Performance Marketing Manager

POSITION SUMMARY:

The Performance Marketing Manager owns performance marketing across paid media and lifecycle channels, leading a small team and agency partners to drive bookings, memberships, and program registrations. Establishes clear targets (CPA/CPB, ROAS, CAC), builds reliable attribution and reporting, and runs a fast testing cadence to improve occupancy and revenue numbers - always aligned to YMCA brand and mission.

OUR MISSION AND CULTURE:

We firmly believe in our mission of putting Christian principles into practice through programs, staff and facilities in an environment that builds healthy spirit, mind and body for all. We are committed to being welcoming to all people and to making a difference in the lives of our members, guests and staff. We count on our staff to provide extraordinary mission-based experiences for our guests and for each other.

ESSENTIAL FUNCTIONS:

Performance Strategy & Annual Planning

• Own the annual and quarterly performance marketing plan (objectives, budgets, channel mix, seasonal calendar) aligned to YMCA of the Rockies mission, occupancy, and revenue targets.
• Define clear metrics (bookings, revenue, CPA/CPB, ROAS, member CAC) and set channel-level targets with pacing guardrails.

Paid Media & Channel Leadership

• Lead full-funnel paid media across Search, Performance Max, Social (Meta/YouTube/TikTok as applicable), Display/Retargeting, Programmatic, and Affiliates/Partners. In conjunction with our media partners.
• Direct bid and budget strategies (e.g., tROAS, tCPA, value-based bidding); manage pacing and reallocation by season and demand.
• Ensure brand integrity while optimizing for conversion; approve creative briefs and ensure timely asset delivery.

Digital Experience, SEO & CRO

• Partner with Web Agency to prioritize site speed, UX, and conversion rate optimization for key booking and registration flows; implement reusable landing page templates.
• Oversee SEO fundamentals to strengthen paid/organic synergy and reduce blended acquisition cost.

Data, Measurement & Reporting

• Own the measurement framework: GA4 event design, ecommerce/booking values, call tracking, offline conversion imports, UTM/naming conventions, and data governance.
• Use GA4, Google Ads, Looker Studio/BI, and for analysis, forecasting, and scenario planning.
• Maintain a disciplined test-and-learn cadence; document insights and roll out winning variants across channels.

Community & Partner Engagement (Mission-Aligned Growth)

• Maintain strategic relationships with county/tourism partners and community organizations to amplify reach, co-market seasonal offers, and strengthen YMCA's mission visibility.
• Represent YMCA at select events; convert partnerships into measurable traffic, bookings, or memberships with tracked placements and UTMs.

Content for Performance

• Collaborate with Content/Creative to produce high-performing ad creative (short-form video, UGC, testimonials, offers) and mission-aligned storytelling that converts.
• Establish a creative testing system (briefs, naming, asset library, results share-outs) to increase learning velocity and ROAS.

ESSENTIAL REQUIREMENTS:

• Bachelor's degree in Marketing, Communications, or related field, or equivalent experience.
• Proficiency in web analytics tools (e.g., Semrush, Google Analytics), digital ad platforms, and SEO practices.
• Experience with data analysis.
• Strong communication and interpersonal skills with a collaborative mindset.
• Ability to manage multiple projects and adapt to shifting priorities.
• Familiarity with graphic design tools (e.g., Canva, Adobe Creative Suite).
• Must comply with Association service principles and service standards.

GENERAL REQUIREMENTS:

• Possess a valid U.S. driver's license and an acceptable driving record per YMCA policy.

GENERAL YMCA OF THE ROCKIES REQUIREMENTS:

• Uphold and reflect the YMCA core values of Caring, Honesty, Respect, Responsibility and Faith in all functions
• Uphold the YMCA of the Rockies Mission, policies, and programs
• Possess and demonstrate excellent customer service skills; for example, friendly, personable, helpful, patient, and professional.
• Support the YMCA of the Rockies safety program; promote safe work practices and a safe environment for guests, members, and staff
• Promote a cooperative, positive, and flexible atmosphere while working with others in a diverse community
• Must meet acceptable criminal background check standards

WORK ENVIRONMENT & PHYSICAL DEMANDS:

The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job.

• Occasional lifting of boxes, equipment equal to 30 pounds.
• Working in an office environment with a variety of staff from other departments.
• Some outdoor presence required for events, photo and video shoots, media coverage.
• Flexible schedule and routine required to respond to demands of position.

Note: Employees are held accountable for all duties of this job.

This job description is not intended to be an exhaustive list of all duties, responsibilities,

or qualifications associated with the job.