Sr. Manager, Acquisition Marketing - AZPetVet

AZPetVet is seeking a Sr. Manager of Acquisition Marketing to join our team as we head into hyper-growth. We are a scaling family of animal hospitals with locations in Phoenix, AZ, with big plans! In 1984, the first practice (Arrow Animal Hospital) opened in the Glendale area. Today, that practice has grown to a family of 22 collaborative hospitals built upon the principle of outstanding patient care and client service.​

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AZPetVet is a part of The Aspen Group (TAG)​

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The Aspen Group (TAG) is one of the largest and most trusted retail healthcare business support organizations in the U.S. and has supported over 20,000 healthcare professionals and team members with close to 1,500 health and wellness offices across 48 states in four distinct categories: dental care, urgent care, medical aesthetics, and animal health. Working in partnership with independent practice owners and clinicians, the team is united by a single purpose: to prove that healthcare can be better and smarter for everyone. TAG provides a comprehensive suite of centralized business support services that power the impact of five consumer-facing businesses: Aspen Dental, ClearChoice Dental Implant Centers, WellNow Urgent Care, Chapter Aesthetic Studio, and AZPetVet. Each brand has access to a deep community of experts, tools and resources to grow their practices, and an unwavering commitment to delivering high-quality consumer healthcare experiences at scale.

We are seeking a Sr. Manager of Acquisition Marketing to help AZPetVet develop and execute a paid media plan that supports existing and new (de novo) hospitals.

This is an exciting opportunity for someone who wants to collaborate with a growing team of talented marketers to help scale a regional company and be part of bringing a newly rebranded company into new markets. This role will partner with the CMO and select members of the marketing team to establish baseline and go-to-market support plans that help us meet and exceed our goals. 

 Proven experience working with internal and external teams and agencies to deliver against an insightful, well-coordinated integrated marketing plan is essential to being successful in this role. The person in this role should be prepared to flex both their creative and analytical muscles in the following areas:    

• Media Strategy (20%): Partner with CMO to understand financial and brand development goals at the company and region level. Partner with agency to identify online and offline channels to meet and exceed company goals, and client expectations, and stand out among competitors.

• Channel Planning (40%): Work with internal and agency partners to understand and interpret creative across the consumer journey; ensure always-on and “seasonal”/new opening investments are planned with consideration of the full-funnel experience across online and offline channels.

• Execution and Optimization (40%): Ensure internal and external creative and media team members are coordinated to deliver awareness, consideration, engagement and conversion-driving placements that support efficiency and effectiveness goals, and successfully drive clients and prospects down the funnel; partner with agency and internal resources to drive thoughtful, responsive optimization of placements as results and insights emerge.

Essential Duties and Responsibilities

• Paid Media Strategy and Planning  

  • Partner with media agency to translate marketing objectives into actionable media strategies using consumer, channel and competitive insights

  • Manage the paid media plan and campaign-level executions to increase lead generation and achieve optimal ROAS; track quarterly investment priorities and cadence to achieve plan

  • Partner with CMO to establish and achieve CAC targets; oversee and track all performance marketing efforts including acquisition and retention KPIs

  • Regularly review support plans to ensure we are on-track to deliver against changing business needs as we scale the business.

  • Partner with CMO and other marketing team members to connect all available touchpoints across the customer journey in hospitals and online.

  • Be the key company resource in the digital paid media space demonstrating knowledge and understanding of marketplace trends, new technologies/vendors, and partnership opportunities through regular updates

• Paid Media Execution and Optimization 

  • Lead campaign launches, optimization, and reporting inclusive of guiding paid media agency on campaign setup, audience targeting, and budget management

  • Lead day-to-day media plan oversight and optimization to ensure targets are being met and refinement opportunities are communicated back to teams to hone audience, copy, creative and channel efforts

  • Partner with internal analytics and marketing team members and external agency partners to identify A/B and multivariate testing opportunities, analyze data, and inform funnel optimizations

  • Own brand financial document - includes flowchart,  baseline and campaign/de novo launch execution and overall budget monitoring. Work closely with media agency to ensure financials are clear, accurate, and shared with leadership on a monthly basis.

  • Work through automation, tagging, and data integrity issues with cross functional partners in Product, IT, and Analytics as needed

• Local Media Planning and Execution

  • Help create a local marketing media plan playbook that reflects an omni-channel mindset; identify opportunities to amplify efforts through integrated marketing including digital (online, in-app), influencer, and sponsorships/partnerships 

  • Manage regional media plans, execution, and reporting in partnership with local marketing leader

  • Collaborate with internal creative team to develop media to fit specific regional initiatives and digital advertising materials

Education and Experience Requirements

• At least 7+ years in direct, hands-on management in paid digital media (search, OTT, display, social), either at an agency or in-house; experience with traditional marketing channels such as TV, radio, OOH is a plus

• Experience managing relationships with media agencies and managing media budgets, juggling and adapting budgets in line with strategic/tactical changes

• Experience managing towards brand & performance-oriented marketing goals, including digital marketing metrics such as CPC, CPM, CPA, LTV and ROAS

• Have high familiarity with attribution and how to leverage it to track marketing efforts

• Demonstrated understanding of integrated marketing and the role paid media plays in the overall marketing mix

• Strong ability to present recommendations and make decisions around investment alternatives that mitigate risk and maximize return

• Excellent project management skills; delivers results on time and on budget  

• Demonstrates resourcefulness, accountability, initiative, and ability to work independently

• Works well within a team and be prepared for a fast-paced and detail-oriented environment

• Proficient at tools such as Google Adwords, Facebook Ad Manager, etc

Salary: 135-150k