Senior Director, Performance Marketing

Alma is on a mission to simplify access to high-quality, affordable mental health care. We do this by making it easy and financially rewarding for therapists to accept insurance and offer in-network care. When a provider joins Alma, they gain access to a suite of tools that not only help them better run their business, but also grow it sustainably and develop as a provider. Alma is available in all 50 states, with over 20,000 therapists in our growing network. Anyone looking for a therapist can browse Alma’s free directory. Alma has raised $220.5M in funding from Insight Partners, Optum Ventures, Tusk Venture Partners, Primary Venture Partners, First Round Capital, Sound Ventures, BoxGroup, Cigna Ventures, and Rainfall Ventures. Alma was also named one of Inc’s Best Workplaces in 2022 and 2023.

Website

Job Board

Values

Candidate Interview Guide

---

Senior Director, Performance Marketing

The Senior Director of Performance Marketing is being hired to build a growth engine. In this role, you will own the full performance marketing remit: paid acquisition, lifecycle, and organic. This role will also refresh the foundational martech, measurement, and creative systems that make results repeatable. You will be critical to helping Alma realize the vision of simplifying access to high-quality, affordable mental health care.

Reporting to the CPO, you will set and drive strategy, invest in growing the team, and drive measurable acquisition growth across a B2C marketplace in a heavily regulated environment. You will partner across Engineering, Analytics, Product, Data, cross-functional Marketing teams, Creative and Finance to drive outcomes without channel cannibalization and serve as a strategic thought partner to senior leadership on paid growth strategy and investment decisions.

In this role, you will have executive sponsorship, a mandate to invest across channels, and the autonomy to define how performance marketing drives sustainable growth in a market that matters.

What you’ll do:

Paid Acquisition

• Own and scale the paid acquisition engine across SEM, paid social, programmatic/display, OLV/OTT, and affiliate

• Define and execute the paid marketing roadmap with clear goals, KPIs, testing frameworks, and ROI accountability

• Identify new channels, platforms, and tactics to unlock scalable and efficient growth for the business

• Collaborate with Brand and Creative teams to drive briefing, testing velocity, and learning loops across message, audience, asset, and surface

Organic & Lifecycle

• Own organic growth channels, including SEO, content distribution, and social strategies and investment decisions (Reddit, Instagram, TikTok, YouTube)

• Own lifecycle channels across patient and provider, launching and testing across the full customer journey, ensuring that the right message is delivered at the right time

Martech & Measurement

• Build and evolve the infrastructure to measure campaign effectiveness; owning attribution, incrementality, MMM, and reporting

• Lead channel plumbing, experimentation frameworks, and martech build-vs-buy decisions in partnership with Engineering, Data, and Finance

• Establish measurement frameworks that operate within healthcare privacy constraints (HIPAA, federal and state data regulations)

• Work closely with our external partners to realize our growth goals in 2026+

Cross-functional & Team Leadership

• Hire, mentor, and manage a high-performing, technical team across paid and organic

• Align patient and provider growth strategies to prevent channel overlap and unlock marketplace network effects

• Partner with Product and Engineering to build surfaces that drive conversion and quality, not just spend

• Serve as a strategic thought partner to senior leadership on growth strategy, investment decisions, and marketplace dynamics

Who you are:

• 10+ years in performance marketing, demand generation, or growth marketing leadership, with a track record of scaling acquisition programs at significant spend levels

• Deep hands-on expertise in Google, Meta, programmatic, and OTT/OLV channels with proven, measurable ROI

• Experience leading a full-funnel strategy and exceeding goals

• Strong martech and attribution expertise, including build-vs-buy decisions, incrementality testing, MMM, and privacy-preserving measurement approaches

• Experience hiring and leading growth marketing teams of 25+ and building 0→1 systems at scale

• Track record operating in a heavily regulated environment (healthcare, fintech, insurance, or similar) with working knowledge of HIPAA and evolving data privacy standards

• Experience partnering closely with Engineering and Product as one team with shared outcomes

• Clear, direct communicator who can translate complex performance marketing topics for executives, boards, and non-expert stakeholders

• Experience deploying AI-forward or AI-native marketing strategies and tooling

• Product-led growth experience

• Familiarity with two-sided marketplace or platform growth dynamics

• Background scaling affiliate and partner marketing programs in regulated consumer categories

• Experience with field marketing or regional demand generation programs

Benefits:

• We’re a remote-first company

• Health insurance plans through Aetna (medical and dental) and MetLife (vision), including FSA and HSA plans

• 401K plan (ADP)

• Lifestyle Spending Account for health, wellness, and family care

• Monthly co-working space membership stipend

• Monthly work-from-home stipend

• Financial wellness benefits through Northstar

• Pet discount program through United Pet Care

• Financial perks and rewards through PerkSpot

• EAP access through Aetna

• One-time home office stipend to set up your home office

• Inclusive family and medical leave plans

• 12 paid holidays and 1 Alma Give Back Day

• Flexible PTO

Salary Band: $230,000 - $260,000

All Alma jobs are listed on our careers page. We do not use outside applications or automated text messaging in our recruiting process. We will not ask for any sensitive financial or identification information throughout the recruiting process. Any communication during the recruitment process, including interview requests or job offers, will come directly from a recruiting team member with a helloalma.com email address.

Learn more about how Alma handles applicant data by reading Alma's Applicant Privacy Notice.