Senior Manager of Performance Marketing

About Us

At Rethink First , we areon a mission to inspire and empower educators,behavioral health, and employerswith solutions thataddress some of the biggest challenges today–employeeburnout, student mental health, behavioral issues, and the need for effective interventions.

We are seeking a talented content writer with a passion for education and experience in EdTech, Behavioral Health, or Benefits Administrationto help us create engaging and impactful content.

We're looking for a Senior Manager of Performance Marketing to own paid media strategy and execution across three lines of business (Rethink

BH, Rethink Care, Rethink Ed) each serving distinct buyer segments and operating at materially different sales velocities. This role is the connective tissue between our paid channels and pipeline outcomes.

You'll manage our paid media agencies as the day‑to‑day strategic owner: setting direction, driving accountability, and translating business goals into channel‑level programs that perform. You'll work in close partnership with our BU‑aligned Demand Generation Managers to ensure paid investment is synchronized with segment strategy, account priorities, and pipeline targets across SMB, mid‑market, and enterprise motions.

This is a hands‑on, high‑ownership role for someone who can architect a 6sense ABM audience in the morning and present pipeline attribution to leadership in the afternoon — and who thrives in a multi‑product environment where no two campaigns are structured the same way.

• Serve as the primary point of contact and strategic owner for our paid media agency — setting priorities, reviewing plans, holding the agency accountable to performance, and escalating issues or opportunities to marketing leadership
• Own channel strategy across Google Ads (Search, Display, You Tube), Linked In Campaign Manager, and other relevant B2B paid channels
• Manage budget pacing and allocation across BUs and segments with clear visibility into CPL, MQL cost, pipeline ROI, ROAS, and CAC contribution
• Drive agency execution with the rigor of an in‑house team — clear briefs, structured QBRs, documented feedback loops, and a bias toward pipeline outcomes over vanity metrics

• Partner with BU Demand Gen Managers to design and activate 1:1, 1:few, and 1:many ABM plays aligned to account tiering and sales priorities across three business lines
• Build and manage intent‑based audience segments in 6sense (or equivalent), translating behavioral signals, keyword intent, and CRM stage data into actionable targeting
• Validate lift from intent‑activated audiences against pipeline metrics and refine segmentation logic based on results
• Adapt campaign structure and messaging to accommodate both high‑velocity SMB/transactional cycles and 12+ month enterprise sales motions within the same channel framework

• Build and manage campaigns simultaneously optimized for SMB, mid‑market, and enterprise audiences, each with distinct personas, value propositions, and conversion paths
• Work with Demand Gen Managers to align channel mix and budget emphasis to the velocity and deal size profile of each BU
• Ensure creative briefs and ad messaging are calibrated by segment, from transactional to complex multi‑stakeholder enterprise buying committees

• Partner with Marketing Operations to maintain airtight conversion tracking: GCLID mapping, offline conversion imports to Google, UTM governance, and Hub Spot/Salesforce lead source integrity
• Own the feedback loop between CRM stage progression and paid channel bidding — ensuring smart bidding algorithms are fed the right conversion signals
• Flag attribution gaps or conversion data quality issues proactively and drive resolution with Mar Ops
• Implement robust tagging and attribution including server‑side GTM containers, first‑party data collection, and event schema design to combat ITP/ad blocker/cookie signal loss with the assistance of agency partner
• Setup, maintenance, and compliance of enhanced conversions and consent mode v2 across all tag firing in…