Performance Marketing Manager

YMCA of the Rockies; Estes Park (CO); On-site; USD 70,000 - 110,000; Full time

Benefits offered by this job

Health, dental, and life insurance

Generous PTO/Vacation

YMCA Retirement Fund

Employee housing nearby

YMCA of the Rockies membership

Discounted childcare and camps

Discounts on lodge stays

Ski and golf passes

Job summary

YMCA of the Rockies in Estes Park, CO is seeking a Performance Marketing Manager to lead paid media and lifecycle channels, drive bookings, memberships, and program registrations, and manage a small team and agency partners. You will establish targets, build attribution and reporting, run a fast testing cadence, and ensure brand alignment with YMCA mission while improving occupancy and revenue.

You will work with cross‑functional teams to optimize campaigns, report on performance, and

Qualifications

• Bachelor’s degree in Marketing, Communications, or related field.
• Proficiency in web analytics tools (e.g., Semrush, Google Analytics), digital ad platforms, and SEO practices.

Responsibilities

• Own the annual and quarterly performance marketing plan (objectives, budgets, channel mix).
• Lead full-funnel paid media across multiple channels with agency partners.
• Partner with Web Agency to optimize UX and conversion; oversee SEO.
• Own measurement framework and use GA4, Google Ads, Looker Studio for reporting.
• Maintain relationships with partners to amplify reach and track impact.

Skills

Data analysis

Communication

Project management

Collaboration

Education

Bachelor’s degree in Marketing or related field

Tools

Semrush

Google Analytics

Canva

Adobe Creative Suite

Job description

Position Summary

The Performance Marketing Manager owns performance marketing across paid media and lifecycle channels, leading a small team and agency partners to drive bookings, memberships, and program registrations. Establishes clear targets (CPA/CPB, ROAS, CAC), builds reliable attribution and reporting, and runs a fast testing cadence to improve occupancy and revenue numbers – always aligned to YMCA brand and mission.

Our Mission And Culture

We firmly believe in our mission of putting Christian principles into practice through programs, staff and facilities in an environment that builds healthy spirit, mind and body for all. We are committed to being welcoming to all people and to making a difference in the lives of our members, guests and staff. We count on our staff to provide extraordinary mission‑based experiences for our guests and for each other.

Essential Functions

Performance Strategy & Annual Planning

• Own the annual and quarterly performance marketing plan (objectives, budgets, channel mix, seasonal calendar) aligned to YMCA of the Rockies mission, occupancy, and revenue targets.
• Define clear metrics (bookings, revenue, CPA/CPB, ROAS, member CAC) and set channel‑level targets with pacing guardrails.

Paid Media & Channel Leadership

• Lead full‑funnel paid media across Search, Performance Max, Social (Meta/YouTube/TikTok as applicable), Display/Retargeting, Programmatic, and Affiliates/Partners in conjunction with media partners.
• Direct bid and budget strategies (tROAS, tCPA, value‑based bidding); manage pacing and reallocation by season and demand.
• Ensure brand integrity while optimizing for conversion; approve creative briefs and ensure timely asset delivery.

Digital Experience, SEO & CRO

• Partner with Web Agency to prioritize site speed, UX, and conversion rate optimization for key booking and registration flows; implement reusable landing page templates.
• Oversee SEO fundamentals to strengthen paid/organic synergy and reduce blended acquisition cost.

Data, Measurement & Reporting

• Own the measurement framework: GA4 event design, ecommerce/booking values, call tracking, offline conversion imports, UTM/naming conventions, and data governance.
• Use GA4, Google Ads, Looker Studio/BI, and for analysis, forecasting, and scenario planning.
• Maintain a disciplined test‑and‑learn cadence; document insights and roll out winning variants across channels.

Community & Partner Engagement (Mission‑Aligned Growth)

• Maintain strategic relationships with county/tourism partners and community organizations to amplify reach, co‑market seasonal offers, and strengthen YMCA’s mission visibility.
• Represent YMCA at select events; convert partnerships into measurable traffic, bookings, or memberships with tracked placements and UTMs.

Content for Performance

• Collaborate with Content/Creative to produce high‑performing ad creative (short‑form video, UGC, testimonials, offers) and mission‑aligned storytelling that converts.
• Establish a creative testing system (briefs, naming, asset library, results share‑outs) to increase learning velocity and ROAS.

Essential Requirements

• Bachelor’s degree in Marketing, Communications, or related field, or equivalent experience.
• Proficiency in web analytics tools (e.g., Semrush, Google Analytics), digital ad platforms, and SEO practices.
• Experience with data analysis.
• Strong communication and interpersonal skills with a collaborative mindset.
• Ability to manage multiple projects and adapt to shifting priorities.
• Familiarity with graphic design tools (e.g., Canva, Adobe Creative Suite).
• Must comply with Association service principles and service standards.

General Requirements

• Possess a valid U.S. driver’s license and an acceptable driving record per YMCA policy.

General YMCA of the Rockies Requirements

• Uphold and reflect the YMCA core values of Caring, Honesty, Respect, Responsibility and Faith in all functions.
• Uphold the YMCA of the Rockies Mission, policies, and programs.
• Possess and demonstrate excellent customer service skills; for example, friendly, personable, helpful, patient, and professional.
• Support the YMCA of the Rockies safety program; promote safe work practices and a safe environment for guests, members, and staff.
• Promote a cooperative, positive, and flexible atmosphere while working with others in a diverse community.
• Must meet acceptable criminal background check standards.

Work Environment & Physical Demands

• Occasional lifting of boxes, equipment equal to 30 pounds.
• Working in an office environment with a variety of staff from other departments.
• Some outdoor presence required for events, photo and video shoots, media coverage.
• Flexible schedule and routine required to respond to demands of position.

This job description is not intended to be an exhaustive list of all duties, responsibilities, or qualifications associated with the job.

Compensation Package & Employee Perks

• Health, dental, and life insurance
• Generous PTO/Vacation
• Participation in YMCA Retirement Fund (an additional 12% contribution by YMCA after 2 years employment)
• Employer‑owned rental housing may be available nearby – contact Human Resources for more information
• YMCA of the Rockies membership
• Discounted childcare, summer day camp, and summer overnight camp
• Discounted nights at YMCA of the Rockies lodges for friends & family
• Ski and golf passes to nearby resorts & courses
• Free or discounted gear rentals for outdoor adventures

View all YMCA of the Rockies employee perks by visiting here.