Performance Marketing Specialist

3 days ago

Toronto, Ontario, Canada The Fertility Partners Full time US$80,000 - US$120,000 per year

Job Summary:

We're looking for a data-driven Performance Marketing Specialist to join our growing in-house marketing team. In this role, you will plan, execute, and optimize multi-channel digital campaigns designed to drive patient acquisition and brand growth across The Fertility Partners network.

You'll lead paid media strategy and performance across search, social, and display -working closely with brand, content, and lifecycle marketing to deliver integrated, high-performing campaigns that support people on their path to parenthood.

Duties/Responsibilities:

Campaign Planning & Execution

  • Plan, launch, and optimize paid campaigns across Google Ads, Meta, and other digital channels.
  • Manage budgets and pacing across multiple clinics, brands, and markets.
  • Build and maintain campaign governance: naming conventions, UTM structures, and tracking ensure clean, reliable reporting.
  • Develop audience and testing strategies to improve conversion rates and reduce CAC.
  • Maintain always-on campaigns while activating priority "burst" campaigns for high-impact procedures or geographies.

Optimization & Full-Funnel Performance

  • Manage end-to-end funnel optimization - from ad to landing page to consultation booking.
  • Conduct A/B and multivariate testing (creative, audiences, messaging, landing page flow).
  • Lead core SEO activities (keyword research, on-page optimization, ranking performance monitoring) to strengthen search visibility.
  • Monitor analytics dashboards, track KPIs (CTR, CVR, CPL, CAC, ROAS), and proactively recommend optimizations.

Cross-Functional Collaboration

  • Partner with lifecycle/CRM to ensure smooth handoff from lead to consult and improve conversion beyond lead generation.
  • Collaborate with clinic marketing partners to align campaigns with clinic capacity, seasonal demand, and patient needs.
  • Work closely with brand and content teams to ensure creative consistency across ads and landing pages.

Compliance & Governance

  • Ensure campaigns comply with regulatory, ethical, and platform requirements for healthcare marketing.
  • Maintain guardrails for medical terminology, testimonials, and claims to uphold patient trust.

Required Skills/Abilities:

  • Hands-on experience with GA4, Google Ads, Meta Ads Manager, and marketing automation platforms.
  • Strong analytical mindset with the ability to interpret data and translate insights into action.
  • Experience with A/B testing, CRO methodologies, and attribution frameworks.
  • Working knowledge of PowerBI (or similar analytics tools) is a plus.
  • Highly organized, proactive, and comfortable managing multiple campaigns simultaneously.
  • Collaborative mindset, motivated by helping teams and patients succeed.

Education and Experience:

  • 5+ years of experience planning and managing paid media campaigns (search, social, display) with a strong track record of improving performance.
  • Experience in healthcare, wellness, or regulated industries is preferred.
  • Experience managing multi-location or multi-brand accounts is an asset.

Why Join Us:

At The Fertility Partners, you'll be part of a mission-driven team dedicated to helping people grow their families. You'll work in a supportive, curious, and performance-oriented environment where ideas are valued, experimentation is encouraged, and the impact of your work is tangible.

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