Performance Marketing Manager

Role Summary

We are looking for a data-driven and results-oriented Performance Marketing Manager to own paid acquisition, lead generation, and growth initiatives across the organization.

The immediate priority for this role will be to build and scale high-volume, cost-effective recruitment lead generation, particularly for blue-collar and frontline workforce hiring. The role will also be responsible for generating qualified B2B/client leads and supporting customer acquisition across our businesses.

The ideal candidate is someone who goes beyond simply running ads - they understand audience behavior, channel selection, lead quality, conversion funnels, and acquisition economics, and can continuously test, optimize, and scale what works.

Key Responsibilities

• Develop and execute performance marketing strategies focused on recruitment, qualified lead generation, and customer/client acquisition.
• Manage and optimize campaigns across Google Ads, Meta, YouTube, job portals, recruitment platforms, programmatic channels, and other relevant digital platforms.
• Identify and leverage appropriate job boards and recruitment platforms such as Indeed, Rippling, ZipRecruiter, Glassdoor, and other relevant platforms, based on target roles, locations, and hiring requirements.
• Build scalable acquisition campaigns to reach blue-collar, frontline, field, operational, and other workforce segments who may not use professional platforms such as LinkedIn.
• Develop and optimize campaigns to generate qualified B2B/client leads, working closely with Sales to improve lead-to-opportunity and lead-to-customer conversion.
• Manage campaign budgets and continuously optimize for cost per qualified lead, application, interview, hire, or customer.
• Own the acquisition funnel from advertisement => landing page/form => lead/application => qualified lead => interview/hire/customer.
• Conduct A/B testing across audiences, channels, creatives, messaging, landing pages, forms, and campaigns.
• Work closely with Recruitment, Sales, Operations, and Marketing to improve lead quality, conversion rates, and overall acquisition efficiency.
• Implement and maintain proper conversion tracking, UTM structures, pixels/tags, analytics, attribution, and reporting.
• Monitor performance and provide actionable insights on CPL, CPQL, CPA, cost per hire, CAC, ROAS, conversion rates, and ROI.
• Continuously research and test new acquisition channels and strategies and scale successful ones.
• Provide regular performance reports covering spend, results, learnings, experiments, and recommendations.

Required Qualifications

• Bachelor's degree in Marketing, Business, Advertising, Analytics, or a related field.
• 4–8+ years of hands-on performance marketing / digital acquisition experience.
• Strong hands-on experience with Google Ads, Meta Ads, and other paid acquisition channels.
• Proven experience generating and scaling leads through paid and digital channels.
• Experience with job portals, recruitment marketing, staffing, workforce acquisition, or high-volume hiring is highly preferred.
• Experience generating B2B/client leads and supporting sales pipelines is preferred.
• Strong understanding of conversion funnels, landing page optimization, A/B testing, attribution, and campaign analytics.
• Experience with Google Analytics, Google Tag Manager, CRM/ATS platforms, and reporting tools.
• Strong analytical skills with the ability to make decisions based on data and business outcomes.

Key KPIs

• Qualified recruitment leads generated
• Applications, interviews, and hires generated
• Qualified B2B/client leads generated
• Lead-to-opportunity and lead-to-customer conversion
• Cost Per Lead (CPL)
• Cost Per Qualified Lead (CPQL)
• Cost Per Application / Interview / Hire
• Customer Acquisition Cost (CAC)
• ROAS / ROMI
• Campaign and channel ROI
• Conversion rate improvement
• Successful testing and scaling of new acquisition channels

What We Are Looking For

Someone who can own the numbers, not just the campaigns - a marketer who can determine where our target audiences are, identify the right acquisition channels, test different approaches, improve lead quality, reduce acquisition costs, and build a repeatable and scalable acquisition engine for both workforce recruitment and client/customer growth.