Growth Marketing Manager — Job Description

Role: Growth Marketing Manager

Location: Remote, LATAM or South Africa

Type: Full-Time

Industry: Home Care / Healthcare

Reports To: COO

About Our Client

Our client is a growing Michigan-based home care company providing non-medical care and support services to clients and their families. Services include personal assistance, companionship, respite care, transportation, transitional care, and 24-hour/live-in care. They also support families through Medicaid programs that allow people to be paid to care for a loved one at home.

Over the past year, our client has grown from a very small internal team into a broader organization with dedicated functions across staffing, credentialing, recruitment, billing, and operations. Leadership has ambitious plans: to scale the business to $50M in annual revenue over the next five years.

The Opportunity

Our client is looking for a senior, hands-on Growth Marketing Manager to build the company's marketing function from the ground up.

Today, our client has zero formal marketing. There is no in-house team, no agency, no paid ads, no SEO program, and no creative resources. Nearly all new clients come through referrals from contracting partners. That has served the business well, but leadership does not want to keep relying on a single channel it does not control.

The company now needs someone who can make the brand known. Families searching for home care should find our client, recognize the brand, understand what it offers, and find it easy to get in touch.

There is also a large education opportunity. Many families do not know that Medicaid programs can pay a family member to care for a loved one at home. The right marketer will see that as a growth channel, not a footnote.

This is not a coordinator role, a social media manager role, or a position for someone who needs a ready-made playbook. You will own both the strategy and the execution. You will decide where the company should show up, build the campaigns, launch them, measure them, and improve them.

This is a player-coach role. For the first 6–12 months you will run marketing end to end. As demand grows, you will help shape and build the team beneath you, such as an ads specialist or an SEO/AI search specialist, and help leadership think through how sales capacity should scale alongside marketing.

What You'll Do

Build the Marketing Strategy From Zero
- Own the marketing function end to end, from strategy through hands-on execution.
- Assess the market, competitors, and audiences, and define where the company should show up and why.
- Build a clear marketing plan with priorities, channels, budget recommendations, and targets.
- Define positioning and messaging so families quickly understand who our client is and how they can help.
- Turn leadership's growth goals into a practical roadmap and execute against it.
Capture Demand Through Google Search
- Plan, launch, and manage Google Ads campaigns that reach families actively searching for home care.
- Build keyword strategy, ad copy, landing pages, and conversion tracking.
- Continuously test and optimize to lower cost per lead and improve lead quality.
- Manage paid media budgets responsibly and report clearly on return.
Build Awareness Through Meta and Social
- Plan and run targeted Facebook and Instagram campaigns that build brand awareness and generate leads.
- Develop scroll-stopping, education-first creative, for example: "Did you know you can get paid to care for a loved one at home?"
- Build and grow the company's organic social presence and content.
- Test audiences, hooks, formats, and offers, and scale what works.
Make the Brand Discoverable in Search and AI
- Own SEO, local SEO, and Google Business Profile so our client ranks when families search for home care in Michigan.
- Develop an AI search (GEO) strategy so the company appears in tools such as ChatGPT, Gemini, and Google AI Overviews.
- Build and improve website content that answers the questions families are asking.
- Use data, AI tools, and modern marketing platforms to work faster and smarter.
Run Targeted Campaigns by Audience and Program
- Lead with private-pay: reach families looking for home care for themselves or a loved one.
- Build education-first campaigns around Medicaid programs, including the Michigan Home Help Program and self-directed services.
- Support awareness of Medicaid behavioral health services.
- Tailor messaging, channels, and offers to each audience.
Build the Inbound Lead Engine
- Make it easy for families who find the company online to reach out, whether by form, phone, or another channel.
- Set up and maintain landing pages, contact forms, call tracking, and lead capture.
- Create a fast, clean handoff of new leads to the operations team.
- Track every lead from source to client so the company knows what is working.
Measure, Report, and Improve
- Define marketing KPIs such as brand reach, lead volume, cost per lead, and lead-to-client conversion.
- Build simple, clear reporting so leadership can see results without chasing information.
- Use data to decide where to invest more, what to cut, and what to test next.
Manage Creative and Vendors
- Source and manage freelance support for graphic design, light video, and other creative as needed.
- Write clear briefs and hold freelancers and vendors to high standards on quality and deadlines.
- Maintain brand consistency across every channel.
Lay the Groundwork to Scale
- Document playbooks, processes, and campaign learnings so marketing can grow beyond one person.
- Identify when and where to add specialists, such as a paid ads specialist or an SEO/GEO specialist.
- Help hire, lead, and coach future marketing team members.
- Partner with leadership on how sales capacity should grow alongside marketing demand.

What We're Looking For

This is a high-bar hire. We are looking for a senior marketer who can both set the strategy and do the work.

The ideal candidate will have:

5+ years of experience in digital, growth, or performance marketing.
Experience building or leading a marketing function, ideally from an early or zero-to-one stage.
Hands-on experience running Google Ads campaigns with measurable results.
Hands-on experience running Meta (Facebook and Instagram) campaigns, including creative testing.
Strong working knowledge of SEO and local SEO, and a clear point of view on AI search (GEO).
Experience building lead generation funnels, landing pages, forms, and conversion tracking.
Experience marketing to consumers, ideally for a local or service-based business.
Strong analytical skills and comfort with tools such as Google Analytics, Google Tag Manager, and ad platform reporting.
Comfort using AI tools to speed up research, content, and campaign work.
Excellent copywriting skills and a strong eye for creative that converts.
Experience managing freelancers, agencies, or small teams.
Strong judgment on budget allocation and the ability to make good decisions with imperfect data.
Excellent written and verbal English communication.
A proactive, resourceful, highly organized approach.

Home care, healthcare, or senior care marketing experience is a strong plus, especially familiarity with Medicaid-funded or self-directed care programs. It is not required.

The Type of Person Who Will Succeed

A True Builder: You are excited, not intimidated, by a blank page. You have probably launched marketing for a business before, or been the person who turned a scattered effort into a real growth engine.
Balanced Skillset: You are equally comfortable thinking about brand and positioning as you are inside an ad account adjusting bids or rewriting a headline.
Impact-Oriented: You care about results, not vanity metrics. You know the difference between activity and impact, and you can explain what is working in plain language.
Curious & Adaptive: When you do not know an audience, a program, or a channel, you dig in until you do. You will take the time to understand home care and the families our client serves.
Fast & Decisive: You move quickly, test often, and are not afraid to kill what is not working.
Strong Communicator: You write well and you understand people. You know how to speak to an adult child worried about a parent, or a family member who does not yet know they can be paid to provide care.
Autonomous Leader: Leadership should be able to give you a goal, explain the desired outcome, and trust you to take it from there.

How You'll Work With the COO

This is a high-trust, high-autonomy role.

The COO will provide the vision, priorities, and growth goals. You will determine how marketing should deliver against them.
You should be comfortable receiving an objective rather than a detailed list of instructions.
When you bring something to the COO, come with context, data, options, and a recommendation whenever possible.
You should also be willing to challenge assumptions and respectfully push back when you believe there is a better way to reach the target audiences.

Over time, the goal is for you to own the company's growth engine: someone who understands the business and its clients deeply, knows which levers drive growth, builds the team marketing needs, and helps our client become a recognized name in home care.

Growth Marketing Manager - 65740256068