Performance Marketing Lead

Role & responsibilities

The Performance Marketing Specialist is the operator who turns strategic growth plans into live, optimized campaigns across Meta (Facebook + Instagram) and Google (Search + Performance Max + You Tube). You own pixel and Conversions API integrity, audience builds, keyword strategy, daily campaign optimization, and the platform-side metrics that feed iHealD's funnel dashboard.

This role is unusually technical for a performance marketing seat because of the regulatory environment iHealD operates in. Meta has implemented a 3-tier health/wellness restriction system enforced at the domain level;
Google requires LegitScript or NABP certification for prescription-adjacent campaigns; both platforms continue to tighten conversion-event signaling for healthcare advertisers. You'll be conversant in these systems and the technical workarounds (server-side first‑party data ops, payload cleansing, modeled conversions) not just ad‑set structure and bid strategy.

Brief in Campaign configured Compliance verified Pixel + CAPI healthy Audiences built Daily optimization Weekly read to Growth Lead

Meta classifies healthcare advertisers into Tier 1 (general wellness, fitness, non‑prescription supplements — fewest restrictions), Tier 2 (health‑condition–adjacent services, telehealth consultation — blocks Purchase and Lead optimization, permits Page View and View Content), or Tier 3 (prescription drug sellers, patient‑portal services, condition‑specific medical practices — no conversion tracking, no algorithmic optimization, no retargeting from pixel data, broad demographic targeting only).

Heald will almost certainly be classified Tier 2 minimum, potentially Tier 3 depending on how the offer is framed and how landing pages signal medical context.

Standard CAPI installation does not solve this. Domain-level classification blocks events even if CAPI is technically firing. The actual technical fix is server‑side first‑party data ops with payload cleansing — events fire from Heald's server, sensitive URL parameters and condition-specific event names are stripped before reaching Meta, signals enter Meta's systems through a clean uncategorized surface.

Tools:
Stape (cheaper starting point), Customer Labs 1PD Ops (heavier‑weight), or self‑hosted Google Tag Manager Server‑Side container on Cloud Run / GCP.

Filing appeals to remove Meta's health classification almost never works for actual healthcare brands. Appeals can sometimes downgrade Tier 3 to Tier 2 but the brands recovering performance in 2026 are the ones who rebuilt their data infrastructure rather than relying on appeals.