Performance Marketer
Overview
Universal Response Systems is hiring a conversion-obsessed Performance Marketer to architect and scale an omnichannel acquisition engine across PPC, Paid Social, Display/Native & Website Banners (open exchange, PMPs, direct publisher IOs), YouTube, Programmatic/CTV/OTT, Radio/Podcast, and DR TV.
You operate like a revenue engineer: ruthless testing, airtight tracking, surgical budget control, and a creative pipeline that never runs dry. You understand the entire spectrumfrom pristine best practices to the shady stuffso you can steer us hard toward what works and protect us from bad players.
What Youll Own
1) Media Architecture & Scale
- Launch and scale full-funnel campaigns across Google/YouTube, Meta, TikTok, LinkedIn, native (Taboola/Outbrain), DSPs (Trade Desk/StackAdapt), Display & Banners, CTV/OTT, radio/podcast, and DR TV.
- Build sequencing: cold educate convert remarket/reactivate; frequency, exclusions, and cross-channel orchestration.
- Budget ladders and saturation curves; weekly forecast actuals reforecast to CAC, LTV, and payback goals; canary scale rollouts.
2) Display, Banners & Direct Buys
- Plan/buy open exchange, PMPs, Programmatic Guaranteed, Preferred Deals, and direct publisher IOs (finance/tax endemic, newsletters, news, forums).
- Manage formats: IAB standards (300250, 300600, 72890, 160600, 970250), high-impact (takeovers/roadblocks/interstitials), HTML5/rich media, native, and video (VAST/VPAID).
- Negotiate viewability/IVT/attention floors, dayparts, impression guarantees, exclusivity, and make-goods; reconcile delivery vs. invoice and maintain publisher scorecards (CPL, contact rate, IVT, viewability).
3) Targeting, Retargeting & IP-Level Plays
- Audience frameworks: 1P CRM, LALs, intent & competitor layers; firmographic/IP/household/geo; contextual/keyword site lists with allow/block hygiene.
- Privacy-safe IP/site retargeting loops that sync Web Social YouTube CTV Radio CTA; direct-buy placements feeding remarketing and brand capture.
4) Tracking Resilience, Attribution & Data Contracts
- Own GA4, GTM (client + server), Enhanced Conversions/CAPI, offline imports, DNI, call tracking, CRM matchbacks, dedupe keys.
- Maintain data contracts: UTM schema, audience naming, suppression/decay windows, source-of-truth dashboards (Looker Studio/BigQuery/Northbeam/Hyros).
- Operate a tracking-failure runbook (cookie/iOS breaks, tag outages, call-tracking mismatches) with modeled conversions and alerting.
5) Experiment Design & Measurement
- Standardize an experiment registry (hypothesis design power decision); strict canary scale discipline.
- Prove incrementality with geo-split/PSA/ghost-bid tests and MMM-lite for budget moves.
- Instrument attention/viewability/IVT and tie success to post-click contact & close rates, not just CTR.
6) Creative & CRO System (Speed at Scale)
- Run a creative factory: UGC/creator sourcing, licensing/whitelisting, modular DCO, HTML5 banner variants, short-video cuts, CTV edits.
- Creative taxonomy (angles formats sizes), fatigue thresholds, rolling backlog of next 10 concepts.
- LP CRO: A/B & MVT on hooks/layout/forms, IVR/DNI flows, speed/relevance to lift Quality Score and contact rate.
7) Sales-Floor & Lead-Quality Integration
- Align pacing with agent availability/concurrency and contact windows; prove contact appointment close gains by channel/publisher.
- Govern lead disposition codes, duplicate handling, suppression/reactivation rules, and decay windows.
- Design offers sales can close; keep routing/SLA hygiene tight with RevOps.
8) Growth Finance, Seasonality & Contingency
- Zero-based media plans aligned to CAC/LTV/payback; weekly marginal ROAS guidance.
- Tax-cycle playbooks (open/peak/extension/off-season) with budget multipliers, staffing alignment, and offer variants.
- Contingency channel kits for platform volatility or outages.
9) Ops, Security & Vendor Management
- Asset ownership maps (ad accounts, pixels, domains), least-privilege roles, 2FA, quarterly access audits;
agency-exit
playbook. - Negotiate rate cards; manage IOs; run QBRs; convert insights to tests and reallocations.
10) Black/Grey-Hat Fluency for Defense & Protection from Competitors (Optional, Nice to Have)
- You have hands-on awareness of the darker patterns in paid media, attribution, lead gen, and programmatic (e.g., IVT/bot traffic, spoofing, ad stacking/pixel stuffing, MFA, cookie stuffing/last-click hijack, post-view laundering/window gaming, server-event padding, cloaking page/creative swaps, incentivized/co-reg leads without consent, call pumping, undeclared ID syncing, PII leakage, fake testimonials/deepfake UGC, category exclusive shenanigans in direct buys, spot-logging games, etc.).
- You can spot, explain, and defend against these patterns; implement early-warning indicators; pressure-test vendor claims.
Your Scorecard (KPIs)
- CPL/CPA by channel & publisher/placement
- Contact Appointment Close rate lift from media changes
- Payback & (Blended + Marginal) ROAS; saturation/diminishing-returns insights
- Attribution Health (tag uptime, match rates, modeled vs. observed variance)
- Creative Winner Rate, Fatigue %, Time-to-New
- Viewability % / IVT % / Attention time (banners/direct buys); Make-good recovery rate
- Lead Quality Index (refunds/chargebacks, DNC hits, bad numbers)
Minimum Requirements
5-10+ years owning multi-channel paid media with monthly budgets $25k-$250k+
and provable ROI.- Deep hands-on with GA4, GTM (server-side), CAPI/Enhanced Conversions, call tracking/DNI, offline imports, CRM matchbacks.
- Demonstrable CRO wins (landing tests that moved Quality Score, contact rate, and CPL).
- Experience planning & buying Display/Native & website banners via open exchange, PMPs, and direct publisher IOs (negotiating viewability/IVT/attention floors and make-goods).
- Familiarity with CTV/OTT/Radio/Podcast trafficking and measurement bridges.
Nice-to-Haves
- Geo-lift/MMM-lite experience; Bayesian or rule-based marginal allocation.
- Creator licensing/whitelisting at scale; affiliate/partner program ops.
- Apps Script/Python for bulk ops, anomaly alerts, bidding/pacing automation.
- Bilingual campaigns (e.g., English/Spanish) and accessibility-aware ad/LP patterns.
- Execution-grade understanding of black/grey-hat methods (as above, and additional) to detect them.
Potential Tools
- Google Ads, YouTube Ads, Google Ads Editor, Search Ads 360, Microsoft Advertising, Meta Ads Manager, TikTok Ads, LinkedIn Ads, Snapchat Ads, Pinterest Ads, Reddit Ads, X Ads (Twitter), Quora Ads, Nextdoor Ads, Taboola, Outbrain, Revcontent, MGID, DV360, The Trade Desk, Amazon DSP, Roku OneView, Yahoo DSP, Quantcast DSP, Zeta DSP, StackAdapt, Xandr (Microsoft Invest), Basis (Centro), MediaMath, Disney/Hulu Ads, Samsung Ads, LG Ads, Vizio Ads, Vevo, Campaign Manager 360 (CM360), Flashtalking, Amazon Ad Server (Sizmek), Google Analytics 4 (GA4), Adobe Analytics, Piwik PRO, Mixpanel, Amplitude, Heap, Looker Studio, Looker, Tableau, Power BI, Mode Analytics, Sigma Computing, Metabase, Apache Superset, BigQuery, Snowflake, Amazon Redshift, Databricks, dbt, Airflow, Dagster, Prefect, Fivetran, Airbyte, Stitch, Tealium, RudderStack, Segment, mParticle, Google Tag Manager (web + server-side GTM), Adobe Launch, Tealium iQ, Ensighten, OneTrust, Cookiebot, Sourcepoint, Didomi, Transcend, Northbeam, Hyros, Wicked Reports, Rockerbox, CallRail, Invoca, CallTrackingMetrics, Marchex, Ringba, Twilio, Twilio Verify, Telesign, Five9, Genesys Cloud, Twilio Flex, Salesforce, HubSpot, Marketo, Pardot (Account Engagement), Salesforce Marketing Cloud, Braze, Iterable, Customer.io, Klaviyo, Attentive, Postscript, Mailchimp, Campaign Monitor, Zapier, Make (Integromat), Clearbit, 6sense, Demandbase, ZoomInfo, Neustar Fabrick (TransUnion TruAudience), LiveRamp, LiveRamp Safe Haven, Habu, InfoSum, Ads Data Hub, Amazon Marketing Cloud, Snowflake Collaboration, Hightouch, Census, IAS (Integral Ad Science), DoubleVerify, MOAT, HUMAN Security (White Ops), Pixalate, Anura, Fraudlogix, CHEQ, Adelaide, Lumen, Playground xyz, Hotjar, Microsoft Clarity, FullStory, Contentsquare, Optimizely, VWO, Kameleoon, AB Tasty, LaunchDarkly, Split.io, Flagsmith, Smartly.io, Celtra, Bannerflow, Thunder, Pencil, CreativeX, VidMob, Motion, Varos, Productsup, Feedonomics, DataFeedWatch, Channable, Google Merchant Center, Oracle Contextual Intelligence (Grapeshot), Peer39, GumGum Verity, Kantar Brand Lift, Upwave, Lucid (Cint), Facebook Robyn, Google Lightweight MMM, Recast, iSpot.tv, EDO, TVSquared (Innovid XP), Samba TV, Mediaocean Prisma, Hudson MX, Kantar Media Monitors, Veritone, Nielsen, ActiveProspect (TrustedForm), Jornaya, NeverBounce, ZeroBounce, Kickbox, Emailable, Ekata, Pipl, ObservePoint, Tag Inspector, Littledata, Great Expectations, Monte Carlo, AppsFlyer, Adjust, Branch, Singular, Kochava, Firebase (GA for Firebase), Webflow, Unbounce, Instapage, Leadpages, HubSpot CMS, Typeform, Jotform, FormAssembly, Gravity Forms, Shopify, WooCommerce, Figma, Canva, Adobe Photoshop, Adobe Illustrator, Adobe Premiere Pro, Adobe After Effects, Final Cut Pro, CapCut, Google Web Designer, Adobe Animate, Google Apps Script, Python, SQL
