Director of Performance Marketing - Pair Team

About Pair Team

Pair Team is a public benefit company reimagining care for the safety net. As an AI-enabled medical group for Medicaid and Medicare, we deliver medical, behavioral, and social care by integrating shelters, pantries and other community-based organizations into our whole-person model. As California’s largest complex care provider, we’ve proven our impact to reduce avoidable emergency care, including a 52% and 26% reduction in ER visits and hospitalizations respectively. Once scaled nationally, our approach would save tax payers $150B per year.

With our years of experience and vast data collected, we are now building an AI platform that embeds social work agents across the safety net to truly unify our fragmented healthcare and welfare system. By scaling our country’s frontline medical and social services workforce, we aim to bring high-touch care to everyone.

At Pair Team, we’re not just delivering care—we’re transforming it. We’re building a future where high-touch, community-driven care is accessible to everyone, especially the most underserved.

• Forbes: For Pair Team, Accessibility Is About Delivering Healthcare To Those Who Need It The Most
• TechCrunch: Building for Medicaid’s regulatory moment with Neil Batlivala from Pair Team
• Journal of General Internal Medicine: A Novel Intervention for Medicaid Beneficiaries with Complex Needs

About the Opportunity

As Director of Performance Marketing, you will own Pair Team’s direct-to-patient acquisition engine across Medicaid (Enhanced Care Management) and Medicare. You will run paid, earned, and owned channels end to end, manage a media budget and own the unit economics — CAC, eligibility rate, reach rate, and LTV:CAC — that make growth durable. Your north star is efficient, predictable patient acquisition.

This is a hands-on operator role for someone who is comfortable owning a number. You will set channel strategy and lead campaigns, build the measurement infrastructure that connects ad spend to downstream enrollments alongside BizOps and Data Engineering, and design the programs that lift reach and conversion across our existing lead base. You will diversify beyond our existing paid channel mix by standing up new channels with disciplined test budgets and kill criteria, and push the frontier on automation — including agentic systems that optimize spend against capacity constraints.

You will partner closely with Business Operations on forecasting and pacing, with Brand & Creative on the creative that lowers CAC, with Growth Products on intake and eligibility automation, and with Clinical and Operations on eligibility nuance and capacity. You will protect compliance and patient trust at every step.

This is a fully remote position reporting to the SVP of Growth & Marketing.

What You’ll Do

Paid Media Strategy & Channel Management

• Own media strategy and budget allocation across all paid channels — Google Search and PMax, Bing, Meta, YouTube/Demand Gen — mapped to daily, weekly, and monthly goals, and the pacing required to hit them.
• Drive blended and channel CAC down while protecting volume; own CAC, cost per eligible lead, and spend efficiency as the metrics reported against every day.
• Diversify the channel mix by standing up and proving new paid channels (e.g., TikTok, Reddit, Nextdoor, Quora, OOH, CTV) with defined test budgets, success metrics, and kill criteria, and scale the winners.
• Run rigorous experimentation across creative, offers, keywords, audiences, and bidding — including third-party household-income audience overlays to reach Medicaid-eligible populations and value-based bidding weighted toward attestations.
• Manage agency, creative, and data-vendor relationships to scale output

Full-Funnel Measurement, Attribution & Unit Economics

• Ongoing ownership of a HIPAA-compliant Customer Data Platform and down-funnel event piping so ad platforms optimize toward appropriate funnel events.
• Build and maintain clear dashboards for volume, conversion, revenue, CAC, and LTV:CAC, with daily and intra-day reporting where necessary. You will help maintain alerting systems by partnering with analytics to house full-funnel data in Looker and Snowflake.
• Unlock cross-channel attribution and incrementality measurement so the marginal dollar always flows to the lowest marginal cost per attestation.

Conversion Rate Optimization & Experimentation

• Partner with Brand & Creative to run landing-page experiments including testing social proof, video testimonials, conversational/first-party intake flows, and bilingual experiences.
• Set test-design standards and analyze lift with statistical discipline, prioritizing the funnel points (eligibility and reach) with the highest leverage.

Forecasting, Pacing & Capacity Interlock

• Partner with Business Operations on the growth model and forecast across Medicaid and Medicare service lines and translate targets into a capacity-aware pacing plan.
• Never pace acquisition ahead of servable capacity; flag any payor where CAC runs significantly above target for investment or diagnosis, in lockstep with Care Ops on the weekly capacity-vs-goal review.
• Contribute to retention and engagement levers (cohort analytics, at-risk identification, reactivation) that protect patient-level LTV-to-CAC.

Automation & Growth Engineering

• Push automation into the acquisition stack — including agentic systems (e.g., Claude Code) that optimize a meaningful share of ad spend against capacity and efficiency constraints.
• Partner with Growth Products on intake flows and eligibility-check automation so higher-quality leads enter the funnel faster and at lower cost.

Compliance & Trust

• Ensure all growth and outreach respect HIPAA, payer rules, CMS/Medicare marketing requirements, and applicable phone and SMS regulations — protecting patient trust as the program scales across programs and states.

What Success Looks Like in 6–12 Months

• A reliable, multi-channel acquisition engine with predictable weekly volume by payor and market, paced to servable capacity.
• Blended CAC at or better than plan, with eligibility rate and reach rate measurably improved and a clear path to further efficiency.
• Suite of new paid channels proven against kill criteria and scaling alongside Google, Bing, and Meta.
• Full-funnel measurement — CDP through Looker and Snowflake — trusted as the single source of truth for spend, conversion, and CAC.
• Owned-channel and lifecycle programs (pre-call SMS, k-factor referral, nurture) live and producing attributable, incremental attestation volume.

What You’ll Need 

• 6+ years in growth, performance, or lifecycle marketing, including direct ownership of material media budgets and acquisition targets.
• A proven track record of driving CAC down and CAC-to-LTV up across paid, earned, and owned channels — and comfort owning a number.
• Hands-on expertise with Google Search/PMax and paid social, plus the judgment to diversify into and prove new channels; experience with landing-page optimization and lifecycle SMS/email.
• Strong analytics skills and fluency with attribution, cohort analysis, and funnel modeling, including comfort with measurement infrastructure (CDP, Looker, SQL/Snowflake).
• Experience selecting and running a modern growth stack: ad platforms, CDP/measurement, analytics, CRM, dialer/SMS, and a CEP / marketing automation platform.
• Healthcare, Medicaid, Medicare, or other regulated-industry experience, with working knowledge of HIPAA and patient-outreach best practices for phone and SMS.
• Experience operating in early-stage, high-growth environments with high ambiguity, minimal process, and direct accountability for outcomes.
• A systems mindset — you improve outcomes with better routing, tooling, automation, and workflows, not just more spend.
• Deep alignment with Pair Team’s mission and a commitment to advancing equitable care for underserved communities.
  
  Bonus Points for any of the following:
  • Experience with value-based care, FQHCs, community-based organizations, or health plan partnerships.
  • Familiarity with marketing AI/technology products in regulated industries.
  • Hands-on experience with automation or agentic tooling and light scripting (e.g., Python, Zapier, n8n) to optimize spend and operations.
  • Background scaling acquisition across multiple markets and lines of business.

Our Values

• Lead with integrity: We keep our commitments and take responsibility for our actions. We are dependable and choose authenticity over perfection.

• Embrace challenges: We leave our egos at the door and step forward into discomfort instead of back into safety. We help each other to learn and provide feedback using candor and kindness.

• Break through walls: We go the extra mile for our patients, partners and one another, and we run toward hard things. We are resilient in our push for consistent improvement and challenge the status quo.

• Act beyond yourself: We build each other up and respect boundaries. We seek first to understand and assume positive intent.

• Care comes first: We hold ourselves to the highest standards for our patients. We are relentless in the pursuit of our mission, and ensure that we are taking care of ourselves in order to care for others.

Because We Value You

• Competitive salary: $180,000 - $200,000 + commission
• Equity compensation package
• Flexible vacation policy – take the time you need to recharge
• Comprehensive medical, dental, and vision coverage
• 401(k)
• 100% company-sponsored short and long-term disability and life insurance
• Subsidized backup childcare and caregiver supports through Wellthy
• Work entirely from the comfort of your own home
• Monthly $100 work from home expense stipend 
• We provide the equipment needed for the role
• Opportunity for rapid career progression with plenty of room for personal growth!