Director – Paid Media

The role: 

You will own paid media strategy and execution across all channels to profitably acquire qualified members at scale. You’ll forecast and manage multi‑million‑dollar budgets, lead in‑house channel managers and external agencies, partner tightly with Creative and Analytics, ensure regulatory‑safe advertising, and fluidly reallocate spend to hit LTV:CAC and CAC guardrails. You’ll be the P&L owner for paid media performance as we expand bundled offerings and microdosing within strict medical and platform policies.

This is an individual contributor role - we are looking for a player-coach who can build from the ground up by owning the paid growth plan end-to-end, before scaling a small, nimble team in 6-12 months. 

What you’ll do: 

• Own the paid growth plan end‑to‑end. Build quarterly/monthly/weekly spend and signup forecasts by channel, audience, and bundle; reconcile forecast vs. actuals with Finance and RevOps.
• Hit efficiency & value targets. Manage to blended and channel CAC, contribution margin, and LTV:CAC (with an explicit bias toward higher‑ARPU segments and retention‑predictive sources). 
• Orchestrate omni‑channel acquisition. Lead Meta, Google (Search/YouTube), TikTok, Programmatic/CTV, Display/Discovery, Affiliate/Influencer, and emerging channels; ensure cross‑channel budget fluidity to where marginal CAC and LTV justify scale.
• Lead agencies + build in‑house muscle. Set clear scopes, SLAs, and scorecards; hold partners to experimentation velocity, learning agendas, and unit‑economics outcomes.
• Drive creative performance. Translate ICPs and JTBDs into briefs; run structured creative tests (hooks, offers, claims, formats), and partner with internal Creative to scale winners; ensure message/offer alignment to Found’s bundled pricing and care paths (cash vs. in‑network).
• Measure what matters. Own channel attribution, incrementally testing (geo/cell, PSA/matched markets), MMM partners/approach, lift studies, and causal “how much did media move” analyses; partner with Data/Analytics on BI dashboards for CAC, Rx‑rate, ARPU, and retention‑leading indicators. 
• Allocate with precision. Rebalance spend daily/weekly across platforms, audiences, and campaigns based on marginal CAC, LTV signals, Rx‑rate, inventory changes, and auction dynamics.
  Optimize conversion with Product & Web. Coordinate landing page and funnel tests (assessment, PDPs, pricing clarity modules) to reduce friction around visit vs. medication coverage and improve conversion by cohort. 
• Safeguard compliance. Ensure creative/targeting adhere to platform policies (e.g., no personal‑attribute targeting for weight, 18+), medical/legal review, and clear compounding disclaimers (“not FDA‑approved”); avoid off‑label promotional claims; maintain fair‑balance in owned assets. 
• Champion segment mix shift. Tune media to attract high‑fit personas (e.g., GLP‑1 Maximizers, Proactive Health Strivers) while suppressing low‑LTV cohorts. 
• Build and lead the team. Recruit, coach, and develop channel managers and analysts; create an operating cadence (weekly business reviews, MBR/QBRs) with crisp narrative and actions.

What you’ll bring:

• 8–12+ years in paid media/growth for consumer subscriptions, marketplaces, or telehealth; 3+ years leading agencies.
• Proven ownership of $10M+ annual spend with demonstrable CAC and LTV:CAC improvements via reallocation, creative, and funnel work.
• Deep channel expertise (Meta, Google, YouTube, TikTok, Programmatic/CTV); comfort with affiliate/influencer economics.
• Advanced testing & measurement: geo experiments, lift studies, MMM/MTA trade‑offs; strong analytical chops (Excel/Sheets; SQL a plus).
• Fluency in regulated‑category advertising (healthcare/pharma, Rx certification paths) and platform policy nuance; MLR collaboration experience. 
• High‑signal creative instincts paired with a disciplined learning agenda; ability to brief, critique, and scale creative that drives qualified demand.
• Cross‑functional leadership: partnering with Finance, Product, Analytics, and Clinical/Legal to balance growth, quality, and safety.

How we’ll measure success:

• Blended and channel CAC within guardrails; LTV:CAC progress toward targets. 
• Segment mix shifts toward higher‑LTV cohorts and improved Rx‑rate/retention of acquired members. 
• Forecast accuracy (spend, signups, CAC), experimentation velocity, and depth of actionable insights.
• Compliance quality (zero take‑downs/flags) and audit‑ready documentation. 
• Conversion lifts from paid‑landing and pricing‑clarity experiments. 

Tools you know (or can learn fast):

Google Ads/SA360, Meta Ads Manager, TikTok Ads, DV360, MMPs (AppsFlyer/Adjust), GA4/BigQuery, Looker/Tableau, MMM/Incrementality platforms, project tools (Asana/Jira), and creative analytics stacks.