Director - Home Care Paid Digital Marketing

Company Description

A career with A Place for Mom (APFM) is an opportunity to join our rapidly expanding technology company committed to making a real difference in the lives of the families we serve and the senior living industry at large. 

About A Place for Mom

We’re the leading online platform connecting families searching for senior care with a team of experienced local advisors providing insight-driven, personalized solutions. As the nation’s most trusted senior advisory service, we are a mission-based organization that enables caregivers to make the best senior living decisions for their loved ones. With hundreds of senior living experts nationwide, A Place for Mom helps hundreds of thousands of families each year simplify the process of finding the right senior care solution across home care, independent living, memory care, assisted living, and more.  Our services are offered at no cost to families as we’re paid by the 14K+ communities and 3K+ providers in our network.

Recently awarded one of the 2022 Best Places to work in NY and Best HR teams by Comparably, the leading workplace culture and brand reputation platform,  A Place for Mom is committed to fostering, cultivating, and preserving a culture of diversity, equity, and inclusion. 

Employees who thrive at A Place for Mom live our values every day:

• Focus on excellence
• Act with integrity and assume positive intent
• Drive outcomes every day with passion and a sense of mission
• Make the lives of our families and customers better, easier and more successful
• Realize the full potential in each team member -- work as a single supportive team

Job Description

THE POSITION

We are looking for a dynamic Director of Home Care Paid Marketing to report to the Vice President & General Manager of Home Care. In this role you will drive the growth of the home care division at A Place for Mom. With a business model and sales team that relies on marketing and acquisition to bring families to our advisors and growing our network of agencies, the Director will be the face of the home care division in the market and be responsible for delivering growth. This role will drive family acquisition through performance marketing, optimizing our SEM campaigns as our primary channel today, and setting and expanding into a multi-channel strategy, including organic leads from our website and email marketing, among other sources. This role will also help build our B2B marketing effort, working closely with our Sales team to bring new agencies into the network through lifecycle marketing.

What you will do:

• Optimize, expand, and drive efficiency in our SEM campaigns. Work closely with Product to support AB testing on landing pages to increase conversion and drive acquisition cost down
• Expand into a multichannel marketing program to drive growth at the top of the funnel to deliver on the division’s overall goals across paid channels, email marketing, SEO, affiliates, and others.
• Create and launch a lifecycle marketing strategy to support families in their senior care journeys and agencies interested in joining our network
• Own, monitor, and report on results across channels to drive growth and deliver on our plan.
• Identify and test into new channels to expand our reach and reduce acquisition cost. Train the team on best practices to launch, monitor, and grow each channel
• Manage and develop your team to support efforts across these channels

Qualifications

Required Skills and Competencies:

• 7+ years of performance marketing experience
• Experience building, leading, and developing a team to deliver on multichannel growth plans
• Demonstrated experience growing and optimizing SEM as a channel, expanding top of funnel volume while driving cost efficiencies through optimization and testing
• Deep understanding of consumer mindset and applying insights to daily work to create personalized journeys and touchpoints through different media (e.g., landing pages, email)
• Data driven. Uses metrics and KPIs to monitor performance, identify issues and opportunities, and track progress against goals
• Ability to operate autonomously in a fast-paced environment and navigate competing priorities
• Strong written and oral communication skills. Able to communicate effectively at all levels of an organization
• Outcome-oriented – thrives at translating concepts and ideas into actionable results
• Bachelor Degree in Business Marketing or relevant field

Compensation:

• Base Salary Range - $160k - $185k
• Yearly Bonus: 30% of base
• Benefits:
• 401(k) plus match
• Dental insurance
• Health insurance
• Vision Insur