Performance Marketing Manager

Avida is a San Francisco-based, fully remote Series-A stage company focused on making fitness universally accessible through a combination of human coaching and AI technology. The Performance Marketing Manager will own and scale Avida's paid advertising program, managing campaigns for fitness coaches and optimizing performance to drive revenue and growth.

Responsibilities:

• Manage and scale paid ad campaigns across Meta (Instagram/Facebook) for a growing portfolio of fitness coaches, each with their own ad account, audiences, and content style
• Onboard new coaches into paid ads — assess readiness (content cadence, lead volume, budget commitment), build initial campaigns, and guide coaches through the first 90 days
• Optimize campaign performance daily and weekly — monitor CPC, CPL, ROAS, and conversion rates; test new creatives, audiences, and placements; kill underperformers quickly
• Develop and refine the paid ads playbook — document best practices for ad creative, audience targeting, budget allocation, and scaling strategies specific to the fitness coaching vertical
• Collaborate with coaches and CAMs on content strategy — advise on what types of coaching content performs best in ads (transformations, social proof, motivational, workout inspiration), help coaches repurpose organic content for paid, and maintain an inspiration bank of top-performing creatives
• Report on performance and communicate value — build and maintain performance dashboards, deliver regular updates to coaches and internal leadership on ROAS, CAC, and contribution to overall wins
• Manage the Ads Kickstarter Program — oversee the subsidized onboarding program that lowers coaches' upfront ad spend to accelerate adoption, manage the transition from fully-covered to self-funded campaigns, and track program ROI
• Own tracking and attribution infrastructure — partner with engineering to maintain Meta Pixel and Conversions API (CAPI) integrations across coach landing pages built on Webflow, ensuring lead events and conversion data flow accurately from form submission through client acquisition
• Forecasting & financial planning ownership — build bottom-up and top-down models projecting leads, wins, CAC, and ROAS; align coach-level spend strategies with seasonal growth initiatives and company revenue targets
• Scale the program — grow from the current cohort of live coaches to significantly more, while maintaining or improving performance benchmarks
• Explore new channels — evaluate and test expansion beyond Meta (Google, TikTok, YouTube) as the program matures along with email and text marketing
• Leverage AI and automation — identify opportunities to use AI tools and automation to improve efficiency in campaign management, reporting, and creative testing at scale

Requirements:

• 3+ years of hands-on Meta Ads (Facebook/Instagram) management experience with proven results — you live in Ads Manager
• Demonstrated track record of managing $30k+ monthly ad spend profitably, ideally across multiple accounts or clients simultaneously
• Deep understanding of direct-response advertising — you think in terms of CPC, CPL, ROAS, and conversion funnels, not just impressions
• Strong analytical skills — you're comfortable pulling data, building dashboards, and making decisions based on attribution data as it matures
• Excellent communication skills — you can explain paid media performance and strategy to coaches who are not marketers, and to leadership in business terms
• Experience working with content creators or managing ad creative pipelines (sourcing, testing, iterating)
• Self-starter with the ability to set your own objectives, plan, execute, and achieve excellent results in a fast-paced environment
• Experience in the fitness, wellness, health, or creator/influencer space is strongly preferred
• Familiarity with fitness coaching business models (lead generation → consultation → client acquisition) is a major plus
• Have managed paid campaigns for personal brands or individual creators (not just large D2C brands) — you understand the nuance of running ads that feel authentic to a person's voice
• Are excited about our vision of making fitness universally accessible and carry a personal interest in health & fitness
• Are eager to build and own a function, not just execute a playbook — you want to shape the strategy
• Thrive in a startup environment where you'll wear multiple hats and move fast