Manager, Performance Marketing

Job Summary The Manager, Performance Marketing will own a focused but high-impact portfolio spanning digital advertising, SEO, website, email, and brand activations — driving measurable outcomes across both B2B and B2C channels. Essential Job Functions* Team Leadership Directly manage website/email specialist(s) — providing clear direction, regular 1:1s, and structured development. Establish meeting cadences, documentation standards, and cross-functional communication norms. Identify knowledge gaps and single points of failure within the team and proactively build redundancy into processes. Paid Digital Advertising Plan, execute, and optimize paid campaigns across Google Ads, Meta, and TikTok with a focus on efficiency and measurable ROI. Own channel-level budgeting, audience strategy, and creative testing frameworks. Build and maintain cross-channel performance reporting that connects spend to business outcomes. SEO Own SEO strategy and execution in partnership with direct report. Collaborate with the website/email specialist to ensure SEO is integrated into web and content workflows. Establish a single, coherent SEO roadmap with consistent reporting and measurable improvement in organic visibility. Website & Email Oversee Shopify-based web presence in partnership with your direct report, ensuring site health, UX, and conversion performance. Provide strategy and support for email marketing operations. Establish governance and prioritization for web and email requests across the broader team. Brand Activations Partner with internal stakeholders to commercialize products through integrated marketing activations. Coordinate across paid, owned, and earned channels to ensure cohesive go-to-market execution. Develop measurement frameworks that tie activation investment to business outcomes. Retail Media Management Develop and own Hillman's retail media strategy across key platforms including Amazon Ads, Walmart Connect, Orange Apron Media, Lowe's Media Network, and more. Lead the day-to-day management of an external retail media agency, including briefing, performance accountability, and ensuring executional excellence. Drive platform expansion and investment growth by evaluating emerging retail media networks, building the case for incremental budget, and sequencing channel adoption in line with Hillman's retail partnerships and product launch priorities. Build measurement sophistication by establishing consistent reporting frameworks, defining meaningful KPIs beyond ROAS, and developing closed-loop attribution approaches that connect retail media investment to sell-through, share of shelf, and brand health outcomes. Performance & Insights  Bring customer, retail, and digital performance insights back to product teams to inform optimization and future planning. Ensure marketing performance is part of ongoing product conversations — not just post-launch reporting. Other duties as assigned. *This job description is not designed to cover or contain a comprehensive listing of activities, duties or responsibilities that are required of the employee. Duties, responsibilities and activities may change or new ones may be assigned at any time with or without notice. Employees are expected and encouraged to participate in safety and health program activities including immediately reporting hazards, immediately reporting unsafe work practices and incidents to supervisors, wearing required personal protective equipment, and participating in and supporting safety committee activities. Education & Experience Bachelor’s degree in Marketing, Business, Communications, or a related field, or equivalent practical experience. 6+ years of experience in performance marketing, digital advertising, or omnichannel marketing. 2+ years of management or leadership experience. Hands-on experience with Google Ads and Meta Ads Manager, with demonstrable campaign performance results. Experience managing multiple email platforms (HubSpot, Mailchimp, or Salesforce Marketing Cloud) preferred. Background in consumer hardware, home improvement, or the home improvement retail channel preferred. Experience with TikTok Ads and emerging paid social platforms preferred. Competencies – Knowledge, Skills and Abilities Demonstrated ability to manage people — including structured 1:1s, performance feedback, and direct report development. Strong analytical skills with experience building and presenting cross-channel performance reports. Ability to document processes and build institutional knowledge, not just execute campaigns. Track record of operating effectively in matrixed or recently restructured organizations.   Operational Equipment  Computer