Website:
baselinehrs.com
Job details:
We are looking for an ambitious, hands-on Performance Marketing Manager who can own, execute, and scale our entire growth engine. This role is not about theoretical presentations or high-level slide decks—it is strictly about ownership, agile execution, and measurable revenue outcomes.
You will be responsible for building full-funnel acquisition systems, managing paid ad spend across Meta and Google, directing high-converting creative strategies, optimizing e-commerce/website conversion funnels (Shopify/landing pages), and establishing rigorous tracking and analytics. If you understand unit economics (CAC, ROAS, MER, LTV) inside-out and love moving fast, this role is for you.
Key Responsibilities1. Paid Media & Acquisition Scaling- Multi-Channel Campaign Management: Plan, launch, and scale high-ROI campaigns across Meta Ads (Facebook & Instagram) and Google Ads (Search, Shopping, Performance Max, YouTube, and Discovery).
- Full-Funnel Architecture: Build structured campaign pipelines:
- Top of Funnel (TOF): Cold prospecting, problem awareness, and brand discovery.
- Middle of Funnel (MOF): Product/ingredient education, authority building, and social proof.
- Bottom of Funnel (BOF): High-intent conversions, retargeting, and trial-to-repeat customer flows.
- Unit Economics & Budget Allocation: Actively manage daily and monthly ad budgets to consistently achieve target CAC (Customer Acquisition Cost), ROAS (Return on Ad Spend), and MER (Marketing Efficiency Ratio) while preserving healthy gross margins.
2. Performance Creative Strategy & A/B Testing- Creative Frameworks: Partner closely with designers, video editors, and copywriters to script and produce performance-first ad creatives (UGC, founder-led stories, unboxing, expert reviews, and problem-solution hooks).
- Rapid Experimentation: Implement a disciplined weekly testing cadence across ad formats (reels, statics, carousels), messaging angles, trust signals, and offer structures (trial packs, bundles, subscriptions).
- Ad Compliance: Ensure all creative assets and copy adhere strictly to digital advertising guidelines (including nutraceutical/wellness/supplement standards where applicable).
3. Conversion Rate Optimization (CRO) & Funnel Growth- Funnel Auditing: Continuously analyze and optimize the user journey from Ad Click $\rightarrow$ Landing Page/PDP $\rightarrow$ Cart $\rightarrow$ Checkout $\rightarrow$ Post-purchase.
- AOV & LTV Expansion: Collaborate with e-commerce and product teams to run CRO experiments, deploy upsells/cross-sells, bundle offers, and retention tactics to boost Average Order Value (AOV) and Lifetime Value (LTV).
- Nurturing & Retention: Build automated re-engagement and retargeting workflows for cart abandoners, video viewers, and repeat buyers across paid channels, email/WhatsApp, and SMS.
4. Technical Tracking, Attribution & Analytics- Flawless Tracking Setup: Oversee technical event tracking and attribution via Meta Pixel / CAPI (Conversions API), Google Tag Manager (GTM), Google Analytics 4 (GA4), and server-side tracking.
- Dashboards & Reporting: Maintain clean, real-time daily and weekly performance dashboards tracking blended metrics: Spend, CAC, ROAS, MER, CTR, CPC, CPM, AOV, and SKU-level contribution margins.
- Data-Backed Decisions: Identify what to scale aggressively, what needs tweaking, and what to shut down immediately based on hard data rather than vanity metrics.
5. Growth System Ownership & Collaboration- Marketing Calendar & SOPs: Build and manage quarterly growth roadmaps and structured campaign calendars.
- Agency & Vendor Management: Direct and brief external agencies, influencers, creators, and freelancers, ensuring strict timelines, accountability, and quality control.
- Leveraging AI: Effectively utilize AI tools (copywriting, visual ideation, analysis) to accelerate workflows and creative throughput.
Required Qualifications & Experience- Experience: 2 to 5 years of hands-on experience in Performance Marketing, Paid Media, or Growth Marketing (D2C, E-commerce, B2B SaaS, or Fast-Growing Startups).
- Platform Mastery: In-depth, direct hands-on experience managing substantial ad spend on Meta Ads Manager and Google Ads.
- E-Commerce / Funnel Know-How: Practical familiarity with Shopify, landing page builders (PageFly, Unbounce, Webflow, etc.), and checkout optimizations.
- Analytics Proficiency: Solid understanding of GA4, GTM, attribution nuances (first-click, last-click, blended MER), and spreadsheet/data reporting (Excel/Google Sheets/Looker Studio).
- Commercial Acumen: Clear grasp of financial metrics—CAC, LTV, ROAS, Contribution Margin, and unit economics.
- Mindset: High sense of ownership, bias for speed and action, problem-solver mentality, and strong communication skills.
Preferred / Good-to-Have Skills- Familiarity with retention tools (Klaviyo, WhatsApp marketing tools).
- Basic understanding of HTML/CSS/scripts for landing page tweaks or tag debugging.
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