Director of Performance Marketing at Honeydew

Job description

ABOUT HONEYDEW No one should suffer from a treatable skin disease because they couldn't access care. That's what Honeydew is fixing — a platform connecting hundreds of millions of people to licensed dermatologists, FDA-approved treatments, and ongoing skin health support. We've helped 50,000+ patients get life-changing results, we're growing 4x YoY, and we're just getting started. THE OPPORTUNITY Honeydew is growing rapidly, and paid media is a core part of our growth engine. Meta, Google, TikTok, a growing roster of creator and influencer partners, and an in-house creative team are all part of an high-performance operation. We’re hiring a Director of Performance Marketing to own this engine end to end. You’ll manage an eight-figure budget, and you’ll have real autonomy to put it wherever the returns are greatest. You’ll report to and work directly with the Head of Growth, as well as CEO and CFO on strategy and targets. A lot is already built around you. An in-house creative team (strategy, production, editing) that briefs, makes, and iterates on the assets you’ll need. A partnerships leader who runs celebrity, creator, and influencer relationships and keeps talent and content flowing. A paid search lead and paid social coordinator who will report to you. Your job is to increase our rate of growth by deciding where dollars go, what gets tested, and where the results take us next. One thing to know going in: we advertise prescription treatments. Every paid platform has health restrictions, and tracking is HIPAA-adjacent. If you’ve bought in a regulated category, that’s a real advantage. If you haven’t, you’ll need to find the constraint interesting rather than annoying. WHAT YOU'LL OWN - Spend allocation & buying. You'll be accountable for paid social & search spend and strategy on day one, and you've personally run meaningful budgets on several platforms. You have an excellent understanding of what the platform automations and when to override them - Measurement. ROAS and CAC by channel, multi-touch attribution, media mix modeling, incrementality and geo holdout tests, and the responsibility to know when each one is lying. - CRO and Digital Product. You'll work with our designers and engineers to customize sleek onboarding experiences for the different channels your audiences reach. - New channels. Testing and launching platforms we're not on yet, and buying on them yourself before we hire for them. - The creative testing loop. What gets tested, when and how, and what the results tell the creative team to make next. - The team. You'll manage our paid search lead and paid media coordinator and be responsible for their development. Both are high performing and ready for more scope. - Data, tracking, and privacy. Our marketing data pipelines, conversion tracking, and privacy and consent platform, so the numbers hold up and we stay compliant. - Paid media strategy. Budget planning, forecasting, channel mix, and the case for what we should and shouldn't be doing. You'll be measured on blended CAC at target new patient volume. THROUGHOUT 2027, YOUR WORK WILL INCLUDE: - Launching new channels: connected TV, a bigger TikTok presence, affiliate, programmatic, and in-app inventory - Rebuilding spend allocation around incrementality rather than platform-reported ROAS - Leveling up tracking and measurement so it survives consent changes and finance trusts it - Partnering closely with the creative team on testing - Hiring and leveling up the team to match the channel mix WHO WE'RE LOOKING FOR You're probably 7 to 10 years in. You've led performance marketing at a fast-growing D2C company (Series B to D is the sweet spot), or you've done it for several at an agency and want to own one business in-house. You've bought across the major performance channels: social, search, CTV, programmatic, display. You're extremely analytical and you understand the whole funnel, from first impression to a patient starting treatment, and you make spend decisions with all of it in view. You can explain a complicated call to a founder or a CFO in plain language. Nice to haves: healthcare, telehealth, or subscription experience; CTV, programmatic, or affiliate buying; server-side tracking and consent management setup. THIS PROBABLY ISN'T THE ROLE FOR YOU IF: - You want to set strategy and have someone else run the accounts - You've only ever bought on one platform - You need a mature data team to get an answer COMPENSATION & BENEFITS - Salary: $170,000-$200,000 based on experience - Equity in Honeydew - Flexible PTO - Free Honeydew membership - Health, vision, and dental insurance - 401(k) with company match - One Medical, Kindbody, Talkspace, and HealthAdvocate memberships - Company MacBook + monthly internet stipend

Requirements

Must-haves

Measurement. ROAS and CAC by channel, multi-touch attribution, media mix modeling, incrementality and geo holdout tests, and the responsibility to know when each one is lying.
CRO and Digital Product. You'll work with our designers and engineers to customize sleek onboarding experiences for the different channels your audiences reach.
New channels. Testing and launching platforms we're not on yet, and buying on them yourself before we hire for them.
The creative testing loop. What gets tested, when and how, and what the results tell the creative team to make next.
The team. You'll manage our paid search lead and paid media coordinator and be responsible for their development. Both are high performing and ready for more scope.
Data, tracking, and privacy. Our marketing data pipelines, conversion tracking, and privacy and consent platform, so the numbers hold up and we stay compliant.
Paid media strategy. Budget planning, forecasting, channel mix, and the case for what we should and shouldn't be doing.
You'll be measured on blended CAC at target new patient volume.
Launching new channels: connected TV, a bigger TikTok presence, affiliate, programmatic, and in-app inventory
Rebuilding spend allocation around incrementality rather than platform-reported ROAS
Leveling up tracking and measurement so it survives consent changes and finance trusts it
Partnering closely with the creative team on testing
Hiring and leveling up the team to match the channel mix
THIS PROBABLY ISN'T THE ROLE FOR YOU IF:
You want to set strategy and have someone else run the accounts
You've only ever bought on one platform
You need a mature data team to get an answer

Nice-to-haves

Nice to haves: healthcare, telehealth, or subscription experience; CTV, programmatic, or affiliate buying; server-side tracking and consent management setup.

Application prep

Use the role’s language and application details while tailoring your materials.

Keywords to mirror

Platform: ashby
Effort: quick

Benefits

Benefits detected in the listing.

Dental

Vision

401(K)

Pto