Performance Marketing Manager

Performance Marketing Manager

Wing Assistant is one of the world's largest virtual talent companies. We are a venture-backed scaleup, based in Silicon Valley, but operate fully remote. Wing is scaling rapidly, and looking to build out a world-class marketing team.

Wing Assistant invests heavily in paid acquisition (millions per year) and drives significant traffic. Your mandate: own our multi-channel paid engine—profitably scale high-intent demand across Google Ads, Microsoft/Bing Ads, and Meta, while expanding into/experimenting with Taboola, Outbrain, MNTN, Reddit, and other channels. You will be measured on pipeline & CAC.

What You’ll Own

1) Paid Ad Platforms:

• Build a quarterly channel mix & budget plan tied to CAC, payback, and pipeline targets; stage tests for new networks.
• Google Ads & Bing: Search, PMax, Brand & Non-Brand separation, sitelinks/callouts, conversion attribution optimization.
• Meta: Conversion/lead gen, creative iteration, testing, audience stacks & exclusions, offline conversions.
• All other paid ads, including testing, optimization, and scaling.

2) Measurement & Optimization:

• Own tracking & data hygiene with GTM/GA4 + offline conversions to CRM (Deal Created/Won).
• Daily optimization on CPL, CPC, CTR, CVR, lead-to-Deal rate, CPA/Deal, CAC, ROAS/pipe; use incrementality tests (geo/cellular holdouts where applicable).
• Build dashboards (StatCounter/Sheets/BigQuery) and weekly "what moved/what's next" stand-ups.

3) Creative & Landing Experiences:

• Brief and QA ad creative (copy/static/video) and landing experiences with Design, Copy, and CRO; ensure ad-to-landing relevance to lift Quality Score and conversion.
• Partner with SEO to align keyword themes, SERP coverage, and minimize cannibalization.

4) Lead Quality & Sales Sync:

• Collaborate with Sales to tighten feedback loops (disposition reasons, Deal quality, measurement/attribution).

What Success Looks Like (6–12 Months)

- ~2x increase of Deals created from paid at flat or improved CAC.

- Quality lift: +10–20% improvement in Lead to Deal rate from paid via targeting, messaging, and landing alignment.

- Scaled testing system: 4–8 meaningful experiments/month; winner rollout playbooks.

- Channel expansion: At least 1–2 net-new channels (e.g., Reddit, MNTN) per quarter, producing a repeatable, efficient pipeline.

Day-to-Day Responsibilities

- Own budgets, pacing, and bids; refine match types, negatives, and audience overlays.

- Build and refresh keyword portfolios, RSA assets, and custom intent/lookalike audiences.

- Design & read experiments: creative angles, offers, headlines, hooks; landing variants with CRO.

- Maintain and improve conversion tracking (web & offline).

- Study and publish weekly reports with insights, actions, and expected impact.

Requirements

- 5–8+ years running multi-million-$ PPC programs (B2B services or SaaS strongly preferred).

- Deep expertise in Google Ads (Search/PMax) and Bing; strong practitioner on Meta.

- Proven record of turning paid traffic into pipeline & revenue, not just MQLs.

- Comfortable with data: queries/pivots; StatCounter; GA4; attribution concepts (MTA, first/last-touch, simple MMM proxies).

- Hands-on with GTM/GA4, offline conversion uploads, HubSpot/Salesforce (or similar).

- Data-driven mindset, results-oriented, and able to meet high expectations.

- Strong creative instincts (briefing copy/design, storyboarding short video) and landing page collaboration with CRO.

- Excellent prioritization, communication, and ownership in our fast-moving environment.

Nice to Have

- Experience with Taboola/Outbrain, MNTN/CTV, Reddit, and programmatic pilots.

- Basic SQL or BigQuery; script/Rule automation; budget pacing tools.

- Experience running incrementality/geo holdout tests.

KPIs You’ll Be Measured On

- Deals created from paid & pipeline $ (primary)

- Blended CAC / CPA per Deal

- Lead→Deal and Deal→Won rates by channel/campaign

- Non-brand share of pipeline; Quality Score & CPL for top ad groups

- Testing velocity and % of tests that ship to 100%

Your First 30/60/90

- 30 days: Audit accounts (structure, queries, tracking, audiences, negatives, assets, landing alignment). Baseline KPIs; fix tracking & offline conversions. Publish the Quarterly Test Plan.

- 60 days: Restructure top campaigns (brand/non-brand, exact/phrase, PMax guardrails). Launch 2–3 high-impact tests (offer, creative, landing). Implement a weekly pipeline quality loop with Sales.

- 90 days: Scale winners; expand 1–2 net-new channels (e.g., Reddit or MNTN) with clear success criteria; roll out budget reallocation based on CAC/payback.