Role Overview
We're seeking a data-driven, execution-oriented Performance Marketing Manager to own and optimize Sundae's lead generation efforts across paid and offline acquisition channels.
This role is responsible for planning, executing, and improving marketing campaigns that drive qualified homeowner opportunities for Sundae members. You will manage channel performance across Google PPC, Meta, Direct Mail, TV/CTV, and emerging acquisition channels while continually testing new strategies to improve lead volume, lead quality, and cost efficiency.
Success in this role requires balancing lead quantity, lead quality, and return on investment to help members grow profitably.
As the day-to-day owner of acquisition marketing performance, you'll work closely with sales, revenue operations, creative, and external partners to ensure every marketing dollar delivers measurable business impact.
This is not an agency management or strategy role. It is a hands-on operator role. The right candidate is highly analytical, executes and optimizes independently, and builds scalable growth programs.
Key Responsibilities
Performance Marketing Strategy & Optimization
- Own performance across paid and offline acquisition channels including Google PPC, Meta, Direct Mail, TV/CTV, and emerging channels.
- Monitor campaign performance daily and identify opportunities to improve lead volume, lead quality, conversion rates, and cost efficiency.
- Develop testing roadmaps for audiences, creative, offers, landing pages, bidding strategies, and channel mix.
- Analyze performance by market, campaign, channel, and audience segment to uncover growth opportunities.
- Recommend budget allocations based on performance trends and business objectives.
Channel Management & Execution
- Manage day-to-day execution of acquisition campaigns across Google PPC, Meta, Direct Mail, TV/CTV, and emerging channels.
- Partner with internal stakeholders and external vendors to launch, monitor, and optimize campaigns.
- Develop direct mail audience strategies, targeting methodologies, segmentation frameworks, and campaign plans designed to maximize response rates, lead quality, and return on investment.
- Partner with data providers, mail vendors, and internal stakeholders to continuously test, optimize, and scale direct mail programs across member markets.
- Partner with media vendors and platform partners to plan, launch, monitor, and optimize television and connected TV campaigns.
- Evaluate new acquisition opportunities and conduct structured tests to determine scalability.
Analytics & Reporting
- Build and maintain performance reporting across all acquisition channels.
- Track key metrics including CPL, CPMQL, CAC, conversion rates, and return on marketing investment.
- Identify performance trends and provide actionable recommendations to leadership.
- Develop forecasting models and support annual and quarterly planning initiatives.
- Ensure accurate attribution and measurement methodologies are maintained across channels.
Landing Pages & Conversion Optimization
- Partner with creative and web resources to improve landing page performance.
- Develop and execute A/B testing initiatives focused on conversion rate optimization.
- Identify opportunities to improve user experience and lead capture efficiency.
- Monitor form completion rates, engagement metrics, and lead quality indicators.
Vendor & Partner Management
- Manage relationships with media agencies, platform representatives, data providers, and marketing vendors.
- Hold partners accountable to performance expectations and service levels.
- Evaluate vendor performance and recommend process improvements, contract changes, or alternative solutions when appropriate.
Who You Are
- 5+ years of direct, hands on experience owning paid acquisition performance across both digital and traditional channels. You have personally managed budgets and been held accountable for results. This is not a coordination or support role.
- You have run direct mail programs from the ground up: list strategy, audience segmentation, creative testing, vendor management, and response rate measurement. You understand how a mail program works mechanically, not just conceptually.
- You are fluent in Google Ads and paid social (Meta). You can manage campaigns directly, read platform data critically, and evaluate agency performance without relying on the agency to tell you what is working.
- TV and/or connected TV (CTV) experience is preferred. You have planned, launched, or managed television or CTV campaigns, whether executed directly or through a media agency relationship you owned.
- Experience managing campaigns across multiple markets, geographies, or audience segments simultaneously. You track performance at the market level and can make budget allocation decisions based on geographic data.
- Fluency in lead-generation economics: CPL, CAC, conversion rates, payback periods, and attribution limitations. You think in business outcomes and connect marketing spend to revenue, not platform metrics.
- Comfortable working from CRM and funnel data, not just platform dashboards. Salesforce experience is strongly preferred.
- Proficiency with performance reporting platforms including Google Analytics, Looker Studio, or equivalent tools.
- Able to operate independently in a lean environment. You do not need a large team, defined processes, or significant internal infrastructure to be effective.
- Strong communication skills with the ability to work across marketing, sales, operations, vendors, and leadership without creating friction or confusion.
- Experience in real estate, home services, financial services, mortgage, or direct response lead generation is a plus.
- Pure digital performance marketers, brand marketers, social and content marketers, and agency account managers without direct budget ownership will not be competitive for this role.
What Success Looks Like
Within Your First 12 Months, You Will:
- Improve lead volume, lead quality, and acquisition efficiency across core marketing channels.
- Develop and execute a disciplined testing roadmap across audiences, creative, offers, landing pages, and channel strategies.
- Build clear performance reporting that provides actionable insights to leadership and supports data-driven decision making.
- Identify and scale new acquisition opportunities that contribute meaningfully to member growth and profitability.
- Improve marketing ROI through continual optimization of budgets, channel mix, targeting, and campaign performance.
- Serve as a trusted subject matter expert on acquisition marketing, helping Sundae and its members maximize the impact of every marketing dollar invested.
Why Sundae
- Be part of a mission-driven company helping homeowners achieve the best possible outcome when selling a home that needs repairs or updates.
- Play a critical role in building and scaling the marketing engine that powers a growing national membership platform.
- Work directly with company leadership and have a measurable impact on member growth and business performance.
- Collaborate with talented teammates across marketing, sales, operations, technology, and revenue operations.
- Competitive compensation, equity opportunity, comprehensive benefits, and generous PTO.
- Remote work environment with a preference for candidates located in the San Diego area.
Compensation
The expected base salary range for this role is $110,000 to $125,000, plus participation in Sundae's performance-based bonus program.
