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DIRECTOR OF PERFORMANCE MARKETING

Marketing | Marketing Leadership | Remote

Department: Marketing
Reports To: Vice President of Marketing & Strategic Partnerships
FLSA Status: Exempt
Employment Type: Full-Time | W-2 Employee
Location: Remote
Compensation: $120,000 - $165,000 / Year, DOE

ABOUT THE ROLE

Xterra Health is a mission-driven organization that empowers veterans through transparent access to the care, benefits, and support they've earned. Every dollar spent on paid media exists to get in front of a veteran who needs help navigating the VA disability claims process, so this role matters.

The Director of Performance Marketing owns paid acquisition end to end: strategy, budget, channel mix, and performance, turning marketing spend into qualified leads and, ultimately, veterans served. This is a builder's role. There's an existing base of paid activity, but the strategy, structure, and team needed to scale it responsibly still need to be built. You'll report to the VP of Marketing & Strategic Partnerships and coordinate closely with the Director of Marketing Operations and DTC Ecommerce Manager.

If you think in cost per qualified lead and lifetime value, and can defend every dollar of a media budget in front of executive leadership, we want to hear from you.

KEY RESPONSIBILITIES

- Own paid media strategy across search, social, and other channels; set and manage the budget, forecasting and reforecasting as performance data comes in
- Build and run testing roadmaps across creative, audience, and offer; reallocate spend based on performance, not habit
- Own conversion rate optimization across landing pages, including Unbounce build and testing, and supervise the team member currently handling CRO
- Own paid media measurement and channel-level reporting; partner with BI and Marketing Ops so leadership has an accurate read on cost per lead, cost per acquisition, ROAS, and revenue by source
- Present performance results and budget recommendations to the VP of Marketing and executive leadership
- Manage relationships with paid media agencies, freelancers, and platform reps, holding them accountable to performance benchmarks
- Build the internal performance marketing function over time, establishing SOPs, reporting cadences, and testing frameworks that outlast any single hire

QUALIFICATIONS

Required
- 7+ years in performance or paid media marketing, including 2+ years managing a media budget of $500K or more annually
- Deep hands-on experience with paid search and paid social platforms; you build and optimize campaigns yourself
- Strong command of attribution, LTV, ROAS, and cost-per-acquisition analysis; comfortable defending numbers to executives
- Demonstrated ability to build testing frameworks and translate results into budget and strategy decisions
- Experience managing agency or vendor relationships and holding them accountable

Preferred
- Experience at a veteran-facing organization, in military/government services, or with military-connected audiences
- Military service or personal connection to the veteran community
- Hands-on landing page or CRO experience (Unbounce or similar)
- Prior experience building a performance marketing function from an early stage
- Familiarity with GoHighLevel (GHL) or similar CRM/marketing automation platforms

WHAT YEAR ONE LOOKS LIKE

You'll start by auditing the existing paid media footprint and validating the attribution setup already in place. From there, you'll take ownership of budget and channel strategy, with a first round of testing frameworks live and leadership getting a clear, trusted view of cost per qualified lead. By year end, you'll be scaling what works, making the case for added budget or headcount, and laying the groundwork for the team this function will need.

COMPENSATION & BENEFITS

- Base salary: $120,000 - $165,000 / Year, DOE
- Medical, Dental & Vision: eligible the first of the month following 30 days; Xterra Health covers 75% of employee premiums
- Unlimited PTO
- 401(k): 100% employer match up to 4% of eligible compensation, immediate vesting, enrollment the first of the month following 90 days
- Remote position; home office support provided

Our mission is to empower veterans through transparent access to the care, benefits, and support they've earned. We build teams that reflect that mission.