Director of Performance Marketing

Honeydew•New York, NY

6d•$170,000 - $200,000

About The Position

Honeydew is hiring a Director of Performance Marketing to own its paid media growth engine across paid social, search, and new channels. The role has responsibility for an eight-figure budget and autonomy to allocate spend based on returns. The Director reports to and works directly with the Head of Growth, and partners with the CEO and CFO on strategy and targets. The role manages a paid search lead and paid media coordinator, while working closely with an in-house creative team and a partnerships leader. The Director will guide channel strategy, media buying, measurement, creative testing, conversion-rate optimization, digital product experiences, data pipelines, conversion tracking, and privacy and consent infrastructure. Success is measured by blended CAC while achieving target new patient volume. Honeydew advertises prescription treatments, so paid-platform health restrictions and privacy-sensitive tracking are important considerations. Planned work throughout 2027 includes launching connected TV, expanding TikTok, and testing affiliate, programmatic, and in-app inventory; reallocating spend based on incrementality rather than platform-reported ROAS; improving tracking and measurement amid consent changes; partnering with the creative team on testing; and hiring and developing the team. The position is suited to an experienced performance marketer from a fast-growing direct-to-consumer business or an agency who wants to own marketing for one business in-house.

Requirements

Approximately 7 to 10 years of experience.
Experience leading performance marketing at a fast-growing D2C company, ideally Series B to D, or experience doing so for multiple clients at an agency.
Experience buying across major performance channels, including social, search, connected TV, programmatic, and display.
Strong analytical ability and understanding of the full funnel, from first impression through a patient starting treatment.
Ability to make spending decisions using full-funnel performance considerations.
Ability to explain complex decisions in plain language to founders and CFOs.
Willingness and ability to personally run accounts and buy media, rather than only setting strategy.
Ability to work with the constraints of advertising prescription treatments, including platform health restrictions and privacy-sensitive tracking.

Nice To Haves

Experience in healthcare, telehealth, or subscriptions.
Experience buying connected TV, programmatic, or affiliate media.
Experience with server-side tracking and consent management setup.
Experience buying in a regulated category.

Responsibilities

Own paid social and paid search spending and strategy.
Manage and allocate an eight-figure media budget and make buying decisions across established and new channels.
Use and evaluate measurement approaches including ROAS and CAC by channel, multi-touch attribution, media mix modeling, incrementality testing, and geo holdout tests.
Work with designers and engineers to customize onboarding experiences for audiences arriving through different channels.
Test and launch new advertising platforms, buying on them directly before hiring specialists for those channels.
Set the creative testing agenda and use test results to guide the creative team’s next work.
Manage and develop the paid search lead and paid media coordinator.
Own marketing data pipelines, conversion tracking, and privacy and consent platforms, maintaining reliable measurement and compliance.
Lead paid media budget planning, forecasting, channel mix decisions, and recommendations about which activities to pursue.
Work toward blended CAC targets while achieving target new patient volume.
Launch or expand connected TV, TikTok, affiliate, programmatic, and in-app advertising throughout 2027.
Rebuild spend allocation around incrementality rather than platform-reported ROAS.
Improve measurement and tracking so they remain effective through consent changes and are trusted by finance.
Partner with the creative team on testing and hire and develop the team as the channel mix grows.