Director, Demand Generation

Director / Sr. Director, Demand Generation – Job Description

Employment Type: Full-time, Exempt (W2)
Level: Director or Sr. Director
Location: Remote US, Minneapolis-St. Paul, MN preferred
Compensation: $155,000 plus, dependent on experience

Who we are:

At Herself Health, we're on a mission to help women get more life out of life, together. We are building a new model of primary care for women 50+ to solve long-standing problems: rushed appointments, long wait times, and care that's generalized rather than specialized towards women’s needs later in life such as menopause, post-menopausal care, bone density, weight management, and mental, social and emotional well-being.

Our patient-centric Primary Care clinics are dispersed across Minneapolis/St. Paul, MN. We are thrilled to serve the Twin Cities metro and Eagan. Our team of colleagues is on a mission to innovate the primary care landscape for women 50+. We’re seeking like-minded individuals who share this passion to join us!

About you:

We are seeking strategic thought leaders who have a passion for building and innovating. We foster a culture of collaboration, excellence and the willingness to roll up our sleeves and learn as we grow. We have a customer first mindset, and we are looking for team members who share that. Our ideal candidates have strategic prowess and the ability to use data to build best practices and implement great ideas in collaboration with our team and our community.

About the Director, Demand Generation Role:

We’re looking for a highly driven and hands-on Director of Demand Generation to own and scale our end-to-end demand generation engine. This is a critical role responsible for driving new patient pipeline growth, optimizing conversion across the funnel, and building a repeatable, data-driven acquisition strategy.

Location Requirements:

While candidates located in Minnesota are strongly preferred, we welcome applications from individuals who are legally authorized to work in the United States.

Essential Functions:

• Paid Media Management

• Oversee the full-funnel demand generation and paid media strategy, owning CAC, lead volume, and lead quality targets across all paid channels.

• Efficiently manage and deploy marketing dollars to deliver on new patient visit goals, shifting our channel mix from a lower-funnel-heavy model toward a more balanced push-pull engine.

• Execute a rigorous test-and-learn approach across creative, audience, channel, and offer variables.

• Analytics, Attribution & Performance

• Build and manage campaign tracking and attribution infrastructure to establish true channel-level ROI visibility and enable data-driven optimization.

• Own CAC, lead volume, lead quality, and funnel conversion metrics across all paid channels, with the ability to connect top-of-funnel performance to downstream patient conversion and retention outcomes

• Cross-Functional Collaboration & Leadership

• Partner cross-functionally with Brand, Operations, IT, Sales, and clinical teams to ensure demand converts efficiently into new patients

• Contribute a data-driven POV to the broader growth leadership team, educating stakeholders on channel dynamics, attribution tradeoffs, and optimization priorities

• Manage agency and vendor relationships across paid media, direct mail, and marketing technology

• Serve as the internal subject matter expert on performance marketing, translating complex channel dynamics into clear strategic recommendations for senior leadership

Must-have Qualifications and Skills:

• 7-10 years in demand generation or performance marketing, with demonstrated ownership of full-funnel paid media programs

• Extensive experience with Salesforce

• Proven experience managing significant paid media budgets across Google, Meta, Direct Mail, and other online and offline channels.

• Hands-on proficiency with campaign tracking, attribution tools, and marketing analytics

• Strong analytical skills and comfort presenting performance data and strategic recommendations to senior leadership. Demonstrated experience using Salesforce Marketing Cloud.

• Track record of building or rebuilding demand engines, not just managing steady-state programs

• Authorized to work in the United States

Nice-to-have Qualifications and Skills:

• Experience in healthcare, health tech, or a highly regulated consumer category strongly preferred

We support Equal Employment Opportunities (EEO). We are committed to an inclusive workplace. We do not discriminate based on race, religion, color, national origin, gender identity or expression, age, marital status, veteran status, disability status, parental status, political affiliation, or any other status protected by federal, state, or local laws.

All employees of Herself Health are expected to fully understand and abide by the practice's compliance policies and procedures. Employees are provided training upon hire and annually and regularly notified of changes as needed. It is expected that all employees will report any suspected violations of any federal or state laws to their direct supervisor, Human Resources, or the Compliance Officer.