MISSION FOR THE POSITION
ROAD iD is a company that embraces our "Why" - to save lives, provide peace of mind, and fuel adventure. We are a fast-growing, fun, digital commerce company that thrives on making a positive impact in the world. We are on our way to impacting over 9 million lives in the next few years. To help us scale and continue to grow, we are looking for a Performance Marketing Manager to communicate our purpose-driven story in paid media channels to drive B2C new customer growth.
This is a unique opportunity to become a part of the ROAD iD Growth Team who is responsible for driving Awareness, Retention, and Referral. By way of background, here’s our Economic Engine:
We are looking for an experienced Performance Marketing Manager to join our growing Ecommerce Marketing team. In this role you will be responsible for planning, executing and reporting on multi-channel (primarily digital) paid media acquisition campaigns. You will begin this role by transitioning all existing paid media channel management in-house from two agency partners. You will partner with the Director of Growth to build an internal performance driven paid media team (hiring 1-2 junior team members) to personally lead and manage. This is a full-time position based in Covington, KY. You will report to the Director of Growth and work directly with the Social Media Manager, Messaging Strategist and Director of Partnerships.
AREAS OF ACCOUNTABILITY
The Performance Marketing Manager will own the strategic planning, execution, optimization and reporting of all paid media marketing channels. This role will be held accountable for and measured by these core metrics: Driving Quality Sessions, Revenue, Conversion Rate, ROAS, MER (Marketing Efficiency Ratio) and CAC.
WHAT YOU’LL BE DOING
You will Collaborate and build meaningful relationships with the Director of Growth, Director of Partnerships, Social Media Manager and Messaging Strategist. You’ll work with this team to efficiently and effectively drive New Customer Acquisition.
You will lead media planning, execution (trafficking & buying), optimization, measurement and reporting for all paid channels to drive direct website and Amazon Sales -- our existing channels include:
You will manage a $250K / month paid media budget across all brands and target audiences, optimizing to a defined ROAS target and ad to sales marketing percentage target to meet new customer growth goals. Currently, the ROAD iD family of brands includes: ROAD iD (roadid.com), DOG iD (dogid.com), HEALTH iD (healthid.com), and the ROAD iD mobile app. There are also some exciting, new brands in the pipeline.
You will proactively research and recommend strategic opportunities to drive new customer acquisition — present new (online and offline) paid media tactics / channels to efficiently build awareness, consideration and drive new customer acquisition.
You will work closely with our Director of Growth to hire 1-2 Acquisition Specialists to expand the team who is monitoring, optimizing and reporting to improve KPI performance for all live campaigns across existing and new channels. Overtime, you will build a vision for the future performance marketing team member(s) training, capabilities, processes, case study creation and thought leadership.
You will develop and execute a testing roadmap ncluding new paid media channels / tactics, ad creative / messaging concepts and landing pages to generate insights that fuel acquisition growth over time:
You will partner closely with the Director of Growth to develop holistic attribution measurement strategy andmedia reporting dashboards that drive decisions:
THE KPIs THAT MATTER
WHO YOU ARE (the ideal candidate)
Others will describe you as capable - a real go-getter (yes, that sounds corny). You are someone that knows how to grab the ball and run with it. You have passion for getting things done and a bias towards action. You’re proactive and build excitement within teams. People describe you as creative and fun. You can take minimal direction and set a course of action. You have a passion for learning and an insatiable desire to stay ahead of the ever changing landscape of performance marketing. Cookies disappearing and evolving privacy policies don’t discourage, they inspire you. If this is you...and you can provide verifiable examples in your career where you’ve done this...then we need you...and we think you need us.
Your experience will demonstrate that you are a growth-oriented, results-driven marketer that has a passion for data. As part of a tenaciously scrappy team, you’ll enjoy both leading and doing.
In addition, you have (and will be able to demonstrate) the following:
Who We Are
We exist to Save Lives, Provide Peace of Mind, and Fuel Adventure. We do this by improving the outcome of accidents and emergencies. Our products include elegantly simple, Wearable ID & Technology that connects you to friends and family when it matters most.
OUR CORE VALUES
When you interact with us, you’re going to want to tell people about it. That’s because we work really hard to deliver a product, service, and journey so blindingly awesome that you can’t help but share it. When you talk about us, you’ll use adjectives like fun, honest, dependable, super fun, personal, passionate, enthusiastic, funny, tenacious, and really exceptionally fun.Oh, and the font on this core value is larger...for a reason. It’s the core value that all the others ladder up to.
Fanatically Personal - Our Special Sauce
We believe that people don’t want to do business with businesses. Instead, they prefer to do business with people. Real people. At ROAD iD, you’re going to interact with people that have personality, heart, and soul. You’re not just a number, and we’re not just another faceless company. To that end, we’re gonna treat YOU the way WE want to be treated. It's just that simple. Be warned - you’re gonna want to strap your socks on tight because this fanatical dedication tokeeping it real has a tendency to to blow socks clean off.
We care deeply. Like Grand Canyon deep. We stand behind everything we do and every product we sell. No shortcuts. No excuses. We’re going to work really hard to do things right the first time. When we make a mistake, we’re gonna own it, and make it right. We’ve got your back.
Ear to the Ground, Eye to the Sky
Like Vanilla Ice said, “if there was a problem, yo I’ll solve it.” (we know you still have the cassette tape in a box somewhere). We’re never completely satisfied and realize there’s always room for improvement. We listen more than we talk because we know most great ideas come from those closest to the issue. To this end, our ears perk up when someone has a problem or experiences friction, as this usually indicates room for improvement. See something that needs fixin’? Let us know.
Whoop it Up
Yeah, ROAD iD is a serious product, and we have some very serious goals. That doesn’t mean we’re going to be boring or stuffy. We’re going to have fun, use too many puns, be a little weird, and laugh as much as possible. We realize that if we take ourselves too seriously, nobody else will.
Purpose over Profit
It’s not about the money. Yes, we have to care about the lines (specifically the bottom one) mostly because our staff likes to get paid...and rent is due on the 1st. But, at ROAD iD, we put our purpose first. More specifically, we’re laser focused on Saving Lives, Providing Peace of Mind, and Fueling Adventure. Our philosophy is this: If we fervently and ethically pursue our purpose, put our customers first, and put forth our best effort, then the bottom line will take care of itself. Furthermore, we commit to being good corporate citizens by financially supporting non-profits that we believe in. But, we DON’T simply make donations with extra profits that are laying around at the end of the year. Instead, we put that commitment first. Donations come out of revenue, not profit. Giving back is not an afterthought. By way of example,ROAD iD Gives Back is an ongoing promise to donate a portion of every (yes, EVERY) order to charity. Our current charity partner, 4 Paws for Ability, is a remarkable non-profit that provides service dogs to children and veterans in need. Like ROAD iD, they’re saving lives and fueling adventure every day. Check 'em out.
THE FINER DETAILS
This is a full-time position based in Covington, KY. You will report to the Director of Growth and work directly with the Social Media Manager, Messaging Strategist and Director of Partnerships. Please send your resume, cover letter, and salary requirement to LetsGrow@RoadID.com. As evidence that you pay attention and follow instructions, please answer the following question in your cover letter: If you were a car, what kind of car would you be and why?