Director of Performance Marketing

Honeydew•New York, NY

1d•$170,000 - $200,000

About The Position

Honeydew is hiring a Director of Performance Marketing to own its paid media growth engine end to end. The role has responsibility for an eight-figure budget, channel strategy, spend allocation, testing, and performance across paid social, search, and new channels. 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 works with an in-house creative team, a partnerships leader, a paid search lead, and a paid media coordinator. The Director will manage the paid search lead and paid media coordinator, support their development, and help grow the team to match the channel mix. Honeydew advertises prescription treatments, so the work involves health-related platform restrictions and HIPAA-adjacent tracking and privacy considerations. Success is measured on blended CAC at target new-patient volume. Priorities through 2027 include launching channels such as connected TV, expanded TikTok, affiliate, programmatic, and in-app inventory; shifting spend allocation toward incrementality; improving tracking and measurement; partnering with creative on testing; and developing the team.

Requirements

Approximately 7 to 10 years of experience.
Experience leading performance marketing at a fast-growing D2C company, ideally Series B to D, or performance marketing experience at an agency across multiple clients.
Hands-on buying experience across major performance channels, including social, search, CTV, programmatic, and display.
Strong analytical skills and understanding of the full funnel, from first impression to a patient starting treatment.
Ability to make spend decisions with the full funnel in view.
Ability to explain complex decisions clearly to founders or a CFO.
Willingness to personally run accounts and buy media, rather than only setting strategy.
Experience beyond a single advertising platform.
Ability to find the challenges of advertising in a regulated category interesting and work within its constraints.

Nice To Haves

Healthcare, telehealth, or subscription experience.
CTV, programmatic, or affiliate buying experience.
Experience setting up server-side tracking and consent management.

Responsibilities

Own paid social and paid search spending and strategy, including allocating budget across channels and personally buying media.
Manage an eight-figure budget and make spending decisions based on returns.
Measure ROAS and CAC by channel, use multi-touch attribution, media mix modeling, incrementality and geo holdout tests, and assess the limitations of each measurement method.
Work with designers and engineers to customize onboarding experiences for audiences arriving from different channels.
Test and launch new advertising channels, buying on them directly before hiring dedicated staff.
Lead the creative testing process by determining what to test, when and how, and sharing results to inform creative development.
Manage and develop the paid search lead and paid media coordinator.
Oversee marketing data pipelines, conversion tracking, and the privacy and consent platform to support reliable data and compliance.
Lead paid media strategy, including budget planning, forecasting, channel mix, and recommendations about which activities to pursue.
Launch connected TV, expanded TikTok, affiliate, programmatic, and in-app inventory during 2027.
Rebuild spend allocation around incrementality rather than platform-reported ROAS.
Improve tracking and measurement so it can withstand consent changes and produce data trusted by Finance.
Partner closely with the creative team on testing.
Hire and develop the team to support the channel mix.