Performance Marketing Manager - Remote Eligible

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:

• 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
• 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.
• 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.
• 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.