The Role
The Sr. Manager, Performance owns paid media strategy and execution for 12th Tribe end-to-end, from channel alignment and budget pacing to creative briefing, content review, and performance reporting. This person is the connective tissue between performance marketing, creative, ecommerce, merchandising, and finance, ensuring every dollar spent across paid channels drives efficient, profitable growth on the right creative while balancing new customer acquisition with retention and repeat purchase rate.
This is a hands-on, technically fluent role, partnering with our VP, Ecommerce & Performance on strategy. You'll work daily inside our media and analytics stack, including, but not limited to, Meta, TikTok, Pinterest, Google Ads, Microsoft Ads, and Triple Whale. You'll bring strong creative and analytical rigor to a fast-moving team and continually explore new media channels, including ChatGPT, Reddit, TV, and podcasts, to find the next source of efficient growth. You bring a full-fledged point of view, connecting paid media to every other marketing channel and to the full ecommerce growth picture across site, mobile app, and digital selling channels like TikTok Shop, Meta Checkout, and TYB.
What You'll Do
Paid Media Strategy & Execution
- Own paid media execution, budget allocation, and daily pacing across Meta, TikTok, Pinterest, Google Ads, and Microsoft Ads, overseeing a budget of $8M+ in partnership with an external agency.
- Balance acquisition and retention goals across paid channels, building strategies that grow new customer volume while improving return customer rate.
- Continually test and evaluate new media channels, including ChatGPT, Reddit, TV, and podcasts, for incremental growth opportunities.
- Manage the external performance agency day-to-day, holding them accountable to KPIs and staying close enough to the work to catch issues and opportunities in real time.
Acquisition & Retention
- Partner with CRM, email/SMS, and loyalty teams to align paid media strategy with retention and repeat purchase goals, not just new customer growth.
- Monitor acquisition vs. retention mix by channel, and adjust budget and targeting to hit blended growth targets.
- Identify opportunities to re-engage lapsed or repeat customers through paid channels.
Affiliate Management
- Support management of the affiliate program, partnering with the Head of Influencer & Brand on strategy, partner recruitment, and commission structures.
- Monitor affiliate performance, flag top partners and optimization opportunities, and provide clear strategy for discount code use.
- Help evaluate new affiliate platforms and tools as the program scales.
Creative Briefing & Content Review
- Own the creative briefing process, translating performance data and channel insights into clear, actionable briefs for the Creative team.
- Review and approve content before it goes live across paid channels, ensuring brand, platform, and compliance standards are met.
- Partner with Creative on the always-on testing roadmap for offers, hooks, angles, and formats.
- Stay hands-on in-platform, personally building, launching, and QA'ing creative tests, not just briefing them.
Creative & Performance Reporting
- Own weekly and monthly performance reporting and creative insights across all paid channels.
- Build and maintain reports and dashboards in Triple Whale, with the technical fluency to configure, troubleshoot, and customize the platform rather than relying on default views.
- Surface creative-level insights (what's working, what's fatiguing, and what to test next) to Creative, Brand, and leadership.
- Manage attribution and measurement tooling (Triple Whale) to ensure accurate, trusted reporting.
AI-Native Performance Marketing
- Use Claude and other AI tools daily across strategy, research, creative, and reporting.
- Build and test creative at scale with AI (statics, video, hooks, and copy), keeping it on brand.
- Run a structured creative testing program and turn the results into clear next steps.
- Build live dashboards and automated performance reporting across paid and owned channels.
- Use AI to direct and evaluate agency partners against clear KPIs.
- Design repeatable AI workflows that let a lean team move fast.
- Apply sound judgment and quality checks to AI output before anything ships or gets reported.
What You Bring
- 8+ years of experience in performance marketing or paid media, with at least 2 years managing a team.
- Experience overseeing $8M+ in paid media budget with an external agency.
- Hands-on, in-platform knowledge across Meta, TikTok, Pinterest, Google Ads, and Microsoft Ads (strongly preferred).
- Technical savvy, with experience building reports and dashboards in Triple Whale or comparable attribution/analytics tools.
- Experience managing an external performance agency's day-to-day workflow, priorities, and output.
- Experience balancing acquisition and retention strategy, with a clear understanding of how paid media impacts both new and returning customer growth.
- Experience briefing and reviewing creative content, with the ability to translate performance data into clear creative direction.
- Comfort exploring and testing new and emerging channels, such as ChatGPT, Reddit, TV, and podcasts.
- Strong analytical skills, with comfort building and presenting reporting to senior leadership.
What Sets You Apart
- You're equally comfortable building a media plan, briefing a creative test, and reviewing the content before it ships.
- You treat every new channel, from Meta to ChatGPT, as an opportunity to test, not a distraction from the roadmap.
- You see acquisition and retention as one connected growth equation, not two separate jobs.
- You bring a full-funnel view of the customer across site, app, and digital selling channels to every paid media decision.
- You're as comfortable building a dashboard in Triple Whale as you are managing an agency relationship. This is a technical seat as much as a strategic one.
- You bring creative and analytical rigor to a fast-moving team without slowing it down, and you can integrate systems and normalize data for consistent reporting.
