Performance Marketing Manager

Key Responsibilities

Channel Ownership & Execution

Google Ads, Meta, YouTube, LinkedIn, Display, and other paid platforms

Performance Strategy Development

ROI-first performance marketing strategies

• Walk-ins, bookings, and birthday parties (FECs)
• Memberships, camps, and programs
• Consultations, trials, and recurring services (Health & Wellness)

Integrated & Full-Funnel Marketing Programs

multi-channel, full-funnel programs

• Paid search (high-intent capture)
• Paid social (demand creation + retargeting)
• Display & video (brand recall and assisted conversions)
• Lifecycle and remarketing strategies

Ensure campaigns work together to reduce CAC and improve LTV.

Display, Video & Awareness Campaigns

display, YouTube, and awareness campaigns

• Build local market presence
• Feed high-quality retargeting audiences
• Improve conversion efficiency over time

Creative Strategy & Performance Alignment

understand what creatives actually win in paid media

• Analyze creative performance using CTR, CPC, hook rate, engagement, conversion rate, and ROAS
• Identify winning angles, formats, hooks, and offers
• Spot creative fatigue early and refresh creatives proactively

clear, actionable design briefs

• Campaign goal and funnel stage
• Target audience and intent level
• Messaging angles, hooks, and pain points
• Visual direction, formats, placements, and examples
• Compliance and brand guardrails (especially for health & wellness)

launched, tested, optimized, and scaled without delays

Performance-Led Creative Judgment

FEC and Health/Wellness advertising

• Separate “good-looking” creatives from

  revenue-driving creatives

• Diagnose creative fatigue early
• Guide designers toward assets built for

  conversion, not vanity

Analytics, Attribution & Reporting

Own performance measurement and reporting across platforms using GA4, GTM, ad platform dashboards, and CRM integrations

clear, business-facing insights

• CPL, CAC, ROAS
• Bookings, memberships, revenue impact
• Location-level and cohort-level performance

Budget Ownership & Optimization

Plan, allocate, and manage performance budgets across channels and locations to:

• Maximize returns
• Shift spend quickly based on performance signals
• Scale what works and cut what doesn’t—fast

Automation, Scripting & AI Workflows

Google Ads Scripts, Apps Script, and AI-driven workflows

• Automate reporting and alerts
• Improve bidding, budgeting, and optimization
• Build scalable, low-manual systems for performance marketing

Experimentation & A/B Testing

Continuously run structured experiments across:

• Creatives, landing pages, offers
• Audiences, placements, and funnels

Document learnings and apply them systematically to improve efficiency.

Cross-Functional Collaboration

sales, operations, product, and creative teams

• On-ground capacity and customer experience (FECs)
• Service workflows and compliance (Health & Wellness)
• Revenue and growth targets

Market & Industry Intelligence

Stay up to date with trends, tools, and best practices in:

• Service-based performance marketing
• Local and multi-location growth
• Privacy-first tracking and AI-driven optimization

Must-Have Mindsets & Skillsets

Experience in Service-Based Businesses

service-driven industries

• Family Entertainment Centers
• Health & Wellness brands
• Clinics, education, fitness, or local service businesses

bookings, footfall, retention, and LTV—not just leads

Founder’s Mindset & Ownership

CPL, CAC, ROAS, revenue, and growth metrics

Strong Data Storytelling

communicate insights clearly

Hustle & Bias to Action

Thrives in fast-moving, ambiguous environments. Prioritizes execution over perfection.

Detail-Oriented & Zero-Defect Mindset

Comfortable going deep into data, tracking, funnels, and creatives with high accuracy and accountability.

Business-Oriented Creativity

measurable outcomes

Iterative Problem Solver

Breaks complex challenges into testable hypotheses and scalable solutions.

Obsession With Process Excellence

Builds repeatable, documented systems that enable consistent performance across brands and locations.