Performance Marketing Specialist

About BlackDoctor (BD)

BlackDoctor is the largest and most comprehensive online health resource specifically focused on the health and wellness of the Black community. We empower our 30 million annual users with culturally-relevant, trusted, and actionable health content. Through our work, we inspire healthier lives through information, education, and community. With more than 20 years of experience and unmatched credibility in the health space, BD provides a suite of digital and experiential advertising solutions that connect pharmaceutical brands with both consumer (DTC) and professional (HCP) audiences.

Overview:

• Reports To: Director of Ad Operations

• Role Title: Performance Marketing Specialist

• Location: Fully Remote (US-Based ONLY - Must be based in the United States)

• Salary $75-$85K

Position Summary:

We are seeking a data-driven and strategic Performance Marketing Specialist to lead our audience growth and monetization efforts. This role is responsible for developing and executing high-impact strategies across social, SEM, and native platforms to ensure the fulfillment of client guarantees while expanding our digital reach. The ideal candidate blends technical proficiency in campaign management with an analytical mindset to drive business growth and optimize site performance.

Key Responsibilities:

Audience & Monetization Strategy

• Develop and execute audience acquisition strategies that grow our reach and ensure the fulfillment of client guarantees across social, SEM, and native channels.

• Identify and manage 3rd party relationships and evaluate potential new traffic partners to diversify acquisition sources.

• Manage 3rd party relationships and identify potential new traffic partners to expand the BD ecosystem.

Campaign Execution & Creative Management

• Generate and oversee creative assets within key platforms (Meta, Google, etc.) to drive high-quality audiences to our digital properties.

• Oversee daily PPC bid management and implement real-time campaign optimizations across all advertising channels.

• Employ rigorous testing strategies for channel expansion, audience engagement, and improved conversion efficiency.

Data Analysis & Reporting

• Analyze 1st and 3rd party data in collaboration with the client engagement team to optimize site and campaign performance.

• Improve existing campaign reporting frameworks and provide deep-dive analysis into channel health.

• Create long-term strategic recommendations based on data insights to drive sustainable business growth.

Skills & Qualifications:

• Experience: 3-4 years of hands-on experience in paid media (Paid Search, Paid Social, and Sponsored Content).

• Technical Proficiency: Experience with GTM, GA4 (or similar analytic tools), Pixels, and UTMs.

• Analytical Skills: Proficiency in using Microsoft Excel to compile reports and perform in-depth data analysis.

• Industry Knowledge: A solid understanding of digital media trends, programmatic landscapes, and performance marketing strategies is a must; health/pharma experience would be a big plus.

• Soft Skills: Superior problem-solving abilities paired with excellent organizational and project management skills.

The 30-60-90 Day Plan: Key Success Milestones

30-Day Plan: Onboarding & Immersion

• Brand & Audience Alignment: Deep dive into BD’s mission and the specific health interests of our 30 million annual users.

• Technical Audit: Review current Meta and Google ad accounts, GTM setups, and GA4 tracking to understand the existing conversion funnel.

• Stakeholder Introduction: Establish a reporting cadence with the Director of Performance Marketing and meet with the client engagement team to understand upcoming client guarantees.

• Tool Fluency: Gain full access to 1st and 3rd party data tools and begin monitoring daily PPC bid management.

60-Day Plan: Integration & Contribution

• Campaign Optimization: Take full ownership of daily bid management and creative rotations to improve ROAS and CPA metrics.

• Testing Framework: Launch the first phase of A/B testing for creative assets and audience segments to identify efficiency gains.

• Partner Management: Begin vetting potential new traffic partners and managing existing 3rd party relationships to ensure lead quality.

• Reporting Enhancements: Propose and implement at least two improvements to the current reporting structure to provide better visibility to the Director and engagement teams.

90-Day Plan: Leadership & Optimization

• Strategic Growth: Present a long-term recommendation for channel expansion (e.g., new native platforms or untapped social channels).

• Monetization Mastery: Ensure all client guarantees are pacing ahead of schedule through optimized monetization and audience flow strategies.

• Cross-Functional Impact: Collaborate on high-level site optimizations based on 1st party data insights to improve user retention.

• Efficiency Benchmarking: Establish new performance benchmarks for the department, demonstrating a clear trend of improved efficiency since onboarding.