Performance Marketing

Total Life, Inc.; United States; Remote; USD 120,000 - 180,000; Full time

Benefits offered by this job

Equity options

Health, dental, vision

Generous PTO

Remote-first with home office stipend

Learning/conference budget

Job summary

Total Life, Inc. is seeking a Performance Marketing Lead to own full-funnel paid acquisition across Google, Meta, YouTube, Bing, and offline channels for a 65+ audience.

This remote North America role requires building demand via direct mail, radio, print, and community events, with attribution to defend spend and optimize CAC and ROAS. You will shape budgets, test creatives, implement measurement, and work directly with the CEO to scale a national behavioral health platform.

Qualifications

• Managed $30K+/month spend across multiple channels with depth and scale
• Experience across both digital and traditional/offline channels with real spend and results
• Track record with starting and ending ROAS, spend, and changes made to improve it
• Fluency in GA4, ad platform reporting, CRM (HubSpot), and comfort with spreadsheets or SQL
• Aggressive testing and quick iteration when data says to kill ideas

Responsibilities

• Full-funnel paid acquisition across Google, Meta, YouTube, Bing, Reddit, Quora, Nextdoor and native networks
• Traditional and offline demand generation (direct mail, print, radio, CTV/linear, community/senior centers) reaching 65+ audiences
• Own blended CAC, channel ROAS, and cost per completed intake as key metrics
• Guide creative strategy: test, iterate, and communicate insights to a creative team
• Define measurement infrastructure and attribution for offline-heavy funnels
• Develop monthly budget plans and defend allocations with data

Skills

Paid media management

Multi-channel marketing

Analytics & measurement

SQL basics

HubSpot experience

Tools

GA4

HubSpot

Excel/Sheets

Job description

Performance Marketing Lead — Total Life

Full-time · Remote (North America) · Reports to the CEO

The short version

We spend real money to reach older adults who need mental health care, and most of them are not on the internet the way your last audience was. We need someone who can grow ROAS on channels that already work, and who has the range to build demand in places a growth marketer usually never touches — direct mail, radio, print, community events, CTV. If you have only ever optimized inside Meta Ads Manager, this is not your role. If you have personally owned budgets across paid digital and offline, and can show what happened to CAC when you did, keep reading.

About Total Life

Total Life is a national behavioral health telehealth platform built for later-life adults. 200+ licensed clinicians, 49+ states, and we bill Original Medicare Part B directly — which means for most of the people we serve, therapy costs them little to nothing. That’s an unusually strong offer, and our job is to get it in front of the people who need it. We ranked #5 in the healthcare category on the Inc. 5000, with growth over 5,000% since 2021. We are still small enough that this hire will change the trajectory of the company.

What you’ll own

• Full-funnel paid acquisition across Google, Meta, YouTube, Bing, Reddit, Quora, Nextdoor, and native networks — plus whatever you can prove out next.

• Traditional and offline demand generation. Direct mail, print, radio, CTV/linear, community and senior-center partnerships. Our audience is 65+, and a large share of our best prospects will never click an ad. You’ll be responsible for building programs that reach them anyway, with attribution good enough to defend the spend.

• ROAS and CAC as your scoreboard. Not impressions, not MQLs. You own blended CAC, channel-level ROAS, and cost per completed intake.

• Creative strategy. You’ll direct the concepting, testing, and iteration of ad creative — you don’t have to be the designer, but you have to know what to test and why, and you have to be able to tell a creative team something more useful than “make it pop.”

• Measurement infrastructure. Attribution across a long, offline-heavy funnel is genuinely hard here. You’ll define how we know what’s working, including for channels with no click.

• Budget allocation. You’ll bring us a monthly plan for where the money goes, defend it with numbers, and change it when the numbers change.

What we’re looking for

Non-negotiable:

• You have personally managed $30K+/month in spend on multiple individual channels — not a $30K/month total book split six ways. We want to see depth, at scale, on more than one channel.
• Direct experience on both digital and traditional/offline channels. Real spend, real results, in both worlds.
• A track record you can put numbers to: starting ROAS, ending ROAS, over what period, on what spend, and what you actually changed to get there.
• Fluency in the analytics stack — GA4, ad platform reporting, a CRM (we run HubSpot), and enough comfort in spreadsheets or SQL to check your platforms’ math rather than take their word for it.
• You test aggressively and kill your own ideas quickly when the data says to.

Strong pluses:

• Healthcare, Medicare, insurance, or another regulated-advertising category.
• Marketing to seniors, or to adult children making decisions for a parent.
• Direct response with a phone-based or human-assisted conversion path.
• You’ve built a channel from zero, not just optimized an inherited one.

• Equity options
• Health, dental, vision
• Generous PTO
• Remote-first with a home office or equipment stipend.
• A learning/conference budget