Orascoptic Sr. Manager, Digital Paid Marketing-Growth & Performance (Madison, WI)

Job Description:

This position is based on-site and requires 4 days/week in the Madison, WI office to support collaboration and business needs .

JOB SUMMARY :

The Sr. Manager, Digital Paid Marketing-Growth and Performance is responsible for executing Orascoptic’s global growth strategy by optimizing performance across paid media, ecommerce, affiliate and media partnerships, digital acquisition channels, and conversion experiences. This role translates strategic priorities into measurable performance outcomes through data-driven optimization, structured experimentation, forecasting, and disciplined investment management to drive predictable lead generation, appointment growth, pipeline contribution, and revenue.

Working in partnership with the Director of Global Marketing, this leader develops data-driven performance recommendations, leads channel execution, and optimizes marketing investments within established strategic priorities and approved budgets, and defined decision-making guardrails. The role is accountable for maximizing acquisition efficiency, improving conversion performance, and delivering measurable commercial impact across global markets.

This leader partners closely with Brand & Campaigns, Digital Experience, Lifecycle Marketing, Marketing Operations, Sales, and Regional Marketing to ensure acquisition strategies, digital experiences, campaigns, and lifecycle programs operate as a connected customer journey from first engagement through qualified opportunity and commercial handoff.

PRIMARY DUTIES & RESPONSIBILITIES:

Global Growth Execution & Performance Management

• •Leads the development and execution of global paid media plans across search, social, and emerging performance channels, aligned with the global marketing strategy and commercial priorities established by marketing leadership.
• •Recommends channel mix and investment allocation by region based on performance data, commercial priorities, and strategic direction established by marketing leadership.
• •Establishes acquisition targets including cost per lead, customer acquisition cost, and return on ad spend, ensuring disciplined performance management.
• •Develops lead forecasting models by market, aligning expected output with commercial targets and pipeline needs.
• •Owns performance optimization across the acquisition funnel, improving conversion from visitor to lead and, in partnership with Lifecycle Marketing and Sales, from lead to appointment and qualified opportunity.
• •Evaluates acquisition quality beyond lead volume by analyzing lead-to-appointment conversion, opportunity progression, revenue contribution, customer acquisition cost, and other downstream performance indicators.

Affiliate, Media & Partnership Performance

• •Develops and executes scalable affiliate and media partnership programs aligned with global growth priorities.
• •Identifies and evaluates industry media, continuing education platforms, and affiliate partners to drive incremental lead generation.
• •Develops scalable frameworks for international partnership expansion in coordination with regional teams.
• •Manages performance of affiliate and partnership channels, ensuring alignment with cost efficiency and revenue contribution targets.
• •Partners with Regional Marketing Leads and commercial teams to identify market-specific partnership opportunities and activation strategies.

E-commerce Growth Performance

• •Partners with Digital Experience to develop and execute revenue-driving conversion strategies across e-commerce experiences.
• •Analyzes on-site behavior, product discovery, merchandising, cart progression, lead capture, and purchase conversion to identify growth opportunities.
• •Develops performance recommendations to improve e-commerce conversion rate, average order value, customer acquisition efficiency, and revenue contribution.
• •Aligns paid media, landing pages, campaigns, lifecycle programs, and e-commerce experiences to create consistent paths to conversion.
• •Defines and monitors e-commerce performance measures in partnership with Digital Experience and Marketing Analytics.

Conversion Rate Optimization & Digital Performance

• •Owns the performance-focused conversion optimization roadmap across websites, landing pages, forms, and acquisition experiences, in partnership with Digital Experience.
• •Partners closely with Digital Experience to align on landing page performance, user experience, and testing priorities.
• •Defines and executes an experimentation framework, including test prioritization, sequencing, and performance evaluation.
• •Leads continuous optimization of funnel performance through data-driven insights and structured testing.
• •Partners with Lifecycle Marketing to ensure forms, segmentation inputs, nurture entry points, and acquisition handoffs support effective downstream conversion.

Performance Management & Analytics

• •Defines attribution and channel-measurement requirements and partners with Marketing Analytics, Marketing Operations, and enterprise data teams to establish and maintain reliable measurement frameworks.
• •Leads weekly performance reviews across channels, identifying trends, risks, and opportunities for optimization.
• •Develops executive dashboards and performance reporting that provide clear visibility into channel performance, commercial outcomes, risks, and optimization opportunities.
• •Develops data-driven recommendations for marketing leadership regarding investment shifts, channel expansion, experimentation priorities, and performance improvement opportunities.
• •Partners with Marketing Operations, Marketing Analytics, and enterprise data teams to integrate customer behavior, CRM insights, campaign performance, and platform data into reliable measurement frameworks that improve forecasting confidence and identify growth opportunities.

Financial Stewardship & Investment Optimization

• •Develops and executes the performance marketing investment plan, optimizing channel investments within approved budgets, strategic priorities, and defined performance guardrails.
• •Makes data-driven decisions on scaling high-performing channels and reducing or eliminating underperforming investments.
• •Ensures accountability for return on investment across paid media and affiliate channels.
• •Maintains disciplined performance projections and continuously improves forecast accuracy based on actual results, conversion trends, and commercial inputs.
• •Recommends material investment reallocations, new channel investments, and changes to approved plans to the Director of Global Marketing based on performance, market opportunity, and commercial impact.

Operational Leadership & Cross-Functional Alignment

• •Leads day-to-day strategic and performance management of paid media, affiliate, and other growth agencies, ensuring execution aligns with approved strategy, performance goals, brand requirements, and commercial priorities.
• •Leads and develops Marketing Analyst resources, establishing reporting priorities, data-quality expectations, analytical standards, and performance-management routines.
• •Coordinates with Digital Experience, Brand & Campaigns, Lifecycle Marketing, Marketing Operations, Sales, and Regional Marketing to align messaging, execution, customer handoffs, and performance outcomes.
• •Establishes cross-functional workflows and prioritizes experimentation initiatives to maximize learning velocity and continuous performance improvement.

Decision Authority & Performance Accountability

• •Optimize budget allocation within approved investment guardrails to maximize business performance.
• •Adjusts bidding strategies, channel investments, and campaign direction based on performance data.
• •Scales high-performing campaigns and channels while reducing or discontinuing underperforming efforts within approved investment guardrails.
• •Develops and maintains the growth and performance measurement framework, in alignment with the broader marketing objectives and suc