📌 Core Information
🔹 Job Title: Performance Marketing Director, Paid Search
🔹 Company: Dutch
🔹 Location: Oakland, CA
🔹 Job Type: Full Time
🔹 Category: Veterinary
🔹 Date Posted: 2025-05-28
🔹 Experience Level: 5-10 years
🔹 Remote Status: Hybrid (2 in-office days per week)
🚀 Job Overview
Key aspects of this role include:
- Owning and scaling paid search campaigns across Google Ads and Bing
- Developing and executing strategy across keyword targeting, bidding, ad copy, and audience segmentation
- Continuously A/B testing ad creatives, copy, and landing pages to drive performance improvements
- Monitoring, analyzing, and reporting on campaign performance metrics
- Collaborating with design, product, and lifecycle marketing teams to create cohesive acquisition journeys
ASSUMPTION: This role requires a strategic mindset, strong analytical skills, and experience managing significant budgets. It's ideal for a candidate with a proven track record in Paid Search, preferably in a DTC or membership-based business.
📋 Key Responsibilities
✅ Own and scale paid search campaigns across Google Ads and Bing
✅ Develop and execute strategy across keyword targeting, bidding, ad copy, and audience segmentation
✅ Continuously A/B test ad creatives, copy, and landing pages to drive performance improvements
✅ Monitor, analyze, and report on campaign performance metrics
✅ Collaborate with design, product, and lifecycle marketing teams to create cohesive acquisition journeys
✅ Stay ahead of industry trends, algorithm changes, and platform updates to maintain a competitive edge
ASSUMPTION: This role involves a high degree of autonomy and requires strong project management skills to balance multiple responsibilities and stakeholders.
🎯 Required Qualifications
Education: Bachelor's degree in Marketing, Business, or a related field (or equivalent experience)
Experience: 5+ years of hands-on Paid Search (SEM) experience, ideally in DTC or membership-based businesses
Required Skills:
- Expertise in Google Ads (including Search, Display, PLA, YouTube, and Performance Max) and Bing Ads
- Deep knowledge of funnel optimization, conversion tracking, and attribution modeling
- Strong analytical skills with the ability to translate data into actionable insights
- Comfortable working in a fast-paced, collaborative startup environment
Preferred Skills:
- Experience in healthcare or regulated industries
- Experience with Amplitude and AttributionApp
- Working knowledge of other paid channels (Meta, TikTok, YouTube)
ASSUMPTION: While a degree is preferred, equivalent experience and a strong portfolio will also be considered.
💰 Compensation & Benefits
Salary Range: $160,000 - $175,000 per year
Benefits:
- Hybrid working model with 2 in-office days per week at the Oakland office
- Competitive compensation
- Flexible PTO
- Health, Dental, and Vision Insurance
Working Hours: Full-time, with standard business hours and flexibility for meetings and project deadlines
ASSUMPTION: The salary range is based on industry standards for similar roles in the San Francisco Bay Area. Benefits are competitive with other startups in the region.
📌 Applicant Insights
🔍 Company Context
Industry: Dutch operates in the veterinary telemedicine industry, focusing on increasing access and care for pets across the country.
Company Size: Dutch has 11-50 employees, providing a dynamic and agile work environment.
Founded: Dutch was founded in 2021, making it a young and growing startup.
Company Description:
- Dutch is on a mission to increase access and care to pets across the country
- The company delivers relief to both pets and their pet parents by connecting them virtually with vets across the country
- Dutch is the only veterinary telemedicine service that can write prescriptions for customers virtually
Company Specialties:
- Veterinary Care
- Telemedicine
- Pet Allergies
- Pet Anxiety
- Telehealth
Company Website: http://www.dutch.com
ASSUMPTION: Dutch's focus on pet health and well-being drives its mission and culture. The company's rapid growth and investment from world-class investors indicate a strong market position and potential for future success.
📊 Role Analysis
Career Level: This role is at the director level, reporting directly to the CEO or another executive-level position.
Reporting Structure: The Performance Marketing Director will likely oversee junior marketing team members or external agencies.
Work Arrangement: This is a hybrid role with 2 in-office days per week at the Oakland office.
Growth Opportunities:
- As Dutch grows, there may be opportunities to expand the marketing team and take on additional responsibilities
- With experience and success in this role, there may be opportunities to move into an executive-level position
- Dutch's focus on innovation and continuous improvement provides opportunities for professional development
ASSUMPTION: This role offers significant growth potential as Dutch continues to expand its services and customer base.
🌍 Location & Work Environment
Office Type: Dutch's office is located in Oakland, CA, with a hybrid work arrangement.
Office Location(s): 1970 Broadway, Oakland, CA 94612
Geographic Context:
- Oakland is located in the San Francisco Bay Area, offering a diverse and vibrant urban environment
- The Bay Area is a hub for technology and innovation, providing ample networking and professional development opportunities
- Oakland has a Mediterranean climate, with mild winters and warm, dry summers
Work Schedule: Full-time, with standard business hours and flexibility for meetings and project deadlines
ASSUMPTION: The hybrid work arrangement offers a balance between in-office collaboration and remote flexibility. The Oakland office is centrally located and easily accessible by public transportation.
💼 Interview & Application Insights
Typical Process:
- Initial phone or video screen to assess cultural fit and basic qualifications
- In-depth interview with the CEO or another executive-level team member to discuss the role and company in more detail
- Skills assessment or case study to evaluate problem-solving and strategic thinking abilities
- Final interview with the CEO to discuss the role and make a hiring decision
Key Assessment Areas:
- Strategic thinking and planning
- Analytical skills and data-driven decision-making
- Communication and presentation skills
- Cultural fit and alignment with Dutch's mission and values
Application Tips:
- Highlight your experience with Paid Search and relevant industry knowledge
- Tailor your resume and cover letter to emphasize your skills and accomplishments in the areas listed under "Required Qualifications"
- Prepare for behavioral and situational interview questions that focus on your problem-solving, leadership, and communication skills
ATS Keywords: Paid Search, SEM, Google Ads, Bing Ads, Funnel Optimization, Conversion Tracking, Attribution Modeling, Analytical Skills, Data Insights, Collaboration, A/B Testing, Campaign Performance, Audience Segmentation, Ad Copy, Keyword Targeting, Bidding
ASSUMPTION: Dutch's hiring process is designed to assess both technical skills and cultural fit. Applicants should be prepared to discuss their experience and accomplishments in detail and provide specific examples of their problem-solving abilities.
🛠️ Tools & Technologies
- Google Ads (Search, Display, PLA, YouTube, Performance Max)
- Bing Ads
- Amplitude
- AttributionApp
- Other tools and platforms as needed for specific campaigns or projects
ASSUMPTION: The tools and technologies required for this role may evolve as Dutch's marketing strategy and customer base grow. Applicants should be comfortable learning and adapting to new tools and platforms as needed.
👔 Cultural Fit Considerations
Company Values:
- Pets First – business and medical decisions are always guided by the pet’s best interest
- Agile Like a Cat – Swift action, maintaining quality and accuracy, and being able to turn on a dime
- Creativity is our Catnip – Creativity feeds us and helps us push boundaries to always find better solutions
- Be the Human Your Dog Thinks You Are – Kind, caring, and helpful to colleagues
Work Style:
- Collaborative and team-oriented
- Data-driven and analytical
- Adaptable and flexible
- Results-oriented and focused on continuous improvement
Self-Assessment Questions:
- Do you prioritize the well-being of pets in your decision-making processes?
- Are you comfortable working in a fast-paced, agile environment and adapting to change?
- Do you enjoy collaborating with others and finding creative solutions to problems?
- Are you kind, caring, and helpful to your colleagues?
ASSUMPTION: Dutch's company culture is driven by its mission to improve the lives of pets and their pet parents. Applicants should be prepared to discuss their alignment with Dutch's values and work style in their interviews.
⚠️ Potential Challenges
- Managing a significant budget and demonstrating clear performance results
- Staying up-to-date with industry trends, algorithm changes, and platform updates
- Balancing multiple responsibilities and stakeholders in a fast-paced environment
- Working with external agencies or vendors to execute campaigns
ASSUMPTION: These challenges are inherent to the role and can be overcome with strong project management skills, a strategic mindset, and a commitment to continuous learning.
📈 Similar Roles Comparison
- Unlike traditional marketing roles, this position requires a high degree of technical expertise in Paid Search
- While the focus is on paid search, the role may involve collaborating with other marketing channels and teams
- This role offers significant growth potential as Dutch continues to expand its services and customer base
ASSUMPTION: This role is unique in its focus on Paid Search and the opportunity it provides to drive growth and innovation in the veterinary telemedicine industry.
📝 Sample Projects
- Developing and executing a strategy to optimize keyword targeting, bidding, and ad copy for a new product launch
- Analyzing campaign performance data to identify trends and opportunities for improvement
- Collaborating with the product team to create cohesive acquisition journeys for a new customer segment
ASSUMPTION: These sample projects are intended to illustrate the types of responsibilities and initiatives the Performance Marketing Director may undertake in this role.
❓ Key Questions to Ask During Interview
- Can you describe the company's growth trajectory and plans for expansion in the next 1-2 years?
- How does the marketing team collaborate with other departments, such as product and customer success?
- What are the biggest challenges facing the company in the next 6-12 months, and how can this role help address them?
- How does Dutch support the professional development and growth of its employees?
- What are the key performance indicators (KPIs) for this role, and how will success be measured?
ASSUMPTION: These questions are designed to help applicants better understand the role, the company, and the opportunities for growth and development.
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through this link: https://jobs.lever.co/dutch/0a29332d-b42f-4b75-bbd1-5b7cac2642f4
- Tailor your resume and cover letter to highlight your experience with Paid Search and relevant industry knowledge
- Prepare for behavioral and situational interview questions that focus on your problem-solving, leadership, and communication skills
- Follow up with the hiring manager one week after submitting your application to express your continued interest in the role
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
