About the role
Overview
We are seeking a seasoned Fractional Head of Marketing to lead the build-out, launch, and development of our internal performance marketing and lead-generation function under a Build, Transfer, Handover & Supervise (BTHS) model. This is not a strategy-only fractional CMO or consulting role.
During the initial Build phase, the role will be approximately 70% hands-on execution and 30% strategy and supervision. The Fractional Head will directly help launch and manage priority campaigns, establish the systems and standards needed for success, and work closely with our India-based production team and channel specialists. As the team develops, the role will intentionally shift from execution to coaching, handover, and ultimately senior-level strategic supervision.
The initial engagement is expected to be approximately 10 hours per week for 90 days, with the opportunity to transition to reduced, as-needed strategic support after successful handover. Scope may grow based on performance and business needs.
Key Responsibilities
- ·Lead U.S. focused performance marketing and lead-generation initiatives across CTV/OTT, affiliate, Google/Bing, Meta/TikTok, programmatic, paid social, and search.
- ·Take a hands-on role in launching, managing, and optimizing priority campaigns during the initial Build phase.
- ·Develop campaign strategy, KPIs, budgets, attribution, reporting standards, SOPs, and repeatable processes.
- ·Build and grow CTV/OTT and affiliate programs, including direct outreach to niche affiliate partners.
- ·Assess team capabilities, help hire specialized talent, and coach the India-based production team.
- ·Train and cross-train internal team members using an execute, teach, document, and repeat approach, with at least two employees trained per critical function.
- ·Monitor CPL, CPA, ROAS, lead quality, conversion, pacing, and budgets; quickly address underperforming campaigns.
- ·Provide concise weekly updates and monthly performance analyses to leadership.
- ·Incorporate AI tools and emerging technologies into marketing workflows and team development.
- ·Transition day-to-day campaign ownership to the internal team as capability milestones are achieved.
Required
Qualifications
- ·Extensive hands-on DTC performance marketing and lead-generation experience, with the majority of relevant experience in the U.S. market.
- ·Proven experience marketing to U.S. consumers approximately ages 50-62; Medicare, healthcare, insurance, medical device, SSD/legal, or similar experience strongly preferred.
- ·Strong working knowledge of CTV/OTT, affiliate marketing, Google/Bing, Meta/TikTok, programmatic, paid social, and search.
- ·Experience managing large performance budgets and optimizing CPL, CPA, ROAS, conversion, lead quality, pacing, and attribution.
- ·Experience building affiliate programs through direct partner outreach and relationship development.
- ·Proven ability to build, lead, train, cross-train, and transfer knowledge to internal teams.
- ·Experience creating SOPs, campaign processes, KPI frameworks, and reporting standards.
- ·Practical experience using AI tools within modern marketing workflows.
- ·Strong executive communication skills and the ability to provide clear performance recommendations.
- ·Must be a hands-on builder as well as a strategic leader; this is not a strategy-only consulting role.
Candidate Proof of Experience
Candidates should be prepared to provide 2-3 specific examples of U.S.-based DTC campaigns they personally executed or directly led. Examples should clearly identify:
- ·The product, service, or offer being marketed.
- ·The target audience and demographic.
- ·The channels used and the candidate's personal role in execution versus supervision.
- ·Approximate campaign budget or scale.
- ·Key performance metrics such as CPL, CPA, ROAS, conversion, lead quality, or other relevant KPIs.
- ·The optimization decisions made and measurable results achieved.
BTHS Engagement Model
BUILD - Approximately 70% execution / 30% strategy and supervision: Assess capabilities, establish strategy and KPIs, build processes and SOPs, help shape the team, and take a hands-on role in launching and managing campaigns.
TRANSFER - Increasing coaching and team execution: Work side-by-side with the internal team to transfer practical knowledge across campaign launch, targeting, optimization, budget management, testing, attribution, reporting, and troubleshooting.
HANDOVER - Internal team assumes day-to-day ownership: Validate that the team can independently plan, launch, manage, optimize, analyze, report on, and troubleshoot campaigns with documented processes and appropriate cross-training.
SUPERVISE - Strategic oversight: Transition to campaign reviews, strategic direction, performance and budget reviews, vendor/platform evaluation, coaching, and senior-level guidance as needed. What Success Looks Like
The engagement will be considered successful when DL Marketing has a scalable internal performance marketing operation and the internal team can independently execute core campaign functions with the Fractional Head primarily providing oversight and strategic guidance.
- ·The internal team can independently plan and launch campaigns.
- ·The team can create and manage audiences, budgets, media platforms, and campaign workflows.
- ·The team can monitor and optimize performance and identify underperforming campaigns.
- ·The team can analyze CPL, CPA, ROAS, conversion, lead quality, and other relevant KPIs.
- ·The team can prepare clear weekly and monthly performance reporting.
- ·The team can troubleshoot routine campaign issues and communicate effectively with media vendors and platforms.
- ·SOPs and critical processes are fully documented.
- ·At least two trained employees can perform each critical marketing function.
- ·Day-to-day campaign execution no longer depends on the Fractional Head.
Position Type: Remote, Contracted, Manager/Supervisor