Senior Performance Marketing Manager, New Channel Expansion | Bankrate

Red Ventures is seeking a Senior Performance Marketing Manager to lead new channel expansion at Bankrate. This role involves defining and scaling paid channels, optimizing performance across various media formats, and driving strategic decisions for channel investments.

Responsibilities:

• Channel launch & scaling: Own the full cycle of new channel development — evaluating opportunities, building the investment case, structuring tests, and scaling what works. Streaming/connected TV, paid social, programmatic, YouTube are the primary focus. Define success criteria before each launch, model incremental reach and projected CPL against existing benchmarks, and make clear go/no-go calls backed by data
• Incrementality & proof of value: Partner with BI to design and run geo-based or holdout tests that quantify true channel contribution. New channel launches live or die by your ability to separate real signal from noise — and to build the evidentiary case that earns continued investment from senior leadership
• Platform partnerships: Develop direct relationships with platform and media partners. Stay ahead of new formats, buying models, and measurement capabilities — and bring those insights back as testable hypotheses before competitors act on them
• Meta & TikTok: Support the scale of Meta, which just launched, then extend learnings to scale TikTok
• Conversion signal optimization: Test and optimize conversion signal passback. Test signal configurations, monitor event match quality, and understand how signal health affects algorithmic efficiency and delivery cost
• Channel playbooks: Document what works. Build repeatable frameworks for campaign setup, signal configuration, and bid strategy that the broader team can use and build on
• Creative leadership: Set the creative testing agenda across all paid channels. Develop a hypothesis backlog grounded in performance data, write briefs that give Creative clear direction, and ensure learnings compound across campaigns and formats
• Structured testing: Design multi-variable experiments (creative × audience × placement) with proper holdouts. Translate results into documented playbooks that raise the performance floor — and apply them across new channels as you launch them
• Attribution & portfolio reporting: Own the attribution framework across your channels. Evaluate platform-reported metrics against internal data, surface discrepancies proactively, and build reporting that gives leadership a trusted view of cross-channel performance and trade-offs
• Investment recommendations: Come to senior stakeholders with a point of view, not just a performance update. Frame budget recommendations in terms of incremental opportunity and portfolio-level trade-offs
• AI-augmented work: Use AI to accelerate brief drafting, creative ideation, and performance analysis. Evaluate outputs critically for accuracy, brand voice, and regulatory compliance. Document where AI creates real leverage and share those practices with the team

Requirements:

• You've launched paid channels from scratch — not just managed steady-state campaigns
• You've built the investment case, structured the test, scaled what worked, and killed what didn't
• Success on paid search, paid social, programmatic, streaming TV or comparable channels are essential
• Strong hands-on experience in Meta and TikTok for direct response, with accountability for CPL, CVR, and revenue at scale — ideally six or seven figures monthly on Meta
• You understand signal passback, event match quality, and how algorithmic efficiency is won or lost
• You've designed incrementally tests, worked with holdout methodologies, and can evaluate attribution frameworks critically
• You know the difference between correlation and lift — and can make that case to senior stakeholders
• You set creative direction, not just approve it
• You write strong briefs, give precise feedback, and can identify what's driving a performance shift at the format or copy level across channels that look nothing alike
• You move fluidly between setting channel strategy and executing within it
• You manage competing priorities, own timelines, and deliver with minimal oversight
• You actively use AI tools and have a genuine point of view on where they add leverage in paid channels, particularly as it relates to creative development