Director of Performance Marketing - State Growth & GTM

FreedomCare is a healthcare company that has been dedicated to revolutionizing the home care industry since 2016. We support our patients by ensuring they have the power to choose a caregiver who will care for them in the comfort of their own homes. Our mission spans coast to coast, supporting patients across the U.S.

We pride ourselves on our values which drive the level of care that we deliver to our patients:

• Here For You (An attitude of service, empathy, and availability)
• Own It (Drive and ownership)
• Do the Right Thing (High integrity)
• Be Positive (Great attitude and a can-do positive approach to challenges)

Join our team and make a positive impact on the lives of others! We are looking for Director of Growth Marketing for our team.

This role is remote with potential travel to our main office in New York or the FreedomCare hub closest to you for meetings and/or collaboration.

Position Overview:

We’re seeking a data-driven, results-oriented Director of Performance Marketing to lead state-level growth strategies and go-to-market execution as we expand from 3 to 10+ states. You’ll own performance outcomes across the full funnel — from lead generation through Start of Care (SOC) - and collaborate closely with internal teams and agencies to drive efficient acquisition and conversions.

This role is ideal for a performance marketer with deep experience in multichannel paid acquisition, funnel optimization, and market-specific strategy development. You’ll play a key role in scaling our footprint through effective state launches, efficient media execution, and iterative conversion improvements.

Everyday Responsibilities Will Include:

• Own state-level acquisition strategies tailored to Medicaid eligibility criteria, regulatory dynamics, and local caregiver demographics to drive qualified leads and optimize spend efficiency.
• Lead go-to-market (GTM) efforts for each new state — including campaign activation, media launch, creative localization, and coordination across internal and external teams.
• Deliver on growth targets by state, with quarterly and annual goals for Leads, Service Records (SRs), and Start of Cares (SOCs).
• Manage and optimize channel advertising budgets across digital (GB, GNB, Pmax, Meta), offline (Linear TV, radio, direct mail), and SEO — ensuring efficiency and impact.
• Build and maintain lead quality feedback loops in partnership with engagement and intake teams to refine targeting, audience segmentation, and keyword strategies.
• Drive full-funnel performance optimization, including:
• Lead-to-SR and SR-to-SOC conversion rates
• Website traffic growth and conversion rate improvements
• State-specific CRO testing plans and landing page performance
• Own and execute structured testing roadmaps, including A/B testing of creatives, messaging, and landing page experiences — leveraging insights from early-launch states to inform broader rollout.
• Collaborate on localized creative and messaging with state GMs and content teams, as well as external agencies, to ensure cultural and market relevance by state.
• Monitor and report on performance weekly and monthly, using Tableau analytics dashboards to drive decision-making and resource allocation.

Ideal Candidate Will Have:

• 4–6 years in performance or growth marketing, ideally in healthcare, consumer services, or regulated industries.
• Proven experience managing multi-state or regional growth campaigns.
• Strong analytical skills — comfortable with funnel metrics, budgeting, and testing frameworks.
• Experience working with external agencies across paid media, creative, and analytics.
• Familiarity with CRO tools (e.g., Optimizely, Google Optimize), ad platforms (Meta, Google Ads), and marketing automation/CRM systems.
• Excellent project management and cross-functional communication skills.
• Highly organized, proactive, and adaptable in a fast-growing environment. 

Why work at FreedomCare?

We are here for you and committed to providing a best-in-class employee experience. We offer competitive compensation, medical benefits, retirement plans, wellness programs, fun company events and ongoing learning opportunities to grow your career.

This is a place where your voice matters, where we build great relationships, and your work has meaning and a tangible positive impact on others!

At FreedomCare, we celebrate diversity and are committed to creating an inclusive environment for all employees. We are an Equal Opportunity Employer and do not discriminate based upon race, religion, color, national origin, ancestry, age, sex (including pregnancy, childbirth, or related medical conditions), sexual orientation, gender identity or expression, status as a protected veteran, status as an individual with a disability, citizenship or immigration status, or other applicable legally protected characteristics.

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