Performance Marketing Lead

THE ROLE

You’ll own Aura’s paid media strategy and execution end to end—budget allocation, channel

performance, creative direction, and the revenue those campaigns generate. This is a

hands-on role: you’ll be in the platforms daily, building and optimising campaigns yourself.

You’ll sit alongside Product Marketing, Content, and Creative as a senior individual

contributor—not managing those teams, but partnering closely with them. You’ll report to the

Head of Marketing, with direct input into channel strategy and regular visibility into how the

business is performing.

WHAT YOU WILL DO

1. Media Strategy & Buying

• Google Ads: Google is the heart of our growth engine and central to how we’ve built

the business so far. We’ve invested heavily in it. We’re looking for someone who can

bring fresh perspective, draw on their own experience, and help us see what we

might be missing—or what we could do better.

• Meta: We’ve validated and scaled Meta as a channel, but there’s a large untapped

opportunity. The key to unlocking it will be working closely with our Creative Strategist

and design team to build a testing process that generates real insight into what’s

working and what isn’t.•

• Channel diversification: Test and validate emerging channels (Native, TikTok,

Programmatic) with structured experiments. The goal is reduced platform

dependency, not proliferation for its own sake.

Budget management: Full P&L accountability for the paid media budget. You’ll

allocate spend across channels based on where it generates the best return and

report on contribution margin to leadership.

2. Creative Strategy

You won’t produce creative yourself, but you’ll shape what gets made. You’ll work closely

with our Creative Strategist and design team to define what to test, learn from performance

data, and keep the creative pipeline moving.

• Define creative requirements from data: Use performance signals—hook rates,

hold rates, CTR by placement, conversion by format—to brief the creative team on

what to build next.

• Own the testing cadence: Maintain sufficient creative volume to prevent fatigue and

learn fast. Champion a test–learn–iterate cycle where creative is treated as a primary

performance lever.

• Balance performance and craft: You’ll work with a creative team that cares about

quality. That means holding strong opinions while staying collaborative—navigating

the natural tension between what performs and what feels right for the brand.

3. Measurement & Attribution

Building reliable measurement infrastructure across the full funnel is a core part of the job.

Some of this is in good shape; some of it needs work.

• Own the measurement layer: There’s no dedicated marketing analytics function

today. You’ll own attribution, reporting, and data accuracy until that capability is

built—which means you’ll design the system you want to operate.

• Offline conversion tracking: Implement and maintain offline conversion tracking to

link digital clicks to phone sales. On Meta specifically, there’s work to do on CAPI and

the HubSpot integration.

• Incrementality testing: Design experiments to measure the true incremental value

of our spend—proving we’re generating demand, not just capturing it.

• Untangle attribution: Attribution across channels can be murky. You’ll establish a

defensible model that lets us make confident investment decisions.

4. RevOps & Sales Alignment

• Build the feedback loop: Sales and marketing aren’t yet connected by a reliable

quality feedback loop. You’ll partner with RevOps to build lead scoring, feed quality

signals back into bidding, and create a shared definition of what “good” looks like.

• Respect Sales capacity: Our advisory team converts leads by phone. Scaling

spend without overwhelming them—or flooding them with low-quality leads—is part

of the job. You’ll balance volume against what the business can convert.

• RevOps partnership: RevOps and marketing ops are still being built. You’ll need to

partner closely to get the routing, scoring, and data infrastructure you need.

5. Commercial Accountability

• Trade on unit economics: Optimise for LTV/CAC ratios and gross profit, not CPA in

isolation. Different products have different margin profiles, and your bidding should

reflect that.

• CRO collaboration: CRO is a planned hire but doesn’t exist yet. In the interim, you’ll

partner with Product on landing page experimentation. Expect some ambiguity about

ownership—you’ll help define the line.

WHAT WE’RE LOOKING FOR

Essential

• 4–5+ years managing paid media in a B2C or DTC environment. You’ve owned

campaigns end-to-end, not just executed briefs—and you’re ready for more

autonomy than your current or most recent role.

• Deep expertise in Google Ads and Meta: These are the core channels, and you

need to be genuinely strong in both. You work inside the platforms daily and

understand bidding strategies, Advantage+ mechanics, CAPI implementation, GA4

event schemas, and offline conversion imports.

• Analytical rigour: Advanced in Excel or Sheets. Comfortable with at least one

visualisation tool (Looker, Tableau, or similar). You make decisions based on

statistical significance and can explain your reasoning to non-technical colleagues.

• Creative judgement: You can articulate why an ad is working or not, and translate

that into actionable briefs. You understand direct-response principles and can hold

your own in a creative review.

• Commercial literacy: You understand how CPM, CTR, and conversion rates interact

to drive unit economics. You can build a media plan that maps to a P&L and present

it clearly to leadership.

• Sensitivity to the category: This isn’t a neutral space. You’re marketing to people

thinking about death—often their own. Direct response principles apply, but tone

matters. You’ll need to balance performance with genuine care for how the work

lands.

Nice to have

• Experience in regulated or sensitive categories (insurance, health, finance,

end-of-life) where trust and tone are especially important.

• Familiarity with CRM platforms (HubSpot, Salesforce) and how marketing data flows

into sales systems.

• Prior experience building a performance function or measurement infrastructure from

an early stage—not just inheriting one.

WHY THIS ROLE

• Genuine ownership. You’ll have real autonomy over campaign structure, bidding,

channel tests, and creative prioritisation. Major budget shifts go through the Head of

Marketing, but day-to-day, you run the engine.•

• Work that matters. This is a category that touches everyone eventually. Your

campaigns will directly help families navigate some of the hardest moments of their

lives.

• Build, not just operate. You’re not stepping into a fully formed machine. You’ll build

the product-tier bidding layer, establish the creative testing cadence, improve

measurement, and shape how performance marketing works at Aura.

• A team that cares. You’ll work alongside people who take quality seriously and

genuinely care about the families we serve.

Aura is an equal opportunity employer. We welcome applications from candidates of all backgrounds.