• Develop a strategic vision to maximize performance marketing efforts through leveraging data analytics and insights to deliver measurable results. • Utilize vision to drive strategy mix and investment levels across DTC and B2B sales channels, balancing effectiveness with efficiency, profitability, and user journeys across touchpoints. • Manage a small internal team of performance marketers and agency partners. • Evaluate the effectiveness of all digital demand generation channels and implement a measurement framework that supports both operational and longer-term decisions. • Lead performance marketing planning and execution across the medical channel sales organization. • Ideate with the functions across marketing, ecommerce, customer care, and business operations to understand results and sharpen activities. • Evaluate and test new marketing strategies and channels based on industry best practices, identifying and prioritizing improvement opportunities. • Own affiliate marketing strategy; Deliver results through affiliate channel by balancing growth with ROI while driving rapid experimentation and learning. • Collaborate on annual budget planning efforts that build from company growth strategy, marketing/retention KPIs, and brand metrics. • Supports diverse hiring and related initiatives to meet company goals.