Performance and Growth Marketing Manager

Job description

We are looking for a hands-on Performance & Growth Marketing Manager to take ownership of our user acquisition, organic social presence, and creator partnerships. This isn't a role for someone who just wants to "babysit" large budgets. We need a growth-minded specialist who understands unit economics, can interrogate GA4, and knows how to scale campaigns efficiently.

You'll own the ultimate number: new subscribers acquired at or below our target CAC, while continuously improving creative, channel efficiency, and the mix of acquisition across our different trades.

🎯 What You'll Do

Paid Acquisition (The Core of the Job)

- End-to-end campaign management: Structure, targeting, budgets, and bidding across Meta and TikTok Ads.

- Segmented scaling: Build and run targeted campaigns by trade, not one blended campaign. Each trade is a different audience with different language, pain points, and unit economics.

- Niche growth: Actively grow volume in our smaller, harder-to-reach trades where audiences are narrower and creative needs to be highly specific.

- Creative testing pipeline: Drive a constant hypothesis-test-iterate loop. We expect a steady flow of new concepts and variants, not just one "hero ad."

- Creative direction: Brief creative teams and, where needed, shoot/edit simple UGC-style ads yourself.

- Daily optimization: Monitor performance daily; scale winners and pause losers quickly and without sentiment.

- Budget management: Manage budget pacing against monthly new-user and CAC targets.

- Tracking & Attribution: Own tracking setup with engineering (or your own hands)—pixels, Conversions API, and clean event mapping through to signup and payment.

Measurement and Reporting

- Report weekly on spend, CAC, ROAS, signup-to-paid conversion, and blended acquisition efficiency, broken out by trade.

- Track cohorts beyond the click, retention, and payback periods, not just front-end signups.

- Bring a clear, data-backed point of view on what to do next.

Organic Social (Meta)

- Own the content calendar and day-to-day posting for Instagram and Facebook.

- Repurpose the best-performing organic content into paid ads, and vice versa.

- Handle community management and comments.

- Monitor ratings and reviews across key platforms, identify negative trends early, and proactively improve our brand reputation.

Influencers & Creators

- Source, negotiate, and manage creator partnerships (mostly micro and mid-tier, often trade-specific).

- Run affiliate/performance-based deals where they make sense.

- Turn creator content into paid ad assets (ensure usage rights are in every deal).

- Measure each partnership strictly by cost per new user, not on reach or impressions.

🔍 What We're Looking For

Essential:

- 3+ years of experience running paid social in-house or at an agency, with direct hands-on Meta Ads ownership.

- Experience working with Western markets, preferably Tier 1.

- Demonstrable TikTok Ads experience (not just “we tested it once”).

- A track record of hitting acquisition targets on a modest budget: you know how to make $8k/month work harder than someone else’s $30k.

- Confident in GA4: you can set it up, interrogate it yourself, and reconcile what it says against what the ad platforms claim.

- Strong creative instinct: you can tell why an ad is working and brief the next three off the back of it.

- Ruthless about cutting underperformers and comfortable being held to a number.

- English proficiency: Upper-Intermediate (B2) or higher.

Nice to Have:

- Experience with Amplitude, Mixpanel, or a similar product analytics tool.

- Subscription experience (trials, paywalls, freemium conversion, churn).

- Experience marketing to trades, blue-collar, or vocational audiences.

- Hands-on editing skills (CapCut, Canva, Premiere, or similar).

- Experience with Google Ads, SEO, or email lifecycle as a secondary channel.

📈 How We'll Measure Success

At 3 months (end of probation), we expect to see all three of the following:

- CAC is at or below target.

- New user numbers hit the set target.

- At least 25% of new users come from outside our top-selling trades.