Performance Marketing Manager

AYA Skin is hiring a Performance Marketing Manager to own new-patient acquisition across paid media, search, website conversion, and online sales. The role manages campaign performance and measurement, optimizes lead-to-booking conversion, and tests acquisition channels across markets.

Responsibilities:

• Own paid media strategy and performance on Google (Search, Performance Max, Local) and Meta, whether campaigns are run by an agency partner, by this role directly in the platforms, or a mix of both
• Manage the agency or freelance relationship where one is in place: briefs, scopes, budgets, regular performance reviews, and holding the partner to agreed targets
• Build, launch, and optimize campaigns directly in the platforms where buying is done in-house
• Recommend the right mix of agency and in-house buying as spend grows, and lead any transition between them so nothing is lost: account access, campaign history, conversion setup, and performance
• Structure campaigns and budgets by market (Atlanta, Dallas, New York, Tampa, Orlando), each with its own CAC target, and recommend how budget should shift between markets and channels
• Implement a creative testing program: write test briefs (hooks, offers, formats), get creative from the Brand & Social Manager and the freelance designer, and report what wins
• Run paid amplification of creator content once the Brand & Social Manager has secured usage rights
• Own SEO strategy across the AYA site and legacy location sites: keyword priorities by service and market, content recommendations, and technical health
• Own local search performance: Google Business Profile optimization for ranking, plus review volume and rating as acquisition KPIs. (Note: the Marketing Operations Manager keeps listings accurate and handles review responses)
• Protect search equity through the rebrand: redirect maps, pre- and post-migration SEO checks, and ranking tracking as legacy sites move onto one AYA site
• Own conversion from visit to lead to booked appointment, including the online booking flow and forms
• Build and test campaign landing pages for paid media on the AYA site
• Keep a testing roadmap (pages, offers, booking flow) and share results after each test
• Own online revenue: packages, gift cards, and products, including merchandising, on-site offers, checkout conversion, and average order value
• Plan online sales peaks (such as holiday gift cards) with the VP of Marketing, and brief the Marketing Operations and Brand & Social Managers on the email and social support needed
• Own lead capture and tracking across forms, calls, and online booking, so every lead has a source
• Own the lead-to-booking conversion rate. Partner with clinic and front-desk leadership on call handling
• Set the goals for lead nurture (what it must achieve and by when). The Marketing Operations Manager builds and sends it in HubSpot
• Use HubSpot audiences maintained by the Marketing Operations Manager to retarget, build lookalikes, and keep existing patients out of new-patient ads
• Own tracking standards: UTM conventions, GA4, Meta Pixel and Conversions API, Google Ads conversions, and CallRail/RingCentral, working with analytics partners
• Build and maintain the acquisition dashboard
• Send a short weekly paid media snapshot and a monthly acquisition report with recommendations and next tests

Requirements:

• 4–6+ years in performance or growth marketing, with hands-on campaign building in Google Ads and Meta and experience managing agency partners
• Experience in a multi-location or local service business
• Strong SEO and local SEO (Google Business Profile) knowledge, including site migrations
• Hands-on with tracking and analytics: GA4, Google Tag Manager, Meta Pixel and Conversions API, CallRail/RingCentral, and HubSpot
• Strong analytical skills, with comfort building dashboards and reconciling platform data to booking data
• Understanding of HIPAA and Google and Meta health-advertising policies as they apply to ads and tracking
• Aesthetics, wellness, or healthcare is a plus