Senior Manager of Performance Marketing

RethinkFirst is on a mission to inspire and empower educators, behavioral health, and employers with solutions that address employee burnout and mental health challenges. They are seeking a Senior Manager of Performance Marketing to own the paid media strategy and execution across multiple business lines, ensuring alignment with business goals and optimizing pipeline outcomes.

Responsibilities:

• Serve as the primary point of contact and strategic owner for our paid media agency — setting priorities, reviewing plans, holding the agency accountable to performance, and escalating issues or opportunities to marketing leadership
• Own channel strategy across Google Ads (Search, Display, YouTube), LinkedIn Campaign Manager, and other relevant B2B paid channels
• Manage budget pacing and allocation across BUs and segments with clear visibility into CPL, MQL cost, pipeline ROI, ROAS, and CAC contribution
• Drive agency execution with the rigor of an in-house team — clear briefs, structured QBRs, documented feedback loops, and a bias toward pipeline outcomes over vanity metrics
• Partner with BU Demand Gen Managers to design and activate 1:1, 1:few, and 1:many ABM plays aligned to account tiering and sales priorities across three business lines
• Build and manage intent-based audience segments in 6sense (or equivalent), translating behavioral signals, keyword intent, and CRM stage data into actionable targeting
• Validate lift from intent-activated audiences against pipeline metrics and refine segmentation logic based on results
• Adapt campaign structure and messaging to accommodate both high-velocity SMB/transactional cycles and 12+ month enterprise sales motions within the same channel framework
• Build and manage campaigns simultaneously optimized for SMB, mid-market, and enterprise audiences, each with distinct personas, value propositions, and conversion paths
• Work with Demand Gen Managers to align channel mix and budget emphasis to the velocity and deal size profile of each BU
• Ensure creative briefs and ad messaging are calibrated by segment, from transactional to complex multi-stakeholder enterprise buying committees
• Partner with Marketing Operations to maintain airtight conversion tracking: GCLID mapping, offline conversion imports to Google, UTM governance, and HubSpot/Salesforce lead source integrity
• Own the feedback loop between CRM stage progression and paid channel bidding — ensuring smart bidding algorithms are fed the right conversion signals
• Flag attribution gaps or conversion data quality issues proactively and drive resolution with MarOps
• Implement robust tagging and attribution including server-side GTM containers, first-party data collection, and event schema design to combat ITP/ad blocker/cookie signal loss with the assistance of agency partner
• Setup, maintenance, and compliance of enhanced conversions and consent mode v2 across all tag firing in cookieless/consent-restricted environments
• Own paid media reporting across all channels, delivering clear visibility into channel-level and BU-level performance in weekly demand gen syncs and pipeline reviews
• Run structured experiments on creative, audiences, bidding strategies, and landing page variants with documented learnings and clear test-and-scale methodology
• Proactively identify budget reallocation opportunities based on pipeline contribution, CAC payback trends, and channel efficiency signals

Requirements:

• 8–10 years of B2B performance marketing experience, with at least 3 years in a SaaS environment
• Demonstrated hands-on expertise in Google Ads (Search, Display, YouTube) and LinkedIn Campaign Manager with the ability to build, audit, and optimize campaigns independently
• Proven track record running paid programs across multiple buyer segments (SMB, mid-market, enterprise) with materially different conversion paths and deal velocities
• Direct ABM platform experience (6sense or equivalent)
• Fluency with intent signal activation: translating in-market signals into audience uploads, campaign segmentation, and bid strategy adjustments
• Strong attribution fundamentals with experience in GCLID mapping, offline conversion imports, UTM governance, and CRM-integrated lead source reporting
• Experience managing or directing an external paid media agency including setting strategy, running reviews, and holding partners accountable to results
• Proficiency with HubSpot and/or Salesforce for pipeline reporting and multi-touch attribution
• Comfortable presenting performance data and strategic recommendations to management
• Experience marketing across products with significantly different sales velocities e.g., a high-velocity SMB motion running in parallel with a 12+ month enterprise cycle
• Familiarity with behavioral health, HR tech, or education technology verticals
• Working knowledge of consent mode v2, enhanced conversions, and privacy-safe measurement practices
• Experience with LinkedIn Matched Audiences, account list uploads, and persona-layered targeting at scale
• Exposure to multi-product or multi-BU marketing environments where budget allocation and attribution require careful segmentation