Paid Media Lead

Description

Position Overview

The Paid Media Lead is a hands-on execution expert who brings our digital marketing strategies to life across multiple paid media channels. Reporting to the Sr. Manager of Digital Marketing & Growth, you'll be responsible for the day-to-day management, optimization, and performance of our digital advertising campaigns. This role is ideal for someone who has an appreciation for data-driven campaign strategies, data storytelling, campaign mechanics, and wants to make a direct impact on connecting patients with quality healthcare.

You'll manage advertising budgets across Google, YouTube, Meta, Nextdoor, and emerging platforms while supporting our clinic expansion and organizational goals. If you're passionate about performance marketing and want to help make healthcare more accessible, this is your opportunity to shine.

Key Responsibilities

Campaign Management & Execution:

• Execute and optimize paid digital advertising campaigns across Google Ads, Meta, Nextdoor, and other emerging channels
• Manage budgets with a focus on maximizing patient acquisition and ROI
• Conduct A/B testing on ad creative, targeting, bidding strategies, and landing pages
• Monitor campaign performance daily and make real-time optimizations to improve KPIs
• Implement tracking and conversion measurement across all digital touchpoints
• Implement and regularly audit tracking and pixel configurations across all platforms to ensure compliance with HIPAA and platform-specific healthcare advertising policies, including awareness of PHI exposure risks in ad platform integrations
• Apply standardized campaign naming and UTM conventions across all platforms to support unified, cross-channel reporting

Performance Analysis & Reporting:

• Analyze campaign data to identify trends, opportunities, and areas for improvement in future strategies
• Track and report on key metrics including cost per acquisition, patient volume, lifetime value, and ROAS

Strategic Support:

• Support the Sr. Manager of Digital Marketing & Growth in developing channel-specific strategies and testing roadmaps
• Research and recommend new advertising platforms and opportunities
• Stay current on digital advertising trends, platform updates, and healthcare marketing regulations, including HIPAA considerations for digital advertising and tracking technologies
• Provide input on creative direction to maximize performance
• Support integration of paid media lead and conversion data with the organization's CRM platform to enable accurate patient journey tracking

Growth & Expansion Support:

• Execute campaigns for new clinic openings and market entries
• Manage campaigns to support rapid expansion across multiple states
• Support brand transition campaigns for newly acquired clinics

Qualifications

Required Experience:

• 5+ years of hands-on experience managing paid digital advertising campaigns, preferably in healthcare, wellness, or service-based industries
• Proven expertise in Google Ads (Search, Display, YouTube), Meta advertising
• Experience preferred with additional platforms (Spotify, OTT/CTV, Nextdoor, etc)
• Experience managing monthly advertising budgets with demonstrated ROI improvement
• Experience with healthcare advertising regulations and compliance, including HIPAA-compliant conversion tracking and pixel implementation
• Strong analytical skills with proficiency in Google Analytics, platform reporting tools, and Excel

Preferred Skills:

• Bachelor's degree in Marketing, Digital Marketing, or related field
• Google Ads and Meta advertising certifications
• Experience with healthcare advertising regulations and compliance
• Basic understanding of HTML, UTM parameters, and conversion tracking setup
• Experience with project management tools and collaborative workflows

Requirements

Physical Requirements

• Proficiency with computer systems and multiple monitors for campaign management
• Occasional travel to clinic locations or industry events may be required

About Us

• Xpress Wellness, operating as Xpress Wellness and Integrity Urgent Care, is a family of 80+ urgent care clinics across Texas, Oklahoma and Kansas. Our company was founded with the desire to serve underserved communities with quality care and convenience. A genuine care for people -- our team, patients and partners -- is at the heart of everything we do.