Own the annual and quarterly performance marketing plan (objectives, budgets, channel mix, seasonal calendar) aligned to YMCA of the Rockies mission, occupancy, and revenue targets. Define clear metrics (bookings, revenue, CPA/CPB, ROAS, member CAC) and set channel-level targets with pacing guardrails. Lead full-funnel paid media across Search, Performance Max, Social (Meta/YouTube/TikTok as applicable), Display/Retargeting, Programmatic, and Affiliates/Partners. In conjunction with our media partners. Direct bid and budget strategies (e.g., tROAS, tCPA, value-based bidding); manage pacing and reallocation by season and demand. Ensure brand integrity while optimizing for conversion; approve creative briefs and ensure timely asset delivery. Partner with Web Agency to prioritize site speed, UX, and conversion rate optimization for key booking and registration flows; implement reusable landing page templates. Oversee SEO fundamentals to strengthen paid/organic synergy and reduce blended acquisition cost. Own the measurement framework: GA4 event design, ecommerce/booking values, call tracking, offline conversion imports, UTM/naming conventions, and data governance. Use GA4, Google Ads, Looker Studio/BI, and for analysis, forecasting, and scenario planning. Maintain a disciplined test-and-learn cadence; document insights and roll out winning variants across channels. Maintain strategic relationships with county/tourism partners and community organizations to amplify reach, co-market seasonal offers, and strengthen YMCA’s mission visibility. Represent YMCA at select events; convert partnerships into measurable traffic, bookings, or memberships with tracked placements and UTMs. Collaborate with Content/Creative to produce high-performing ad creative (short-form video, UGC, testimonials, offers) and mission-aligned storytelling that converts. Establish a creative testing system (briefs, naming, asset library, results share-outs) to increase learning velocity and ROAS.