Performance and Growth Marketing Manager

We are looking for a hands-on Performance & Growth Marketing Manager to take ownership of our user acquisition, organic social presence, and creator partnerships. This isn't a role for someone who just wants to "babysit" large budgets. We need a growth-minded specialist who understands unit economics, can interrogate GA4, and knows how to scale campaigns efficiently.

You'll own the ultimate number: new subscribers acquired at or below our target CAC, while continuously improving creative, channel efficiency, and the mix of acquisition across our different trades. 

🎯 What You'll Do 

Paid Acquisition (The Core of the Job) 

• End-to-end campaign management: Structure, targeting, budgets, and bidding across Meta and TikTok Ads. 
• Segmented scaling: Build and run targeted campaigns by trade, not one blended campaign. Each trade is a different audience with different language, pain points, and unit economics. 
• Niche growth: Actively grow volume in our smaller, harder-to-reach trades where audiences are narrower and creative needs to be highly specific. 
• Creative testing pipeline: Drive a constant hypothesis-test-iterate loop. We expect a steady flow of new concepts and variants, not just one "hero ad." 
• Creative direction: Brief creative teams and, where needed, shoot/edit simple UGC-style ads yourself. 
• Daily optimization: Monitor performance daily; scale winners and pause losers quickly and without sentiment. 
• Budget management: Manage budget pacing against monthly new-user and CAC targets. 
• Tracking & Attribution: Own tracking setup with engineering (or your own hands)—pixels, Conversions API, and clean event mapping through to signup and payment. 

Measurement and Reporting 

• Report weekly on spend, CAC, ROAS, signup-to-paid conversion, and blended acquisition efficiency, broken out by trade. 
• Track cohorts beyond the click, retention, and payback periods, not just front-end signups. 
• Bring a clear, data-backed point of view on what to do next. 

Organic Social (Meta) 

• Own the content calendar and day-to-day posting for Instagram and Facebook. 
• Repurpose the best-performing organic content into paid ads, and vice versa. 
• Handle community management and comments. 
• Monitor ratings and reviews across key platforms, identify negative trends early, and proactively improve our brand reputation. 

Influencers & Creators 

• Source, negotiate, and manage creator partnerships (mostly micro and mid-tier, often trade-specific). 
• Run affiliate/performance-based deals where they make sense. 
• Turn creator content into paid ad assets (ensure usage rights are in every deal). 

• Measure each partnership strictly by cost per new user, not on reach or impressions.  

   

🔍 What We're Looking For 

Essential: 

• 3+ years of experience running paid social in-house or at an agency, with direct hands-on Meta Ads ownership. 
• Experience working with Western markets, preferably Tier 1. 
• Demonstrable TikTok Ads experience (not just “we tested it once”). 
• A track record of hitting acquisition targets on a modest budget: you know how to make $8k/month work harder than someone else’s $30k. 
• Confident in GA4: you can set it up, interrogate it yourself, and reconcile what it says against what the ad platforms claim. 
• Strong creative instinct: you can tell why an ad is working and brief the next three off the back of it. 
• Ruthless about cutting underperformers and comfortable being held to a number. 
• English proficiency: Upper-Intermediate (B2) or higher. 

Nice to Have: 

• Experience with Amplitude, Mixpanel, or a similar product analytics tool. 
• Subscription experience (trials, paywalls, freemium conversion, churn). 
• Experience marketing to trades, blue-collar, or vocational audiences. 
• Hands-on editing skills (CapCut, Canva, Premiere, or similar). 
• Experience with Google Ads, SEO, or email lifecycle as a secondary channel. 

📈 How We'll Measure Success 

At 3 months (end of probation), we expect to see all three of the following: 

1. CAC is at or below target. 
2. New user numbers hit the set target. 
3. At least 25% of new users come from outside our top-selling trades.