Senior Manager, Performance Marketing

THE OPPORTUNITY: Sr. Manager, Performance Marketing

REPORTS TO: Chief Growth Officer

LOCATION: US - Remote

Headquartered in Los Angeles, CA with an office in New York, NY, Birdy Grey supports remote work for eligible roles. We ask that all employees travel to either office once a quarter. This role is not eligible for visa sponsorship. #LI-Hybrid

Birdy Grey is hiring a Sr. Manager, Performance Marketing to lead customer acquisition across paid channels and help build a more diversified, efficient, and resilient growth engine. This is not a narrow channel management role. It is a strategic and hands-on leadership role responsible for turning performance marketing into a sharper source of qualified demand for the business.

This person will own paid acquisition strategy and execution across core and emerging channels, with a primary focus on finding and acquiring brides early in the planning journey. A critical part of the role will be helping Birdy Grey expand beyond Google and Meta by unlocking growth on TikTok Shop, Pinterest, and Reddit, while improving lead quality, efficiency, and downstream conversion across the funnel.

This role carries direct accountability for acquisition spend efficiency and pipeline quality. You will manage meaningful paid media budgets across multiple platforms and be measured on lead volume, lead quality, CAC, ROAS, and downstream conversion outcomes, not just platform-level metrics. You will also be responsible for diagnosing performance issues, restructuring underperforming accounts, and building the measurement foundation needed to make smarter investment decisions.

The ideal candidate is both analytical and action-oriented. They can operate at the strategy level while still getting into campaign structure, creative feedback, audience logic, testing priorities, and performance diagnosis. They know how to scale what works, challenge what does not, and use data to make smart decisions quickly.

SCOPE OF RESPONSIBILITIES

• Own Performance Marketing as the primary acquisition engine for Birdy Grey, with accountability for strategy, execution, optimization, and performance across paid channels.
• Lead bride-first acquisition strategy, with a clear focus on capturing qualified demand early in the planning journey and driving efficient top-of-funnel growth.
• Manage and optimize performance across core channels including paid social, paid search, affiliate, and direct mail, while helping shape the long-term channel mix.
• Play a leading role in expanding Birdy Grey’s acquisition footprint on TikTok Shop, Pinterest, and Reddit, building the testing roadmap, channel strategy, and operating approach for each.
• Identify, test, and scale new channel opportunities that can diversify acquisition, reduce dependence on Google and Meta, and create more defensible sources of demand over time.
• Own acquisition performance against key business goals including lead volume, lead quality, efficiency, and downstream conversion outcomes.
• Own the measurement and attribution layer for paid channels, including pixel health, conversion goal alignment, UTM hygiene, and the feedback loops needed to optimize toward true business outcomes rather than platform-reported metrics.
• Partner closely with Lifecycle Marketing to ensure strong handoff logic, lead quality feedback loops, suppression strategy, and aligned definitions of success across the funnel.
• Partner with Digital Product to improve landing page performance, conversion paths, lead capture experiences, and other key moments that influence acquisition efficiency.
• Partner with Brand, Social, and Creative to ensure performance marketing is fueled by strong creative, audience insight, and a steady testing pipeline, particularly on discovery-driven platforms.
• Help evolve Birdy Grey’s lead framework over time, expanding beyond traditional entry points into a broader set of qualified lead signals as the business matures.
• Build a rigorous testing roadmap across creative, audiences, bidding, landing pages, channel mix, and offer strategy, and translate learnings into ongoing performance improvement.
• Use data to identify friction, opportunity, and performance gaps, then turn those insights into clear actions that improve efficiency and scale.
• Manage agency partners and help shape the long-term operating model for performance marketing as the function grows.
• Contribute to budget planning, forecasting, and spend allocation decisions with a strong understanding of incrementality, efficiency, and business impact.
• Leverage AI tools for creative analysis, audience modeling, bid optimization, and reporting automation to increase speed and precision of decision-making.

THE RIGHT CANDIDATE: QUALIFICATIONS & PERSONAL ATTRIBUTES

EDUCATION: Bachelor’s Degree Required 

EXPERIENCE / REQUIREMENTS:

• 5+ years of experience in Performance Marketing, Growth Marketing, Demand Generation, or customer acquisition roles, with at least 3 years in a DTC ecommerce environment.
• Track record of managing and optimizing meaningful paid media budgets ($5M+ annual) across multiple channels including paid social and paid search.
• Strong experience in long consideration-cycle businesses where customers do not convert in a single session.
• Track record of owning performance outcomes tied to lead generation, efficiency, and business growth, not just platform-level ROAS.
• Demonstrated ability to diagnose and restructure underperforming paid accounts, including conversion goal alignment, audience architecture, and measurement hygiene.
• Strong understanding of acquisition funnel metrics, attribution, testing, audience strategy, bidding logic, and performance analysis.
• Hands-on proficiency with Meta Ads Manager, Google Ads (Search, Shopping, PMax), and at least one emerging platform (TikTok, Pinterest, or Reddit).
• Experience with third-party attribution and media measurement platforms such as Northbeam, Triple Whale, Rockerbox, or similar, with the ability to use multi-touch and modeled attribution to inform spend allocation and incrementality decisions.
• Experience working closely with agencies and cross-functional internal partners across lifecycle, creative, product, analytics, and brand.
• Excited about AI and actively leverage AI tools (e.g., Claude, Gemini, Copilot) to accelerate your own work and identify opportunities to embed AI-driven automation across operations
• Impeccable organizational skills and attention to detail
• Excellent verbal, written, and interpersonal communication skills
• Strong analytical skills with the ability to perform data deep dives to surface actionable insights.
• Proactive problem solver with the ability to troubleshoot and/or escalate issues effectively.
• Hard working and willing to roll sleeves up - no job is too big or too small.
• You have an entrepreneurial spirit. You thrive in a dynamic, fast-paced, fluid environment. You are comfortable with ambiguity and take initiative to lead projects.

NICE TO HAVES:

• Experience in apparel, fashion, or event-driven consumer categories.
• Direct experience scaling TikTok Shop, Pinterest, and/or Reddit as acquisition channels.
• Experience helping diversify channel mix beyond Google and Meta with measurable results.
• Familiarity with lead quality frameworks and deeper-funnel performance measurement beyond front-end platform metrics.
• Experience with affiliate and direct mail as part of a broader acquisition mix.
• Familiarity with AI-assisted creative analysis, audience modeling, or bid optimization tools.
• Experience in SaaS or other long consideration-cycle customer journeys.
• Passion for experimentation, iteration, and using data to improve performance over time.