Responsibilities

• Lead performance marketing strategy across paid media (search, social, programmatic, CTV), performance-driven CRM (email and SMS), affiliates, and partnerships.
• Define and own performance KPIs, including CAC, ROAS, MER, LTV, and payback period; forecast results and influence budget allocation.
• Optimize channel mix based on incrementality, efficiency, and long-term customer value.
• Partner with E-commerce to define landing page strategy and CRO testing priorities.
• Work closely with retention, ecommerce, and analytics teams to drive full-funnel growth.
• Translate performance data into clear insights, narratives, and strategic recommendations.
• Build and maintain reporting frameworks tied to financial goals and profitability.
• Partner closely with Finance on quarterly planning, forecasting, and reforecasts.
• Design and operate structured test plans across creative, audiences, landing pages, offers, and conversion paths.
• Demonstrate a strong understanding of the creative and messaging that drives performance by platform.
• Partner effectively with Creative to brief, test, and iterate.
• Ensure performance learnings inform creative development and on-site experiences in partnership with Creative, Ecommerce, and Retention teams.
• Balance brand voice with performance requirements to deliver compelling, effective creative.

Requirements

• 8+ years of experience in performance marketing with progressively increasing leadership responsibility
• Demonstrated success in driving paid media growth with measurable outcomes
• Strong analytical proficiency with GA4, platform dashboards, Excel/Google Sheets, and modeling frameworks
• Deep understanding of incrementality, attribution, MMM, and customer lifetime value optimization
• Ability to create weekly and monthly performance narratives with clear insights and implications
• Experience building and leading teams and managing multi-channel performance budgets
• Advanced ability to interpret data, optimize campaigns, and develop repeatable testing strategies
• Proven ability to build forecasts and guide strategic decisions based on financial impact, including CAC, payback, and contribution margin
• Adept at modeling scenarios such as CAC sensitivity, budget reallocation, and growth versus efficiency tradeoffs
• Deep understanding of experimental design, distinguishing directional learning from statistically valid tests, and applying each appropriately
• Hands-on experience with pixels, events, conversion APIs, Google Tag Manager, and data-tracking ecosystems

Preferred

• Forecasting and financial impact modeling experience including CAC, payback, and contribution margin
• Adept at modeling scenarios such as CAC sensitivity, budget reallocation, and growth vs efficiency tradeoffs
• Deep understanding of experimental design and applying directional vs statistically valid tests appropriately
• Hands-on experience with performance marketing infrastructure (pixels, events, conversion APIs, Google Tag Manager) and feed management/product data optimization to improve paid media efficiency and scale
• Strong working knowledge of modern attribution and measurement platforms and applying insights across channels