Performance Marketing Manager

Position Summary

This role is responsible for guiding performance marketing efforts across paid media and lifecycle channels. The manager will lead a small team and outside agency partners to grow bookings, memberships, and program registrations. The position focuses on setting measurable targets such as CPA/CPB, ROAS, and CAC, strengthening attribution and reporting, and running frequent tests to improve occupancy and revenue while staying aligned with the YMCA brand and mission.

Mission and Culture

The organization is grounded in Christian principles and works to serve people through programs, staff, and facilities that support healthy spirit, mind, and body for everyone. The culture is centered on welcome, community impact, and delivering meaningful mission-driven experiences to guests, members, and teammates.

Essential Functions

Performance Strategy and Annual Planning

• Lead the annual and quarterly performance marketing roadmap, including goals, budgets, channel mix, and seasonal planning, in line with mission, occupancy, and revenue priorities.
• Set channel-level performance goals and pacing safeguards using metrics such as bookings, revenue, CPA/CPB, ROAS, and member CAC.

Paid Media and Channel Leadership

• Oversee full-funnel paid media across Search, Performance Max, Social channels such as Meta, YouTube, and TikTok where relevant, as well as Display/Retargeting, Programmatic, and affiliate or partner programs.
• Manage bid and budget approaches such as tROAS, tCPA, and value-based bidding, while shifting spend based on seasonality and demand.
• Protect brand standards while driving conversions, including approving creative briefs and ensuring assets are delivered on time.

Digital Experience, SEO, and CRO

• Work with the web agency to improve site speed, user experience, and conversion performance for booking and registration journeys, including reusable landing page structures.
• Maintain SEO basics to support stronger alignment between paid and organic efforts and help lower blended acquisition costs.

Data, Measurement, and Reporting

• Own the measurement setup, including GA4 event planning, booking and ecommerce values, call tracking, offline conversion imports, UTM and naming rules, and data governance.
• Use tools such as GA4, Google Ads, and Looker Studio or other BI platforms for analysis, forecasting, and scenario planning.
• Keep a consistent test-and-learn process, document findings, and apply successful ideas across channels.

Community and Partner Engagement

• Build and maintain strategic relationships with county and tourism partners, as well as community organizations, to expand reach and co-market seasonal offers.
• Represent the YMCA at selected events and turn partnerships into tracked traffic, bookings, or memberships using UTMs and measured placements.

Content for Performance

• Partner with content and creative teams to develop effective advertising assets such as short-form video, user-generated content, testimonials, offers, and mission-focused storytelling.
• Create a structured creative testing process with briefs, naming standards, asset libraries, and results reviews to accelerate learning and improve ROAS.

Essential Requirements

• Bachelor’s degree in Marketing, Communications, or a related discipline, or equivalent practical experience.
• Working knowledge of web analytics tools such as Semrush and Google Analytics, digital advertising platforms, and SEO practices.
• Hands-on experience with data analysis.
• Strong written and verbal communication skills, plus a collaborative approach.
• Ability to juggle multiple priorities and adjust quickly when needs change.
• Comfort using graphic design tools such as Canva and Adobe Creative Suite.
• Must follow association service principles and service standards.

General Requirements

• A valid U.S. driver’s license and a driving record that meets YMCA policy are required.

YMCA of the Rockies Requirements

• Demonstrate the YMCA core values of Caring, Honesty, Respect, Responsibility, and Faith in day-to-day work.
• Support the YMCA of the Rockies mission, policies, and programs.
• Deliver strong customer service that is friendly, helpful, patient, personable, and professional.
• Help maintain a safe workplace by supporting the safety program and safe work practices for guests, members, and staff.
• Contribute to a cooperative, positive, and flexible environment in a diverse community.
• Must satisfy acceptable criminal background screening standards.

Work Environment and Physical Demands

• The role may require occasional lifting of boxes or equipment weighing up to 30 pounds.
• Work is primarily performed in an office setting with cross-department collaboration.
• Some outdoor presence is needed for events, photo and video shoots, and media coverage.
• A flexible schedule and routine may be necessary to meet the demands of the position.

Additional Information

Employees are responsible for all duties associated with the job. This description is not intended to cover every possible responsibility, qualification, or task connected to the role.

Compensation Package and Employee Perks

• Health, dental, and life insurance.
• Generous paid time off and vacation.
• Participation in the YMCA Retirement Fund, with an additional 12% contribution from the YMCA after two years of employment.
• Employer-owned rental housing may be available nearby; Human Resources can provide more information.
• YMCA of the Rockies membership.
• Discounted childcare, summer day camp, and summer overnight camp.
• Discounted lodging nights at YMCA of the Rockies properties for friends and family.
• Ski and golf passes for nearby resorts and courses.
• Free or discounted gear rentals for outdoor activities.