SVP, Digital Growth

LOCATION: Greater Phoenix Area, AZWORKPLACE SETTING: Hybrid (4:1)REPORTS TO: Chief Marketing OfficerRole OverviewThis executive leads all new customer acquisition for a growing consumer brand. The role carries responsibility for paid media spend, funnel performance, landing page conversion, and the quality of each lead passed to clinical and sales teams. As the top growth leader beneath the CMO, you are accountable for customer volume, acquisition cost, and returns on an annual media budget in the millions that spans direct to consumer, telehealth, and clinic channels.The ideal candidate has grown paid acquisition from tens of millions in annual spend to hundreds of millions or more in a heavily regulated category where advertising claims draw scrutiny, checks ad account performance daily, and can build and launch a campaign personally when needed. You will assemble and manage an internal media buying team, shape creative direction alongside the Creative Director, run the full funnel and conversion program, and establish the attribution framework leadership relies on for decisions. The goal is to move the business from agency reliance to an in house engine that grows stronger over time.This is a hands on operating role rather than an advisory one. You will build the media plan, adjust spend directly, and present results to the CMO each week.Core ResponsibilitiesPaid Media and Channel ManagementTake full ownership of paid media spend and the returns it generates across Google, Meta, YouTube, TikTok, affiliate, podcast, connected TV, and programmaticRecruit and lead an internal media buying team, shifting spend from agencies to in house management while protecting resultsDecide channel allocation, bidding approach, audience structure, and test schedule; shift budget each week based on blended CAC, MER, and paybackGraduate new channels from test to scale only once incrementally is provenFunnel and ConversionDefine the funnel architecture, with entry points built around customer problems, goals, and life events across diagnostic testing, supplements, wellness programs, and clinical servicesBe personally accountable for conversion rate, cost per lead, and the share of leads that turn into booked meetings, while running continuous landing page and offer experimentsDesign how leads are captured, qualified, and routed, so each one reaches the appropriate advisor fast with clean data attachedCoordinate closely with the SVP of eCommerce so the traffic you drive converts at either a checkout or a consultation bookingCreative DirectionLead performance creative strategy covering hooks, angles, formats, and test pace, in tandem with the Creative Director and clinical expertsDevelop a creative production pipeline that delivers strong volume and speed across UGC, clinician featured, and testimonial formatsConfirm every asset passes compliance review before launch, with working command of the advertising standards enforced by the FTC and FDA, alongside deep platform knowledgeMeasurement and ReportingBuild and maintain the attribution model that serves as the official record of acquisition performance, supported by first party data, server side event tracking, and incrementality testingReport to executives each week with a growth scorecard covering spend, CAC, MER, lead and booked meeting volume, influenced revenue, and what will change nextWork alongside Analytics, RevOps, and Finance to make sure marketing data reconciles with CRM and revenue recordsTeam and CadenceBuild out a bench of media buyers, funnel specialists, and growth marketers, and set the standard for testing speed and candid interpretation of resultsLead a daily performance huddle and a weekly review of growth results, ending weak initiatives fast and scaling strong ones without waiting on approvalOversee agency and vendor relationships, keeping those that add value and ending those that do notFirst Year OutcomesMeaningful growth in new customers year over year, with blended CAC trending downAn internal buying team that surpasses prior agency results within six monthsWeekly testing across funnels and landing pages, with documented conversion improvementsA trusted attribution model tied to revenue and applied to every budget decisionSeveral new channels scaled beyond pilot with proven incrementalityCandidate ProfileHas personally overseen $20M+ in yearly paid media and can document the resulting change in CAC, MER, and volumeHas led a major growth leap at a brand in direct to consumer, telehealth, or health and wellness, ideally within a regulated category where ad claims face scrutinyHas built an internal media team from nothing or moved agency spend in house, and understands the common failure pointsWorks at practitioner depth in Meta and Google platforms and can diagnose a struggling campaign within minutesFluent in unit economics, including LTV, payback, contribution margin, and conversion from lead to revenue, and sees the business as a set of funnelsRuns structured creative testing and can judge hook strength before results arriveDoes well in an owner led, quick moving company where executives ask about the previous day’s resultsStraightforward, analytical, focused on the metrics that matter, and quick to admit a miss and correct itQualificationsAt least 15 years in performance marketing or digital growth, with 7 or more years running teams and budgets at Director level or aboveTrack record of owning acquisition results with P&L accountability at a company selling DTC, telehealth, consumer health, or subscription offeringsAdvanced hands on skill with Google Ads, Meta Ads, and YouTube; working familiarity with TikTok, programmatic, CTV, podcast, and affiliateHands on use of HubSpot or a similar CRM, GA4, server side tracking, and an attribution or marketing mix toolBackground working within FTC, FDA, or comparable advertising rules strongly preferredBachelor’s degree or comparable practical experiencePhysical DemandsRegularly works at a computer, alternating between sitting and standingPeriodic travel for content productions, product launches, partner sessions, and leadership retreats