Senior Performance Marketing Manager (B2C)

Propelus simplifies workforce compliance management across healthcare. As the Senior Performance Marketing Manager, you will own the paid search, paid social, and SEO strategy that drives subscriber acquisition and revenue growth for the Propelus CE Broker product line.

Responsibilities:

• Own end-to-end B2C paid search and paid social strategy (Google Ads, Microsoft Ads, Performance Max, Demand Gen, Meta, TikTok, Reddit, YouTube) to drive new subscription acquisition, trial-to-paid conversion, and reactivation for the CE Broker product line
• Build and lead the organic search program for CE Broker—technical SEO, content SEO, on-page optimization, internal linking, and authority-building—targeting individual healthcare professionals searching for license renewal, CE tracking, and continuing education solutions
• Monitor cebroker.com web and data analytics using GA4, Google Search Console, and business intelligence tools (including Looker/Data Studio or other platforms) — tracking traffic volume, channel mix shifts, user behavior, and anomalies; surface insights on fluctuations in organic, direct, referral, and paid traffic to inform strategy and flag issues early
• Develop the subscription-economics measurement framework (CAC, payback period, LTV:CAC, ROAS by cohort, retention-adjusted ROAS) and use it to allocate budget across channels, campaigns, geographies, and license-board audiences
• Embed AI across the search workflow: deploy LLM-driven keyword and SERP research, AI-assisted ad copy and landing-page generation, automated bid and budget pacing, predictive audience modeling, and AI-powered reporting and anomaly detection
• Design and run a continuous experimentation roadmap—ad creative, bidding strategies, audiences, landing pages, pricing presentation, and checkout flows—using A/B and incrementality testing to compound subscription growth
• Optimize the subscriber funnel in partnership with the Director of Growth Product Management, influencing landing pages, pricing pages, sign-up flows, and on-site search experiences so that paid and organic traffic convert at best-in-class rates
• Develop and own the CE Broker SEO content strategy in partnership with Growth Marketing and Product Marketing—mapping search intent across license types, state boards, and renewal cycles to a high-velocity publishing roadmap
• Manage paid media budget and forecast subscription acquisition, delivering monthly and quarterly plans with channel mix, expected CAC, expected new subscribers, and downside/upside scenarios; pace daily and re-forecast as needed
• Build executive-ready reporting and dashboards (Looker/Data Studio, GA4, Search Console, ad platforms, subscription billing) that connect search performance to subscriber, revenue, and retention outcomes; present results, insights, and recommendations to marketing leadership and the broader CE Broker business
• Partner with Product, Data, and Engineering teams to audit, maintain, and improve GA4 event tracking and conversion measurement on cebroker.com — ensuring subscription-critical events (trial starts, checkout steps, subscription conversions, reactivations) are firing accurately and that data integrity supports reliable reporting and optimization decisions
• Stay ahead of fast-moving changes in search—AI Overviews, generative search experiences (SGE), zero-click results, privacy and tracking shifts, and evolving paid auction dynamics—and translate them into proactive strategy adjustments
• Partner with Growth Marketing and Product Marketing to ensure consistent messaging, audience segmentation, and downstream nurture for subscribers acquired through paid and organic search
• Manage relationships with external agencies, freelancers, and martech vendors as needed; evaluate and rationalize the SEO/PPC tool stack (e.g., SEMrush/Ahrefs, Screaming Frog, Search Console, Optmyzr, AI copy and bid tools) for impact and efficiency. Recommend additional tooling or tooling consolidation
• Develop a deep understanding of the healthcare professional audience—license renewal cycles, CE requirements by state and board, and competitive alternatives—and use that insight to differentiate CE Broker in both paid and organic channels

Requirements:

• Bachelor's degree in Marketing, Business, Analytics, or equivalent experience; advanced degree a plus
• 8+ years of B2C digital marketing experience with deep, hands-on ownership of paid search and SEO for a subscription-based business (DTC, SaaS, media, fitness, education, or healthcare consumer)
• Demonstrated track record of profitably scaling subscriber acquisition through Google Ads, Microsoft Ads, paid social, and organic search—measured against CAC, LTV, ROAS, and retention-adjusted economics
• Expert-level knowledge of subscription marketing fundamentals: free-to-paid conversion, trial design, pricing-page optimization, churn-aware acquisition, cohort analysis, and lifetime value modeling
• Deep technical and content SEO expertise, including site architecture, Core Web Vitals, structured data, internal linking, programmatic SEO, and editorial SEO content strategy
• Strong analytical skills with fluency in GA4, Google Search Console, Looker/Data Studio (or equivalent BI) including familiarity with GA4 event configuration, conversion tracking, and data layer concepts sufficient to QA implementations and partner effectively with Data and Engineering teams, and core ad platforms, including ongoing site traffic monitoring, source attribution, and anomaly investigation; SQL proficiency strongly preferred
• Required: proven, hands-on expertise leveraging AI in PPC and SEO workflows—LLM-based keyword and content research, AI ad copy and landing-page generation, automated bid management, predictive audience targeting, and AI-driven reporting. Comfort prototyping with tools such as ChatGPT, Claude, Gemini, and purpose-built AI marketing platforms is expected
• Strong analytical skills with fluency in GA4, Google Search Console, Looker/Data Studio (or equivalent BI), and core ad platforms; SQL proficiency strongly preferred
• Experience designing and running statistically valid A/B tests, geo-experiments, and incrementality studies; comfortable balancing platform attribution with media-mix and incrementality signals
• Excellent written and verbal communication skills, with the ability to translate complex search performance data into clear narratives for executive and cross-functional audiences
• Self-directed, accountable, and comfortable operating as a player-coach IC in a fast-moving environment; able to influence without authority across Marketing, Product, and Analytics
• Ideal: experience marketing to healthcare professionals, allied health, nursing, or licensed/credentialed audiences, and/or familiarity with continuing education, license renewal, or regulated/compliance-driven markets
• Familiarity with martech and analytics stacks such as HubSpot, Salesforce, Segment, subscription billing platforms (e.g., Stripe, Recurly), and project management tools like Monday.com is a plus