Senior Manager of Performance Marketing

About Us 

At RethinkFirst, we are on a mission to inspire and empower educators, behavioral health, and employers with solutions that address some of the biggest challenges today – employee burnout, student mental health, behavioral issues, and the need for effective interventions. 

Role Overview

We're looking for a Senior Manager of Performance Marketing to own paid media strategy and execution across three lines of business (RethinkBH, RethinkCare, RethinkEd) each serving distinct buyer segments and operating at materially different sales velocities. This role is the connective tissue between our paid channels and pipeline outcomes.

You'll manage our paid media agencies as the day-to-day strategic owner: setting direction, driving accountability, and translating business goals into channel-level programs that perform. You'll work in close partnership with our BU-aligned Demand Generation Managers to ensure paid investment is synchronized with segment strategy, account priorities, and pipeline targets across SMB, mid-market, and enterprise motions.

This is a hands-on, high-ownership role for someone who can architect a 6sense ABM audience in the morning and present pipeline attribution to leadership in the afternoon — and who thrives in a multi-product environment where no two campaigns are structured the same way.

What You'll Own:

Paid Media Strategy & Agency Management

• Serve as the primary point of contact and strategic owner for our paid media agency — setting priorities, reviewing plans, holding the agency accountable to performance, and escalating issues or opportunities to marketing leadership
• Own channel strategy across Google Ads (Search, Display, YouTube), LinkedIn Campaign Manager, and other relevant B2B paid channels
• Manage budget pacing and allocation across BUs and segments with clear visibility into CPL, MQL cost, pipeline ROI, ROAS, and CAC contribution
• Drive agency execution with the rigor of an in-house team — clear briefs, structured QBRs, documented feedback loops, and a bias toward pipeline outcomes over vanity metrics

ABM & Intent Audience Architecture

• Partner with BU Demand Gen Managers to design and activate 1:1, 1:few, and 1:many ABM plays aligned to account tiering and sales priorities across three business lines
• Build and manage intent-based audience segments in 6sense (or equivalent), translating behavioral signals, keyword intent, and CRM stage data into actionable targeting
• Validate lift from intent-activated audiences against pipeline metrics and refine segmentation logic based on results
• Adapt campaign structure and messaging to accommodate both high-velocity SMB/transactional cycles and 12+ month enterprise sales motions within the same channel framework

Multi-Segment Campaign Execution

• Build and manage campaigns simultaneously optimized for SMB, mid-market, and enterprise audiences, each with distinct personas, value propositions, and conversion paths
• Work with Demand Gen Managers to align channel mix and budget emphasis to the velocity and deal size profile of each BU
• Ensure creative briefs and ad messaging are calibrated by segment, from transactional to complex multi-stakeholder enterprise buying committees

Conversion Infrastructure & Attribution

• Partner with Marketing Operations to maintain airtight conversion tracking: GCLID mapping, offline conversion imports to Google, UTM governance, and HubSpot/Salesforce lead source integrity
• Own the feedback loop between CRM stage progression and paid channel bidding — ensuring smart bidding algorithms are fed the right conversion signals
• Flag attribution gaps or conversion data quality issues proactively and drive resolution with MarOps
• Implement robust tagging and attribution including server-side GTM containers, first-party data collection, and event schema design to combat ITP/ad blocker/cookie signal loss with the assistance of agency partner
• Setup, maintenance, and compliance of enhanced conversions and consent mode v2 across all tag firing in cookieless/consent-restricted environments

Performance Reporting & Optimization

• Own paid media reporting across all channels, delivering clear visibility into channel-level and BU-level performance in weekly demand gen syncs and pipeline reviews
• Run structured experiments on creative, audiences, bidding strategies, and landing page variants with documented learnings and clear test-and-scale methodology
• Proactively identify budget reallocation opportunities based on pipeline contribution, CAC payback trends, and channel efficiency signals

What We're Looking For

Required

• 8–10 years of B2B performance marketing experience, with at least 3 years in a SaaS environment
• Demonstrated hands-on expertise in Google Ads (Search, Display, YouTube) and LinkedIn Campaign Manager with the ability to build, audit, and optimize campaigns independently
• Proven track record running paid programs across multiple buyer segments (SMB, mid-market, enterprise) with materially different conversion paths and deal velocities
• Direct ABM platform experience (6sense or equivalent)
• Fluency with intent signal activation: translating in-market signals into audience uploads, campaign segmentation, and bid strategy adjustments
• Strong attribution fundamentals with experience in GCLID mapping, offline conversion imports, UTM governance, and CRM-integrated lead source reporting
• Experience managing or directing an external paid media agency including setting strategy, running reviews, and holding partners accountable to results
• Proficiency with HubSpot and/or Salesforce for pipeline reporting and multi-touch attribution
• Comfortable presenting performance data and strategic recommendations to management

Preferred

• Experience marketing across products with significantly different sales velocities e.g., a high-velocity SMB motion running in parallel with a 12+ month enterprise cycle
• Familiarity with behavioral health, HR tech, or education technology verticals
• Working knowledge of consent mode v2, enhanced conversions, and privacy-safe measurement practices
• Experience with LinkedIn Matched Audiences, account list uploads, and persona-layered targeting at scale
• Exposure to multi-product or multi-BU marketing environments where budget allocation and attribution require careful segmentation

How You'll Partner

This is a cross-functional role by design. You'll have a defined set of working relationships that are essential to success:

• BU Demand Gen Managers (RethinkBH, RethinkCare, RethinkEd): weekly alignment on account priorities, campaign briefs, and pipeline performance; shared ownership of paid contribution to BU pipeline goals
• VP, Marketing Analytics & Operations (direct manager): strategic planning, budget decisions, and executive reporting
• Paid Media Agency: primary point of contact; responsible for driving direction, accountability, and results through the agency relationship
• Marketing Analyst and Operations: conversion tracking integrity, CRM attribution, UTM governance, audience list management, KPIs, and reporting
• Content & Brand: creative briefs, ad copy alignment, and persona-specific messaging by segment
• Sales Leadership: account prioritization input, ABM list validation, and lead quality feedback loop

What Success Looks Like in Year One

• Paid channels are fully instrumented: conversion tracking validated, offline conversion loop closed, attribution reliable across all three BUs
• Agency relationship is operating with clear SLAs, structured performance reviews, and documented accountability for pipeline contribution
• Intent audiences are live and actively driving account engagement across at least two BUs, with measurable impact on pipeline velocity for target account lists
• A performance marketing playbook exists for each segment (SMB, MM, ENT) covering channel mix, bid strategy, creative cadence, and budget allocation logic
• Paid channel performance is a standing agenda item in demand gen reviews, with clear metrics tracked and acted on regularly

Benefits: 

• Generous health, dental, & vision benefits package
• Flexible paid time off   
• 11 paid company holidays
• 401k + matching
• Parental leave
• Access to our award-winning RethinkCare platform supporting neurodiversity in the workplace through parental success, professional resilience, and personal wellbeing

Location: Remote opportunities are available to candidates who reside in the following states: AL, AZ, CT, FL, GA, HI, IA, IL, IN, KY, LA, MD, MA, MI, MN, MO, MT, NC, NE, NH, NJ, NV, OH, OR, PA, RI, TN, TX, VA, WA, WI, WY

Our commitment to an inclusive workplace 

RethinkFirst is an equal opportunity employer and is committed to providing a workplace free from harassment and discrimination. We celebrate the unique differences of our employees because that is what drives curiosity, innovation, and the success of our business. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, age, pregnancy, genetic information, disability, status as a protected veteran, or any other protected category under applicable federal, state, and local laws. Accommodations are available for applicants with disabilities. 

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