Performance Marketing Manager

At Talkspace, we are committed to fostering a diverse, equitable, inclusive, and belonging-centered workplace where everyone can thrive while making a difference in mental health. Want to help over two million people receive quality mental healthcare? Come join our mission of getting therapy in the hands of everyone! We’re looking for a Performance Marketing Manager to help drive customer acquisition and growth across Talkspace’s Member and NYC Teenspace programs, with a primary focus on Paid Social and Programmatic media and emerging channels. Reporting to the Senior Director of Growth Marketing, this role will own the day-to-day strategy, execution, optimization, and performance of channels including but not limited to Meta, TikTok, Snapchat, Reddit, Programmatic Display, and Connected TV (CTV). This is a hands-on role for a performance marketer who loves digging into data, understanding what is driving performance, and continuously finding ways to improve results. You’ll work closely with internal Creative and Analytics teams as well as agencies, vendors, and platform partners to execute campaigns, develop testing strategies, and identify opportunities to improve acquisition efficiency and scale. The ideal candidate combines strong channel expertise with analytical curiosity and understands that great performance marketing goes beyond what is reported within an advertising platform. To work at Talkspace, you need to be as passionate as we are about our work, and excited to partner with us on delivering quality mental healthcare. This is a remote position based on Eastern Time. Talkspace Headquarters is located in NYC. What You’ll Do Own Paid Social & Programmatic Performance Lead the day-to-day strategy, execution, and optimization of Talkspace’s Paid Social and Programmatic acquisition programs. Manage campaigns across platforms including Meta, TikTok, Snapchat, Reddit, Programmatic Display, and CTV, as well as emerging channels and opportunities that fall outside of the core ad platforms as they relate to different initiatives. . Manage toward key acquisition goals including member volume, CAC/CPA, conversion rate, and overall media efficiency. Own campaign structure, audience strategy, bidding, placements, budget pacing, and ongoing optimization across assigned channels. Monitor performance closely and proactively identify opportunities, risks, and emerging trends. Partner with agencies, vendors, and platform representatives to ensure campaigns are executed effectively and continuously optimized. Maintain strong platform and campaign hygiene, including QA, tracking, naming conventions, pacing, and performance monitoring. Support Senior Director of Growth Marketing with ad hoc / initiative specific media tests as needed. Analyze & Optimize Performance Analyze performance across channels, campaigns, audiences, creative and placements understand what is driving results. Proactively diagnose performance changes and develop recommendations for improvement. Look beyond platform-reported metrics to understand traffic quality, conversion behavior, and downstream acquisition outcomes that relate to broader business metrics. Partner with Analytics to evaluate performance using internal reporting and measurement tools. Identify opportunities to improve CAC, increase conversion, and scale acquisition efficiently. Develop clear performance narratives that explain what happened, why it happened, and what we should do next. Proactively surface anomalies, risks, and opportunities to Growth Marketing leadership. Leverage AI Tools to enhance analytical rigor. Drive Creative Testing & Optimization Partner closely with Creative to develop a consistent pipeline of performance-focused creative across Paid Social and Programmatic channels. Translate channel performance, audience insights, and creative learnings into actionable creative briefs and recommendations. Identify creative fatigue and proactively recommend refreshes, iterations, and new concepts. Develop structured creative testing plans across messaging, formats, hooks, audiences, calls-to-action, and other variables. Analyze creative performance and translate learnings into recommendations for future production. Ensure assets are developed and adapted according to channel-specific formats and best practices. Partner with internal and external creative resources to ensure campaigns have the assets needed to maintain performance and testing velocity. Identify opportunities to efficiently scale creative production through modular asset development, creator/UGC partnerships, AI-enabled workflows / creative iteration, and external production resources. Collaborate with Senior Director of Growth Marketing and Creative stakeholders to ensure performance creative supports Talkspace’s broader growth strategy and brand experience. Partner with creative in developing processes that allow for strong volume velocity of creative output, with AI assistance Lead Testing & Channel Development Develop and execute structured testing roadmaps across audiences, creative, placements, bidding strategies, campaign structures, and new platform capabilities. Establish clear hypotheses and success criteria for tests and translate results into actionable recommendations. Identify opportunities to expand or evolve Talkspace’s Paid Social and Programmatic channel mix. Evaluate emerging platforms, ad products, targeting capabilities, and media opportunities. Partner with Growth leadership and Analytics on broader measurement and incrementality initiatives. Document learnings and ensure successful tests are translated into scalable strategies. Manage Budgets & Forecasting Own day-to-day budget pacing across assigned channels against monthly and quarterly plans. Monitor spend and acquisition performance closely and identify pacing risks or opportunities. Develop channel-level forecasts and performance expectations in partnership with Growth leadership. Recommend budget reallocations based on performance, marginal efficiency, and opportunities to scale. Provide clear visibility into how assigned channels are tracking against acquisition and efficiency targets. Partner Across the Acquisition Funnel Monitor the customer journey beyond the initial media interaction to understand how traffic converts through the acquisition funnel. Partner with Analytics and other cross-functional teams to identify potential drivers of conversion changes. Distinguish between channel-level performance issues and broader funnel, site, tracking, or conversion trends. Use funnel insights to inform audience, media, creative, and optimization strategies. Communicate & Collaborate Develop concise weekly and monthly performance updates highlighting results, key drivers, risks, opportunities, and recommended next steps. Translate complex channel performance into clear, actionable insights for Growth leadership and cross-functional stakeholders. Partner closely with Creative, Analytics, Product, and other Marketing teams to advance acquisition priorities. Manage day-to-day relationships with agencies, programmatic partners, and advertising platforms. Proactively bring forward solutions and recommendations rather than simply reporting performance. About You 5+ years of experience in performance marketing, paid media, digital acquisition, or a related discipline. Strong hands-on experience managing Paid Social campaigns, particularly Meta, with experience across additional platforms such as TikTok, Snapchat, Reddit, or similar channels. Experience managing Programmatic Display and/or CTV campaigns, either directly or through agency and programmatic partners. Demonstrated experience managing meaningful media budgets and optimizing toward CAC, CPA, conversion, or other acquisition KPIs. Strong analytical skills with the ability to independently investigate and diagnose changes in performance. Experience developing audience, creative, and campaign testing strategies. Strong understanding of the relationship between media performance, creative, traffic quality, and conversion. Experience partnering with Creative teams and translating performance insights into actionable creative recommendations. Experience with analytics and reporting tools such as Mixpanel, Looker, GA4, Tableau, or similar platforms. Strong understanding of digital attribution and the differences between platform-reported and internal performance measurement. Strong project management and organizational skills with the ability to manage multiple channels and initiatives simultaneously. Excellent written and verbal communication skills. Proactive, detail-oriented, and comfortable taking ownership in a fast-moving environment. Bonus Points Hands-on experience with Google Ads / Paid Search (SEM) and an understanding of search campaign structure, bidding, optimization, and measurement. Experience with Google Local or other location-based Google advertising products. Experience with incrementality testing, brand lift studies, or other advanced media measurement methodologies. Experience with additional channels such as YouTube, audio, or other emerging digital media. Experience in healthcare, consumer technology, subscription, marketplace, or another performance-driven customer acquisition environment. Experience operating within privacy-conscious or highly regulated marketing environments. Benefits Comprehensive Medical, Dental and Vision plans Pre-tax benefits: HSA/ FSA 401k Retirement Savings Program with matching up to 4% Voluntary benefits including disability, basic life or pet insurance, etc. Monthly Wellness Stipend to promote mental and physical self-care Flexible PTO and Remote First Environment Regular team events, including Wellness Workshops and Team Building Events Free access to Talkspace products for you and one household member, as well as access to a friends and family discount! Compensation At Talkspace, we believe that pay transparency during the interview process is a critical part of diversity, equity, and inclusion. Our salary bands are based on internal and external compensation benchmarks, which we regularly evaluate to ensure we pay competitively. The base salary range for this role is between $115,000 - $140,000. Within the salary bands, leveling corresponds to each candidate’s relevant experience, skills as assessed during the interview process, education, and applicable certifications. Why Talkspace? Talkspace is the world’s leading online therapy company, serving over 2 million users looking to begin their wellness journey through tele-health. According to the World Health Organization, close to 1 billion people worldwide live with a mental disorder, and on average more than 75% with mental, neurological, and substance use disorders receive no treatment for their condition at all. Additionally, one-third of the world’s population – 2 billion people – live in countries that spend less than 1% of their health budgets on mental health. Therapy is an universal need and it's our mission here to change the world by cultivating an intentional space for people to feel supported through quality care that is simple and accessible. Combining our passion for innovation along with our desire to help others overcome the stigma behind “getting help,” we are transforming the way patients find the right care provider, making an otherwise impossible feat easily conquerable. Our network of licensed, accredited, and board-certified clinicians are increasing access to mental health for our members through a myriad of high quality therapy services: anytime and for a fraction of the price. Dedicated to our mission, we are looking for candidates that want to bring their talents into a diverse “for purpose” space. If you’re equally as passionate about making quality mental healthcare accessible to all then Talkspace is the right place for you! EQUAL OPPORTUNITY EMPLOYER Talkspace welcomes and celebrates talent from all backgrounds, perspectives, and walks of life to foster an innovative and diverse workforce. We encourage you to apply, even if you don’t meet every qualification or if your path has been nontraditional — such as not completing a formal degree program, taking a career break, or having a prior criminal record — if you believe you could make a great addition to this team. Come as you are and learn about the exciting opportunities on our team. Individuals seeking employment at Talkspace are considered without regard to race, color, religious creed, sex, national origin, citizenship status, age, physical or mental disability, sexual orientation, marital, parental, veteran or military status, unfavorable military discharge, or any other status protected by applicable federal, state or local law. How do we define Diversity, Equity, Inclusion, and Belonging at Talkspace? Diversity Diversity encompasses the unique attributes of our employees as individuals. We value and embrace the richness arising from their varied backgrounds, perspectives, and experiences, which include, but are not limited to, age, ability, ethnicity, gender, race, and cultural background. Equity Equity refers to a fair and impartial workplace, aiming to ensure equal growth and advancement opportunities for all employees. This involves amplifying underrepresented voices, addressing unconscious biases, and providing inclusive, culturally competent mental health care. Inclusion Inclusion signifies the practice of granting equal access to opportunities and resources for all employees, particularly those who might otherwise be excluded or marginalized. It ensures that everyone feels a sense of belonging, value, support, and respect as an individual. Belonging Belonging reflects the affinity and positive relationships that develop among employees from diverse backgrounds when businesses actively promote diversity, equity, and inclusion in the workplace.