Performance Marketing Lead at Tricura Insurance Group

Remote (Latin America-based; English-fluent)Department: Marketing (3 people)Reports to: Director of MarketingDirect reports: None, 100% hands-onAbout Tricura:Tricura Insurance Group is a next-generation, tech-enabled insurance and risk management company transforming how healthcare organizations protect, manage, and grow their operations.We're a global, remote-first team headquartered in New York, combining deep insurance expertise with modern technology to build smarter, faster, and more transparent solutions for the healthcare industry.We're a team across North and South America, building products and internal systems that leverage AI, automation, and data to fundamentally improve how our business operates.If you're excited by combining marketing, technology, data, and business economics to solve complex growth challenges—and want to have significant ownership over how a company invests in marketing—we'd love to meet you.About the Role:We're looking for a hands-on Performance Marketing Lead to own the strategy, economics, and execution of our paid and data-driven marketing programs.This is not a traditional performance marketing role where you're handed a budget and a target CAC and asked to optimize campaigns against it.We are looking for someone who can step back, understand the economics of the business, determine what marketing should optimize for, form an independent point of view, and then build and execute the strategy to get there.You'll work across paid media, programmatic marketing, ABM, marketing analytics, attribution, conversion optimization, and marketing automation.You'll be expected to understand the relationship between customer acquisition cost, revenue per customer, retention, margins, lifetime value, funnel conversion, and marketing investment—and use that understanding to make better decisions about where and how we spend.For example, the right answer isn't always "reduce CAC". If a customer generates significant recurring revenue at a strong margin and has high retention, it may make sense to spend substantially more to acquire that customer.That's the kind of commercial judgment we expect from this role.We're also sitting on an unusually strong source of potential demand. Across our businesses, we often know:Which companies fit our ICPWhich individuals are relevant decision-makersThat they are interested in our productsWhen they are likely to make a buying decisionThe opportunity is to turn that information into sophisticated, measurable marketing programs that influence buying behavior and improve conversion.This is a senior, highly autonomous, hands-on individual contributor role. You won't have a team initially, but you'll be expected to operate as the subject-matter expert for performance marketing within the company—bringing your own ideas, challenging assumptions, and determining how the function should evolve.What You'll Do:1. Own Marketing Economics & StrategyEstablish and continuously improve baseline marketing economics across our business linesAnalyze CAC, LTV, revenue per customer, gross margin, retention, renewal rates, ROAS, and funnel conversionDetermine appropriate acquisition economics and marketing investment levels based on customer valueDevelop channel and budget allocation strategies based on expected business impactIdentify where we are underinvesting or overinvesting in marketingBuild business cases for increasing, decreasing, or reallocating marketing spendEstablish the KPIs and measurement frameworks needed to evaluate marketing performanceBring an independent point of view on what we should do next—not simply execute instructions2. Lead Paid & Programmatic MarketingOwn strategy and execution across Google Ads, LinkedIn Ads, and other relevant paid channelsDevelop sophisticated audience, segmentation, bidding, retargeting, and campaign strategiesBuild and optimize campaigns across different stages of the commercial funnelDevelop programmatic approaches for continuously targeting known accounts and decision-makersUse CRM data, first-party audiences, intent signals, and other data sources to improve targetingOptimize campaigns based on downstream commercial outcomes, not simply clicks, impressions, or leadsContinuously test new channels, audiences, campaign structures, messaging, and bidding strategiesDetermine where additional budget can generate incremental return3. Build Account-Based & Lifecycle Marketing ProgramsDevelop ABM strategies for high-value accounts and opportunitiesConnect CRM data with advertising platforms to automatically identify and target relevant accountsBuild lifecycle campaigns around known buying and renewal windowsDevelop automated sequences that increase engagement as accounts move closer to a buying decisionCoordinate targeting across multiple stakeholders within the same organizationPartner with Sales, Underwriting, and other commercial teams to identify opportunities where marketing can influence conversionDevelop strategies for re-engaging opportunities that did not previously convertContinuously measure whether these programs improve progression and conversion4. Build Marketing Measurement & AttributionDesign reliable attribution between marketing activity, funnel progression, pipeline, revenue, and retentionConnect advertising platforms, CRM data, analytics tools, and commercial outcomesImplement and maintain offline conversion tracking and other downstream conversion signalsBuild dashboards that allow leadership to understand marketing performance and economicsAnalyze performance at the account, campaign, channel, and funnel-stage levelDistinguish meaningful business metrics from surface-level engagement metricsIdentify gaps in our existing tracking, attribution, and reporting infrastructureUse data to determine which campaigns and channels are actually influencing revenue5. Optimize the Commercial FunnelAnalyze conversion across the full customer journeyIdentify where marketing can materially improve progression through the funnelDevelop experiments to improve conversion at different stagesRun A/B tests across campaigns, audiences, landing pages, messaging, and offersAnalyze experiment results and determine whether changes should be scaledDevelop strategies for moving known opportunities from one stage to the nextContinuously identify bottlenecks and opportunities across our commercial funnels6. Build Marketing Automation & InfrastructureBuild and optimize HubSpot workflows, lifecycle stages, lead scoring, and automationCreate systems that automatically enroll accounts into appropriate campaigns based on CRM data and timingConnect HubSpot and other commercial systems with advertising and analytics platformsImprove campaign tracking and data qualityLeverage automation and AI to increase marketing efficiencyBuild scalable systems rather than relying on manual campaign managementContinuously improve the technical infrastructure supporting performance marketing7. Act as the Internal Performance Marketing ExpertDevelop a clear point of view on how Tricura should approach paid and programmatic marketingEducate commercial and marketing leadership on marketing economics and channel performanceChallenge assumptions when the data suggests a different approachRecommend what we should start, stop, scale, or changeIndependently identify opportunities rather than waiting for directionStay current on changes in advertising platforms, targeting capabilities, attribution, and marketing technologyWho We're Looking For:7+ years of experience in Performance Marketing, Paid Media, Programmatic Marketing, Growth Marketing, or another highly quantitative marketing roleSignificant hands-on experience owning paid media strategy and executionStrong experience with Google Ads and LinkedIn AdsDeep understanding of paid media economics, including CAC, LTV, ROAS, conversion rates, and customer acquisition economicsDemonstrated ability to connect marketing activity to pipeline and revenue, not just leads and engagementStrong understanding of marketing attribution and downstream conversion measurementExperience building or managing sophisticated ABM and audience-targeting programsExperience connecting CRM data with advertising platformsStrong experience with GA4 and marketing analyticsStrong HubSpot experience, including workflows, lifecycle automation, reporting, and integrationsExperience with offline conversion tracking and/or other methods of feeding downstream conversion data back into advertising platformsStrong Excel / Google Sheets skills and comfort working directly with numbersExperience building dashboards and performance reportingStrong experimentation and conversion optimization experienceStrong commercial judgment and understanding of unit economicsAbility to independently determine what should be optimized and whyComfortable challenging assumptions and making recommendations to senior leadershipComfortable operating with significant autonomy and ambiguityExcellent English communication skillsBased in a Latin American countryWhat We Mean by "Senior" in This RoleWe're not looking for someone who has simply spent many years executing campaigns.We want someone who has reached the point in their career where they can sit down with a company's revenue and marketing data and say:"Here's what the economics tell us. Here's what I think we should do. Here's why. Here's how much I'd invest. And here's how I'll measure whether I'm right."You should be comfortable making those recommendations without needing someone else to define the answer first.Strong Plus:Programmatic / DSP experienceExperience building automated audience and campaign feeds from CRM dataExperience with sophisticated ABM programsExperience marketing complex, high-value B2B products or servicesExperience with long sales cycles and recurring-revenue business modelsExperience in healthcare, healthcare technology, insurance, InsurTech, or B2B SaaSExperience with SQL or Looker StudioExperience with Zapier, Make, or n8nExperience connecting HubSpot with advertising, analytics, or revenue systemsExperience with AI tools for marketing analysis, automation, and executionExperience in a high-growth startup environmentSuccess in This Role:Within your first year, you'll help us:Establish a clear baseline for CAC, LTV, retention, margins, and other core marketing economics across our businessesDetermine where and how much Tricura should invest in paid marketingBuild a scalable paid and programmatic marketing engineImprove conversion through our commercial funnelsBuild sophisticated account-based and lifecycle marketing programsIncrease engagement and conversion among known high-value accountsEstablish reliable attribution between marketing activity and revenueIdentify which channels and strategies generate the greatest incremental business valueCreate a repeatable framework for deciding where to increase or decrease marketing investmentGive leadership the data and strategic recommendations needed to make better marketing investment decisionsPerformance will ultimately be evaluated based on improvements to business outcomes, including:Customer Acquisition CostCustomer Lifetime ValueCAC:LTVMarketing Influenced PipelineMarketing Sourced RevenueFunnel Conversion RatesAccount EngagementRenewal / Retention RatesMarketing ROI / ROASAttribution AccuracyIncremental revenue generated through marketingWhy Join Tricura:Own a critical function from the ground up rather than inheriting a mature marketing machineWork directly at the intersection of marketing, technology, data, and business economicsHave meaningful influence over where and how the company invests in marketingWork closely with senior leadership and commercial teamsBuild sophisticated ABM, paid media, automation, and attribution systemsExperiment with AI and modern marketing technologyJoin a fast-growing, AI-first company that values independent thinking and experimentationFully remote team across North & South AmericaCompetitive USD compensationUnlimited PTO