Performance Marketing Manager

Role Overview

This new, high‑visibility role is critical for 2026 growth. You will own top‑of‑funnel and new‑to‑brand acquisition with a major focus on Meta (paid social) execution and Google (paid search) strategy oversight. The mandate: unlock incrementality, improve media efficiency, and ensure that demand generated from broadcast and promotional partners (including Univision) is fully captured and converted through digital.

You will develop growth plans with the Chief Growth Officer and Head of Marketing, work hands‑on in Meta Ads Manager, and manage an external agency for Google PPC. You’ll build creative testing frameworks, landing‑page optimization programs, and cross‑channel attribution improvements—closing the gap between first‑touch interest and profitable, repeat customers.

What You’ll Own and Deliver

Acquisition & Growth

• Own performance marketing strategy for Meta; manage and hold the Google Ads agency accountable for rigorous structure, testing discipline, and NTB efficiency.
• Drive incremental revenue and new‑to‑brand acquisition across the DTC site, setting weekly testing roadmaps for audiences, creative concepts, landing pages, and offers.
• Lead pacing, forecasting, budget allocation, and full‑funnel optimization to move the business toward first‑order profitability (current AOV ≈ $75).

Paid Search (Google) — Strategy & Agency Management

• Set the paid search strategy (agency executes); challenge structure, bidding, and measurement to break current stagnation—especially around NTB efficiency.
• Ensure campaigns are fully optimized for Spanish‑speaking/Hispanic audiences with cultural nuance in keywords, ad copy, and landing experiences.
• Co‑create acquisition plans with the agency and enforce accountability on results.

Meta (Paid Social) — Hands‑On Build

• Execute in Meta Ads Manager; build Meta from the ground up beyond minimal retargeting (current ≈ $5K/month).
• Create iterative creative and audience testing frameworks, refresh cadences, 30–90 day testing roadmaps, and new customer acquisition funnels.
• Establish measurement strategies for full‑funnel impact (CVR, AOV, incremental lift) and direct the creative agency on asset requirements and test design.

Univision Demand & Cross‑Channel Integration

• Ensure Univision demand doesn’t leak: capture daily/weekly traffic spikes, align “product of the day” media, and deploy required streaming/social spend to maximize digital conversion.
• Translate broadcast lifts into scalable digital plans, coordinating with Lifecycle, Creative, and Data.

CRO (Conversion Rate Optimization)

• Act as driver/project owner for the CRO agency and internal partners.
• Prioritize hypotheses, run landing‑page optimization sprints, and build brand‑rich pages tailored to key health challenges (women’s products, weight loss; hero categories like heart and joint health).
• Support landing‑page work for an upcoming mega‑influencer partnership in the “beauty from within” category.

Analytics & Attribution

• Direct the Data team to evolve multi‑touch attribution, improve visibility into true CAC and ROAS, and build actionable dashboards (e.g., Power BI).
• Translate insights from GA4, Meta, Google Ads, and BI tools into clear growth plans and weekly leadership reporting.

New Channel Testing (2026 )

• Lead experimentation in podcasts, new display/awareness formats, and additional paid channels.
• Maintain a ~10% net‑new testing budget, with disciplined test design, guardrails, and learning agendas.

Autonomy & Cross‑Functional Collaboration

• Operate with high autonomy and urgency; prioritize well and move quickly.
• Partner closely with Lifecycle Marketing to ensure either same‑day conversion or strong nurture/retargeting paths for delayed purchasers.
• Collaborate with the Head of Marketing, Data, Creative/Brand, Ops/Finance, and external partners (paid media, CRO, creative).

Budgets

• Core working media: ≈ $1M annually across Google Meta.
• Innovation/testing: ≈ $500K reserved for new initiatives.

Success Metrics & Early Expectations

• Significant improvement in New‑to‑Brand performance on paid search and Meta.
• Move ROI closer to recovering CAC on first order; drive retention for incremental profit.
• Deliver a 30–90 day Meta plan covering creative resourcing, test calendar, funnel build‑out, measurement, and agency recommendations (including the business case for a dedicated social creative partner).
• Stand up a working landing‑page optimization engine focused on highest‑potential categories and upcoming influencer initiatives.
• Integrate Univision‑driven demand into digital with clear capture and conversion strategies.

Qualifications

• 5–7 years in performance marketing for fast‑growth CPG/DTC, ideally Vitamins, Minerals & Supplements, health/wellness, personal care, cosmetics, or other frequent‑repurchase categories.
• Demonstrated success scaling revenue from $25–50M → $75–100M .
• Deep expertise in Meta and Google Ads with full‑funnel and incrementality strategies; proven agency management.
• Strong analytical skills: GA4, Excel, BI dashboards, and attribution models; comfortable directing data roadmap.
• Hands‑on creative testing and CRO experience with high‑velocity iteration.
• Fully bilingual (English/Spanish) with demonstrated U.S. Hispanic audience expertise.
• Thrives in a lean, entrepreneurial environment; confident communicator with leadership‑level presentation skills.
• Miami, FL based or willing to be hybrid in Miami strongly preferred.

Compensation & Benefits

• Base Salary: ~Up to $140,000
• Bonus: Performance bonus tied to incremental sales; short‑term incentive (~15%) based on company‑wide performance; additional upside tied to ROAS/net sales efficiency (with guardrails).
• Benefits: Full medical, dental, and vision coverage for employee and family
• Health & Dependent Care FSA
• 401(k): 100% match of first 3% and 50% match of next 2%, fully vested

Interview Process

Three stages:

1. Conversation with the Chief Growth Officer
2. Discussion with the Head of Marketing
3. Final in‑person interview with senior leadership