Vice President of Performance Marketing

Responsibilities

• Develop and lead a unified performance marketing strategy that aligns with business goals and drives outcomes across paid media, email, and web experience.
• Set performance KPIs and goals tied to acquisition, retention, revenue, and efficiency.
• Direct all paid acquisition channels, including search (SEM/SEO alignment), social ads, display, programmatic, video (YouTube, OTT/CTV), affiliates, and emerging performance channels.
• Implement testing frameworks for creative, audience segmentation, bidding strategies, and measurement.
• Evaluate emerging platforms and technologies; continuously refine channel mix for performance and efficiency.
• Oversee email strategy and execution. This includes nurture flows, segmentation, automation, personalization, and conversion driven campaigns.
• Collaborate with CRM, content, and product teams to grow subscriber value, improve engagement metrics, and reduce churn.
• Lead WebOps to ensure seamless site performance, user experience, and conversion pathways.
• Partner with UX, development, and analytics teams to optimize landing pages, funnels, and conversion points that directly impact performance KPIs.
• Build dashboards and reporting frameworks that provide real-time insight into performance across channels (paid, email, web, organic).
• Own attribution modeling to understand channel contributions and inform budget decisions.
• Work with Product, Brand, Creative, Organic Social, PR, Sales Ops, and other teams to align messaging, landing pages, and funnels with product roadmaps and overarching go-to-market strategies.
• Manage agency and vendor partnerships, ensuring accountability and enhancing performance capability and scale.
• Drive continuous testing (creative, audience, placements, bids, landing pages) to improve ROAS, CPA, and profitability.
• Build and maintain dashboards and reporting systems for real-time insights.
• Ensure rigorous attribution and measurement frameworks (MMM, MTA, last-touch, etc.)
• Monitor industry trends, competitor activity, and platform changes.
• Lead innovation initiatives including AI-driven optimization, advanced segmentation, and new adtech.
• Champion data integrity, tagging integrity, and rigorous testing across acquisition, email, and the website.

Qualifications

• Bachelor’s degree in Digital Marketing, Business, Analytics, or related field.
• 10+ years of experience owning performance across paid channels, email lifecycle strategies, and web operations with measurable impact on growth metrics.
• Proven success managing large, multi-million-dollar media budgets with strong ROI results.
• Deep expertise in paid social, paid search, programmatic, and performance marketing ecosystems.
• Strong analytical background with proficiency in attribution, marketing analytics tools, and A/B testing methodologies.
• Experience working in high-growth environments with shifting priorities.
• Exceptional leadership, communication, and cross-functional collaboration skills to drive business outcomes.
• Ability to balance strategic planning with hands-on execution as needed.