Head of Performance Marketing / Paid Acquisition

Fortuna Health is the only consumer-first platform for the 80+ million people navigating Medicaid and government healthcare programs. We support consumers from eligibility and enrollment to renewing coverage. We’ve secured a dominant position in the B2B sector; now, we are embarking on our first expansion into the DTC market.

We are looking for a Head of Performance Marketing to own the strategy, engine, and optimization of our consumer acquisition. This isn't just about managing ad spend but architecting a growth program that connects millions of families to the care they deserve.

Mission with Scale: You will be the primary driver behind our D2C transformation and growth.

Ownership: You will have autonomy over the full paid search stack. You’ll be the main architect of our funnel and DTC brand strategy, including leading bidding and optimization roadmap (working with operations and growth pod).

Direct Impact: You will be held accountable to the one metric that matters: qualified, high-intent leads delivered at scale.

• Strategy & End-to-End Execution. You’ll go from setting marketing strategy with the team to being hands-on in the ads accounts and landing pages, owning multiple search campaigns (current and new campaigns as we expand).

• Acquisition, Lead Quality, & Funnel Optimization. You’ll build the experimentation engine that scales, optimizes, and exceeds targets - ensuring that every lead has the highest possible probability of successful enrollment. You’ll manage CAC, ROAS, and spend against budget and bid strategies.

• Experimentation with Ads & Creative. You like creating and testing ad and website copy for a crisis audience, and running disciplined, single-variable tests so we always know what moved the needle. You'll work with our growth team on interactive tools and creative hooks to capture high-intent consumers.

• Data-driven Reporting & Communication. You tie changes in strategy to specific, timely data reporting to the operations team and senior leadership. You enjoy collaborating cross-functionally.

• Product Mindset. Our philosophy is that everyone should be product-oriented. We’re fundamentally building a consumer product for the masses. You will be in a unique position to understand both our enterprise clients and our end users. The challenge for you is to help balance the needs of both while remaining committed to our core user experience.

• Ownership. There's plenty of greenfield, exploratory work to be done. We need someone to be able to take an ambiguous problem and run with it. As workflows mature, you'll be expected to own them end-to-end without heavy oversight.

• High Velocity. We're looking for a rockstar paid marketer: someone energetic, detail-oriented, and capable of driving to the core outcome of leads at scale.

• Respectful Disagreement. We believe it's crucial to be able to openly disagree with anyone on the team. We are looking for someone who doesn't shy away from conflict, but is respectful and empathetic in their approach and always open to different ideas.

• Humility. It's important to be able to admit when you're wrong. We are looking for a low-ego teammate who is able to take failures in stride and grow from them.

• 4+ years of experience in performance marketing with increasing ownership and scope.

• Experience marketing to consumers in a regulated industry (health, law, financial services).

• Mastery of paid search (Google Ads, etc.). Organic is a bonus.

• Strong knowledge of full stack marketing strategy.

• Not afraid to roll up your sleeves and do things yourself.

• Ability to work 5 days per week in-person in NYC.

• Competitive salary and equity ownership in the company

• Platinum health insurance plans

• Free lunch every day

• All commuter expenses covered

• $100/month wellness benefit

• Unlimited PTO

• 401k plan with company match