US - Performance Marketing Manager, Marketing & Communication

Shriners Children's•Tampa, FL

2d•Hybrid

About The Position

The Performance Marketing Manager provides strategic leadership in marketing analytics, performance measurement, reporting, attribution, optimization, and audience insights. Working closely with the Chief Marketing Officer and Digital Marketing Director, this role establishes enterprise marketing performance frameworks and reporting standards, evaluates marketing effectiveness, measures patient acquisition outcomes, assesses channel performance, and supports attribution and customer journey measurement. The manager makes strategic recommendations to improve marketing effectiveness and helps ensure agency partners and marketing investments deliver measurable results aligned with organizational goals. The role provides leadership and oversight for enterprise reporting, performance analytics, agency accountability, marketing measurement, and optimization across the organization. It directly supervises, mentors, and develops the Digital Data Analyst and serves as the primary resource for evaluating marketing effectiveness, guiding data-driven decisions, and ensuring marketing initiatives support organizational priorities and patient acquisition objectives. This is a hybrid remote position, with occasional onsite meetings and training or on-location event support.

Requirements

Bachelor's degree in Marketing, Digital Marketing, Business Analytics, Statistics, Data Science, Communications, Economics, Business Administration, or a related field.
At least 5 years of experience in performance marketing, marketing analytics, digital marketing, business intelligence, marketing operations, or related work.
At least 2 years of leadership experience, including direct supervision, project leadership, program management, or team leadership.
Experience developing and managing performance measurement frameworks, KPI programs, reporting solutions, and optimization initiatives.
Experience analyzing digital marketing and advertising performance across multiple channels.
Experience creating executive dashboards, scorecards, KPI frameworks, performance reporting, and business intelligence solutions.
Experience with attribution modeling, conversion tracking, audience segmentation, customer journey measurement, and performance analytics.
Experience evaluating marketing investments and developing strategic recommendations based on performance outcomes.
Experience working with marketing agencies, media partners, and external vendors.
Advanced understanding of marketing analytics, attribution, reporting, campaign measurement, and performance optimization.
Experience with Google Analytics 4, Google Tag Manager, and digital analytics platforms.
Experience with business intelligence, reporting, and data visualization platforms such as Power BI, Tableau, or Looker Studio, or similar tools.
Strong understanding of paid search, paid social, SEO, display advertising, video advertising, programmatic media, and digital marketing measurement principles.
Strong understanding of marketing attribution models, customer journey analysis, and patient acquisition measurement.
Advanced analytical and quantitative problem-solving skills.
Experience working with large datasets and multiple internal and external data sources.
Advanced proficiency with Microsoft Excel and reporting tools.
Familiarity with CRM platforms, marketing automation platforms, customer data ecosystems, and digital marketing technologies.
Strong leadership, stakeholder management, collaboration, and communication skills.
Ability to communicate complex data and business insights to executive leadership and non-technical audiences.
Strong organizational skills and ability to manage multiple priorities and initiatives.
Ability to balance strategic planning with practical execution and performance evaluation.
Strong attention to detail and commitment to data accuracy, accountability, governance, and continuous improvement.

Nice To Haves

Master's degree.
Experience in healthcare, nonprofit, fundraising, or highly regulated environments.
Google Analytics, Google Ads, Power BI, Tableau, Looker Studio, or similar certifications.
Experience with SQL, data modeling, and business intelligence platforms.

Responsibilities

Partner with the Chief Marketing Officer and Digital Marketing Director on marketing performance measurement and optimization strategy.
Directly supervise, mentor, and develop the Digital Data Analyst.
Establish reporting standards, KPI frameworks, dashboards, scorecards, performance benchmarks, and measurement methodologies across marketing initiatives.
Provide objective analysis and recommendations on campaign effectiveness, marketing investments, audience engagement, and patient acquisition outcomes.
Analyze and report on KPIs related to patient acquisition, audience engagement, campaign effectiveness, marketing investments, and organizational goals.
Oversee executive reporting, dashboards, scorecards, and performance summaries, translating insights into actionable business recommendations.
Develop enterprise measurement frameworks for marketing contribution to patient acquisition, brand awareness, fundraising, and other organizational objectives.
Evaluate performance across owned, earned, and paid channels and identify opportunities to improve effectiveness, efficiency, and return on investment.
Lead the development and maintenance of attribution methodologies and customer journey measurement frameworks.
Establish agency performance scorecards, reporting standards, and measurement frameworks aligned with organizational goals and marketing investment strategies.
Monitor agency and vendor performance against benchmarks, contractual deliverables, campaign objectives, and business outcomes.
Lead recurring agency performance reviews to evaluate results, validate recommendations, identify optimization opportunities, and ensure accountability.
Partner with agency teams to review performance trends, assess media investments, and improve marketing effectiveness.
Recommend budget allocation, channel investments, audience strategies, and optimization opportunities.
Conduct audience analysis, market intelligence reviews, competitive research, forecasting, and trend analysis.
Collaborate with Information Technology, CRM administrators, data teams, agency partners, and marketing stakeholders to improve reporting, data quality, integration, and performance measurement.
Support hospital marketing teams and organizational departments with reporting, analytics, performance measurement, and strategic insights.
Evaluate analytics platforms, reporting technologies, and business intelligence tools to improve organizational measurement capabilities.
Partner with the Chief Marketing Officer and Digital Marketing Director on annual planning, forecasting, performance goal setting, KPI development, and strategic marketing initiatives.
Support the digital marketing team with projects as assigned.
Perform other related duties and participate in special projects as assigned.