Performance Marketing Lead, Self-Serve Growth

This is a role for a sharp, data-driven marketer who thrives at the intersection of strategy and execution. You'll own multi-channel paid strategy end-to-end, partnering closely with the Self-Serve Team and Growth to ensure 1Password reaches and converts the right users at every stage of the funnel — from first touch to paid account. You'll turn investment into signups and activations, experiments into learnings, and data into decisions that move the business forward. This role requires a strong balance of strategy and hands-on execution, ensuring paid channels are optimized against both leading indicators ( engagement, trials ) and lagging indicators ( customers, revenue ).

A key part of how you'll operate is through AI . You'll actively build and utilize AI agents and automated workflows to increase speed, surface insights faster, and scale execution without sacrificing quality. If you're energized by building efficient, high-performing growth programs with direct impact to self-serve revenue — and you embrace AI as a core part of how great marketing gets done — this role is for you.

How we’re using AI today

On the Marketing team, we’re growing our AI capability together and redesigning how work gets done. We’ve built agents to improve workflows focused on competitive intelligence, content creation, and campaign planning, helping us stay sharp, reduce context-switching, and surface the right information at the right time. AI helps us coordinate, execute, and uncover insights faster so we can spend more time on what’s most important: performance, judgement, and driving the future of 1Password.

This is a remote opportunity within Canada and the US.

What we're looking for:

• 8+ years of experience in performance marketing, growth marketing, or user acquisition, with meaningful exposure to PLG and/or self-serve business models.

• Hands-on experience across paid marketing channels, including affiliates, paid social ( Meta, Reddit, LinkedIn , etc.), and app/consumer-focused channels, as part of an in-house performance or growth marketing team.

• Strong experience supporting product-led or self-serve go-to-market motions within SaaS or consumer technology ( B2C or prosumer experience a strong plus).

• Proven track record of driving measurable user acquisition, trial growth, and self-serve revenue impact through paid channels.

• Deep understanding of PLG funnel dynamics , free-to-paid conversion optimization, and experimentation in both B2B and B2C contexts.

• Strong analytical skills with experience tying marketing activity to activation, retention, and revenue outcomes — including familiarity with LTV/CAC modeling .

• Comfortable operating in fast-paced, evolving environments with multiple cross-functional partners including Product, Growth, and Analytics .

What you can expect:

• Own the PLG and self-serve performance marketing strategy across B2B and B2C audiences, aligned with user acquisition, activation, and revenue growth objectives.

• Develop annual and quarterly roadmaps for paid acquisition programs, informed by growth goals, audience insights, experimentation learnings, and funnel performance trends.

• Identify growth opportunities across channels, audiences, messaging, and funnel stages to improve efficiency and scale self-serve revenue contribution.

• Evaluate ROI, CAC, LTV , and marginal returns across channels and tactics to inform budget shifts, scaling decisions, and overall investment strategy.

Paid Channel & Program Ownership

• Responsible for paid channels including (but not limited to) affiliates, paid social, display, native, programmatic, app store marketing, influencer/creator partnerships, and emerging paid channel opportunities relevant to both consumer and business audiences.

• Own end-to-end channel/platform management from strategy, execution, optimization, and reporting.

• Drive paid channel strategy across awareness, consideration, trial, and conversion, ensuring alignment with full-funnel PLG and self-serve growth strategies.

• Actively build and utilize AI agents and automated workflows to accelerate campaign execution, improve reporting efficiency, and surface performance insights at scale.

Performance Measurement & Optimization

• Own week-over-week, month-over-month, and quarter-over-quarter performance tracking and reporting.

• Ensure rigorous monitoring of leading indicators ( clicks, signups, trial starts, activation rates, CPA ) and lagging indicators ( paid conversions, subscription volume, ARR, churn impact, LTV ).

• Translate performance data into insights and clear recommendations for optimization, investment shifts, and experimentation.

• Build strong feedback loops with Self Serve and Growth teams to measure and optimize trial-to-paid conversion rates and downstream retention impact.

Experimentation & Continuous Improvement

• Define and run structured experimentation across paid channels to drive continuous performance improvement and unlock new sources of self-serve growth.

• Partner with Analytics and Growth to define clear hypotheses, success metrics, and measurement approaches for experiments across audiences, channels, creative, offers, pricing pages, and funnel stages.

• Design, execute, and analyze tests with rigor, ensuring learnings are clearly documented and shared across marketing, product, and growth stakeholders.

• Translate experimentation insights into scaled programs, budget reallocation decisions, and strategic recommendations.