Growth Marketing Analyst

Planned Parenthood Direct (PPD) is the digital arm of Planned Parenthood, delivering trusted sexual and reproductive health care via the Planned Parenthood Direct web/mobile app and period tracking via the Spot On app. Our mission is to enable Planned Parenthood care from anywhere — ensuring accessible care for patients on the go and from the safety, privacy and security of the home.

Job Summary

In this role, you will be responsible for growing the user base of Planned Parenthood Direct’s revolutionary telehealth program and serve as our marketing analytics expert. You will be responsible for developing and executing consumer-focused campaigns at both the local and national level, analyzing data across multiple sources (e.g., web, paid and unpaid marketing channels, marketing automation platforms) to effectively measure, benchmark, and evaluate performance. You’ll need to truly understand the marketing funnel and how users move through it, using your knowledge to make strong, data-driven recommendations on current channel performance, improvements, and opportunities to expand to new channels. 

This is truly a cross-functional role where you will partner with Affiliate Operations, Engineering, Product, and the Leadership Team, as well as Planned Parenthood affiliates and other stakeholders, to produce dynamic, human-centric campaigns that accelerate funnel movement and generate revenue. You should thrive in a fast-paced environment and nurture a collaborative and agile approach. We’re looking for someone who is an excellent communicator with exceptional organizational skills, an eye for detail, a deep sense of curiosity and creativity to get to the root of what the data is telling us, and skilled at creatively solving problems.

Beyond being an adaptable and growth-minded marketer, you’ll need to be passionate about helping people access reproductive healthcare on their own terms. If that’s you, please apply! This role will report to the VP of Marketing.

What you’ll do

Strategy & planning

• Own the marketing funnel — you’ll be constantly evaluating and making recommendations for accelerating funnel progression and solving leaks

• Define and own a growth marketing strategy, including KPIs directly resulting in funnel progression and revenue, and plan that focuses on increasing engagement and driving conversion to widen our patient base

• Evaluate and evolve all aspects of this plan, including continually reviewing feedback and analytics; researching current and evolving audience needs; and partnering with other internal teams to drive patient acquisition

• Develop a high-performance growth marketing playbook that prioritizes market growth

Campaign execution

• Independently execute advertising campaigns across a wide range of marketing channels (e.g., search, email, web, paid media, social media, content syndication)

• Work cross functionally with our product and operations teams to launch data-driven initiatives to support patient retention and satisfaction

• Execute projects with an eye for detail, utilizing project management processes and software (e.g., Asana, Figma, Confluence) to ensure seamless communication 

Analytics & reporting

• Measure and interpret data across all growth tactics and report to the broader team on key performance metrics against business objectives
• Make recommendations for future campaigns or concepts using data-driven insights

Cross-functional collaboration

• Manage relationships with third-party marketing vendors and agencies

• Proactively cultivate a growth mindset, with a curiosity and eagerness to learn more about our patients, affiliates, product, and the reproductive healthcare landscape

Minimum qualifications

• 5+ years of individual contributor experience in a role where you independently developed and executed marketing programs end-to-end

• 3+ years of hands-on experience with B2C marketing analytics, A/B testing, campaign measurement, and lifecycle optimization across channels like email, SMS, social media, SEM, etc.

• Experience with conversion funnel analytics, customer segmentation, and personalized targeting strategies

• Proficiency with web analytics tools (Google Analytics), paid marketing platforms (Google, Facebook), email marketing platforms (Iterable), and working knowledge of on-page and off-page SEO, Google Search Console, Semrush, Ahrefs, or a similar tool

• Ability to blend marketing, art, and science to deliver impactful, data-driven lead generation, funnel acceleration, and revenue results

• Comfort and flexibility with the ambiguity inherent in a fast-paced startup environment

• An exceptional project manager with an ability to independently manage logistics, multiple projects, and evolving business needs

• Ability to execute on ambiguously-defined questions and translate business requirements into technical requirements

• Experience in healthcare is a must