Paid Digital Media & Digital Marketing Manager

Position Overview

As the Paid Digital Media & Digital Marketing Manager, you will lead the strategy and execution of paid digital media across platforms such as Google, Meta, programmatic display, OTT, and streaming audio for both Dr. Tavel and Alternate View. Working remotely (within ~4 hours of Indianapolis) and reporting to the Director of Marketing in the Marketing department, you’ll drive optimization, maximize ROAS, and challenge the status quo in the eyecare category while developing innovative analytics, tracking, and patient loyalty communication programs.

Key Responsibilities

• Google Ads & Meta Ads: Launch, manage, and optimize paid search, display, and social campaigns.
• Programmatic: Plan and execute targeted programmatic campaigns that create real impact.
• Audience Strategy: Build custom segments, retargeting flows, lookalikes, and cross-platform funnels that convert.
• Tracking & Analytics: Develop comprehensive journey analytics, monitor KPIs, and create dashboards that reveal what’s working and what isn’t.
• Patient Loyalty: Strategize and collaborate on executing patient email and text marketing programs.
• Budget Management: Own paid media budgets (current spend ~$500,000 annually), maximize efficiency, and prove ROI.
• Creative Collaboration: Partner with creative teams to ensure campaigns are engaging and successful.
• Compliance: Ensure HIPAA compliant conversion tracking and remain updated on best practices for digital advertising in regulated environments.

Required Qualifications

• 5+ years of hands-on experience in Google Ads, Meta Ads, and programmatic platforms (e.g., StackAdapt, The Trade Desk).
• Experience planning or executing OTT/CTV and digital streaming audio campaigns.
• Obsessively analytical with a passion for data, testing, and iterative optimization.
• Proven experience in building analytics and tracking programs.
• Demonstrated ability in developing patient loyalty marketing programs.
• Fluent in CPMs, CTRs, CPCs, CVRs, and ROAS, with the skill to explain these metrics to non-marketers.
• Strong collaboration skills with the ability to manage multiple campaigns and meet tight deadlines.

Preferred Qualifications

• Experience working with multi-location, healthcare, retail, or other regulated industries.
• A proven track record in building performance media campaigns that capture attention and drive growth.
• In-depth knowledge of emerging topics such as PMax, Generative AI in search, and insights into programmatic inventory.

Benefits & Perks

• Autonomy and ownership of the paid digital media strategy.
• A culture that values experimentation and measurable results.
• Access to cutting-edge tools, budget, and a team of smart, supportive people.
• An opportunity to challenge the category and leave your mark.
• Yeah, I built that. And it crushed.