Sr. Performance Marketing Specialist

POSITION SUMMARY

The Senior Performance Marketing Specialist is responsible for driving efficient, high-quality lead generation at scale, with Cost Per Lead (CPL) as the primary KPI. This role sits within the Performance Marketing team and is accountable for acquiring and optimizing leads that directly contribute to downstream boat sales across White River Marine Group brands.

This individual will own full-funnel paid media execution across search, social, programmatic, and affiliate channels, with a deep focus on lead quality, attribution accuracy, and conversion efficiency. The ideal candidate brings hands-on experience optimizing toward CPL targets, understands how leads translate into revenue, and is fluent in modern attribution models, tracking infrastructure, and ad tech ecosystems.

This role requires strong cross-functional collaboration with CRM, analytics, sales, and brand teams to ensure lead generation efforts are measurable, attributable, and aligned to business outcomes.

ESSENTIAL FUNCTIONS

CPL Ownership & Lead Generation Strategy

• Own and optimize Cost Per Lead (CPL) as the primary success metric across all paid media channels.
• Develop and execute strategies to scale lead volume while improving lead quality and conversion rates downstream.
• Partner with CRM and sales teams to understand lead-to-sale conversion performance and optimize campaigns accordingly.
• Continuously test and refine audience targeting, creative, offers, and landing pages to improve lead efficiency while maintaining the testing roadmap.

Paid Media Execution

• Paid Search:
  • Drive lead acquisition through intent-based search campaigns with a focus on conversion rate optimization and CPL efficiency.
  • Optimize keyword strategy, bidding models, and ad copy aligned to lead generation goals.
  • Manage, optimize, and audit product feed.
  • Manage and improve performance of lead form extensions and landing page flows.
• Paid Social:
  • Execute and optimize paid social campaigns with a focus on lead form generation, conversion campaigns, and audience testing.
  • Leverage platform-native lead gen solutions and external landing pages to improve CPL and lead quality.
• Programmatic / Display:
  • Manage prospecting and retargeting campaigns with a focus on driving incremental leads efficiently.
  • Test audience segments, creative variations, and frequency strategies to improve conversion performance.
• Affiliate / Partner Marketing:
  • Expand and optimize affiliate partnerships focused on cost-efficient lead acquisition.
  • Ensure partners meet lead quality standards and compliance requirements.
• Additional Marketing Channels:
  • This role will be responsible for testing into new, emerging marketing channels as dictated by business needs.

Attribution, Tracking & Ad Tech Integration

• Maintain deep understanding of multi-touch attribution models, tracking methodologies, and platform attribution differences.
• Partner with analytics and engineering teams to ensure accurate tracking of leads across platforms (e.g., pixels, server-side tracking, CRM integration).
• Evaluate and optimize performance based on true CPL and downstream conversion metrics, not just platform-reported results.
• Troubleshoot discrepancies across platforms and ensure data integrity across the marketing tech stack.

Data, Reporting & Optimization

• Analyze campaign performance with a focus on CPL, lead quality, and conversion rates.
• Build and deliver reporting that connects media performance to business outcomes.
• Make data-driven recommendations on budget allocation, channel mix, and scaling strategies to improve efficiency.
• Identify and execute testing roadmaps (creative, landing pages, audiences, bidding strategies).

Cross-Functional Collaboration

• Partner with CRM, sales, and analytics teams to close the loop on lead performance and lifecycle outcomes.
• Collaborate with brand and creative teams to develop high-performing, conversion-oriented assets.
• Align with broader marketing initiatives while maintaining a performance-first, CPL-driven mindset.

EXPERIENCE / QUALIFICATIONS

• Bachelor’s Degree in Marketing, Business, Advertising, or related field.
• 3–6+ years of hands-on performance marketing experience, with a strong emphasis on lead generation campaigns.
• Proven track record of optimizing campaigns to CPL or CPA targets at scale.
• Experience working within retail, ecommerce, automo