Virta is the first company with a clinically-proven treatment to safely and sustainably reverse type 2 diabetes and other chronic metabolic diseases without the use of medications or surgery. Our innovations in nutritional biochemistry, data science and digital tools combined with our clinical expertise are shifting the diabetes treatment paradigm from management to reversal. Our mission - to reverse type 2 diabetes in 100 million people by 2025.

Virta’s first Performance Marketing Manager will lead their function to drive and scale our multi-channel paid user acquisition campaigns across email, digital ads, mailers, SMS, landing pages, and more. You will own the end-to-end strategy and implementation for driving patient growth at an acceptable CAC across our entire book of post-launch B2B2C (employer and health plan) customers. This position requires the ability to create new tactics, develop copy & creative, own implementation, work cross-functionally internally and externally, analyze data, continuously test and iterate, and turn successful tests into scalable marketing strategies. We are chasing aggressive metrics, so this role includes access to budgets for both testing and scaling cross-channel campaigns, as well as world class internal resources for design and email marketing. 

Responsibilities:

• Leverage internal and external data in order to drive patient (user) acquisition through paid and other channels at an acceptable CAC.
• Collaboratively devise, independently deploy, test, and optimize multi-channel patient acquisition campaigns using email, mailers, SMS, phone, landing pages, social, display, online video, and other emerging channels.
• Develop a long-term marketing strategy and quarterly plans across our post-launch customer book of business to achieve key company performance targets (patient growth, CAC, LTV)
• Collaborate with our Customer Success team to prioritize and fulfill custom marketing tactic requests for key customers.
• Work cross-functionally with internal leaders on Product, Engineering, Design and Analytics to uncover and invest in new growth opportunities.
• Manage our performance budget, including leading annual and quarterly forecasting for budgetary planning, reporting, and adjusting fund allocation to improve efficiency across channels.

90 Day Plan

Within your first 90 days at Virta, we expect you will do the following:

• Take complete ownership of the performance marketing strategy for Virta’s entire book of post-launch B2B2C (employer and health plan) 
• Rapidly pitch, create, test, and iterate on new marketing tactics to improve activation rates and engage mid/late-stage adopters (patients) at later-stage customers.
• Develop, implement, test, and report on multiple new ad campaigns, with a particular focus on Facebook and Google
• Experiment with dynamic tactic to landing page flows to improve conversion rate
• Take over paid budgets and develop proposal for 2021 spend, and pitch to Senior Management for approval
• Analyze existing data to create new benchmarks and KPIs, and then report out on progress to key internal stakeholders and Senior Management
• Run paid surveys and connect with interested and enrolled patients to develop a strong understanding of our target patient mindset and how to develop marketing strategies that fit their needs

Requirements:

• 4+ years experience running multi-channel DTC marketing (email, digital ads, landing pages, mailers, text, phone, etc.), with an emphasis on paid and performance marketing.
• Mastery of marketing and analytics tools such as Facebook Ads Manager, Google AdWords, Excel, Google Analytics, Marketo, etc. 
• Can successfully manage budgets to hit key performance targets, in particular CAC.
• Skilled at working cross-functionally to lead the end-to-end development of new marketing tactics, including ideation, implementation, testing, and data analysis. 
• Excited to write copy and collaborate on new imagery with Design to develop provocative and effective creative assets in a patient-centric, empathetic, and scientifically accurate manner.
• Creative thinker and problem-solver who can work through healthcare marketing restrictions and customer obstacles to sell novel tactics both internally and externally
• Scrappy, results-oriented and independent worker who can get their hands dirty with building and implementing tactics, lead their function, research and develop personas, and drive the conversation on our long-term marketing strategy

Values-driven culture

Virta’s company values drive our culture, so you’ll do well if:

• You put people first and take care of yourself, your peers, and our patients equally
• You have a strong sense of ownership and take initiative while empowering others to do the same
• You prioritize positive impact over busy work
• You have no ego and understand that everyone has something to bring to the table regardless of experience
• You appreciate transparency and promote trust and empowerment through open access of information
• You are evidence-based and prioritize data and science over seniority or dogma
• You take risks and rapidly iterate

As part of your duties at Virta, you may come in contact with sensitive patient information that is governed by HIPAA. Throughout your career at Virta, you will be expected to follow Virta's security and privacy procedures to ensure our patients' information remains strictly confidential. Security and privacy training will be provided.