Growth Marketing & Paid Media Specialist

You should be comfortable looking at the entire funnel and identifying what is preventing prospects from moving forward.

The ideal candidate is someone who can work independently, recognize obvious gaps before being asked about them, test ideas quickly, and make decisions based on meaningful business outcomes, not vanity metrics.

You will receive a defined market, ICP, offer, and business context. Your responsibility is to turn that information into effective campaigns and continuously improve the system.

The initial focus is executive career services for U.S.-based healthcare professionals and executives earning $200,000+ annually.

The target audience may include senior professionals who are:

• Concerned about layoffs, restructuring, or healthcare M&A

• Facing potential job displacement or organizational changes

• Considering a career transition

• Looking for confidential career guidance and executive-level support

• Able and willing to invest in premium career coaching/services

You will not be expected to develop the company's overall market strategy. The ICP, positioning, offer, and business direction will be provided. Your responsibility is to execute, test, analyze, and optimize the marketing funnel.

• Build, launch, manage, and optimize lead-generation campaigns through Meta Ads Manager, primarily Facebook and Instagram.

• Develop campaign structures aligned with the defined ICP, offer, funnel stage, and business objective.

• Test different audiences, creative formats, hooks, messaging, offers, and calls to action.

• Manage campaigns within controlled test budgets and make disciplined budget allocation decisions.

• Monitor campaign performance and quickly identify underperforming campaigns or audiences.

• Build and manage retargeting campaigns for website visitors, engaged users, form starters, leads, and other relevant audiences.

• Continuously test and improve campaigns based on downstream conversion data.

Own the complete prospect journey—not just the advertisement.

• Map and review the funnel from ad → landing page/form → qualification → calendar → confirmation → nurture → sales call.

• Identify friction, drop-off points, missing steps, and messaging inconsistencies.

• Ensure the landing page or lead form clearly communicates the offer and sets the correct expectations.

• Review whether the call-to-action creates sufficient clarity and urgency.

• Ensure prospects understand what they are signing up for before reaching the sales team.

• Recommend funnel improvements proactively rather than waiting for the client to identify problems.

• QA the entire funnel before campaigns go live.

• Review and optimize landing pages for clarity, relevance, messaging, CTA placement, and conversion.

• Identify unnecessary friction, overly complicated forms, excessive page length, or confusing user flows.

• Test landing-page structures, headlines, offers, CTAs, forms, and messaging.

• Ensure messaging is consistent between the advertisement and landing page.

• Analyze where prospects are dropping out and develop hypotheses for improving conversion rates.

• Use competitor research and market examples to identify effective funnel patterns.

A form submission or click does not automatically equal a qualified lead.

You will:

• Help define and implement lead-qualification criteria based on the client's ICP.

• Build qualification questions into forms, landing pages, or booking flows where appropriate.

• Ensure prospects understand the service and its paid nature before a sales call.

• Separate traffic, clicks, form starts, submissions, qualified leads, booked calls, and qualified booked calls.

• Continuously improve qualification so the sales team spends time with prospects who actually fit the offer.

• Monitor lead quality—not simply lead volume.

• Can look at a funnel and recognize when something is missing.

• Doesn't need to be told that a landing page is too long, confusing, or disconnected from the ad.

• Understands that 10 form starts are not the same as 10 qualified leads.

• Looks at downstream conversion rather than celebrating surface-level metrics.

• Can say, “This isn't working, here's why I think it's happening, and here's what I recommend we test next.”

• Uses AI and automation to work faster and smarter—but still applies human judgment.

• Is comfortable challenging an assumption when the data suggests another direction.

• Takes ownership of outcomes rather than simply completing assigned tasks.

You will be measured primarily by the quality and progression of opportunities generated, the efficiency of the funnel, and your ability to continuously identify and fix bottlenecks.

Build the follow-up system that happens after someone interacts with the funnel.

• Create automated email nurture sequences for leads who do not immediately book.

• Develop follow-up workflows for form submissions, incomplete applications, and booked appointments.

• Support SMS/text follow-up and reminders when appropriate.

• Help capture mobile numbers where appropriate and compliant.

• Build confirmation and appointment-reminder workflows.

• Develop re-engagement sequences for prospects who do not convert immediately.

• Ensure leads are properly routed into the CRM and follow-up systems.

• Identify opportunities to improve conversion through better timing, messaging, and follow-up.

Paid media will be the primary focus, but you will also support targeted outbound initiatives.

• Research prospects using Apollo, LinkedIn, and similar platforms.

• Build targeted prospect lists based on defined ICP criteria.

• Create and manage outbound sequences when needed.

• Write conversion-focused messaging for email and LinkedIn outreach.

• Use automation tools such as Make and AI-assisted workflows to improve efficiency.

• Monitor outbound performance and optimize messaging based on actual responses and conversions.

• Build and maintain workflows connecting advertising, forms, calendars, CRM, and nurture systems.

• Use tools such as Make, Apollo, Pipedrive, Zapier, or similar platforms.

• Ensure leads move correctly from acquisition through qualification and sales.

• Maintain accurate CRM data and pipeline stages.

• Troubleshoot broken workflows, integrations, and lead-routing issues.

• Look for opportunities to automate repetitive manual processes.

You will be expected to understand what the numbers actually mean.

Track meaningful metrics such as:

• Cost per qualified lead

• Qualified lead volume

• Cost per booked call

• Qualified booked calls

• Funnel conversion rates

• Landing-page conversion rate

• Form completion rate

• Booking rate

• Lead-to-call conversion

• Funnel drop-off

• Ad spend and budget efficiency

Do not rely solely on:

• Clicks

• CPC

• Impressions

• CTR

• Form starts

• Raw lead volume

Weekly reporting should explain:

Reports should include clear recommendations and next actions—not simply a collection of metrics.

• Regularly research competitor Meta campaigns and B2B advertising examples.

• Review competitor hooks, offers, creative formats, CTAs, landing pages, and funnel structures.

• Use tools such as Meta Ad Library and other research resources to identify patterns and opportunities.

• Translate relevant findings into practical campaign experiments.

• Stay aware of changes in Meta advertising practices and emerging opportunities.

• Develop structured tests for creative, copy, audiences, offers, landing pages, forms, and CTAs.

• Establish a clear hypothesis before testing.

• Document results and learnings.

• Kill underperforming ideas when the data supports it.

• Double down on promising opportunities when appropriate.

• Avoid making optimization decisions based on a single vanity metric.

• Continuously look for the next experiment that can improve qualified conversions.

Success is not simply launching campaigns.

Success means building a marketing system that consistently moves the right prospects from:

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