The Challenge
Dr. Tavel Optical Group is challenging the eyecare category and needs a paid digital media leader who can own strategy across Google, Meta, programmatic, and streaming channels. You'll manage ~$500K in annual spend across two brands and build analytics programs that prove every dollar moves the needle.
Your Mission
Audit current paid media performance across Google Ads, Meta, and programmatic; identify quick wins and optimization opportunities
Build out comprehensive conversion tracking and analytics dashboards that connect patient journey from impression to loyalty
Launch Q1 campaigns across all channels with documented baseline metrics and testing framework
Establish HIPAA-compliant tracking protocols and document compliance requirements across all platforms
Achieve 15-25% improvement in blended ROAS across paid channels through audience segmentation and creative testing
Scale highest-performing campaigns by 20-30% while maintaining or improving unit economics
Develop and execute patient loyalty marketing program integrating email and SMS with paid media retargeting
Create repeatable quarterly reporting and strategy framework that informs budget allocation decisions
KPIs You'll Own
ROAS (Return on Ad Spend)
Blended return across all paid channels; primary driver of budget decisions and performance evaluation.
Patient Acquisition Cost (PAC)
Cost to acquire a new patient across paid channels; directly tied to lifetime value and profitability.
Click-Through Rate (CTR) & Conversion Rate (CVR)
Campaign efficiency metrics that reveal creative performance and audience targeting quality.
Cost Per Lead (CPL) / Cost Per Conversion (CPC)
Channel-specific efficiency metrics for Google, Meta, programmatic, and streaming channels.
Customer Lifetime Value (CLV) & Retention Rate
Track long-term patient value and loyalty program effectiveness to justify acquisition spend.
Tools & Stack
Your Team
Your Manager
Director of Marketing
Current Team
Creative teams, analytics support (implied structure)
New hire or backfill (not specified)
The Package
Salary
$85K-$120K base
Remote
On-site (Indianapolis, IN) with flexibility for remote work within ~4 hours radius
Benefits & Perks
Company Intelligence
Dr. Tavel Optical Group operates eyecare brands (Dr. Tavel and Alternate View) with multi-location presence. The company is actively challenging industry norms and investing in performance-driven digital marketing to scale patient acquisition.
Culture
Experimentation-focused, data-driven, outcome-oriented; values autonomy and measurable results over process.
Is This Role For You?
- You've spent 5+ years building and scaling paid campaigns in Google Ads, Meta, and programmatic—not just managing them
- You obsess over ROAS, testing methodologies, and can explain metrics to non-marketers without oversimplifying
- You have healthcare or regulated industry experience (bonus if you understand HIPAA compliance in digital advertising)
- You thrive owning budgets and proving ROI; you want autonomy to challenge the status quo and experiment
- You're a generalist marketer or prefer brand/content work over performance analytics and optimization
- You need remote flexibility—this role requires on-site presence in Indianapolis with only ~4 hour radius flexibility
- You haven't built tracking/analytics programs or don't care deeply about attribution and data integrity
Interview Process
Screening
Phone or video screening with Director of Marketing to assess hands-on platform experience and strategic mindset
Portfolio Review
Walk through 2-3 campaigns: budget owned, strategy, optimization tactics, and ROAS achieved
Case Study / Technical Discussion
Discuss hypothetical paid media challenge, audience segmentation approach, or analytics framework you'd build
Leadership Conversation
Deeper conversation on team collaboration, HIPAA compliance understanding, and how you approach innovation
Interested in this role?
Apply now and hear back within days, not weeks.
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About Growth Marketing Roles
Growth marketers drive user acquisition, activation, and retention through data-driven experimentation. They sit at the intersection of product, data, and marketing — running A/B tests, building funnels, and scaling what works.