Director, Search & Social Performance

Position Summary:

The Director of Search & Social Performance owns Empower's full-funnel digital visibility and paid performance engine. This role is accountable for how Empower gets found, clicked, and converted across every surface a patient or provider uses—from Google and AI-generated answer engines to TikTok, Meta, YouTube, and beyond. It spans multi-surface organic discoverability, paid search, paid social, and creative content rate optimization, with full accountability for revenue impact, CAC, and ROAS. This leader brings strategic depth, platform fluency, and the execution rigor to build systems and teams that compound Empower's competitive advantage over time.

Responsibilities:

Search & Multi-Surface Discoverability

• Organic Growth: Own organic discoverability across every surface where patients and providers search—including Google, AI-generated answer engines (SGE, Perplexity, Bing Copilot, ChatGPT), social search (TikTok, YouTube, Instagram), and app store listings. Build and execute an answer engine optimization (AEO) strategy that positions Empower as the authoritative source on compounding, functional medicine, and patient care topics. Drive organic share-of-voice and qualified traffic while maintaining full 503A/503B compliance.
• Search Architecture: Build a scalable search architecture—on-page, off-page, and technical—using AI to audit crawlability, surface schema opportunities, and predict algorithm risk. Partner with engineering to accelerate implementation and compound organic visibility over time.
• Competitive Intelligence: Deploy AI platforms to monitor SERP shifts, competitor strategies, and backlink ecosystems in real time. Translate signals into proactive roadmaps that defend keyword positions, capture emerging intent, and sharpen the SEO playbook through rapid iteration.

Paid Media and Performance Marketing

• Paid Strategy: Architect paid media strategy across search, social, programmatic, and AI-native platforms, building full-funnel frameworks that connect spend directly to revenue. Set ML-powered bidding, audience logic, and creative testing protocols within a high-compliance environment.
• Budget Optimization: Own multi-million-dollar paid budgets with full ROI accountability, using AI attribution and predictive simulators to reallocate investment in real time. Establish incrementality testing to isolate true channel contribution and surface results in clear executive dashboards.
• Creative Performance: Build an AI-augmented creative testing engine that generates and deploys ad variations at scale across regulated and non-regulated audiences. Develop scoring models that surface winning signals faster and enable compliant, data-informed storytelling for both consumer and HCP audiences.

Social Media and Platform Performance

• Paid Social: Own paid social strategy and execution across Meta, TikTok, YouTube, LinkedIn, Pinterest, and emerging platforms. Build platform-native audience frameworks, campaign structures, and bidding strategies that maximize conversion efficiency within Empower's regulatory boundaries. Maintain deep fluency across platform algorithms, ad products, and policy environments as they evolve.
• Content Optimization: Build a structured creative testing and content rate optimization (CRO) engine across social platforms. Define hook frameworks, format hierarchies, and creative scoring models that surface winning signals faster. Own the feedback loop between content performance data and creative production—systematically improving click-through, view-through, and conversion rates at the asset level across regulated and non-regulated audiences.
• Audience Strategy: Develop and manage audience strategy across all social platforms, including custom audience builds, lookalike modeling, retargeting logic, and first-party data activation. Translate Empower's patient and provider segments into platform-specific targeting frameworks that drive qualified reach without violating compliance boundaries.

Cross-Functional Leadership

• Stakeholder Alignment: Lead cross-functionally across commercial, regulatory, medical affairs, and product to keep digital programs compliant and commercially sharp. Translate channel complexity into clear executive narratives that enable fast, confident decisions in a high-growth, regulated environment.
• Agency Management: Hold agency and vendor partners to the same standards as internal teams. Define SLAs, scorecards, and escalation protocols that ensure external partners deliver creative and media excellence aligned with Empower's brand, compliance, and growth requirements.
• Team Development: Build, mentor, and retain a high-performing team across search, paid media, and social disciplines. Foster a culture of experimentation, accountability, and continuous learning that compounds Empower's competitive advantage over time.

Analytics & Reporting

• Executive Reporting: Translate multi-channel performance into executive-ready insights connecting digital activity to revenue, CAC, and LTV. Own the marketing performance narrative for senior leadership, using AI forecasting tools to surface forward-looking signals with clarity and precision.
• Attribution Modeling: Design and refine a multi-touch attribution model reflecting true channel contribution across a complex customer journey. Apply AI and statistical modeling to resolve conflicts, correct data gaps, and recalibrate weighting—grounding every budget decision in the most actionable performance view.
• Performance Forecasting: Develop forward-looking performance frameworks that model spend scenarios, project revenue outcomes, and align digital investment to company growth targets. Surface predictive signals that enable proactive budget decisions and executive confidence across channels.

Knowledge and Skills:

• Deep expertise in SEO, SEM, and multi-surface organic discoverability, with hands-on fluency across paid social platforms (Meta Ads Manager, TikTok Ads, YouTube, LinkedIn Campaign Manager) and paid search (Google Ads, Microsoft Ads). Demonstrated proficiency in answer engine optimization (AEO), social search behavior, and AI-native search surfaces including SGE, Perplexity, and Bing Copilot.
• Strong command of analytics ecosystems—GA4, Looker, Tableau, and SQL—with the ability to design attribution models, build executive dashboards, and translate data into high-confidence strategic recommendations.
• Proven ability to develop compliant marketing programs in complex regulatory environments without sacrificing competitive aggressiveness or creative ambition.
• Exceptional cross-functional leadership and communication skills, with executive presence to influence at the C-suite level and drive alignment across marketing, product, legal, and commercial functions.

Experience and Qualifications:

• Bachelor's degree in Marketing, Business, or a related field required; MBA preferred. 8+ years in digital marketing with at least 4 years in a director-level role owning organic, paid, and search strategy.
• Demonstrated experience managing multi-million-dollar paid media budgets with accountability for CAC, ROAS, and revenue impact; proven track record deploying AI tools to accelerate performance and scale channel output.
• Direct experience scaling marketing infrastructure through a high-growth inflection in a DTC health, pharma, or high-growth B2B environment; exposure to regulated industries and 503A/503B standards a strong advantage.
• Executive presence and communication skills to lead high-performing teams, influence C-suite stakeholders, and translate complex performance data into clear, compelling strategic narratives.