by ROAD iD Staff October 18, 2021


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:

ROAD iD Growth 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. 


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.


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:

  • Google Ads (Shopping, Search, Display, Video & Apps)
  • Microsoft Advertising (Shopping & Search)
  • Facebook/Instagram Ads
  • Amazon Ads (Sponsored Products, Brands & Display)
  • Programmatic Display

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 (, DOG iD (, HEALTH iD (, 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:

  • Develop and execute a paid media promotional calendar (built from the ROAD iD Marketing calendar).
  • Perform target audience and competitor research to understand the landscape, target audience behaviors and messaging opportunities to inform testing strategies that improve our performance creative ad strategy and KPI performance.
  • Partner with internal and external creative teams to develop creative briefs, custom landing pages and integrated brand messaging to nurture audiences throughout the customer journey.
  • Experiment with audience segments, ad messaging strategies, creative, ad platforms, ad types, bidding strategies, etc. to constantly improve performance and unlock new actionable insights.

You will partner closely with the Director of Growth to develop holistic attribution measurement strategy andmedia reporting dashboards that drive decisions:

  • Update and analyze Monthly and Quarterly reports for all paid media channel KPI performance against goals and industry benchmarks.
  • Analyze cross-channel and web and app analytic data, identify insights and develop recommendations in Monthly and Quarterly reports for internal marketing team leadership.


  • Sessions (New and Returning)
  • Revenue
  • Conversion Rate
  • ROAS (Return on Ad Spend)
  • CAC (Customer Acquisition Cost)
  • MER (Marketing Efficiency Ratio)

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:  

  • 4-6 years of experience in a digital marketing media and analytics role (planning, buying, optimizing & reporting) on full-funnel paid performance media
    • Must be an expert level in Google Ads and Facebook/Instagram Ads Manager
  • Recent (within the last 12 months) hands-on experience directly optimizing and reporting on Google Ads and Facebook/Instagram campaigns
  • Proven track record of paid acquisition success, improving ROI and scaling media in a high growth business within retail, ecommerce or similar B2C vertical
  • 2+ years people management experience, with proven ability to lead, nurture, and retain top performing talent and develop strong team culture
  • Experience planning and executing upper-funnel digital campaigns including Digital Audio (Podcasts and Digital Radio), Digital Video (YouTube, CTV, Programmatic Video), Programmatic Display, Native / Non-Biddable Paid Partnership Promotional Content, Newsletters, Affiliates, etc.
  • Experience setting and managing a significant media budget (at least $250K / month) and refining attribution models, with an eye towards rapid but sustainable growth and a focus on optimizing for LTV:CAC
  • Deep analytic skills and solid experience with data visualization and reporting tools (we use Data Studio and BigQuery)
  • Desire to continually improve upon your understanding of ecommerce performance and acquisition marketing
  • Proficiency in Microsoft Office Suite, especially Excel

 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. 

We believe:

  • We don’t make widgets. We make a difference. We receive genuine testimonials nearly every day from our customers that keep us motivated towards our Dream: To see the day when wearing ID is as common as strapping on a seatbelt. 
  • We are a great company - made this way by great people.
  • We are a great company because we try hard to be a great company. 
  • It’s important to provide a fun, casual, team-oriented, fast-paced environment.
  • Every member of the team is provided the opportunity to make real and significant contributions. In fact, you might say that we expect it. 
  • “Word of mouth” has always been, and will always be, the most important marketing lever. To that end, it is imperative that we deliver a Product, Service, and Journey so blindingly awesome that our customers can’t help but share it. 
  • Customers don’t want to do business with businesses. Rather, they want to do business with people. So, at every touchpoint, we try to talk and behave like real people. 
  • In keeping things “elegantly simple.”
  • In moving fast and embracing mistakes. 
  • In giving a percentage of EVERY order to charity.Our current charity partner is 4 Paws for Humanity - a very cool non-profit that provides service dogs to children and veterans in need.
  • In providing competitive compensation and benefits: Matching IRA, strong PTO policy, Health/Dental/Vision package, $25K life and AD&D insurance, Free long-term disability insurance, 9 paid holidays


Be Remark-able

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.

Care Deeply

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.



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 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?