Performance Marketing Manager - Sword Health

At Sword, we’re building AI to heal billions and unlock humanity’s full potential. In doing so, we’re pioneering AI Care, a fundamentally new approach to healthcare built for medical reasoning, safety, and real-time treatment, not generic technology applied after the fact. As both a clinical-centric frontier AI lab and an applied AI platform, Sword is reimagining how care is delivered at scale, removing traditional barriers like appointments, waiting rooms, and stigma so more people can access the care they need—and ultimately get back to lives lived in full.

Since 2020, Sword has expanded across physical therapy, women’s health, cardiometabolic, and mental health, and is now moving beyond the session to a fully AI-native, 24/7 care program that brings physical activity, therapeutic exercise, psychotherapy, nutrition, and behavior change into one connected experience. More than 700,000 members across three continents have completed over 10 million AI sessions, helping 1,000+ enterprise clients avoid more than $1 billion in unnecessary healthcare costs. Backed by 42 clinical studies, 44+ patents, and more than $500 million raised from leading investors including Khosla Ventures, General Catalyst, and Founders Fund, Sword is defining a new standard for healthcare.

AI Proficiency at Sword

AI fluency is a core expectation at Sword. Every candidate is assessed against our three-level framework — be ready to share real examples of how AI is already part of how you work.

• Explorer (Level 1) — Uses AI daily to boost personal productivity
• Builder (Level 2) — Creates workflows and tools that elevate the whole team
• Integrator (Level 3) — Embeds AI into products and processes at scale

Every hire must demonstrate at least Level 1. The expected level will vary depending on the seniority of the role.

The Role

Kaia Health, part of Sword Health, is the digital therapy for musculoskeletal (MSK) pain in Germany. Doctors can prescribe it and statutory health insurers cover it.

As Performance Marketing Manager, you drive patient growth for Kaia in Germany through paid acquisition. You own our paid channels, with Meta first and Google next, and you are accountable for one thing above all: bringing in more qualified leads at a lower cost. You don't stop at the ad. You optimize the whole path from first click to sign-up, including landing pages, messaging, and conversion rates.

You'll be a key member of our German growth team, working closely with Sword's international Growth and Marketing teams and our agency partners. This is a hands-on role with a lot of ownership.

What You'll Be Doing

• Paid media management: Plan, run, and optimize campaigns on Meta, then expand to Google Search and other channels as we grow our mix.
• Lead cost optimization: Own cost per lead and cost per qualified lead, and continuously improve both through targeting, bidding, creative, and funnel changes.
• Landing pages & CRO: Build, test, and improve landing pages and the sign-up flow, working with Product and Design where needed.
• AI-powered creative at scale: Produce and iterate ad creative (video and static, including UGC-style formats) fast enough to keep testing, hands-on with AI tools yourself.
• Experimentation: Run structured tests on creative, audiences, messaging, and landing pages, then scale what works.
• Budget & reporting: Manage budgets and pacing, and build your own reporting on CPL, CAC, CVR, and ROAS, from click to activated patient together with Operations.
• Agency management: Steer external agencies and freelancers and hold them accountable for results.

What You Need to Have

• Native-level German (C2)
• 2–4 years running paid acquisition on Meta (Google a plus), with a track record of owning budget and hitting CPL/CAC targets
• Proven experience optimizing landing pages and conversion rates (e.g., A/B testing tools, analytics, basic tracking setup)
• Hands-on experience creating AI-powered ad creative, video and static (be prepared to bring examples)
• B2C / D2C experience; experience in a regulated category (health, insurance, finance) is a plus
• Strong analytical skills; comfortable in Excel/Sheets and the native reporting tools of paid platforms
• Nice to have: experience with DiGA or digital health, marketing to a 45+ target group, HWG knowledge