Herself Health

Performance Marketing

• Oversee the full-funnel demand generation and paid media strategy, owning CAC, lead volume, and lead quality targets across all paid channels.
• Efficiently manage and deploy marketing dollars to deliver on new patient visit goals, shifting our channel mix from a lower-funnel-heavy model toward a more balanced push-pull engine.
• Execute a rigorous test-and-learn approach across creative, audience, channel, and offer variables.
• Build and manage campaign tracking and attribution infrastructure to establish true channel-level ROI visibility and enable data-driven optimization.
• Own CAC, lead volume, lead quality, and funnel conversion metrics across all paid channels, with the ability to connect top-of-funnel performance to downstream patient conversion and retention outcomes.
• Partner cross-functionally with Brand, Operations, IT, Sales, and clinical teams to ensure demand converts efficiently into new patients.
• Contribute a data-driven POV to the broader growth leadership team, educating stakeholders on channel dynamics, attribution tradeoffs, and optimization priorities.
• Manage agency and vendor relationships across paid media, direct mail, and marketing technology.
• Serve as the internal subject matter expert on performance marketing, translating complex channel dynamics into clear strategic recommendations for senior leadership.

Director, Demand Generation