Senior Director of Digital Marketing & Sourcing

Propel America

13d • $122,600 - $153,200 • Remote

About The Position

Propel America is seeking a Senior Director of Marketing & Sourcing, a one-person marketing leader who will own both strategy and execution for applicant acquisition, employer engagement, and brand growth. This role offers high autonomy and impact, you will shape Propel’s brand, manage campaigns, oversee paid media, guide content creation, and optimize marketing funnels. You will also drive targeted sourcing strategies that attract young adults into Propel’s healthcare programs and support employer partners with talent needs. Success in this role requires strong cross team collaboration, you will work closely with Program, Product, Tech, and Workforce Partnerships teams to align messaging, refine audience targeting, and ensure marketing efforts support outcomes across the fellow journey. You will work with a part time content contractor and an alumni ambassador network to bring Propel’s mission and stories to life. Success will be measured by: Volume and quality of applicants Effectiveness of cross functional alignment and ability to translate insights into marketing strategy Employer lead generation and engagement metrics This is a mission-driven role: your work will directly support Propel’s goal of expanding access to jobs-first higher education for diverse learners.

Requirements

• Deep commitment to Propel’s mission and to diversity, equity, and inclusion.
• Ability to work across teams in a highly collaborative and organized way
• 7–10+ years in marketing, including 4+ years leading digital marketing strategy and execution.
• Proven ability to run full-funnel acquisition campaigns with clear performance outcomes.
• Expertise in paid media (Meta, Google Ads, TikTok, Indeed): bid strategies, A/B testing, conversion tracking, CAC, and ROAS optimization.
• Experience building and managing influencer or ambassador programs, especially for Gen Z audiences.
• Proficiency with marketing automation, CRM systems, and email/SMS/funnel optimization.
• Strong writing and storytelling skills, with the ability to create or direct high-impact short-form content.
• Experience managing website content, SEO, and analytics.
• Highly organized, self-directed, and comfortable owning strategy and execution as a one-person marketing function.
• Strong cross functional collaboration and communication skills, with the ability to translate insights across teams into effective marketing strategy.
• Demonstrated project management and execution skills, including the ability to lead complex campaigns, manage timelines, and deliver high quality work in a fast paced environment.
• Ability to apply an equity lens to marketing decisions, audience targeting, messaging, and storytelling to ensure inclusive and ethical practices.

Nice To Haves

• Comfort using AI-enabled marketing tools (e.g., Canva AI, LLMs, Lovable) to accelerate creative and testing workflows; experience helpful but not required.

Responsibilities

• Design, execute, and optimize applicant acquisition campaigns across paid and organic channels for both applicants and employers
• Own paid media campaigns on Meta (FB/IG), Google Ads, TikTok, and Linkedin with focus on CAC, ROAS, A/B testing, audience segmentation, and conversion tracking.
• Translate Propel’s brand voice into authentic short-form content for Gen Z audiences (18–26).
• Brief and manage creative talent (video editors, social creators, alumni ambassadors, interns) to produce high-quality campaign assets.
• Track performance, model attribution, and optimize campaigns to maximize qualified applications.
• Use AI-enabled creative tools (e.g., Canva AI, LLMs) to streamline rapid concepting, copy first-drafts, and testing variations—always maintaining strong editorial oversight.
• Partner with the Workforce Partnerships team to develop marketing strategies that support healthcare employer needs, elevate Propel’s value proposition, and increase inbound interest from healthcare employers.
• Build website landing pages and content that drive inbound leads, informed by research and internal insights.
• Own website content strategy, updates, and SEO optimization.
• Ensure the website is user-friendly, brand-aligned, and supports applicant and employer acquisition goals.
• Setting up conversion tracking with goal tagging in Google Analytics
• Use AI tools for personalization testing, message variants, and workflow efficiencies—ensuring final content remains authentic and human-led.
• Manage marketing automation and CRM tools (Hootsuite, Salesforce, Asana, Campaign Monitor) to nurture leads and optimize applicant journeys.
• Optimize emails, SMS, landing pages, and other outreach for engagement, completion, and conversion.
• Collect and manage fellow, employer, and alumni testimonials via video, photo, and written content.
• Manage the content creator contractor and coordinate alumni ambassadors to amplify reach and engagement.
• Oversee all social media channels end-to-end: LinkedIn, Meta, TikTok.
• Ensure all content reflects Propel’s mission, brand, and strategic objectives.
• Partner closely with the Program team to ensure marketing messages align with the fellow experience and program design.
• Collaborate with the Workforce Partnerships team to understand employer demand, prioritize healthcare pathways, and shape sourcing strategies that meet workforce needs.
• Work with Tech team to analyze funnel performance, refine targeting, inform product improvements, and ensure applicant and employer journeys are optimized.
• Coordinate with Talent Acq to ensure marketing and sourcing efforts produce qualified applicants who meet readiness, timeline, and pathway requirements.
• Serve as an internal strategic partner by translating cross team insights into actionable marketing decisions, content needs, and campaign adjustments.
• Participate in cross functional planning cycles, OKR reviews, and strategic working groups to ensure marketing efforts are aligned with Propel’s organizational goals.

Benefits

• Propel America offers a competitive total rewards package including coverage of 90% of health insurance premiums, unlimited PTO, and a flexible work environment.

What This Job Offers

• Job Type: Full-time
• Career Level: Director
• Education Level: No Education Listed
• Number of Employees: 1-10 employees