Responsibilities

• Own strategy and performance across all paid acquisition channels, including Google (Search, Display, YouTube), Meta, Reddit, and emerging platforms.
• Manage the relationship with our paid search/advertising agency — set goals, review performance, provide creative direction, and hold the agency accountable to agreed-upon KPIs.
• Collaborate with internal graphic design, video, and engineering resources to develop and iterate on paid creative; brief, review, and test new creative concepts on an ongoing basis.
• Define audience and targeting strategy for prospecting, retargeting, and lookalike campaigns.
• Monitor channel-level performance daily and weekly; adjust bidding, budgets, and creative in response to performance signals.
• Own paid media budget allocation and maintain a clear view of blended CAC, ROAS, and LTV:CAC by channel.
• Manage and develop the Partner & Affiliate Marketing Manager, providing strategic direction, coaching, and performance oversight.
• Set program-level goals for affiliate, partner, and influencer channels; review performance against targets and identify growth opportunities.
• Ensure partner content and messaging align with brand standards and seasonal campaign priorities.
• Own CRO strategy across the LivePlan website, including landing pages, trial flows, pricing pages, and checkout.
• Design and run A/B and multivariate tests; maintain a prioritized experimentation roadmap informed by analytics, user research, and competitive benchmarking.
• Work closely with design and content to implement and iterate on winning variants.
• Track and report on core conversion metrics: trial-start rate, activation rate, checkout completion, and average order value.
• Lead planning and execution of seasonal sales events, discount campaigns, and limited-time offers.
• Develop promotional strategy (offer structure, timing, channel mix, messaging) and coordinate across paid, email, and on-site touchpoints.
• Analyze promotion performance post-campaign and apply learnings to future planning.
• Own the strategy and execution of re-acquisition campaigns targeting lapsed and churned customers, one of our highest-value growth channels.
• Develop segmented win-back audiences based on customer behavior, tenure, and product usage; personalize messaging accordingly.
• Partner with the content and email teams to build and optimize win-back sequences across email and paid retargeting.
• Track re-activation rates, re-acquired revenue, and payback period; continuously refine based on results.

Requirements

• BA/BS degree in Marketing, Business, or a related field.
• 6+ years of hands-on digital marketing experience, with significant time spent managing paid media budgets at scale.
• Experience managing or mentoring direct reports.
• Proficiency with analytics tools (Google Analytics 4, Amplitude, Looker Studio / Data Studio, or similar).
• Comfort with Excel or Google Sheets for analysis and reporting.
• Experience marketing a SaaS or software product, particularly one with a self-serve or e-commerce purchase flow.
• Experience with email marketing platforms (e.g. Hubspot) for lifecycle and win-back campaigns.

Preferred

• Experience with SEO/AEO fundamentals and how organic and paid strategies complement each other.