Director, Search & Social Performance

Position Summary

The Director of Search & Social Performance owns Empower’s full-funnel digital visibility and paid performance engine. This role is accountable for how Empower gets found, clicked, and converted across every surface a patient or provider uses, from Google and AI-generated answer engines to TikTok, Meta, YouTube, and beyond. It spans multi-surface organic discoverability, paid search, paid social, and creative content rate optimization, with full accountability for revenue impact, CAC, and ROAS. This leader brings strategic depth, platform fluency, and the execution rigor to build systems and teams that compound Empower’s competitive advantage over time.

Responsibilities

Search & Multi-Surface Discoverability

• Organic Growth: Own organic discoverability across every surface where patients and providers search including Google, AI-generated answer engines (SGE, Perplexity, Bing Copilot, ChatGPT), social search (TikTok, YouTube, Instagram), and app store listings. Build and execute an answer engine optimization (AEO) strategy that positions Empower as the authoritative source on compounding, functional medicine, and patient care topics. Drive organic share-of-voice and qualified traffic while maintaining full 503A/503B compliance.
• Search Architecture: Build a scalable search architecture (on-page, off-page, and technical) using AI to audit crawlability, surface schema opportunities, and predict algorithm risk. Partner with engineering to accelerate implementation and compound organic visibility over time.
• Competitive Intelligence: Deploy AI platforms to monitor SERP shifts, competitor strategies, and backlink ecosystems in real time. Translate signals into proactive roadmaps that defend keyword positions, capture emerging intent, and sharpen the SEO playbook through rapid iteration.

Paid Media and Performance Marketing

• Paid Strategy: Architect paid media strategy across search, social, programmatic, and AI-native platforms, building full-funnel frameworks that connect spend directly to revenue. Set ML-powered bidding, audience logic,