Director of Growth

About the role

This is the lead role for US paid media. You own the US plan and the US result: how much we spend, where it goes, what we expect it to return, and what we do when it doesn't. You will manage the US Growth Marketing Manager and our agency partners, and work as a peer to our Director of International Growth. We stay small because we build our own automation: reporting, pacing, and a growing share of optimization run on AI-driven tooling we built in-house. You do not need to be an engineer, but you need to run a team this way and want to push it further. This is not a role for someone who manages from a dashboard. You have run these channels yourself and can still step into an account to audit the work or unblock it. The areas we weight most heavily are forecasting, cross-channel judgment, and AI-native operating.

What you will do

• Own the US result. You are accountable for US new member volume and blended CAC against plan, across our behavioral and clinical programs and every paid channel: paid search (Google, Microsoft, Apple Search Ads), paid social (Meta, TikTok, Reddit, Pinterest), programmatic and native (The Trade Desk, DV360, Rokt), affiliate (Impact), and newer placements like ChatGPT ads.
• AI-native operations. Our reporting, pacing, forecast inputs, and much of our optimization run on automation we built with AI tooling. You use AI tooling in your own work every day, decide what the team builds next, and treat manual work as something to automate rather than staff.
• Forecasting and planning. Build and defend the US forecast each month and quarter. Partner with finance on targets, explain variances plainly, and reforecast when the facts change.
• Channel mix and budget allocation. Decide how budget moves across channels and programs. Know where the next dollar should go and where the last one was wasted.
• Testing and incrementality. Set the US testing roadmap: holdouts, geo tests, new channels, new bidding and optimization approaches. Prioritize by what would change a budget decision.
• Stay close to the accounts. Review campaign structure, bidding, and creative rotation in-platform. Step in on big moves, launches, and anything going sideways.
• Lead the team. Manage and develop the Growth Marketing Manager. Set priorities, review the work, and build the US team as we bring more channel work in-house.
• Agency, vendor, and contract ownership. Own US agency and platform relationships, including scope, fees, contracts, and performance.
• Creative partnership. Be the US voice to our global creative strategy team. Set US creative priorities from performance data and hold the testing agenda together across channels.
• Analytics and reporting. Be the main US partner to the analytics team. Turn their work and ours into the weekly narrative for leadership: what happened, why, and what we are doing about it.
• Growth product. Be the paid media partner to product on landing pages, funnel tests, and conversion work.

What you bring

• 8+ years in performance or growth marketing, including hands-on management of multiple paid channels at meaningful scale
• Hands-on experience in Meta Ads and Google Ads, and working knowledge of the rest of our platform mix
• A track record of building or directing automations, tools, or workflows with AI tooling. Come ready to show what you have made
• Experience owning a forecast and a budget, and defending both to finance and leadership
• A record of cross-channel allocation decisions you can walk us through, including ones that were wrong
• Working knowledge of incrementality testing and attribution, and a clear view of what each can and cannot tell you
• Experience managing people and agency partners
• Strong analytical skills: spreadsheets at a high level, comfort in BI tools like Looker or Amplitude, SQL a plus
• A clear communicator who can present to executives and say when the number is bad

US Pay Range 160000 - 175000 USD