Ecommerce & Performance Marketing Director

Roots is a wealth-building platform built on a simple belief: everyone deserves a real path to financial growth, and that path should feel achievable. We create simple, accessible ways for people to participate in ownership and invest in real assets, making wealth-building more engaging and within reach. Today, Roots is a growing ecosystem that combines an investment platform, financial tools, and education to support long-term financial progress.

We’re already helping a rapidly growing community take meaningful steps toward building wealth, and we’ve seen that when the experience feels intuitive and rewarding, people actually stick with it. We’re hiring a Performance Marketing Manager to own the day-to-day execution and optimization of our paid acquisition engine as Roots scales toward 1 million members.

You’ll manage campaigns across Google, Meta, Bing, and mobile app acquisition channels, build a high-velocity creative testing engine, and make sure our measurement and attribution are set up to optimize toward the outcomes that actually matter. You’ll work closely with Creative, Product, Lifecycle, and Engineering and use AI and automation to move faster, test smarter, and continuously improve performance.

Own day-to-day media buying and optimization across Google, Meta, Bing, Apple Search Ads, and other mobile app acquisition campaigns, including budgets, bids, audiences, structure, and pacing. Grow top-of-funnel acquisition while managing cost per conversion, ROAS, and other key efficiency targets. Partner with Creative to build a consistent testing pipeline, launching new concepts weekly and turning winning ideas into iterations.

Partner with Engineering to instrument and QA events across platforms, including CAPI, Enhanced Conversions, app SDK events, SKAdNetwork/AEM, and offline/server-side conversions. Design and evaluate experiments across creative, landing pages, onboarding, and acquisition strategy with clear hypotheses and reliable measurement. Reconcile platform reporting against internal data and turn performance insights into clear recommendations. Use AI tools to accelerate analysis, creative ideation, account QA, reporting, and other performance marketing workflows.

Partner across Lifecycle, Product, and Brand to ensure paid traffic converts and retains beyond the initial acquisition.
5+ years of hands-on performance marketing experience, including meaningful experience directly managing paid media budgets in-platform.
~ Strong command of Google Ads and Meta Ads, plus experience with Bing/Microsoft Ads and mobile app user acquisition.
~ Proven experience acquiring users for a consumer mobile app, including app install and post-install optimization.
~ Deep understanding of conversion tracking, attribution models and windows, pixels, server-side tracking, and mobile measurement platforms such as AppsFlyer, Adjust, or Branch.
~ Highly analytical and comfortable working in Excel/Google Sheets, BI tools, and large performance datasets.
~ Comfortable partnering with engineers on event instrumentation, implementation QA, and troubleshooting measurement discrepancies.
~ Strong understanding of experimentation and incrementality, including when and how to use holdouts and platform lift tools.
~ Strong creative instincts and experience partnering with designers, editors, and creators to develop performance-driven advertising.
~ Fluency using AI tools to improve the speed and quality of analysis, media buying, and creative workflows.
~ Bonus Points
Experience scaling a consumer mobile app from early traction to meaningful volume.

Experience with TikTok, Reddit, YouTube, connected TV, podcasts, influencer-driven paid media, or other emerging channels. Experience using scripts, APIs, Python, or other automation tools to reduce manual account work. You’ll have the autonomy to test aggressively, dig into the data, challenge assumptions, and make changes when something isn’t working. Roots is small enough that your work will have immediate visibility and impact, but we’re operating at a scale where great decisions compound quickly.

If you love the combination of analytical rigor, creative experimentation, and hands-on execution, you’ll have a lot of room to make this role your own. At Roots, we're committed to providing equal employment opportunities to all individuals, regardless of race, color, ancestry, religion, sex, national origin, sexual orientation, age, citizenship, marital status, disability, gender identity, or Veteran status. We firmly believe that diversity fuels creativity and innovation, enhancing the quality of our work and the strength of our team.