Marketing Manager - Offline Channel Growth (100% Remote)

Summary:
The Marketing Manager, Offline Channel Growth is responsible for driving customer acquisition, optimizing performance, and accelerating growth across offline marketing channels for both B2C and B2B audiences. This role combines strategic channel ownership with strong analytical capabilities to identify growth opportunities, improve marketing efficiency, and maximize return on investment. This leader will develop and execute integrated acquisition strategies across consumer and business audiences. They will translate insights into action, manage complex media programs, partner with agencies and internal stakeholders, and continuously optimize the customer acquisition funnel.

What This Role Does:
Offline Channel Strategy & Growth

Develops and executes integrated offline acquisition strategies that drive qualified leads, customer growth, and revenue across B2C and B2B segments.
Owns channel performance across Direct Response TV (DRTV), Direct Mail, Print, Radio, and other offline acquisition channels.
Identifies new channel opportunities, tests strategies, and scales programs that demonstrate strong customer acquisition potential across consumer and business audiences.
Partners with media agencies, vendors, and internal stakeholders to optimize spend allocation, audience targeting, creative strategy, and campaign performance.
Develops annual and quarterly channel plans aligned with business objectives, growth targets, and budget goals.

Performance Analytics & Optimization

Analyzes channel performance, customer acquisition metrics, and campaign results to identify optimization opportunities across B2C and B2B programs.
Owns reporting and insights across offline channels, including cost per call (CPC), cost per order (CPO), customer acquisition cost (CAC), customer lifetime value (CLV), pipeline contribution, and return on marketing investment.
Leverages attribution insights, testing results, customer data, and market trends to improve media efficiency and budget allocation.
Partners with Finance, Sales, and Analytics teams to forecast performance, evaluate ROI, and support investment decisions.

Campaign Management & Execution

Manages end-to-end execution of offline campaigns, from strategy and audience segmentation through creative development, launch, measurement, and optimization.
Leads creative and messaging testing strategies tailored to consumer and business audiences, including offers, calls-to-action, positioning, and audience segments.
Collaborates with Creative, Product, Sales, Operations, and Customer Experience teams to ensure campaign alignment and effectiveness.
Manages agency and vendor relationships, ensuring accountability against performance goals and business objectives.

B2C & B2B Marketing Expertise

Develops acquisition strategies that address the unique needs and buying behaviors of both consumers and business decision-makers.
Demonstrates understanding of the differences between B2C demand generation and B2B lead generation, including audience targeting, sales cycles, conversion paths, and measurement approaches.
Partners with Sales teams optimize lead quality, improve conversion rates, and support revenue growth.
Builds campaigns that balance brand awareness, demand generation, lead capture, and pipeline contribution.

Customer & Market Insights

Uses customer data, research, and market trends to inform channel strategies and improve campaign effectiveness.
Develops a deep understanding of target audiences, including consumer customers, caregivers, and business stakeholders.
Identifies opportunities to improve the customer journey from initial awareness through conversion and retention.
Incorporates evolving consumer expectations, changing buying behaviors, and emerging marketing trends into acquisition strategies.
Performs other duties as assigned.

What You Will Bring:

Bachelor’s degree in Marketing, Business, Analytics, or related field. Equivalent combinations of education and relevant experience will be considered.
A minimum of seven (7) years of marketing experience with demonstrated success managing customer acquisition and growth programs.
Proven experience managing offline acquisition channels, including direct response TV, direct mail, print, radio, or similar channels with a foundational knowledge of online channels for cross-channel optimization.
Demonstrated experience developing and optimizing both B2C and B2B marketing programs.
Strong analytical skills with the ability to interpret complex data and translate insights into business recommendations.
Experience managing marketing budgets and optimizing investments based on performance and ROI.
Strong understanding of marketing measurement, attribution, testing methodologies, and funnel optimization.
Experience working with agencies, media partners, Sales teams, and cross-functional stakeholders.
Excellent project management, communication, and executive presentation skills.
Demonstrated ability to lead through influence, including mentoring others, leading initiatives or workstreams, contributing to best practices, and driving cross-functional outcomes.
Excellent verbal and written communication, presentation, and problem-solving skills.
Self-starter with strong organizational and time management skills, self-directed and able to handle multiple priorities with demanding timeframes.
Ability to work collaboratively with colleagues and staff to create a high-quality, results-driven, team-oriented environment.
Demonstrated ability to use discretion, make sound decisions, and maintain confidentiality.
Willingness and ability to work flexible hours as needed, and travel up to 10%, which may include occasional overnight travel.
Proficiency in Microsoft Office Suite and modern communication tools for virtual teams (e.g., Microsoft Teams, Slack).

Preferred Qualifications

Experience managing integrated campaigns across multiple channels and customer segments.
Experience with marketing analytics tools (Power BI), dashboards, and reporting platforms.
Experience supporting customer acquisition in healthcare, technology, telecommunications, or senior-focused industries.
Familiarity with marketing mix modeling (MMM), incrementality testing, or advanced attribution approaches.

Physical Demands:
In accordance with the Americans with Disabilities Act (ADA) and applicable state and local laws, the Company will provide reasonable accommodations to qualified individuals with documented disabilities to enable them to perform the essential functions of the job, unless such accommodations would impose an undue hardship. Employees seeking accommodation should contact the People Department to initiate the interactive process.
Employees may experience the following physical demands for extended periods of time:

Sitting, standing, and walking (90-100%)
Keyboarding (95-100%)
Viewing computer monitor, tablet, and cell phone requiring close vision (70-90%)

Work Environment:
100% Remote with Travel: Work environment is primarily indoors (home office, customer or vendor sites, or other business meeting venues); travel may involve exposure to varying weather and temperature conditions, as well as driving and traffic hazards. Travel is required, approximately 10%, and may include overnight and out-of-state trips.