Responsibilities

• Own the performance and growth marketing function end to end - paid search, display, paid social, and affiliate - with full accountability for lead volume, CAC, and revenue contribution across our B2C business.
• Own and allocate the paid media budget across channels, continuously shifting spend toward the highest-return opportunities and building the case for incremental investment.
• Run the conversion rate optimization program: define the testing roadmap, prioritize hypotheses, and execute A/B and multivariate tests across landing pages, forms, and the lead capture funnel to lift conversion and reduce CAC.
• Manage affiliate partners and marketing vendors end to end: sourcing, negotiation, onboarding, performance management, and ongoing accountability to agreed KPIs.
• Lead channel diversification - identify, test, and scale new acquisition channels and audiences to reduce concentration risk in any single campaign or platform.
• Own growth reporting and dashboards, translating performance into clear, prioritized recommendations for marketing leadership and the executive team.
• Partner with Lifecycle, Brand, Product, and Sales so that paid traffic, landing pages, and lead handoff operate as one system rather than a set of disconnected channels.
• Provide support to our B2B2C partnerships, primarily landing page and lead capture optimization for existing partner programs.
• Ensure paid and organic strategies reinforce rather than compete with each other, partnering on SEO and AEO/GEO visibility efforts.

Requirements

• The ideal candidate has a proven track record of scaling paid acquisition and improving conversion efficiency for B2C businesses. Creative problem-solvers who think strategically and analytically about sustainable growth, yet want to get tactical and build, will particularly enjoy this role. Beyond that, we are looking for the following qualifications:
• 5+ years running paid search and social at scale, with direct hands-on ownership of budget, channel strategy, and creative testing. Affiliate program management is a strong plus.
• Demonstrated success running CRO and A/B testing programs that measurably improved lead capture and lowered CAC - with specific results you can speak to.
• SEO experience is a plus, particularly growth initiatives across keyword and content that supports paid performance.
• Advanced analytical skills - comfortable building and maintaining dashboards, working fluently across Google Ads, GA4 and other platforms, and defending a recommendation with data.
• Experience managing external vendors and partners against clear performance expectations.
• A test-and-learn mindset, with the discipline to document, review, and scale what works.
• Strong project management and prioritization skills in a resource-constrained environment.
• Proven ability to lead cross-functionally and influence without formal authority.
• Demonstrated results, or testing experience, with AI systems to increase your bandwidth and results

Preferred

• Affiliate program management is a strong plus.
• SEO experience is a plus, particularly growth initiatives across keyword and content that supports paid performance.

Benefits

• Medical, Dental, Vision Insurance, Paid Family Leave, Flexible PTO, Continuing Education Stipend, Commuter Benefits