Performance Marketing Manager, International

The Performance Marketing Manager at Robinhood is responsible for scaling our international marketing program. This includes owning the performance strategy and channel management, developing measurement methodologies, partnering with data science teams for market testing, and collaborating with creative teams to enhance conversion rates. The role is crucial in driving user acquisition and maximizing revenue from our core financial products and services.

Candidates for the Performance Marketing Manager position at Robinhood should have at least 4 years of experience in growth or performance marketing, especially in consumer financial services or a data-driven field. An analytical mindset, proficiency in setting up and running sophisticated tests, and familiarity with SQL are also essential. Additionally, skills in marketing strategy, customer segmentation, and message testing are key to succeeding in this role.

At Robinhood, the work culture is dynamic and collaborative, ideal for a Performance Marketing Manager. You will be part of a talented team that emphasizes growth and creativity, encouraging new ideas and approaches. The environment is fast-paced, fostering an atmosphere where innovation thrives, all aimed at democratizing finance for everyone. Employees are also supported with various wellness and benefits programs.

At Robinhood, the development of our employees is a priority. For the Performance Marketing Manager, there are ample opportunities for personal growth including an annual lifestyle wallet for wellness, learning, and development. The company encourages a reflective mindset towards career advancement, ensuring employees have the resources they need to expand their skills and knowledge whilst contributing to our mission.

A Performance Marketing Manager at Robinhood can look forward to a competitive compensation package that includes 100% paid health insurance for employees and 90% for dependents, an annual wellness wallet, generous paid time off, and mental health support. The lively office environment also includes catered meals and stocked kitchens. This comprehensive benefits package reflects Robinhood's commitment to its employees’ well-being.

When measuring the success of a performance marketing campaign, it's important to focus on key performance indicators (KPIs) such as user acquisition cost (UAC), return on ad spend (ROAS), and conversion rates. Discuss how you would utilize analytical tools to track these metrics, emphasizing the importance of setting clear goals and continuously testing strategies to optimize performance.

In answering this question, illustrate your hands-on experience with A/B testing by detailing a specific campaign. Explain how you defined the hypothesis, managed the segmentation of your audience, measured the results, and how the findings influenced future marketing strategies. Highlight the importance of data in refining campaigns.

To grow an international marketing program, I would first analyze the local market trends and customer behavior. Then, I would prioritize performance strategies that align with the region’s needs. Collaborating with product marketing teams and leveraging unique channels can enhance engagement and conversion rates. It's also vital to set up metrics to evaluate success in each region.

Discuss the various marketing tools you have used, such as Google Analytics for tracking performance metrics, SEMrush or Ahrefs for SEO analysis, and Tableau for data visualization. Emphasize your ability to adapt to new software quickly, indicating how technology plays an important role in successful performance marketing.

Detail your background in data analysis and specifically your proficiency with SQL. Explain the types of data queries you’ve run and how you have used data to track performance metrics, optimize campaigns, and measure user behavior. Discuss how this analytical capability enhances marketing decisions.

To improve conversion rates, I would implement A/B testing on landing pages and targeted messaging based on audience segments. Creating compelling CTAs and optimizing ad placements to align with customer journeys are crucial. Continuous monitoring and iterative testing would be fundamental to refining these strategies.

Channel prioritization involves evaluating past performance data, analyzing customer acquisition costs, and understanding where our target audience spends their time. I would focus on channels that yield the highest ROI and have the potential for incremental growth, adapting based on real-time metrics and market trends.

Staying updated on digital marketing trends is essential in this field. I regularly read industry publications, attend webinars, and participate in marketing forums. Networking with other professionals and engaging in community discussions enables me to share insights and learn about emerging trends that may benefit our performance marketing efforts.

Artificial intelligence and machine learning are transforming performance marketing, allowing brands to create more personalized and targeted campaigns. Discuss how leveraging these technologies can enhance user experience and improve conversion rates while ensuring that we are always adjusting strategies based on this data-driven insight.

Describe a specific project where you encountered challenges, such as a tight deadline or a drop in engagement. Explain how you identified the issues, the steps you took to solve them, and the results achieved. Emphasize your problem-solving skills, teamwork, and the ability to pivot strategies in response to challenges.