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Performance Marketing

• Manage and scale paid ad campaigns across Meta (Instagram/Facebook) for a growing portfolio of fitness coaches, each with their own ad account, audiences, and content style
• Onboard new coaches into paid ads — assess readiness (content cadence, lead volume, budget commitment), build initial campaigns, and guide coaches through the first 90 days
• Optimize campaign performance daily and weekly — monitor CPC, CPL, ROAS, and conversion rates; test new creatives, audiences, and placements; kill underperformers quickly
• Develop and refine the paid ads playbook — document best practices for ad creative, audience targeting, budget allocation, and scaling strategies specific to the fitness coaching vertical
• Collaborate with coaches and CAMs on content strategy — advise on what types of coaching content performs best in ads (transformations, social proof, motivational, workout inspiration), help coaches repurpose organic content for paid, and maintain an inspiration bank of top-performing creatives
• Report on performance and communicate value — build and maintain performance dashboards, deliver regular updates to coaches and internal leadership on ROAS, CAC, and contribution to overall wins
• Manage the Ads Kickstarter Program — oversee the subsidized onboarding program that lowers coaches' upfront ad spend to accelerate adoption, manage the transition from fully-covered to self-funded campaigns, and track program ROI
• Own tracking and attribution infrastructure — partner with engineering to maintain Meta Pixel and Conversions API (CAPI) integrations across coach landing pages built on Webflow, ensuring lead events and conversion data flow accurately from form submission through client acquisition
• Forecasting & financial planning ownership — build bottom-up and top-down models projecting leads, wins, CAC, and ROAS; align coach-level spend strategies with seasonal growth initiatives and company revenue targets
• Scale the program — grow from the current cohort of live coaches to significantly more, while maintaining or improving performance benchmarks
• Explore new channels — evaluate and test expansion beyond Meta (Google, TikTok, YouTube) as the program matures along with email and text marketing
• Leverage AI and automation — identify opportunities to use AI tools and automation to improve efficiency in campaign management, reporting, and creative testing at scale

Performance Marketing Manager