Performance Marketing Lead

Role & responsibilities The Performance Marketing Specialist is the operator who turns strategic growth plans into live, optimized campaigns across Meta (Facebook + Instagram) and Google (Search + Performance Max + YouTube). You own pixel and Conversions API integrity, audience builds, keyword strategy, daily campaign optimization, and the platform-side metrics that feed iHealD's funnel dashboard. This role is unusually technical for a performance marketing seat because of the regulatory environment iHealD operates in. Meta has implemented a 3-tier health/wellness restriction system enforced at the domain level; Google requires LegitScript or NABP certification for prescription-adjacent campaigns; both platforms continue to tighten conversion-event signaling for healthcare advertisers. You'll be conversant in these systems and the technical workarounds (server-side first‑party data ops, payload cleansing, modeled conversions) not just ad‑set structure and bid strategy. Your Workflow Brief in Campaign configured Compliance verified Pixel + CAPI healthy Audiences built Daily optimization Weekly read to Growth Lead Key Responsibilities Meta Ads Daily Operations Plan, launch, manage, and optimize Meta campaigns across Facebook and Instagram for Heald's US Type 2 diabetes, GLP‑1, CGM, and metabolic health audiences. Build ad set structure aligned to Heald's program offerings. Configure retargeting where Meta's tier classification permits — website visitors, video viewers, landing page visitors, form starters, leads, booked‑call drop‑offs. Daily campaign hygiene: pause underperformers per agreed kill criteria, scale winners per agreed rules, refresh fatigued creative. Run weekly creative refresh in collaboration with Visual Designer. Configure Meta Advantage+ campaigns where the tier classification permits. Some consideration – Meta classifies healthcare advertisers into Tier 1 (general wellness, fitness, non‑prescription supplements — fewest restrictions), Tier 2 (health‑condition–adjacent services, telehealth consultation — blocks Purchase and Lead optimization, permits PageView and ViewContent), or Tier 3 (prescription drug sellers, patient‑portal services, condition‑specific medical practices — no conversion tracking, no algorithmic optimization, no retargeting from pixel data, broad demographic targeting only). Heald will almost certainly be classified Tier 2 minimum, potentially Tier 3 depending on how the offer is framed and how landing pages signal medical context. Standard CAPI installation does not solve this. Domain-level classification blocks events even if CAPI is technically firing. The actual technical fix is server‑side first‑party data ops with payload cleansing — events fire from Heald's server, sensitive URL parameters and condition-specific event names are stripped before reaching Meta, signals enter Meta's systems through a clean uncategorized surface. Tools: Stape (cheaper starting point), CustomerLabs 1PD Ops (heavier‑weight), or self‑hosted Google Tag Manager Server‑Side container on Cloud Run / GCP. Filing appeals to remove Meta's health classification almost never works for actual healthcare brands. Appeals can sometimes downgrade Tier 3 to Tier 2 but the brands recovering performance in 2026 are the ones who rebuilt their data infrastructure rather than relying on appeals. Google Ads — Search, Performance Max, YouTube Build and manage Google Search campaigns from scratch for Heald's US programs. Conduct keyword research grouped by intent: high‑intent care ('Type 2 diabetes care program,' 'online endocrinologist,' 'GLP‑1 side effects help'), problem‑aware ('how to lower A1C,' 'fatigue on Ozempic,' 'CGM data interpretation'), location‑specific (state and city‑level for any specialist‑led campaigns), competitor / alternative ('Hello Heart reviews,' 'Calibrate alternative,' 'Virta vs'). Write search ad copies optimized for CTR, quality score, and lead quality. Test multiple variants. Daily: analyze search terms, add negative keywords, prevent budget waste on irrelevant traffic. Manage Performance Max campaigns once Search is stable. PMax requires strong creative input — coordinate with Visual Designer. Optimize bidding strategy by funnel stage: tCPA / Max Conv for low‑intent, tROAS once purchase data is volume‑sufficient. Pixel, CAPI, and Server‑Side Tracking Own Meta Pixel + Conversions API installation and ongoing health. Implement server‑side tracking via Stape, Google Tag Manager Server‑Side, or CustomerLabs depending on Heald's tier classification status and stack constraints. If Heald is classified Tier 2 or Tier 3, implement payload cleansing: strip condition‑specific event names, sensitive URL parameters, and any signals that triggered the classification. Route events through a clean uncategorized server‑side surface before they reach Meta. Own Google Ads conversion tracking and Google Tag Manager (web + server‑side) configuration. Verify events fire correctly: page views, lead form completions, Typeform completions, Cal.com bookings, app installs. Maintain UTM hygiene: every paid link uses the consistent naming convention agreed with Growth Lead and CRM Specialist. Weekly tracking‑health audit. Any broken event gets fixed within 24 hours. Audience Strategy Build lookalikes from converted leads and consultations where Heald's tier classification permits (Tier 1 only; Tier 2 and Tier 3 block custom and lookalike audiences from sensitive event data). Maintain custom audiences and exclusion lists (exclude existing customers from prospecting, exclude unqualified geos). Build remarketing sequences across funnel stages where permitted. Coordinate with CRM Specialist to sync HubSpot lists with Meta and Google for matched audiences — observe HIPAA‑adjacent constraints on PHI in matched lists. Daily and Weekly Operations Daily (30‑45 minutes): check pacing, account health, disapprovals, anomalies. Slack the team if anything is broken. Weekly: 30‑minute working session with Growth Lead + CRM Specialist on what to launch, pause, scale. Weekly write‑up: top winners, top losers, planned changes for next week. Submitted Friday EOD India time. Tooling, Automation, and Heald's In‑Progress Agent Work Use Atria, Madgicx, or equivalent for creative analytics and competitor research. Heald is currently building agents for landing pages and other marketing assets. Coordinate with the engineering team on these — your role is to validate agent output against ad‑platform requirements and feed live performance signals back to improve the agents. Long‑term goal: routine ops automated, your time goes to strategy and creative direction. Required Skills 3‑5 years hands‑on managing paid campaigns. Must have personally managed at least $20K/month combined spend across Meta + Google. Demonstrable CAC / ROAS outcomes on resume — 'reduced CAC from X to Y' or 'scaled from $X to $Y at constant ROAS' — not just 'managed $X spend.' Pixel + CAPI setup without engineering help. Can read GTM (web and server‑side), debug a missing event, implement server‑side tracking from scratch. Hands‑on Meta Advantage+, Google PMax, demand‑gen on YouTube. Strong English writing for US‑audience ad copy. The Growth Lead approves the final copy, but you draft and iterate. US‑market campaign experience. India‑only operators have wrong instincts on CPMs, click behavior, funnel velocity. Working knowledge of Meta's 2025‑2026 healthcare tier restrictions and the technical workarounds. This is now a baseline skill for performance marketers in US health; candidates without this exposure will struggle in Month 1. Working knowledge of Google's LegitScript / NABP certification process and Google's Personalized Advertising restrictions on health conditions. Preferred Tools Meta Ads Manager (advanced) including Tier 2/3 awareness Google Ads (advanced, LegitScript‑certified accounts a plus) Google Tag Manager (web and server‑side) Stape, CustomerLabs 1PD Ops, or self‑hosted GTM-SS Meta CAPI implementation Atria, Madgicx, Smartly.io Typeform, Cal.com configuration Looker Studio Google Sheets, Excel Slack, Notion Familiarity with HubSpot (will integrate with CRM Specialist's work) QUO familiarity (Heald's SMS stack) Ideal Candidate The ideal candidate is currently a Senior Performance Marketing Executive or Performance Marketing Manager at an Indian D2C brand with US‑market exposure, or a senior media buyer at a performance agency that serves US health/wellness clients and has navigated Meta's healthcare restrictions. They are operationally fast. They ship campaigns in days, not weeks. They have strong opinions about ad‑set structure and aren't shy about challenging the Growth Lead when the data says the brief is wrong. They are technical enough to debug a pixel issue, set up server‑side tracking, and read a GTM tag without panic. They have built or studied the technical workarounds for Meta's healthcare classification system. #J-18808-Ljbffr