As the Director, Member Growth - D2C, you will be at the forefront of this mission, tasked with building a high-velocity, data-driven growth engine to acquire, activate, and engage members at scale. You will own our D2C member acquisition strategy, driving measurable growth through high-performance paid media, experimentation, conversion rate optimization (CRO), and innovative member acquisition strategies.

This role reports to our VP of Marketing and will work cross-functionally with Product, BD, Brand, Creative, and Analytics to scale our D2C motion with aggressive performance marketing strategies. You’ll start as a player-coach, leading strategy and execution, and will build a high-performing D2C growth team as we scale.

What you’ll be doing:

Lead D2C Acquisition Strategy & Execution

• Own end-to-end D2C growth strategy, including paid media, CRO, organic growth, and referral programs to drive member acquisition and activation.
• Optimize full-funnel performance marketing across paid social (Meta, TikTok, YouTube), paid search (Google, Bing), programmatic, affiliate, and emerging channels.
• Build a high-velocity experimentation framework to rapidly test and iterate on audience targeting, messaging, creative, and landing pages.
• Lead deep analytics & performance tracking, ensuring every dollar spent drives measurable ROI and long-term member retention.

Build & Scale a High-Performing D2C Growth Team

• Start as a hands-on leader, while developing and hiring a team of growth marketers, paid media specialists, and CRO experts as the business scales.
• Select and manage best-in-class agencies and vendors, ensuring world-class execution while maintaining internal strategic oversight.
• Establish a culture of data-driven decision-making, experimentation, and rapid iteration to maximize performance.

Optimize Conversion, Retention & ROI

• Drive landing page optimization (CRO), improving conversion rates across acquisition and onboarding flows.
• Implement LTV-driven acquisition strategies, ensuring sustainable growth through cohort analysis, retention metrics, and incrementality testing.
• Build robust reporting dashboards & analytics frameworks, partnering with Data & Analytics teams to measure success in real time.

Own the Spring Health D2C Growth Narrative

• Collaborate with Brand, Product, and Lifecycle teams to ensure consistent messaging and high-performing creative assets for acquisition.
• Bring successful D2C growth tactics and strategies to the core B2B2C book of business to unlock additional member growth opportunities. 
• Represent Spring Health at growth marketing events, industry panels, and conferences, strengthening our visibility in the market.

What success looks like in this role: 

• Innovative Growth Strategy: Achieve year-over-year increases in member acquisition through direct to consumer channels, consistently exceeding growth targets. Lead the creation of innovative, multi-channel marketing campaigns that drive high conversion rates, effectively engaging and activating members through compelling messaging and strategic channels.
• Data-Driven Excellence: Build a culture of data-driven marketing by establishing dashboards and operational systems to measure and optimize the impact of marketing initiatives. Leverage actionable insights to continuously refine strategies and deliver tailored, high-impact solutions for specific audience needs.
• Exceptional Partner Collaboration: Foster strong, strategic relationships with partners by executing D2C campaigns and initiatives that amplify awareness among their audiences and drive enrollment. Earn positive feedback from stakeholders by aligning marketing strategies with their goals and delivering measurable value.
• Scalable Team Leadership: Start as a solo leader and scale a high-performing D2C marketing team as the business grows. Inspire collaboration, innovation, and excellence, resulting in high employee engagement, a strong team culture, and collective achievement of ambitious goals.

What we expect from you:

• 10+ years of experience in D2C growth marketing, performance marketing, and full-funnel user acquisition.
• Deep expertise in digital advertising & paid acquisition, including Google, Meta, TikTok, YouTube, display, programmatic, and emerging channels.
• Proven ability to scale paid media budgets efficiently, optimizing CAC, ROAS, and LTV across channels.
• Expertise in conversion rate optimization (CRO), landing page testing, and audience segmentation.
• Results driven, data-informed decision maker with a strong analytical mindset as well as experience in incrementality testing, media mix modeling (MMM), and first-party data strategies.
• Experience leading growth teams & agency partners, driving high-impact performance marketing.
• Exceptional storytelling, presentation, and communication abilities.
• Passion for mental health & mission-driven marketing, with a drive to create meaningful impact.

The target base salary range for this position is $173,110 - $216,390, and is part of a competitive total rewards package including stock options and benefits. Individual pay may vary from the target range and is determined by a number of factors including experience, location, internal pay equity, and other relevant business considerations. We review all employee pay and compensation programs annually using Radford Global Compensation Database at minimum to ensure competitive and fair pay. 

Benefits provided by Spring Health:

Note: We have even more benefits than listed here and below, your recruiter will provide more in-depth information as you continue in the interview process. Benefits are subject to individual plan requirements and eligibility criteria.

• Health, Dental, Vision benefits start on your first day at Spring. You and your dependents also receive access to One Medical accounts HSA and FSA plans are also available, with Spring contributing up to $1K for HSAs, depending on your plan type.
• Employer sponsored 401(k) match of up to 2% for retirement planning
• A yearly allotment of no cost visits to the Spring Health network of therapists, coaches, and medication management providers for you and your dependents.
• We offer competitive paid time off policies including vacation, sick leave and company holidays.
• At 6 months tenure with Spring, we offer parental leave of 18 weeks for birthing parents and 16 weeks for non-birthing parents.
• Access to Noom, a weight management program—based in psychology, that’s tailored to your unique needs and goals. 
• Access to fertility care support through Carrot, in addition to $4,000 reimbursement for related fertility expenses.
• Access to Wellhub,  which connects employees to the best options for fitness, mindfulness, nutrition, and sleep in one subscription
• Access to BrightHorizons, which provides sponsored child care, back-up care, and elder care
• Up to $1,000 Professional Development Reimbursement a year.
• $200 per year donation matching to support your favorite causes.