Growth Marketing Manager

About Carewell

Join Carewell and be a part of a team that creates impactful solutions for caregivers and their unique challenges. We're looking for hardworking individuals committed to raising the bar and striving for impact, scalability, and simplicity. Build your career with Carewell, a category-defining business dedicated to making caregiving easier.

About the Role

As Carewell's Growth Marketing Manager, you'll own how we create new demand for our brand across both of Carewell's business lines: our e-commerce retail operation and our Care Services division, which connects caregivers and patients with professional care coordination services.

This is a test-driven growth role. Where our search program captures the demand that already exists, your job is to generate new demand - building brand awareness, driving awareness and sales of our private label and co-op brands, and creating new interest in Care Services. Paid social is your primary lever, but you won't be boxed into a single channel: you'll form hypotheses about where our audience is and what will move them, then test into new channels wherever the opportunity is strongest.

What You'll Do

Growth Strategy & Experimentation

• Own the demand-generation strategy for Carewell's brand, private label, and for Care Services - identifying where the biggest awareness and demand opportunities are and building a plan to capture them
• Frame every initiative as a testable hypothesis ("we believe X will drive Y because of Z"), and maintain a prioritized, always-on testing roadmap
• Think opportunistically about channels: treat paid social as the primary vehicle, but proactively identify and test into new awareness channels (e.g., YouTube, display, connected TV, creator partnerships) where our audience lives
• Distinguish between the demand-creation job you own and the demand-capture job owned by the search agency, and coordinate so the two are complementary rather than overlapping

Paid Social & Awareness Channels

• Own strategy, execution, and day-to-day management of paid social across Meta and other awareness-first platforms for both e-commerce and Care Services
• Build campaign structures that reflect Carewell's brand priorities - the distinct roles of private label, co-op brand, and national brand categories in the portfolio
• Run a disciplined testing culture across creative, audience, messaging, and placement, and translate results into the next round of hypotheses
• Manage day-to-day budget pacing and spend within agreed targets, recognizing that spend decisions are business decisions tied to margin and LTV
• Partner with the analytics function on measurement design so every test has a clear read

Creative & Brand

• Own the creative vision for awareness and demand campaigns - from insight and concept through to what actually ships
• Write clear creative briefs to partner with designers to bring to life; roll up your sleeves to produce or edit creative directly when speed calls for it
• Develop messaging and creative that differentiates Carewell and that speaks authentically to our audience
• Build a library of creative learnings - what resonates, with whom, and why

Cross-Functional & Business Impact

• Partner with analytics to connect creative and channel activity to business outcomes, and use those reads to sharpen the next experiments
• Coordinate with our paid search agency so awareness and capture efforts reinforce each other and messaging stays consistent
• Partner with content, ecommerce, and Care Services teams on landing experiences, promotions, and enrollment flows that convert the demand you create
• Keep a pulse on platform shifts, creative trends, and new channels, and bring a clear point of view on where to place the next bet

KPIs You'll Drive

Brand & E-Commerce

• Brand awareness and growth in branded search / direct traffic
• New customer acquisition and private label / co-op brand demand from paid social and awareness channels
• Private label contribution from demand-gen activity
• Creative testing velocity and win rate - volume of structured tests run and the share that move a business outcome

Care Services

• New lead / enrollment volume generated from awareness channels
• Qualified lead conversion from paid social and awareness efforts
• Growth in awareness and consideration for Care Services

Overall

• Contribution of demand-gen activity to overall new demand, in partnership with analytics
• Quality and cadence of the hypothesis-and-learning loop

What You'll Bring

Required Qualifications

• Physically located in the US and authorized to work in the US without employer sponsorship
• 4-6 years of growth, paid social, or demand-generation marketing experience, ideally in e-commerce or direct-to-consumer; experience with a health, medical supply, or caregiving-adjacent brand is a strong plus
• A creative-first, hypothesis-driven operator: you think in bets and learnings, not just campaign dashboards
• Hands-on expertise running paid social (Meta at minimum; TikTok, YouTube, display, or others a plus), including audience strategy, creative testing, and budget pacing
• A strong creative eye and the ability to both direct creative (briefing designers/freelancers) and produce or edit it yourself when needed
• Comfort with data and measurement concepts - ROAS, CPA, LTV, incrementality - enough to partner closely with analytics; deep technical and attribution work is owned by the Head of Data, not this role
• Track record of designing and running structured tests and turning results into decisions
• Proven experience managing paid social / awareness budgets with measurable business impact
• Comfort with ambiguity, a bias to action, and the initiative to find opportunities before they're flagged
• Clear communication - able to frame a hypothesis, a result, and a recommendation simply

Nice to Have

• Experience building brand awareness for a multi-brand or private-label portfolio
• Familiarity with lead-gen or service-based marketing (e.g., Care Services-style enrollment funnels)
• Hands-on skills in creative tools (e.g., Adobe, Canva, CapCut, Figma)
• Familiarity with BigCommerce or comparable e-commerce platforms
• Experience testing into emerging channels (connected TV, influencer/creator, partnerships)

What We Offer

• Competitive compensation
• Health, Dental, and Vision insurance
• Short-term Disability and Basic Life Insurance (100% employer-sponsored)
• Long-term Disability
• Supplemental Life Insurance
• 401(k) Retirement Plan
• 100% Remote
• Generous paid time off and 6 paid holidays
• Employee discount