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Performance Marketing Manager

Performance Marketing Manager

Wing AssistantNew York, NY, US
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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 engineprofitably 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 (612 months) :

  • ~2x increase of Deals created from paid at flat or improved CAC.
  • Quality lift : +1020% improvement in Lead to Deal rate from paid via targeting, messaging, and landing alignment.
  • Scaled testing system : 48 meaningful experiments / month; winner rollout playbooks.
  • Channel expansion : At least 12 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 :

  • 58+ 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 23 high-impact tests (offer, creative, landing). Implement a weekly pipeline quality loop with Sales.
  • 90 days : Scale winners; expand 12 net-new channels (e.g., Reddit or MNTN) with clear success criteria; roll out budget reallocation based on CAC / payback.
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