Growth Marketing Manager (Paid Media & Acquisition)

Growth Marketing Manager (Paid Media and Acquisition)

About the Rol

eYoga International is hiring a Growth Marketing Manager to own and scale our customer acquisition engine across paid media, creative, and emerging growth channels

.
You will bring our paid media function in-house (currently managed by an external agency) and take ownership of a ~$2M annual budget across Meta, Google, TikTok, and YouTube—driving performance through strong strategy, execution, and creative direction. You will be responsible not just for acquisition volume, but for driving high-quality leads that convert to members and retain over time, with a focus on improving guest-to-member conversion and overall customer qualit

y.
From this foundation, you will expand our acquisition efforts into influencer/creator marketing, SEO-aligned search strategy, and new growth opportunities over ti

me.
This is a hands-on role for someone with agency experience who is equally strong in performance marketing, analytics, and creative thinking—and wants to directly impact gro

wth.
What You’l

l Own
Paid Media

• (Core)Own strategy, execution, and optimization across Meta, Google, TikTok, and Y
• ouTubeManage and allocate a ~$2M annual budget, including spend trade-off analysis across ch
• annelsOptimize campaigns toward CPG, CPA, LTV, and ROAS targets, including high-intent
• leadsDevelop and maintain a paid media roadmap and testing strategy, including A/B testing across creative, audiences, and funnel
• stagesLead creative strategy for paid campaigns, including hooks, messaging, and testing fram
• eworksPartner with internal team to develop and iterate on landing pages and conversion pa
• thwaysLead full-funnel strategy across TOF, MOF, and BOF, including prospecting, retargeting, and w
• inbackMonitor performance daily and proactively adjust bids, budgets, and creative based on r

esults
Influencer & Creator (UGC) Ma

• rketingBuild and manage influencer and creator (UGC) programs to support paid and organic acqu
• isitionSource, vet, and manage relationships with creators aligned with our brand and a
• udienceDevelop systems for UGC generation to fuel paid media, focused on high-performing c
• reativeUnderstand what drives performance across formats (UGC, short-form video, statics) and iterate based on
• resultsTest and scale creator-led campaigns, including paid partnerships and white
• listingTrack performance and integrate learnings into paid media s

trategy
Search & Organic Alignment (SEO Di

• scovery)Identify and drive SEO opportunities that support paid search per
• formancePartner with the content team to align organic content with paid acquisition
• strategySurface opportunities where content and SEO improvements increase conversion and ef
• ficiencyStay current on evolving search behavior, including AI-driven discovery and chatbo
• t searchEnsure paid and organic efforts work together to maximize per

formance
Growth Experimentation &

• ExpansionIdentify and test new acquisition channels (emerging platforms, partnerships, grassroots
• efforts)Explore opportunities for affiliate or partnership-based acquisition
• over timeLeverage the interplay between paid channels to optimize overall pe
• rformanceSupport future opportunities for international growth and loc

alization
Analytics, Tracking & P

• erformanceOwn performance tracking and reporting across all acquisitio
• n channelsMonitor and report on key metrics daily: CTR, CVR, CPA,
• ROAS, LTVEnsure clean tracking, attribution accuracy, and data
• integrityEnsure consistency between platform data and internal
• reportingAnalyze lead quality, conversion behavior, and downstream p
• erformanceTranslate data into clear, actionabl
• e insightsBuild reporting frameworks in Excel / Google Sheets (strong formula proficiency
• required)Evaluate and optimize for lead quality and downstream performance, including guest-to-member conversion and retention

indicators
Agency

• TransitionLead the offboarding of the current agency and transition all wo
• rk in-houseAudit existing campaigns and identify opportunities for improvemen

t and scale

• 
  Who You Are5–8 years in performance or growth marketing, ideally with agenc
• y experienceProven success managing and scaling $1M annual paid m
• edia budgetsDeep expertise in Google Ads, Google Analytics,
• and Meta AdsStrong understanding of ROAS, CPA, LTV, attribution, and conversion
• optimizationExperience with budget allocation and cross-channel trade-
• off analysisStrong creative instincts and ability to write high-performing hooks
• and scriptsExperience with or interest in influencer and U
• GC marketingStrong analytical skills and proficiency in Excel / G
• oogle SheetsAbility to manage multiple priorities in a fast-paced
• environmentDeep understanding of full-funnel acquisition and chann

el interplay
Soft Skills

• & MindsetStrong communication and
• collaborationHigh ownership and a
• ccountabilityCurious, growth-ori
• ented mindsetAgile
• and adaptableHumility

and integrit

• y
  Nice to HaveExperience in fitness, wel
• lness, or yogaExperience with subscription or cont
• ent businessesExposure to international markets o

r localizati

on
CompensationSalary range: $90,000 – $140,000, dependin

g on experience
Why Join Yog

a International?Yoga International has been a trusted voice in yoga since 1991, evolving from a print magazine into a leading digital platform offering video, audio, and written content. We’ve worked with many of the most respected yoga teachers in the US and Canada and continue to make the wisdom of yoga accessible to a

global audience.
In 2021, Yoga International was acquired by Gaia and is now based in Louisville, CO, operating as a distinct brand within Gaia’s ecosystem. This role plays an important part in how we continue to grow as a modern, digita

l-first business.
We’re a small, collaborative team passionate about our work and mission. Our campus offers weekly on-site yoga classes and a gym, as well as a beautiful solar-powered setting with hiking and running trails, a community garden, and a labyrinth. There’s also an on-site café serving mostly organic breakfast and lunch, plus a full-service espresso bar featuring local

ly roasted coffee.
Full-time employees receive a comprehensive benefits package, including medical (traditional and alternative options), dental, vision, 401(k),

and life insurance.
Remote contract would be considered for

the right candidate.
US work a