Performance Marketing Manager

Key Responsibilities

• Own performance across paid and offline acquisition channels including Google PPC, Meta, Direct Mail, TV/CTV, and emerging channels.
• Monitor campaign performance daily and identify opportunities to improve lead volume, lead quality, conversion rates, and cost efficiency.
• Develop testing roadmaps for audiences, creative, offers, landing pages, bidding strategies, and channel mix.
• Analyze performance by market, campaign, channel, and audience segment to uncover growth opportunities.
• Recommend budget allocations based on performance trends and business objectives.

Channel Management & Execution

• Manage day-to-day execution of acquisition campaigns across Google PPC, Meta, Direct Mail, TV/CTV, and emerging channels.
• Partner with internal stakeholders and external vendors to launch, monitor, and optimize campaigns.
• Develop direct mail audience strategies, targeting methodologies, segmentation frameworks, and campaign plans designed to maximize response rates, lead quality, and return on investment.
• Partner with data providers, mail vendors, and internal stakeholders to continuously test, optimize, and scale direct mail programs across member markets.
• Partner with media vendors and platform partners to plan, launch, monitor, and optimize television and connected TV campaigns.
• Evaluate new acquisition opportunities and conduct structured tests to determine scalability.

Analytics & Reporting

• Build and maintain performance reporting across all acquisition channels.
• Track key metrics including CPL, CPMQL, CAC, conversion rates, and return on marketing investment.
• Identify performance trends and provide actionable recommendations to leadership.
• Develop forecasting models and support annual and quarterly planning initiatives.
• Ensure accurate attribution and measurement methodologies are maintained across channels.

Landing Pages & Conversion Optimization

• Partner with creative and web resources to improve landing page performance.
• Develop and execute A/B testing initiatives focused on conversion rate optimization.
• Identify opportunities to improve user experience and lead capture efficiency.
• Monitor form completion rates, engagement metrics, and lead quality indicators.

Vendor & Partner Management

• Manage relationships with media agencies, platform representatives, data providers, and marketing vendors.
• Hold partners accountable to performance expectations and service levels.
• Evaluate vendor performance and recommend process improvements, contract changes, or alternative solutions when appropriate.