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Performance Marketer

App Academy

App Academy

Marketing & Communications
Posted on Tuesday, April 16, 2024
About the Company
App Academy is building world-class training programs that help students from all backgrounds transition into careers in software development while also providing reliable and quality talent acquisition pipeline solutions to partner companies. Recently we were named one of the top coding bootcamps in the US. We have been profiled in The Wall Street Journal, Washington Post, and Bloomberg as a driving force behind the changing face of tech education in America. Our unique model — we defer tuition until our students graduate and secure jobs afterward — aligns our success with the success of our students.
Join us on our mission to empower people to transform their lives.
Role Overview
We are seeking a dynamic and experienced Performance Marketer to join our marketing team at App Academy. The ideal candidate will be responsible for developing and executing a comprehensive “earned, paid, owned” marketing strategy to lower and scale Customer Acquisition Cost (CAC). This role demands a high level of expertise in paid search, plus mastery in two other channels - one standard, such as Meta (Facebook/Instagram), and an alternative, showcasing innovative thinking and ownership (e.g., field marketing or partnership development).
Key Responsibilities
1. Develop and Implement Marketing Strategies:
- Design and execute an integrated marketing plan encompassing earned, paid, and owned channels to optimize CAC.
- Demonstrate expertise in paid search campaigns and manage additional channels like Meta and one alternative channel (e.g., field marketing, partnership programs).
2. Website and Landing Page Optimization:
- Take ownership of the homepage and landing pages, applying Conversion Rate Optimization (CRO) principles.
- Continuously test and optimize for maximum efficiency and effectiveness.
3. Persona Development and Copywriting:
- Develop buyer personas based on in-depth market research and insights.
- Craft compelling content aligned with these personas, driving engagement and conversions.
4. Lifecycle and Sales Team Collaboration:
- Work closely with the lifecycle and sales teams to ensure seamless mid-funnel handoffs.
- Apply intuition and experience in nurturing leads through the funnel effectively.
5. Management of Demand Generation Contractors:
- Oversee the work of contractors responsible for SEO, content creation, and creative needs.
- Ensure in-house control over SEO and retargeting initiatives.
6. Reporting and Analysis:
- Track performance across all channels and make data-driven decisions to improve strategies.
- Provide regular reports to stakeholders on campaign performance and ROI.
- Proven experience in performance marketing, specifically in lowering and scaling CAC.
- Personal mastery in paid search and thorough experience in two other channels (including one alternative, non-standard channel).
- Strong experience in managing websites and landing pages from a CRO perspective.
- Excellent copywriting skills and ability to create detailed buyer personas.
- Experience working in tandem with lifecycle and sales teams.
- Ability to manage and coordinate with external contractors effectively.
- Strong analytical skills with a focus on data-driven decision-making.