The Media Buyer will develop, execute, and optimize social media and native advertising campaigns to generate inbound calls and leads, focusing on platforms like Facebook and Google Display Ads.
Join Us!
HealthCare.com has become one of America’s fastest-growing insurtech companies, revolutionizing how consumers shop for health insurance. Leveraging advanced technology and data science, the company has developed customized proprietary products to better fit consumer requirements, enhance customer satisfaction, and take some of the guesswork and inefficiencies out of buying insurance.
Performance Marketing Analyst
Our innovative marketing team is expanding, and we're looking for a results-driven Performance Marketing Analyst with a strong background in Native/Display and Social Media advertising, specifically focused on generating high-quality inbound calls.
Job Summary:
The Performance Marketing Analyst will be responsible for the overall strategy, planning, execution, and optimization of paid social media campaigns across platforms like Facebook, Instagram, TikTok, Snapchat, and others, as well as native and display advertising campaigns across various native ad platforms (e.g., Taboola, Outbrain, TradeDesk, RevContent, Google Display Ads, etc.) and Demand-Side Platforms (DSPs), with the primary objective of generating qualified calls and leads. This role requires a deep understanding of these platforms and networks, a keen analytical mind, experience navigating Facebook's Special Ad Category limitations, and the ability to thrive in a fast-paced, performance-oriented environment. The ideal candidate will have at least 3 years of experience managing both Social Media Advertising and Native/Display Advertising, and possess strong analytical skills coupled with a strong marketing and creative mindset. They should also have a good understanding of data feedback loops and the nuances of various data approaches. Experience in the health insurance industry and a proven track record of managing campaigns that deliver a strong return on investment (ROI) through call generation is highly desired.
Key Responsibilities:
Develop, launch, and manage large-scale paid media campaigns across Facebook, Instagram, TikTok, Snapchat, Taboola, Outbrain, Revcontent, Google Display Ads, and various DSPs.
Relentlessly focus on generating high-intent inbound calls and leads through all managed social, native, and display channels.
Strategize, implement, and optimize campaigns while adhering to platform-specific requirements, including Facebook's Special Ad Category for health insurance advertising.
Conduct thorough audience research, segmentation, contextual targeting, and site list management to target relevant demographics and environments for health insurance products.
Write and test compelling ad copy, headlines, and descriptions, and collaborate with creative teams to develop engaging visuals and landing pages optimized for call conversions.
Monitor campaign performance daily, analyzing key metrics (CPC, CPM, CPA, CPL, CTR, Call Duration, Conversion Rates) and making data-driven adjustments to optimize for call volume and quality.
Effectively manage and allocate campaign budgets across multiple platforms to maximize ROI.
Perform A/B testing on various campaign elements (creatives, targeting, placements, landing pages, bidding strategies) to improve call generation outcomes.
Track and report on campaign results, providing insights and recommendations to marketing leadership.
Stay current with the latest trends, best practices, algorithm changes, and new ad features across all platforms, particularly as they relate to call generation and the health insurance industry.
Ensure all advertising campaigns comply with health insurance industry regulations (e.g., HIPAA, CMS) and platform-specific advertising policies.
Collaborate with sales and operations teams to ensure lead quality and alignment between marketing efforts and sales objectives.
Manage relationships with ad platform representatives, publishers, and other third-party vendors.
Qualifications & Experience:
Bachelor’s degree in Marketing, Advertising, Business, or a related field.
Proven in-house experience (3+ years) as a Performance Marketing Analyst or Paid Social Specialist, with a specific focus on Facebook, Instagram, TikTok, Snapchat, Native, and Display advertising.
Experience managing campaigns on >$10,000 daily budgets.
Hands-on experience and familiarity with major social and native/display ad platforms (Facebook Ads Manager, Instagram Ads, TikTok Ads Manager, Snapchat Ads Manager, Taboola, Outbrain, Revcontent, DSPs, Google Display Network).
Demonstrable experience managing advertising campaigns within Facebook's Special Ad Category, particularly understanding its limitations and effective strategies for industries like health insurance.
Demonstrable experience in managing campaigns with the primary goal of generating inbound calls or high-quality leads.
Experience in the health insurance industry (ACA & Medicare) or another highly regulated industry (e.g., finance, mortgage) is strongly preferred.
Strong analytical skills with the ability to interpret data, identify trends, and make data-driven decisions.
Experience with A/B testing methodologies and conversion rate optimization (CRO) specific to social media, display, and native campaigns.
Familiarity with web analytics tools (e.g., Google Analytics) and call tracking platforms.
Excellent understanding of media buying metrics, bidding strategies, PMPs (Private Marketplace Deals), and budget management for all platforms.
Creative mindset with the ability to develop engaging ad copy and concepts suitable for different social, native, and display formats.
Strong attention to detail and organizational skills.
Ability to work independently and as part of a collaborative team.
Excellent communication and presentation skills.
Strong Excel or SQL proficiency.
Knowledge of health insurance advertising regulations and compliance (e.g., HIPAA, CMS) is a significant plus.
Benefits
Opportunity to work from home
Excellent work environment
Medical, dental, and vision insurance
Up to 15 days of paid time off
11 company observed holidays
8 weeks of paid parental leave
401k plan with company match
Life insurance
Professional growth opportunity
Most importantly, an inclusive company culture established by an incredible team!
Get to Know Us!
https://www.healthcare.com/
linkedin.com/company/healthcare-com
