Performance Marketing Manager

About this role

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.

• D

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