The Challenge
Dr. Tavel Optical Group—a 1940-founded, 200+ person regional healthcare brand—needs a paid media strategist to drive patient acquisition across search, social, and programmatic. You'll own full-funnel digital campaigns while navigating HIPAA compliance constraints and proving real ROI in a regulated industry.
Your Mission
Audit existing Google Ads and Meta campaigns; identify waste and immediate optimization opportunities to improve ROAS by 15-20%
Build HIPAA-compliant conversion tracking and analytics infrastructure; establish baseline KPI dashboards across all paid channels
Launch first cohort of programmatic retargeting and lookalike campaigns targeting high-intent patient segments
Partner with creative team to develop 2-3 test campaign concepts for search, display, and social with clear success metrics
Scale highest-performing campaigns; achieve 25%+ improvement in blended CAC while maintaining conversion quality
Build and execute OTT/CTV and streaming audio campaigns to test new patient acquisition channels
Develop patient loyalty email and SMS marketing workflows; integrate with paid media funnel for cross-channel attribution
Document and share monthly performance insights to leadership; establish clear testing roadmap for next fiscal year
KPIs You'll Own
ROAS (Return on Ad Spend)
Track revenue generated per dollar spent across all paid channels to prove media efficiency.
CAC (Cost Per Acquisition)
Monitor blended patient acquisition cost across search, social, and programmatic to optimize budget allocation.
CTR (Click-Through Rate)
Measure ad relevance and creative performance to identify underperforming assets.
CVR (Conversion Rate)
Track percentage of clicks converting to patient appointments or inquiries; key lever for profitability.
CPM (Cost Per Mille)
Monitor display and programmatic pricing to identify inventory quality and negotiate better rates.
Patient Lifetime Value
Calculate long-term value of acquired patients to inform CAC targets and budget strategy.
Tools & Stack
Your Team
Your Manager
Not specified
Current Team
Works cross-functionally with creative teams; reports to likely marketing or business development leadership
New role or backfill not specified
The Package
Salary
$75K-$90K base
Remote
Fully remote; open to candidates in USA
Benefits & Perks
Company Intelligence
Dr. Tavel Optical Group is a regional healthcare provider founded in 1940, headquartered in Indianapolis, Indiana. They serve tens of thousands of patients annually with glasses, contact lenses, eye exams, and eyewear across 200+ employees.
Founded
1940
Team Size
201-500
Customers
Regional patient base across Indiana (Hoosiers)
Culture
Established, healthcare-focused, likely conservative but growth-oriented
Is This Role For You?
- You've spent 5+ years building paid search, social, and programmatic campaigns with real budget responsibility and ROI pressure
- You thrive in regulated industries (healthcare, financial services, legal) and understand compliance constraints as creative challenges, not blockers
- You obsess over attribution, analytics, and testing—you can explain a 2% CVR change and exactly what it means to the business
- You're comfortable owning multi-channel complexity: you can launch a Google Ads campaign Tuesday and a streaming audio test Thursday
- You're a 'brand marketing' person who prioritizes creative vibes over measurable CAC and ROAS—this role is performance-first
- You've never managed paid media budgets or owned full-funnel accountability; this needs hands-on execution experience
- You're uncomfortable with healthcare/regulated industry nuances or can't commit to staying current on HIPAA advertising requirements
Interview Process
Application & Portfolio Review
Submit resume and 2-3 case studies showing campaign performance, analytics setup, or budget optimization wins
Screening Call
30-min conversation about your paid media experience, healthcare/regulated industry exposure, and why you're interested
Technical Interview
Walk through your analytics approach, retargeting strategy, and how you'd optimize a struggling paid campaign
Final Round (Leadership)
Discuss strategy vision, team collaboration, and how you'd approach Dr. Tavel's specific paid media roadmap
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.