Performance Marketing Lead

📋 Description

• • Standard Bots Inc. is seeking a highly skilled and driven Performance Marketing Lead to spearhead their paid acquisition and conversion strategies. As America's industrial robot company, Standard Bots is at the forefront of building an accessible robotics platform to enhance manufacturing and drive human productivity. This pivotal role is designed for an individual who thrives on transforming marketing investments into tangible, qualified sales pipeline.
• • The Performance Marketing Lead will be responsible for the end-to-end ownership of Standard Bots' performance marketing function. This includes building, managing, and meticulously optimizing paid acquisition programs across critical channels such as search, social media, and web. A core aspect of this role is a deep accountability for the unit economics and return on investment for every marketing dollar spent.
• • This is a senior individual contributor position, reporting directly to the Head of Marketing. The successful candidate will not merely manage existing channels but will be tasked with constructing a robust, scalable marketing machine. This involves a hands-on approach, delving into the granular details of keyword research, audience segmentation, ad copywriting, landing page design, and the crucial integration of marketing technology platforms.
• • Success in this role will be measured by the establishment of a predictable and scalable system capable of generating qualified leads (SQLs) at a target cost, achieving expected conversion rates into customers, and demonstrating continuous improvement in efficiency over time.
• • **Paid Search Responsibilities:**
• • Construct and maintain highly granular keyword and ad group structures. This includes targeting broad category terms (e.g., machine tending automation, cobot arms), competitor terms (e.g., Universal Robots, Fanuc), and highly specific niche terms relevant to industrial applications (e.g., aluminum welding, CNC machine tending, lathe automation).
• • Develop compelling and effective ad copy that precisely aligns with buyer intent at each stage of the search journey. This requires continuous testing and refinement.
• • Execute meticulous keyword-level optimization, focusing on bids, match types, quality scores, negative keyword implementation, and proactive search term mining to uncover new opportunities and inefficiencies.
• • Formulate and execute a clear strategy for bidding on competitor terms, including a well-defined point of view on the optimal approach and justification for such bids.
• • Strategically allocate budget across various campaigns and ad groups, driven by performance data and analytical insights rather than intuition.
• • **Paid Social Responsibilities:**
• • Design and implement paid social campaigns across key platforms like Meta, LinkedIn, and other relevant channels. The target audience includes manufacturing operators, engineers, and automation decision-makers.
• • Move beyond basic lookalike audiences by developing creative strategies for audience enrichment. This involves layering first-party data, customer lists, and third-party signals to significantly enhance targeting precision, especially crucial in a niche market where buyers may be less visible on social platforms.
• • Oversee the entire creative pipeline for social campaigns, including ad copy, static visuals, and video assets. This will require close collaboration with the design team to produce high-performing creative assets at a rapid pace.
• • Establish and maintain a clear, data-driven strategy for balancing prospecting and retargeting spend, employing rigorous methods to measure the incrementality of retargeting efforts.
• • **Conversion Rate Optimization (CRO) Responsibilities:**
• • Take ownership of the conversion architecture across landing pages and critical website user flows. Implement a structured A/B testing program grounded in clear, testable hypotheses.
• • Collaborate closely with design and development teams to ensure the rapid production, launch, and iteration of test variants.
• • Systematically aggregate learnings from all tests to ensure that each experiment contributes to the continuous improvement of page performance and user flows over time.
• • Adopt a UX strategist mindset, considering hierarchy, messaging, call-to-action (CTA) design, form optimization, and page speed as integral components of the conversion process.
• • **Marketing Technology Responsibilities:**
• • Manage the critical integration layer connecting advertising platforms, the CRM system, and analytics tools. Ensure that conversion signals accurately flow downstream from HubSpot back to platforms like Meta, Google, and LinkedIn, enabling algorithms to learn from actual business outcomes rather than just form submissions.
• • Build and maintain robust tracking infrastructure, including comprehensive UTM frameworks, server-side conversion APIs, pixel implementations, and appropriate attribution models for both paid search and paid social campaigns.
• • Evaluate, implement, and optimize marketing technology tools that enhance targeting capabilities, improve measurement accuracy, or streamline workflow efficiency across the entire marketing funnel, from initial ad impression to closed-won deals.
• • Serve as the primary point person for understanding data flow between systems and diagnosing any tracking or integration issues.
• • **Accountability:**
• • Be directly accountable for Standard Bots' SQL generation targets and cost-per-SQL goals.
• • Continuously monitor and optimize the entire marketing funnel, from initial impression through to closed-won deals, ensuring that generated SQLs convert into customers at the projected rates.
• • Deliver clear, precise, and insightful performance reports. This includes developing and maintaining dashboards, conducting weekly performance reviews, and performing monthly deep-dives that effectively distinguish meaningful insights from noise.