Note: The job is a remote job and is open to candidates in USA. Talkspace is an online therapy company focused on making quality mental healthcare accessible. The Performance Marketing Manager will drive customer acquisition and growth across Member and NYC Teenspace programs by owning Paid Social and Programmatic media strategy, execution, optimization, testing, budgeting, and performance analysis. The role partners with Creative, Analytics, agencies, vendors, and platform representatives to improve acquisition efficiency and scale.
Responsibilities
- Lead the day-to-day strategy, execution, and optimization of Talkspace’s Paid Social and Programmatic acquisition programs
- Manage campaigns across platforms including Meta, TikTok, Snapchat, Reddit, Programmatic Display, and CTV, as well as emerging channels and opportunities that fall outside of the core ad platforms as they relate to different initiatives.
- Manage toward key acquisition goals including member volume, CAC/CPA, conversion rate, and overall media efficiency
- Own campaign structure, audience strategy, bidding, placements, budget pacing, and ongoing optimization across assigned channels
- Monitor performance closely and proactively identify opportunities, risks, and emerging trends
- Partner with agencies, vendors, and platform representatives to ensure campaigns are executed effectively and continuously optimized
- Maintain strong platform and campaign hygiene, including QA, tracking, naming conventions, pacing, and performance monitoring
- Support Senior Director of Growth Marketing with ad hoc / initiative specific media tests as needed
- Analyze performance across channels, campaigns, audiences, creative and placements understand what is driving results
- Proactively diagnose performance changes and develop recommendations for improvement
- Look beyond platform-reported metrics to understand traffic quality, conversion behavior, and downstream acquisition outcomes that relate to broader business metrics
- Partner with Analytics to evaluate performance using internal reporting and measurement tools
- Identify opportunities to improve CAC, increase conversion, and scale acquisition efficiently
- Develop clear performance narratives that explain what happened, why it happened, and what we should do next
- Proactively surface anomalies, risks, and opportunities to Growth Marketing leadership
- Leverage AI Tools to enhance analytical rigor
- Partner closely with Creative to develop a consistent pipeline of performance-focused creative across Paid Social and Programmatic channels
- Translate channel performance, audience insights, and creative learnings into actionable creative briefs and recommendations
- Identify creative fatigue and proactively recommend refreshes, iterations, and new concepts
- Develop structured creative testing plans across messaging, formats, hooks, audiences, calls-to-action, and other variables
- Analyze creative performance and translate learnings into recommendations for future production
- Ensure assets are developed and adapted according to channel-specific formats and best practices
- Partner with internal and external creative resources to ensure campaigns have the assets needed to maintain performance and testing velocity
- Identify opportunities to efficiently scale creative production through modular asset development, creator/UGC partnerships, AI-enabled workflows / creative iteration, and external production resources
- Collaborate with Senior Director of Growth Marketing and Creative stakeholders to ensure performance creative supports Talkspace’s broader growth strategy and brand experience
- Partner with creative in developing processes that allow for strong volume velocity of creative output, with AI assistance
- Develop and execute structured testing roadmaps across audiences, creative, placements, bidding strategies, campaign structures, and new platform capabilities
- Establish clear hypotheses and success criteria for tests and translate results into actionable recommendations
- Identify opportunities to expand or evolve Talkspace’s Paid Social and Programmatic channel mix
- Evaluate emerging platforms, ad products, targeting capabilities, and media opportunities
- Partner with Growth leadership and Analytics on broader measurement and incrementality initiatives
- Document learnings and ensure successful tests are translated into scalable strategies
- Own day-to-day budget pacing across assigned channels against monthly and quarterly plans
- Monitor spend and acquisition performance closely and identify pacing risks or opportunities
- Develop channel-level forecasts and performance expectations in partnership with Growth leadership
- Recommend budget reallocations based on performance, marginal efficiency, and opportunities to scale
- Provide clear visibility into how assigned channels are tracking against acquisition and efficiency targets
- Monitor the customer journey beyond the initial media interaction to understand how traffic converts through the acquisition funnel
- Partner with Analytics and other cross-functional teams to identify potential drivers of conversion changes
- Distinguish between channel-level performance issues and broader funnel, site, tracking, or conversion trends
- Use funnel insights to inform audience, media, creative, and optimization strategies
- Develop concise weekly and monthly performance updates highlighting results, key drivers, risks, opportunities, and recommended next steps
- Translate complex channel performance into clear, actionable insights for Growth leadership and cross-functional stakeholders
- Partner closely with Creative, Analytics, Product, and other Marketing teams to advance acquisition priorities
- Manage day-to-day relationships with agencies, programmatic partners, and advertising platforms
- Proactively bring forward solutions and recommendations rather than simply reporting performance
Skills
- 5+ years of experience in performance marketing, paid media, digital acquisition, or a related discipline
- Strong hands-on experience managing Paid Social campaigns, particularly Meta, with experience across additional platforms such as TikTok, Snapchat, Reddit, or similar channels
- Experience managing Programmatic Display and/or CTV campaigns, either directly or through agency and programmatic partners
- Demonstrated experience managing meaningful media budgets and optimizing toward CAC, CPA, conversion, or other acquisition KPIs
- Strong analytical skills with the ability to independently investigate and diagnose changes in performance
- Experience developing audience, creative, and campaign testing strategies
- Strong understanding of the relationship between media performance, creative, traffic quality, and conversion
- Experience partnering with Creative teams and translating performance insights into actionable creative recommendations
- Experience with analytics and reporting tools such as Mixpanel, Looker, GA4, Tableau, or similar platforms
- Strong understanding of digital attribution and the differences between platform-reported and internal performance measurement
- Strong project management and organizational skills with the ability to manage multiple channels and initiatives simultaneously
- Excellent written and verbal communication skills
- Proactive, detail-oriented, and comfortable taking ownership in a fast-moving environment
- Hands-on experience with Google Ads / Paid Search (SEM) and an understanding of search campaign structure, bidding, optimization, and measurement
- Experience with Google Local or other location-based Google advertising products
- Experience with incrementality testing, brand lift studies, or other advanced media measurement methodologies
- Experience with additional channels such as YouTube, audio, or other emerging digital media
- Experience in healthcare, consumer technology, subscription, marketplace, or another performance-driven customer acquisition environment
- Experience operating within privacy-conscious or highly regulated marketing environments
Benefits
- Comprehensive Medical, Dental and Vision plans
- Pre-tax benefits: HSA/ FSA
- 401k Retirement Savings Program with matching up to 4%
- Voluntary benefits including disability, basic life or pet insurance, etc.
- Monthly Wellness Stipend to promote mental and physical self-care
- Flexible PTO and Remote First Environment
- Regular team events, including Wellness Workshops and Team Building Events
- Free access to Talkspace products for you and one household member, as well as access to a friends and family discount!
Company Overview