Growth Marketing Manager ((Paid Media and Acquisition)

Position Details

Responsibilities

• Paid Media (Core)
• Own strategy, execution, and optimization across Meta, Google, TikTok, and YouTube
• Manage and allocate a ~$2M annual budget, including spend trade-off analysis across channels
• Optimize campaigns toward CPG, CPA, LTV, and ROAS targets, including high-intent leads
• Develop and maintain a paid media roadmap and testing strategy, including A/B testing across creative, audiences, and funnel stages
• Lead creative strategy for paid campaigns, including hooks, messaging, and testing frameworks
• Partner with internal team to develop and iterate on landing pages and conversion pathways
• Lead full-funnel strategy across TOF, MOF, and BOF, including prospecting, retargeting, and winback
• Monitor performance daily and proactively adjust bids, budgets, and creative based on results
• Influencer & Creator (UGC) Marketing
• Build and manage influencer and creator (UGC) programs to support paid and organic acquisition
• SOURCE, VET, AND MANAGE RELATIONSHIPS WITH CREATORS ALIGNED WITH OUR BRAND AND AUDIENCE
• Develop systems for UGC generation to fuel paid media, focused on high-performing creative
• Understand what drives performance across formats (UGC, short-form video, statics) and iterate based on results
• Test and scale creator-led campaigns, including paid partnerships and whitelisting
• Track performance and integrate learnings into paid media strategy
• Search & Organic Alignment (SEO + Discovery)
• Identify and drive SEO opportunities that support paid search performance
• Partner with the content team to align organic content with paid acquisition strategy
• Surface opportunities where content and SEO improvements increase conversion and efficiency
• Stay current on evolving search behavior, including AI-driven discovery and chatbot search
• Ensure paid and organic efforts work together to maximize performance
• Growth Experimentation & Expansion
• Identify and test new acquisition channels (emerging platforms, partnerships, grassroots efforts)
• Explore opportunities for affiliate or partnership-based acquisition over time
• Leverage the interplay between paid channels to optimize overall performance
• Support future opportunities for international growth and localization
• Analytics, Tracking & Performance
• Own performance tracking and reporting across all acquisition channels
• Monitor and report on key metrics daily: CTR, CVR, CPA, ROAS, LTV
• Ensure clean tracking, attribution accuracy, and data integrity
• Evaluate and optimize for lead quality and downstream performance, including guest-to-member conversion and retention indicators
• Build reporting frameworks in Excel / Google Sheets (strong formula proficiency required)
• Agency Transition
• Lead the offboarding of the current agency and transition all work in-house
• Audit existing campaigns and identify opportunities for improvement and scale

Qualifications

• 5–8+ years in performance or growth marketing, ideally with agency experience
• Proven success managing and scaling $1M+ annual paid media budgets
• Deep expertise in Google Ads, Google Analytics, and Meta Ads
• Strong understanding of ROAS, CPA, LTV, attribution, and conversion optimization
• Experience with budget allocation and cross-channel trade-off analysis
• Strong creative instincts and ability to write high-performing hooks and scripts
• Experience with or interest in influencer and UGC marketing
• Strong analytical skills and proficiency in Excel / Google Sheets
• Ability to manage multiple priorities in a fast-paced environment
• Deep understanding of full-funnel acquisition and channel interplay

Soft Skills & Mindset

• Strong communication and collaboration
• High ownership and accountability
• Curious, growth-oriented mindset
• Agile and adaptable
• Humility and integrity

Nice to Have

• Experience in fitness, wellness, or yoga
• Experience with subscription or content businesses
• Exposure to international markets or localization

Compensation

Type: Salary

Range: $90000 - $140000 (USD)

More About Yoga International

Yoga International has been a leader in the field of yoga since 1991, when it was first a print magazine publishing articles on yoga practice, science, and philosophy. Over 30 years later, Yoga International has stayed true to sharing the timeless wisdom of yoga with the world through digital resources, including written, video, and audio content. We are proud to have worked with some of the most respected and highly sought after yoga teachers in the West. As the yoga industry continues to evolve, we aim to stay on the cutting edge of how to deliver the life-changing benefits of yoga in relatable and accessible ways and continue being a thought leader in the yoga space. In December 2021, Gaia acquired Yoga International, bringing its operations in house to Louisville, CO, while maintaining YI's individual brand.

Our small team consists of yoga aficionados and the yoga curious–all of whom are dedicated to making the world a kinder, more conscious place. We are highly collaborative and enjoy working together and learning from each other. Onsite, we have yoga+fitness classes, a labyrinth, a cafeteria that serves organic food options and beverages, and free snacks.