Associate Director, Digital Aquisition Marketing

About Us Transforming Healthcare in Texas At Harbor Health, we're transforming healthcare in Texas through collaboration and innovation. We're building a new category - a true payvider that integrates care delivery with health plan operations into a model designed around each individual member. If you're ready to make a meaningful impact in a dynamic environment where your contributions are valued, we'd love to have you on the team. Position Overview Associate Director, Digital Acquisition Marketing Harbor Health is seeking a strategic, data-driven Associate Director of Digital Acquisition Marketing to lead the growth channels that bring members and clinic patients into our model. This role owns paid and addressable media strategy across both Individual & Family Plan (IFP) enrollment and commercial clinic volume - connecting audience strategy, media investment, and performance analytics into a seamless path from first touch to first visit. You will play a key role in scaling existing markets (Austin) and accelerating entry into new ones (San Antonio, Dallas, El Paso). This is a high-visibility, cross-functional role that sits at the intersection of brand, product, analytics, and operations - and is directly accountable for measurable growth outcomes. The ideal candidate is a hands-on performance marketer ready to step into broader strategic ownership. Position Duties & Responsibilities What You'll Own Market-Level Growth Strategy • Lead acquisition strategy for both IFP membership growth and commercial clinic consumer acquisition across all Harbor markets • Develop market-specific growth plans in partnership with Growth and Operations - balancing scale/efficiency in Austin with market entry acceleration in San Antonio, Dallas, and El Paso • Align media investment to service area dynamics, network strength, and clinic capacity Paid Media & Emerging Channels • Own strategy, execution, and investment management across paid and addressable channels - programmatic, paid social, search, direct partnerships, and emerging platforms (retail media networks, healthcare marketplaces, streaming/CTV, audio) • Balance efficient IFP member acquisition with high-intent clinic demand generation • Leverage platform and publisher partnerships to unlock premium inventory and competitive advantage Organic Search (SEO) • Lead the organization's organic search strategy including keyword planning, on-page optimization, and content alignment • Align paid and organic search efforts to optimize overall digital spend and maintain a cohesive search presence Audience & Condition-Based Acquisition • Build audience-first strategies grounded in behaviors, intent signals, and health needs • Develop condition-based acquisition journeys aligned to local care availability and provider strengths • Partner with analytics and product teams to refine targeting using first-party data and market insights Performance, Optimization & Financial Accountability • Continuously optimize across audience, channel mix, creative, and landing experience; establish and scale test-and-learn frameworks • Define, track, and report on website and campaign KPIs (traffic, rankings, conversion rates, cost-per-acquisition) • Own budget allocation across markets, channels, and growth objectives; maintain pacing, forecasting, and ROI accountability • Dynamically shift investment based on market performance, enrollment cycles, and clinic utilization Reputation Management & Digital Presence • Monitor and analyze online reviews and ratings across platforms (e.g., Google Business Profile, Press Ganey) • Maintain accuracy and optimization of digital profiles including review management workflows, response templates, and reputation reporting • Partner with operations and product to identify trends in member feedback and drive continuous improvement Cross-Functional Leadership • Partner closely with Marketing (brand, campaigns, content), Product (digital experience and conversion flows), Analytics (measurement and insights), and Operations (clinic growth and capacity planning) • Ensure demand generation aligns with clinic throughput and growth goals across all markets Desired Professional Skills & Experience What You Bring Required • 3+ years of experience in performance marketing, growth marketing, or digital media - with demonstrated acquisition outcomes tied to real-world conversion (enrollments, appointments, transactions) • Deep hands-on experience with DSPs (DV360, The Trade Desk), paid social, and paid search platforms • Experience building integrated acquisition strategies across programmatic and direct channels • Strong understanding of audience targeting strategies - first-party, contextual, and modeled audiences • Proven ability to manage budgets across multiple markets and objectives with pacing and forecasting accountability • Strong analytical mindset; ability to translate performance data into clear investment decisions • Excell...