Performance Marketing Manager

About Avida (formerly System2)

At Avida (avida.life), our vision is to bring the experience of having a personal fitness trainer to everyone. We accomplish this by combining elite human coaches with cutting-edge AI technology to help coaches build thriving businesses and reach more clients than ever before.

We are a San Francisco-based, fully remote Series-A stage company backed by prominent Silicon Valley venture capital firms including Khosla Ventures. Avida founders Dilan Dane & Yuran Lu are ex-MIT serial entrepreneurs who've previously built and sold companies to Google, Dropbox, and more.

We've grown to $5M+ ARR, support hundreds of coaches on the platform, and have validated paid ads as a major growth lever — achieving a 4.4x ROAS with CAC competitive to organic channels. Now we need someone to take this to the next level.

Your Role

As the Performance Marketing Manager, you will own and scale Avida's paid advertising program end-to-end. This is not a typical performance marketing role — you'll be running paid campaigns on behalf of fitness coaches on our platform, managing dozens of individual ad accounts while optimizing a shared playbook across all of them. You'll work cross-functionally with our Coach Account Management (CAM) team to onboard coaches into paid ads, collaborate on content strategy, and communicate the value of paid vs. organic growth.

Reporting to the VP of Sales/Growth, you will have direct impact on coach revenue, platform growth, and company-level metrics.

Responsibilities

• Manage and scale paid ad campaigns across Meta (Instagram/Facebook) for a growing portfolio of fitness coaches, each with their own ad account, audiences, and content style
• Onboard new coaches into paid ads — assess readiness (content cadence, lead volume, budget commitment), build initial campaigns, and guide coaches through the first 90 days
• Optimize campaign performance daily and weekly — monitor CPC, CPL, ROAS, and conversion rates; test new creatives, audiences, and placements; kill underperformers quickly
• Develop and refine the paid ads playbook — document best practices for ad creative, audience targeting, budget allocation, and scaling strategies specific to the fitness coaching vertical
• Collaborate with coaches and CAMs on content strategy — advise on what types of coaching content performs best in ads (transformations, social proof, motivational, workout inspiration), help coaches repurpose organic content for paid, and maintain an inspiration bank of top-performing creatives
• Report on performance and communicate value — build and maintain performance dashboards, deliver regular updates to coaches and internal leadership on ROAS, CAC, and contribution to overall wins
• Manage the Ads Kickstarter Program — oversee the subsidized onboarding program that lowers coaches' upfront ad spend to accelerate adoption, manage the transition from fully-covered to self-funded campaigns, and track program ROI
• Own tracking and attribution infrastructure — partner with engineering to maintain Meta Pixel and Conversions API (CAPI) integrations across coach landing pages built on Webflow, ensuring lead events and conversion data flow accurately from form submission through client acquisition
• Forecasting & financial planning ownership — build bottom-up and top-down models projecting leads, wins, CAC, and ROAS; align coach-level spend strategies with seasonal growth initiatives and company revenue targets
• Scale the program — grow from the current cohort of live coaches to significantly more, while maintaining or improving performance benchmarks
• Explore new channels — evaluate and test expansion beyond Meta (Google, TikTok, YouTube) as the program matures along with email and text marketing
• Leverage AI and automation — identify opportunities to use AI tools and automation to improve efficiency in campaign management, reporting, and creative testing at scale

Qualifications

• 3+ years of hands-on Meta Ads (Facebook/Instagram) management experience with proven results — you live in Ads Manager
• Demonstrated track record of managing $30k+ monthly ad spend profitably, ideally across multiple accounts or clients simultaneously
• Deep understanding of direct-response advertising — you think in terms of CPC, CPL, ROAS, and conversion funnels, not just impressions
• Experience in the fitness, wellness, health, or creator/influencer space is strongly preferred
• Strong analytical skills — you're comfortable pulling data, building dashboards, and making decisions based on attribution data as it matures
• Excellent communication skills — you can explain paid media performance and strategy to coaches who are not marketers, and to leadership in business terms
• Experience working with content creators or managing ad creative pipelines (sourcing, testing, iterating)
• Self-starter with the ability to set your own objectives, plan, execute, and achieve excellent results in a fast-paced environment
• Familiarity with fitness coaching business models (lead generation → consultation → client acquisition) is a major plus

Ideally, You...

• Have managed paid campaigns for personal brands or individual creators (not just large D2C brands) — you understand the nuance of running ads that feel authentic to a person's voice
• Are excited about our vision of making fitness universally accessible and carry a personal interest in health & fitness
• Are eager to build and own a function, not just execute a playbook — you want to shape the strategy
• Thrive in a startup environment where you'll wear multiple hats and move fast

Compensation & Benefits

We provide very competitive salaries and benefits. Your compensation will consist of a base salary with performance-based bonuses tied to the growth of the paid ads program. In addition, we provide equity to full-time employees so that you can share in the financial upside of our long-term success.

Our benefits include:

• Unlimited PTO
• Fully remote work environment
• Reimbursement for remote-working equipment and expenses
• Unique perks like unlimited free books & other investments in personal growth
• All expenses paid trips to company retreats

You'll have the opportunity to work on exciting and innovative technologies and make a meaningful difference in many lives every day. We hope you are excited to join us!