Director of Performance Marketing

This role exists to build a growth engine. You will own the full performance marketing remit across our marketplace while refreshing the foundational martech, measurement, and creative systems that enable repeatable results. Leading and scaling acquisition through performance and external demand channels. You will be critical to helping Alma realize the vision of simplifying access to high-quality, affordable mental health care.

Reporting to the CPO, you will set and drive strategy, invest in growing the team, and drive measurable acquisition growth across our marketplace in a regulated environment. You will partner across Analytics, Product, cross-functional Marketing teams, Creative, and Finance to drive outcomes without channel cannibalization — and serve as a strategic thought partner to senior leadership on paid growth strategy and investment decisions. This is a high-impact role for a growth operator with deep performance marketing experience.

What you’ll do:

• High-Scale Paid Acquisition
• Scale the Engine: Own and expand the paid acquisition engine across SEM, paid social, programmatic/display, OLV/OTT, and affiliate channels, managing a significant annual marketing investment to drive incremental provider and client acquisition.
• Strategic Roadmap: Define and execute a paid marketing roadmap with clear targets, KPIs, and ROI accountability.
• Channel Innovation: Identify and unlock new platforms and tactics to ensure scalable, efficient growth beyond paid media, including partnerships, affiliate, and additional external demand sources.
• Creative Partnership: Collaborate with Brand and Creative teams to accelerate testing velocity across message, audience, and assets.
• Finance Partnership: Serve as the primary partner with Finance on growth planning, ensuring that acquisition targets, budgets, and payback are all aligned.
• Marketplace & Lifecycle Integration
• Marketplace Dynamics: Align patient and provider growth strategies to prevent channel cannibalization and unlock network effects.
• Full Funnel Lifecycle: Oversee lifecycle channels across the full customer journey, ensuring the right message reaches patients and providers at the right time.
• Product Synergy: Partner with Product and Engineering to build surfaces that optimize for conversion quality, not just top-of-funnel spend.
• Martech, Measurement & Privacy
• Infrastructure: Lead "build-vs-buy" decisions for martech and channel plumbing.
• Advanced Attribution: Own the measurement framework, including incrementality testing, Media Mix Modeling (MMM), and reporting.
• Regulatory Compliance: Establish measurement frameworks that operate strictly within HIPAA and federal/state data privacy constraints.
• Cross-Functional & Team Leadership
• Hire, mentor, and manage a high-performing, technical team across paid and organic
• Serve as a strategic thought partner to senior leadership on growth strategy, investment decisions, and marketplace dynamics

What you’ll bring:

• 10+ years in performance marketing, demand generation, or growth marketing leadership, with a track record of scaling acquisition programs at significant spend levels, with experience hiring and leading growth marketing teams of 10+
• Experience deploying AI-forward or AI-native marketing strategies and tooling
• You’re a data-driven marketer with hands-on experience running structured experiments, A/B tests, and using insights to optimize campaigns and build repeatable playbooks
• Familiarity with consumer growth dynamics
• Experience leading a full-funnel strategy and exceeding goals
• Strong martech and attribution expertise, including build-vs-buy decisions, incrementality testing, MMM, and privacy-preserving measurement approaches
• Clear, direct communicator who can translate complex performance marketing topics for executives, boards, and non-expert stakeholders

Nice to have:

• Track record operating in a regulated environment (healthcare, fintech, insurance, or similar) with working knowledge of HIPAA and evolving data privacy standards
• Product-led growth experience
• Familiarity with two-sided marketplace
• Experience partnering closely with Engineering and Product as one team with shared outcomes
• Background scaling affiliate and partner marketing programs in consumer categories