Performance Marketing Manager

As a Performance Marketing Manager at Maple, your key responsibilities will include strategizing, executing, and optimizing paid and organic marketing campaigns across various channels. You’ll manage campaigns on platforms like Google Ads, Facebook Ads, and TikTok, analyzing performance data to refine strategies for user acquisition and engagement. Your role also involves collaborating with other teams to ensure that campaigns align with broader company goals while continuously testing new channels and creative solutions to enhance the customer journey.

To be considered for the Performance Marketing Manager role at Maple, candidates should have 5+ years of hands-on experience in performance marketing, particularly within a B2C SaaS environment. Expertise in managing campaigns across major advertising platforms, strong analytical skills to turn data into actionable insights, and a proven track record of driving user acquisition and revenue growth are essential. Additionally, experience collaborating with cross-functional teams and managing large media budgets will bolster your application.

Performance marketing plays a crucial role in Maple's growth by driving user acquisition and engagement through strategic campaigns. By leveraging insights from real-time data, performance marketers optimize media spending to achieve high customer acquisition efficiency and successful return on ad spend (ROAS). This approach helps Maple reach more potential users, convert them into loyal customers, and ultimately strengthen the healthcare service infrastructure we provide to millions of Canadians.

As a Performance Marketing Manager at Maple, you will work with a variety of tools and platforms including Google Ads, Meta Ads (Facebook and Instagram), TikTok, programmatic display, and organic search platforms. You will also utilize analytics and reporting tools to measure campaign performance, track key metrics, and refine your strategies to ensure the highest efficiency and effectiveness in your marketing efforts.

The company culture at Maple is characterized by a supportive and collaborative environment where teams work together to achieve common goals. As a Performance Marketing Manager, you'll be encouraged to embrace a growth mindset, learn from both successes and setbacks, and push the boundaries of what’s possible in healthcare marketing. Maple values innovation, teamwork, and the consistent pursuit of improvement, allowing you to thrive both personally and professionally while making a significant impact.

When optimizing a paid marketing campaign, I would start by analyzing data from various ad platforms to understand performance metrics such as click-through rates, conversion rates, and return on ad spend. Implementing A/B testing for creatives and targeting will also provide insights on what resonates most with the audience. Additionally, regularly adjusting bids based on real-time performance, refining segments, and reallocating budget to high-performing ads are key strategies to maximize efficiency.

In a fast-paced performance marketing environment, prioritizing tasks involves assessing campaign deadlines, performance metrics, and alignment with overall business goals. I typically use project management tools to track tasks and establish a clear framework that highlights urgent tasks that directly impact campaign success while scheduling regular check-ins to reassess priorities based on evolving data insights and feedback from cross-functional teams.

One of my successful marketing campaigns involved launching a new product line where I implemented an integrated strategy across Google Ads and social media platforms. By leveraging audience segmentation and inclusive creative testing, we observed a 30% increase in user engagement and a significant uplift in conversion rates. Our real-time optimization helped us allocate the budget efficiently, ensuring that high-performing ads reached the target demographics effectively.

When measuring ROI for a marketing campaign, I focus on key metrics such as return on ad spend (ROAS), customer acquisition cost (CAC), conversion rates, and overall revenue attributable to the campaign. It’s vital to track how these metrics change before, during, and after the campaign for comprehensive insights. Additionally, I leverage attribution models to understand the pathways users took before converting to estimate the campaign’s direct impact.

Collaboration with product and brand teams is integral to the success of any marketing effort. I prioritize open communication by establishing regular meetings and using collaborative tools to share insights, campaign goals, and performance feedback. By aligning marketing strategies with product features and brand messaging, we can create campaigns that resonate with audiences, ultimately driving user acquisition and fostering long-term loyalty.

My process for conducting market research begins with defining the objectives of the research and the target audience I want to investigate. I employ a mix of qualitative and quantitative methods including surveys, focus groups, and data analysis from existing campaigns or industry reports. Analyzing competitors’ marketing strategies and customer feedback also provides valuable insights that help shape our approach and refine our marketing messaging.

Handling failure in a marketing campaign is about learning and adaptive strategies. I believe in analyzing what went wrong by reviewing performance metrics, understanding user feedback, and discussing team insights. By isolating the issues, we can iterate on our strategies, whether that means refining our targeting, adjusting our budget allocations, or even pivoting our creative approach. It’s crucial to embrace failures as opportunities to improve and innovate.

Analytics is the backbone of performance marketing, guiding decision-making and strategy optimizations. By utilizing data analytics, I assess user behavior, campaign performance, and market trends to make informed adjustments to campaigns in real-time. The ability to translate analytics into actionable insights is vital for understanding which strategies are effective and where there are opportunities for improvement, ensuring that marketing efforts are efficient and outcome-driven.

In my previous role, we faced a tight deadline for a product launch campaign. I quickly organized the team, allocated specific tasks based on everyone’s strengths, and used project management tools to monitor progress. We prioritized essential components and had daily check-ins to ensure we stayed on track. Ultimately, we met the deadline successfully, and the campaign exceeded our engagement and conversion goals, showcasing our ability to perform under pressure.

The effectiveness of digital marketing channels often depends on the target audience and campaign objectives. I find that a combination of search engines, social media, and email marketing tends to yield the best results. Search engines allow us to capture intent-driven traffic, while social media provides opportunities for engagement and brand awareness. Email marketing complements these efforts by nurturing leads and driving repeat interactions, ultimately creating a cohesive customer journey.