About Medical Guardian:
Medical Guardian is a trusted leader in personal safety solutions, delivering independence and peace of mind for aging adults. With over 615,000 members and a growing product portfolio, we’re evolving from a device brand into a consumer healthcare membership platform that delivers proactive support, personalized coaching, and compassionate care.
Recognized as a Best Place to Work and a 12-time Inc. 5000 honoree, we combine mission-driven impact with commercial excellence.
About the Role:
We’re looking for a data-obsessed, high-output Head of Growth & Acquisition Marketing to lead and scale our direct-to-consumer growth engine. You’ll drive full-funnel performance—from traffic acquisition through onboarding—across a $50M+ media budget spanning digital and offline channels.
This is a GM-caliber role at the intersection of growth strategy, AI-enhanced execution, and media innovation. You’ll bring deep DTC expertise, a modern understanding of how generative search and machine learning are reshaping acquisition, and a relentless focus on improving CAC efficiency, payback period, and LTV.
Bonus points if you’ve also built partnerships or channels in adjacent B2B or healthcare spaces—but this role is first and foremost about scaling a direct-to-consumer machine.
Key Responsibilities:
- Own the full-funnel acquisition strategy across DTC paid, owned, and earned channels
- Drive GEO (generative engine optimization) and AI-powered experimentation to improve visibility, conversion, and channel efficiency
- Lead development of high-velocity testing roadmaps, including audience segmentation, creative variants, offers, and channel-specific tactics informed by AI
- Lead acquisition efforts across digital (Search, Social, Programmatic, Affiliate, Influencer, Amazon, Walmart) and offline (CTV, Linear TV, Direct Mail, Print)
- Oversee omnichannel campaign development and A/B testing strategy
- Partner with analytics, FP&A, and data science to manage pacing, forecasts, and budget efficiency
- Collaborate with Product, Member Experience, and Lifecycle to improve onboarding, activation, and funnel velocity
- Work closely with Marketing Operations on attribution, reporting infrastructure, and tooling
- Partner with Brand and Creative teams to ensure performance messaging lands across every touchpoint
- Build and lead a high-performance team across paid media, acquisition analytics, and growth experimentation
- Manage agencies, growth vendors, and platform partners—ensuring performance, accountability, and innovation
- Pilot and scale emerging growth levers—including AI-driven media buying, offer testing, and next-gen search optimization (GEO)
- Translate company OKRs into actionable growth initiatives across audience segments
- Test new offer constructs, pricing strategies, and conversion flows in collaboration with Product
- Leverage our owned channels and IOE platform to fuel referral, upsell, and member acquisition
Success Metrics:
- Net New Members Acquired (primarily DTC, with healthcare as a secondary growth lever)
- CAC & Blended CAC
- ROAS / Marketing Efficiency Ratio
- Conversion Rate (by channel, segment, and offer)
- Funnel Velocity & Time to Activation
- Payback Period & Contribution Margin
Qualifications:
- 12+ years of experience leading acquisition and growth marketing at scale
- Proven success managing $50M+ in DTC media spend across paid social, search, programmatic, CTV, and emerging channels
- Deep fluency in CAC, LTV, ROAS, and modern attribution approaches
- Experience partnering across product, lifecycle, and analytics to drive measurable business outcomes
- Demonstrated success applying GEO (generative engine optimization), machine learning, and AI-powered tools to improve performance
- Proven track record leading fast-paced DTC acquisition teams with strong test-and-learn velocity
- Exceptional team leadership and vendor management skills
- Deep understanding of both strategy and tactical execution—from upper-funnel brand impact to lower-funnel conversion
- Comfortable operating in fast-paced, iterative, and cross-functional environments
- Health Care Plan (Medical, Dental & Vision)
- Paid Time Off (Vacation, Sick Time Off & Holidays)
- Company Paid Short Term Disability and Life Insurance
- Retirement Plan (401k) with Company Match
