Associate Director, Digital Aquisition Marketing

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.

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.

• 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

• 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

• 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

• 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

• 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

• 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

• 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

• 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
• Excellent communication, presentation, and cross-functional collaboration skills
• Advanced proficiency in Excel and analytical/reporting tools

• Experience operating across multiple geographic markets with varying levels of maturity
• Background in health plan or health-tech environments; IFP/ACA enrollment cycle experience strongly preferred
• Familiarity with payvider models, value-based care, or ACA individual market dynamics
• Experience with emerging channels including CTV/streaming, retail media networks, and healthcare marketplaces
• Knowledge of SEO strategy, on-page optimization, and search performance measurement
• Bilingual English/Spanish preferred, given Harbor's Texas market demographics and member population

• Opportunity to shape Harbor's member acquisition strategy and define how a payvider grows across Texas
• Collaborative and dynamic work environment
• An organization made up of people who are passionate about changing the healthcare landscape
• Competitive salary and benefits package
• Professional development and growth opportunities
• A transparent and unique culture

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