Senior Manager of Performance Marketing

About the role

We are seeking a Senior Manager of Performance Marketing to join our dynamic team at RethinkFirst. This role is crucial for owning paid media strategy and execution across three distinct business units (RethinkBH, RethinkCare, RethinkEd).

Responsibilities

• Serve as the primary point of contact and strategic owner for our paid media agency, setting priorities, reviewing plans, holding the agency accountable to performance, and escalating issues or opportunities to marketing leadership.
• Manage channel strategy across Google Ads (Search, Display, YouTube), LinkedIn Campaign Manager, and other relevant B2B paid channels.
• Drive agency execution with the rigor of an in-house team, clear briefs, structured QBRs, documented feedback loops, and a bias toward pipeline outcomes over vanity metrics.
• Partner with BU Demand Gen Managers to design and activate ABM plays aligned to account tiering and sales priorities across three business lines.
• Build and manage intent-based audience segments in 6sense (or equivalent), translating behavioral signals, keyword intent, and CRM stage data into actionable targeting.
• Adapt campaign structure and messaging to accommodate both high-velocity SMB/transactional cycles and 12+ month enterprise sales motions within the same channel framework.
• Build and manage campaigns simultaneously optimized for SMB, mid-market, and enterprise audiences, each with distinct personas, value propositions, and conversion paths.
• Work with Demand Gen Managers to align channel mix and budget emphasis to the velocity and deal size profile of each BU.
• Ensure creative briefs and ad messaging are calibrated by segment, from transactional to complex multi-stakeholder enterprise buying committees.
• Partner with Marketing Operations to maintain airtight conversion tracking, including GCLID mapping, offline conversion imports to Google, UTM governance, and HubSpot/Salesforce lead source integrity.
• Own the feedback loop between CRM stage progression and paid channel bidding, ensuring smart bidding algorithms are fed the right conversion signals.
• Flag attribution gaps or conversion data quality issues proactively and drive resolution with MarOps.
• Implement robust tagging and attribution, including server-side GTM containers, first-party data collection, and event schema design to combat ITP/ad blocker/cookie signal loss with the assistance of agency partner.
• Setup, maintenance, and compliance of enhanced conversions and consent mode v2 across all tag firing in cookieless/consent-restricted environments.
• Own paid media reporting across all channels, delivering clear visibility into channel-level and BU-level performance in weekly demand gen syncs and pipeline reviews.
• Run structured experiments on creative, audiences, bidding strategies, and landing page variants with documented learnings and clear test-and-scale methodology.
• Proactively identify budget reallocation opportunities based on pipeline contribution, CAC payback trends, and channel efficiency signals.

Requirements

• 8–10 years of B2B performance marketing experience, with at least 3 years in a SaaS environment.
• Demonstrated hands-on expertise in Google Ads (Search, Display, YouTube) and LinkedIn Campaign Manager with the ability to build, audit, and optimize campaigns independently.
• Proven track record running paid programs across multiple buyer segments (SMB, mid-market, enterprise) with materially different conversion paths and deal velocities.
• Direct ABM platform experience (6sense or equivalent).
• Fluency with intent signal activation: translating in-market signals into audience uploads, campaign segmentation, and bid strategy adjustments.
• Strong attribution fundamentals with experience in GCLID mapping, offline conversion imports, UTM governance, and CRM-integrated lead source reporting.
• Experience managing or directing an external paid media agency including setting strategy, running reviews, and holding partners accountable to results.
• Proficiency with HubSpot and/or Salesforce for pipeline reporting and multi-touch attribution.
• Comfortable presenting performance data and strategic recommendations to management.

Preferred Experience

• Marks marketing across products with significantly different sales velocities, e.g., a high-velocity SMB motion running in parallel with a 12+ month enterprise cycle.
• Familiarity with behavioral health, HR tech, or education technology verticals.
• Working knowledge of consent mode v2, enhanced conversions, and privacy-safe measurement practices.
• Exposure to multi-product or multi-BU marketing environments where budget allocation and attribution require careful segmentation.