience growth, and revenue goals.
• Source, vet, and recruit creators — from nano and micro to mid-tier and macro — matched to each brand’s audience, voice, and category.
• Own outreach, negotiation, and contracting: deliverables, usage rights, exclusivity, FTC disclosure terms, payment terms, and performance expectations.
• Write creator briefs that translate brand goals into clear, actionable direction while leaving room for authentic creator voice.
• Manage day-to-day creator relationships, including timelines, content reviews, revisions, approvals, and payment.
• Build and run a product seeding / gifting program with clear selection criteria, tracking, and follow-up.
• Own the UGC pipeline end-to-end on the sourcing side: solicit and collect user-generated content through seeding, ambassador programs, and direct outreach; secure usage rights and disclosure terms; maintain a central UGC library with clear rights, expiration dates, and tagging for the Social Media Manager and other internal teams to draw from.
• Develop an ambassador / long-term partner program for the highest-performing creators across brands.
• Own the affiliate program end-to-end — platform management (e.g., Impact, ShareASale, Refersion, LevAnta, Rakuten, or similar), affiliate recruitment, activation, and ongoing optimization.
• Recruit and activate publisher affiliates, content sites, deal/coupon partners, loyalty partners, and creator affiliates appropriate to each brand.
• Set and manage commission structures, bonuses, and promotional offers; negotiate placements and exclusive offers with top affiliates.
• Monitor affiliate activity for compliance with brand guidelines, trademark bidding rules, and FTC disclosure requirements; enforce program terms.
• Run regular affiliate communications — newsletters, new product launches, promotional calendars, performance updates.
• Track and report on program performance using KPIs including attributed revenue, ROAS, new customer acquisition, average order value, content output, EMV, engagement on partner-produced content, and program contribution to overall marketing mix.
• Manage program budgets and payouts; reconcile commissions, fees, and creator payments accurately and on schedule.
• Deliver regular performance readouts to the Director of Marketing Communications with clear insights and recommended next actions.
• Partner with the Social Media Manager on amplifying high-performing partner content on brand channels and coordinating launch moments where organic social and partner activations align.
• Partner with the Lifecycle Marketing Manager to integrate creator and affiliate content into email and SMS where appropriate.
• Partner with Paid Media on whitelisting / partnership ads, allowlisting workflows, and creative sourced from top creators.
• Partner with E-commerce, Brand, Customer Service, and Regulatory on landing pages, offer codes, partner customer experience, and claim review.
• Direct outside agency partners where used (talent agencies, influencer marketing agencies, affiliate management services); write briefs, hold quality and timelines, and ensure performance against agreed KPIs.
• Stay on top of the creator economy, affiliate landscape, platform shifts, and competitor activity; bring forward test ideas and new partner types.
• Ensure all partner activity complies with FTC disclosure requirements, platform policies, and DSHEA / FDA guidelines for dietary supplement claims; partner with Regulatory on claim review as needed.
• Maintain accurate records of partner agreements, content rights, usage windows, and program performance.
• Perform other duties as assigned.

Affiliate & Influencer Manager

Social Media Manager

• Develop and execute the organic social media strategy across all Blueroot Health brands
• Own the social content calendar across primary platforms (Instagram, TikTok, Facebook, YouTube, Pinterest, LinkedIn)
• Write, script, and storyboard social content
• Direct outside agency partners on content production, video editing, and creative execution
• Produce light-weight content directly when needed
• Manage day-to-day publishing, scheduling, and platform-native posting across all brand accounts
• Build and run the community management program
• Partner closely with the Influencer & Affiliate Manager
• Curate from the central UGC library and make editorial decisions
• Track and report on social performance using KPIs
• Maintain social brand guidelines, voice documents, and content libraries

Marketing

• Develop and execute a comprehensive email and SMS content strategy across all Blueroot Health brands, aligned to acquisition, retention, and revenue goals.
• Own the editorial calendar for lifecycle communications, including campaigns, automated flows, transactional messages, and SMS sends.
• Write compelling, on-brand email and SMS copy — subject lines, preview text, body copy, and CTAs — tailored to each brand's voice and audience.
• Design and implement automated flows including welcome series, abandoned cart and browse recovery, post-purchase, win-back, replenishment, and cross-sell journeys.
• Plan and execute SMS campaigns and automations in compliance with TCPA, CTIA, and carrier guidelines, including list growth, consent management, and quiet hours.
• Build and refine audience segments using behavioral, transactional, and profile data to deliver relevant, personalized content at scale.
• Run a continuous testing program (A/B and multivariate) across subject lines, content, send times, offers, and channel mix; document learnings and apply them across the program.
• Analyze and report on channel performance using KPIs including open rate, CTR, conversion rate, revenue per recipient, list growth, unsubscribe and spam rates, and SMS-specific metrics (opt-in rate, CTR, revenue per send).
• Deliver regular performance readouts to the Director of Marketing Communications with clear insights and recommended next actions.
• Manage email deliverability — sender reputation, authentication (SPF, DKIM, DMARC), list hygiene, and inbox placement.
• Ensure all communications comply with GDPR, CAN-SPAM, TCPA, and other applicable regulations.
• Partner with design, brand, e-commerce, and customer service teams to align messaging, creative, and offers across touchpoints.
• Monitor industry trends, competitor programs, and emerging best practices in email and SMS, and bring forward recommendations.
• Perform other duties as assigned.

Lifecycle Marketing Manager

Brand Manager

• Serve as the enterprise owner of the Fairhaven Health brand, accountable for long-term brand equity, growth, and profitability across practitioner and consumer channels.
• Define and evolve a clear, differentiated brand strategy, positioning, and messaging architecture that preserves clinical credibility while enabling scale.
• Act as the senior internal authority and advocate for the brand, safeguarding scientific integrity, regulatory alignment, and brand standards across all touchpoints.
• Own brand level P&L performance in partnership with Finance, including revenue growth, margin management, and investment prioritization.
• Lead annual and multiyear brand planning, budget development, forecasting, and performance reviews, using insights to drive tradeoffs and decision-making.
• Establish and monitor brand health, campaign effectiveness, and market KPIs, translating data into clear strategic recommendations.
• Partner with Product Development, Scientific Affairs, Regulatory, Quality, Sales, Content, Creative, and Operations to ensure brand-led decision-making across the product lifecycle, and influence innovation pipelines, claims strategy, education, and commercialization to align with brand priorities and long-term growth objectives.
• Translate brand strategy into clear frameworks, briefs, and guidance that enable consistent, high-quality execution across teams and channels.
• Ensure cohesive brand expression—voice, visual identity, and messaging—across campaigns, platforms, and customer experiences.
• Other responsibilities as assigned.