Performance Campaign Manager - Products & Services

Job Description

Job Description

BURN BRANDS CULTURE 

Burn Brands is one of the fastest growing fitness and wellness companies in the nation and has experienced rapid growth since its founding in 2015. We move like our members and clients – with purpose and at a fast pace. We aim to inspire, empower, and transform lives through community-based fitness and wellness solutions. 

POSITION OVERVIEW

The Performance Campaign Manager, Products and Services, is a strategic, data-driven leader responsible for driving full-funnel campaign execution and optimization across Burn Brands Products and Services portfolio: Franchise Development, Burn Nutrition, Burn On Demand, Podcast, and Ecomm. This role will focus on lead generation, SEO strategy, attribution management, and funnel reporting to drive growth and ensure data integrity at both national and franchise levels. The manager will collaborate cross-functionally to deliver high-performing campaigns aligned with business goals and growth targets.

Portfolio scope update: ensure channel strategies are tailored by line of business while laddering to shared growth OKRs. Operate with a performance mindset and revenue accountability: define and deliver OKRs across qualified leads, trials, memberships, and eCommerce revenue; codify hypotheses and iterate quickly based on data.

Enforce a zero-click / AI Overview (AIO) search funnel strategy: coordinate owned and earned assets to produce entity-consistent, answer-first assets that surface in SERP features and AI answer engines across all Products & Services and Franchise Development.

ROLES AND RESPONSIBILITIES

Full-Funnel Campaign Execution

• Lead and optimize full-funnel campaigns across digital (CRM, paid social, paid search, organic search, influencer programs, web) and traditional (in-gym, local marketing) channels for all Products and Services.
• Collaborate with Franchise Development, Burn Nutrition, Burn On Demand, Podcast, and Ecomm teams, as well as creative partners and media agencies, to deliver campaigns that drive acquisition and engagement.
• Analyze funnel velocity, conversion metrics, and attrition to identify optimization opportunities.
• Leverage A/B testing and data insights to refine targeting, creative, messaging, and channels.
• Align campaign strategy with master calendar, asset development timelines, and ensure milestones are met across seasonal, promotional, and brand initiatives.
• Ensure channel strategies are tailored by line of business while laddering to shared growth OKRs.
• Product and services business lines: own performance merchandising and demand creation —product feed health, SKU/collection testing, margin-aware bidding, Shopping/PMAX structure, affiliate/creator amplification, and on-site/LPO tests that improve CR and AOV.
• Fran dev acquisition: build geo-targeted programs for prospecting and retargeting, optimize lead quality (MQL→SQL), and manage handoffs to FD with SLAs; drive CPQL, opportunity rate, and cost-to-award efficiency.
• In partnership with digital agencies, engineer campaigns for discovery: generate FAQs, how-to’s, quotables, and short-form content designed to win Featured Snippets, People Also Ask, Perspectives, and inclusion in AI Overviews (zero-click surfaces).

Performance Measurement & Optimization

• Own reporting and analysis for campaign and SEO performance, including lead volume, CPL, CPA, ROAS, funnel conversion, and organic traffic growth.
• Monitor dashboards, attribution models, and reporting scorecards for real-time insights at national and location levels.
• Partner with BI Architect to optimize and build new dashboard reporting, scorecards, and segments to drive performance.
• Expand the scoreboard to track SERP feature coverage, AI inclusion observations, branded/non-branded search lift, and creator/partner-assisted conversions across lines of business and franchise development.

Attribution & Reporting

• Manage attribution governance for Brand Fund and franchise locations, ensuring accurate UTM tracking and data integrity.
• Administer UTM governance standards, documentation, and ongoing training for consistent tagging across all digital channels.
• Partner with Martech, franchise partners, co-op marketing, and agency partners to ensure tracking infrastructure supports full-funnel attribution visibility.
• Run incrementality tests (geo holdouts, go-dark, conversion lift) and feed insights into budget allocation and MMM as appropriate.

SEO Strategy & Performance

• Execute and optimize SEO strategy across websites, landing pages, and funnel assets to drive organic growth for Products and Services.
• Lead monthly audits and reviews with clear action plans for ongoing optimization.
• Advance entity-based SEO: schema, internal linking, and content hubs; coordinate with Social/PR to consolidate E-E-A-T and improve eligibility for AI/zero-click surfaces across Nutrition, Activewear, BOD, and Franchise Development

Paid Media & AI Integration

• Oversee paid media campaigns, optimizing for lead generation, CPL, and ROAS.
• Integrate AI tools to drive personalized acquisition, engagement, and predictive retention across the member lifecycle.

• Run data-driven tests to refine targeting and improve campaign performance.
• Operationalize an agile experimentation cadence (weekly test plans, sprint readouts) and creative testing matrices (hooks, formats, value props) across Products & Services and Franchise Development.

Collaboration & Cross-Functional Leadership

• Partner with cross-functional teams and agency partners to drive funnel performance.
• Act as internal subject matter expert on performance analytics and SEO integration.
• Support governance, education, and adoption of SEO best practices across the broader marketing organization.
• Tight alignment with Partnerships/PR and Social to connect earned/creator/organic with paid/CRM, sharing narratives, taxonomies, and KPIs by line of business and FD.

QUALIFICATIONS

• 5+ years in performance marketing, campaign management, or digital media.
• Performance mindset: demonstrable experience turning analytics into content decisions and rapid iteration.
• Proven success delivering SEO, paid media, attribution, and funnel optimization.
• Proficient in marketing analytics tools (DOMO, Google Analytics, Looker Studio, Tableau).
• Experience with predictive analytics and AI integration in marketing.
• Excellent project management, collaboration, and communication skills.
• Data-driven problem-solver with excellent analytical and storytelling skills.
• Experience implementing predictive analytics into top-of-funnel strategy to drive results at scale.
• Hands-on experience in Franchise Development performance marketing: geo-targeting, lead quality frameworks (MQL→SQL), CPQL optimization, and partnership with FD sales operations.
• Ecommerce performance merchandising: product feed management, Shopping/PMAX, margin-aware bidding, and CRO/LPO collaboration.
• Demonstrated success enforcing a zero-click/AIO search funnel strategy with measurable lifts in SERP features, AI inclusion, and branded/non-branded search.
• Franchise development experience required

• Fitness, or multi-location business experience a plus.
• Agency management experience preferred.

This position description is not intended to be and should not be construed as an all-inclusive list of responsibilities, skills or working conditions associated with this position. While this description is intended to accurately reflect the position's activities and requirements, management reserves the right to modify, add or remove duties as necessary.