Senior Director of Digital Marketing and Sourcing

• Design, execute, and optimize applicant acquisition campaigns across paid and organic channels for both applicants and employers
• Own paid media campaigns on Meta (FB/IG), Google Ads, TikTok, and Linkedin with focus on CAC, ROAS, A/B testing, audience segmentation, and conversion tracking
• Translate Propel’s brand voice into authentic short-form content for Gen Z audiences (18–26)
• Brief and manage creative talent (video editors, social creators, alumni ambassadors, interns) to produce high-quality campaign assets
• Track performance, model attribution, and optimize campaigns to maximize qualified applications
• Use AI-enabled creative tools to streamline rapid concepting, copy first-drafts, and testing variations—always maintaining strong editorial oversight
• Partner with the Workforce Partnerships team to develop marketing strategies that support healthcare employer needs, elevate Propel’s value proposition, and increase inbound interest from healthcare employers
• Build website landing pages and content that drive inbound leads, informed by research and internal insights
• Own website content strategy, updates, and SEO optimization
• Ensure the website is user-friendly, brand-aligned, and supports applicant and employer acquisition goals
• Setting up conversion tracking with goal tagging in Google Analytics
• Use AI tools for personalization testing, message variants, and workflow efficiencies—ensuring final content remains authentic and human-led
• Manage marketing automation and CRM tools (Hootsuite, Salesforce, Asana, Campaign Monitor) to nurture leads and optimize applicant journeys
• Optimize emails, SMS, landing pages, and other outreach for engagement, completion, and conversion
• Collect and manage fellow, employer, and alumni testimonials via video, photo, and written content
• Manage the content creator contractor and coordinate alumni ambassadors to amplify reach and engagement
• Oversee all social media channels end-to-end: LinkedIn, Meta, TikTok
• Ensure all content reflects Propel’s mission, brand, and strategic objectives
• Partner closely with the Program team to ensure marketing messages align with the fellow experience and program design
• Collaborate with the Workforce Partnerships team to understand employer demand, prioritize healthcare pathways, and shape sourcing strategies that meet workforce needs
• Work with Tech team to analyze funnel performance, refine targeting, inform product improvements, and ensure applicant and employer journeys are optimized
• Coordinate with Talent Acq to ensure marketing and sourcing efforts produce qualified applicants who meet readiness, timeline, and pathway requirements
• Serve as an internal strategic partner by translating cross team insights into actionable marketing decisions, content needs, and campaign adjustments
• Participate in cross functional planning cycles, OKR reviews, and strategic working groups to ensure marketing efforts are aligned with Propel’s organizational goals

• Deep commitment to Propel’s mission and to diversity, equity, and inclusion
• Ability to work across teams in a highly collaborative and organized way
• 7–10+ years in marketing, including 4+ years leading digital marketing strategy and execution
• Proven ability to run full-funnel acquisition campaigns with clear performance outcomes
• Expertise in paid media (Meta, Google Ads, TikTok, Indeed): bid strategies, A/B testing, conversion tracking, CAC, and ROAS optimization
• Experience building and managing influencer or ambassador programs, especially for Gen Z audiences
• Proficiency with marketing automation, CRM systems, and email/SMS/funnel optimization
• Strong writing and storytelling skills, with the ability to create or direct high-impact short-form content
• Experience managing website content, SEO, and analytics
• Highly organized, self-directed, and comfortable owning strategy and execution as a one-person marketing function
• Strong cross functional collaboration and communication skills, with the ability to translate insights across teams into effective marketing strategy
• Demonstrated project management and execution skills, including the ability to lead complex campaigns, manage timelines, and deliver high quality work in a fast paced environment
• Ability to apply an equity lens to marketing decisions, audience targeting, messaging, and storytelling to ensure inclusive and ethical practices
• Comfort using AI-enabled marketing tools (e.g., Canva AI, LLMs, Lovable) to accelerate creative and testing workflows

Experience with AI-enabled marketing tools helpful but not required

• Coverage of 90% of health insurance premiums
• Unlimited PTO
• Flexible work environment