Senior Media & Demand Gen Lead

Job Description Manager, Media (Consumer Demand Gen) will play a key role in advancing how questhealth.com approaches brand awareness and demand creation, primarily across mid and upper funnel channels including paid social, display, video, and emerging platforms. This role sits at the intersection of strategy, execution, creative, and measurement, helping shape how QuestHealth.com drives efficient and incremental growth across the marketing funnel. The position combines hands on campaign leadership with strategic ownership, focusing on connecting media investments to meaningful business outcomes through clear insights, rigorous testing, and cross functional collaboration. Reporting to the Director of Media, this individual will help define how demand creation efforts are evaluated, optimized, and scaled across the organization. They will work closely with Analytics, Brand, Creative, Merchandising, and Web teams to ensure media investments are aligned to business goals and supported by strong measurement frameworks. This role combines hands on execution with strategic leadership. The ideal candidate brings deep experience in Paid Social, particularly Meta (Facebook & Instagram), along with a strong understanding of full funnel marketing strategy. They are comfortable translating complex performance inputs into clear investment decisions and have a strong point of view on creative, testing, measurement, and channel strategy. They are also excited by emerging technologies, including AI driven tools and automation, that can improve execution, insights, and operational efficiency.

Responsibilities:

To be successful in this role, you will: Mid and Upper Funnel Strategy Define and evolve how paid social, display, video, and emerging channels contribute across the marketing funnel, with a strong emphasis on scaling awareness and consideration efforts that drive incremental and durable growth. Guide channel direction, investment priorities, and audience strategy while remaining closely connected to in platform execution and performance optimization. Measurement & Performance Alignment Partner closely with Analytics to shape how mid and upper funnel media performance is evaluated, ensuring investments are tied to meaningful business outcomes such as revenue, ROAS, CAC, and overall return on investment. Help support and operationalize measurement approaches such as matched market testing, lift studies, and other incrementality focused methodologies, while translating complex performance signals into clear investment recommendations and a credible view of media impact across search, direct, and organic channels. Performance Insights & Communication Synthesize platform, funnel, and business performance into clear, actionable insights for leadership, connecting awareness, engagement, consideration, and conversion metrics to broader business outcomes. Communicate performance trends, optimization opportunities, and measurement learnings in a concise and credible way that can influence decision making across Marketing, Analytics, Finance, and executive leadership. Test & Learn Approach Build and execute a structured testing roadmap across creative, audiences, landing pages, customer journeys, platform optimizations, and emerging capabilities. Establish clear hypotheses and success metrics tied to both platform and business performance, while ensuring learnings around incrementality, creative effectiveness, and media contribution are consistently captured and applied to future investment decisions. Cross-Functional Collaboration Partner closely with Brand, Creative, Analytics, Merchandising, Web, and external partners to ensure alignment across media strategy, creative development, promotions, customer experience, and measurement. Bring a strong point of view on creative quality and performance, while helping drive continuous optimization across messaging, formats, landing pages, and overall customer journeys to improve engagement and conversion. Channel Expansion & Innovation Evaluate and scale opportunities across channels such as YouTube, CTV, display, and emerging platforms using a structured, data driven approach focused on incremental reach, engagement, and business impact. Identify and assess new platform capabilities, AI driven tools, automation opportunities, and beta programs that can improve media efficiency, insights, scalability, and overall marketing performance. Team Leadership Lead and support a Senior Specialist responsible for day-to-day campaign execution across mid and upper funnel channels, while remaining actively involved in campaign strategy, setup, optimization, and performance management as needed. Ensure strong alignment between strategic priorities, execution quality, testing initiatives, and overall business goals.s.

Qualifications:

6 to 8 years of experience in performance marketing, growth marketing, or media strategy roles, with deep expertise in Paid Social, particularly Meta Strong understanding of full funnel marketing strategy across awareness, consideration, and conversion, including experience with upper funnel channels such as YouTube, CTV, display, or other video driven environments Hands on experience managing and optimizing campaigns within platforms, with the ability to balance execution, strategy, creative direction, and performance analysis Strong understanding of business and performance metrics, including revenue, ROAS, CAC, engagement, and conversion metrics, with the ability to connect media investments to measurable business outcomes Experience partnering with Creative, Analytics, Brand, Product, Merchandising, and Web teams to drive performance, optimize customer journeys, and improve landing page and creative effectiveness Strong analytical, communication, and storytelling skills, with the ability to translate complex or ambiguous data into clear recommendations and actionable insights for stakeholders and leadership Experience or exposure to AI driven tools, automation, and emerging marketing technologies is a plus Experience measuring incrementality and media impact through approaches such as matched market testing, lift studies, MMM, or related methodologies is a plus Experience incorporating lifetime value into media strategy and optimization is a plus Experience in healthcare or regulated industries is a plus B2C or DTC experience required Education Bachelor’s Degree BA/BS in marketing or the equivalent in education and experience

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