The Challenge
Town Square Health is reimagining senior healthcare with a new value-based care model-and they need a growth leader to build the playbook for patient acquisition across markets. You'll architect the strategy that scales their first multi-specialty centers while proving out CAC/LTV economics in a mission-driven healthcare environment.
Your Mission
Audit current patient acquisition channels and establish baseline CAC, conversion rates, and LTV metrics across all markets
Launch integrated digital campaigns (SEM, Meta, programmatic) targeting Medicare-eligible patients in Chicago and Southeast Michigan with clear attribution framework
Build and onboard marketing team structure; define roles, performance goals, and vendor management protocols
Develop 90-day growth forecast model and present market expansion playbook to leadership
Scale patient enrollment by 25-40% through optimized multi-channel campaigns (digital, social, search, direct mail, community)
Reduce CAC by 15-20% through A/B testing, attribution modeling, and funnel optimization across all channels
Launch SEO and content strategy targeting high-intent senior care keywords; achieve measurable organic growth contribution
Establish fully automated CRM nurture sequences and dashboard reporting for real-time campaign ROI tracking
KPIs You'll Own
Customer Acquisition Cost (CAC)
Track total marketing spend divided by new patient enrollments; optimize toward unit economics target.
Patient Lifetime Value (LTV)
Model revenue per patient over relationship duration; use CAC:LTV ratio to guide budget allocation.
Conversion Rate (Awareness to Enrollment)
Measure percentage of prospects who move from touchpoint awareness through completed enrollment.
Cost Per Lead by Channel
Break down CPL across SEM, Meta, programmatic, direct mail, and organic to identify highest-efficiency sources.
Return on Ad Spend (ROAS)
Calculate revenue generated per dollar spent on paid digital channels; benchmark against industry standards.
Tools & Stack
Your Team
Your Manager
VP of Community and Patient Engagement
Current Team
Growing marketing team (size not specified); will supervise and mentor as team expands
Leadership role; likely backfill or expansion team building
The Package
Salary
$160K-$200K base
Remote
On-site/Hybrid strongly preferred (Chicago, IL or Southeast Michigan)
Benefits & Perks
Company Intelligence
Town Square Health is building a value-based care model focused on Medicare-eligible seniors, launching multi-specialty health centers. They're expanding from initial markets (Chicago, Southeast Michigan) with a mission to create the gold standard for U.S. healthcare experience.
Culture
Bold, collaborative, thoughtful, highly effective team culture; mission-driven healthcare focus
Is This Role For You?
- You've driven patient or consumer acquisition in healthcare, senior care, insurance, or value-based care environments-real CAC/LTV optimization experience required
- You're fluent in performance media (SEM, Meta, programmatic) and can build attribution models that actually work
- You thrive leading teams and managing vendors while staying hands-on with strategy, testing, and analysis
- You're energized by mission-driven organizations and can translate complex healthcare value propositions into resonant messaging for older adults and caregivers
- You want a Director role with autonomy-not a reporting-only position
- You need remote flexibility; this is on-site/hybrid in Chicago or Southeast Michigan only
- You've never built or managed a marketing team; this is a leadership role with direct reports and vendor management
- You lack measurable healthcare or senior care marketing experience; the persona and regulatory nuances here are specific
Interview Process
Phone Screen
Confirm growth marketing background, healthcare experience, and location/flexibility alignment
Case Study or Portfolio Review
Dive into 1-2 past campaigns; discuss CAC, LTV, attribution models, and how you optimized performance
Leadership Interview
Meet with VP of Community and Patient Engagement; discuss strategy, team leadership, and expansion plans
Execution Deep Dive
Work through a growth challenge or strategy scenario; show how you'd approach patient acquisition in a new market
Ready when you are
Interested in this role?
Apply now and hear back within days, not weeks.
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Context
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.