Performance Marketing Manager
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Job Description
Performance Marketing Manager scaling paid acquisition across Google, Meta, Bing, and mobile apps for Roots’ real-estate wealth-building platform. Optimizing measurement, creative testing, and user growth.
Responsibilities:
- Own day-to-day media buying and optimization across Google, Meta, Bing, Apple Search Ads, and other mobile app acquisition campaigns, including budgets, bids, audiences, structure, and pacing
- Grow top-of-funnel acquisition while managing cost per conversion, ROAS, and other key efficiency targets
- Partner with Creative to build a consistent testing pipeline, launching new concepts weekly and turning winning ideas into iterations
- Own paid media measurement, including conversion actions, attribution settings, bidding signals, pixels, and server-side tracking
- Partner with Engineering to instrument and QA events across platforms, including CAPI, Enhanced Conversions, app SDK events, SKAdNetwork/AEM, and offline/server-side conversions
- Design and evaluate experiments across creative, landing pages, onboarding, and acquisition strategy with clear hypotheses and reliable measurement
- Reconcile platform reporting against internal data and turn performance insights into clear recommendations
- Use AI tools to accelerate analysis, creative ideation, account QA, reporting, and other performance marketing workflows
- Partner across Lifecycle, Product, and Brand to ensure paid traffic converts and retains beyond the initial acquisition
Requirements:
- 5+ years of hands-on performance marketing experience, including meaningful experience directly managing paid media budgets in-platform
- Strong command of Google Ads and Meta Ads
- Experience with Bing/Microsoft Ads and mobile app user acquisition
- Proven experience acquiring users for a consumer mobile app, including app install and post-install optimization
- Deep understanding of conversion tracking, attribution models and windows, pixels, server-side tracking, and mobile measurement platforms such as AppsFlyer, Adjust, or Branch
- Highly analytical and comfortable working in Excel/Google Sheets, BI tools, and large performance datasets
- Comfortable partnering with engineers on event instrumentation, implementation QA, and troubleshooting measurement discrepancies
- Strong understanding of experimentation and incrementality, including when and how to use holdouts and platform lift tools
- Strong creative instincts and experience partnering with designers, editors, and creators to develop performance-driven advertising
- Fluency using AI tools to improve the speed and quality of analysis, media buying, and creative workflows
- Exceptional attention to detail and a strong sense of ownership
- Bonus: Experience in fintech, investing, real estate, or another regulated consumer category
- Bonus: Experience scaling a consumer mobile app from early traction to meaningful volume
- Bonus: Experience with TikTok, Reddit, YouTube, connected TV, podcasts, influencer-driven paid media, or other emerging channels
- Bonus: Experience using scripts, APIs, Python, or other automation tools to reduce manual account work
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