Performance Marketing Manager

Key Responsibilities:

Own the full digital acquisition funnel for Anytime Fitness Trailblazer from the first ad impression to a signed membership. Architect, execute, and optimise paid campaigns across Meta, Google, TikTok, and YouTube; build high-converting landing pages; and deploy AI-driven lead capture to drive measurable growth across our expanding club network of 22+ locations, with a clear path toward 250+. This is a data-first, ownership-driven role at the intersection of performance marketing, conversion optimisation, creative direction, and analytical reporting. You will operate with significant autonomy and are expected to grow into a marketing leadership position within two years.

Pillar 1 — Paid Channel Mastery

■ Execute and optimise campaigns across Meta Ads (Facebook & Instagram), Google Ads (Search, Display,

Performance Max), TikTok Ads, and YouTube Ads.

■ Own full budget allocation, bid strategy, audience segmentation, and A/B testing across all channels.

■ Maintain Cost per Acquisition (CAC) at or below $15 across all active channels at all times.

■ Identify and test new acquisition channels suited to the Malaysian fitness market.

■ Develop and manage monthly, quarterly, and annual media plans aligned to club expansion milestones.

■ Ensure full compliance with platform advertising policies and applicable Malaysian advertising standards.

Pillar 2 — Funnel & Conversion Optimisation

■ Build, test, and optimise landing pages for high-intent membership inquiries — targeting inquiry-to-lead conversion of ≥ 50%.

■ Implement and manage AI agent / chatbot lead capture flows to qualify leads, capture consent, and route prospects to the correct club.

■ Drive and sustain a lead-to-sale conversion rate of ≥ 30% in close partnership with club sales teams.

■ Own the full tracking and attribution stack: GA4, Meta Pixel, Google Tag Manager, and reporting dashboards.

■ Conduct systematic CRO experiments — copy, layout, CTA, offer mechanics — and document learnings for

scalable rollout.

■ Ensure seamless CRM integration and lead handover workflows between marketing and club teams.

Pillar 3 — Creative Collaboration

■ Brief the creative team on performance-driven asset requirements: hooks, formats, aspect ratios, and messaging angles.

■ Translate campaign data into clear creative direction — iterate on winning hooks, retire underperforming concepts, test new angles.

■ Partner with the Creative Supervisor to ensure output aligns with funnel strategy, brand guidelines, and platform best practices.

■ Develop a creative testing framework with a minimum of 3 variants per campaign to continuously improve CTR and CVR.

■ Stay current on TikTok and Instagram Reels trends to inform UGC-style and creator-led ad production briefs.

Pillar 4 — Analytics & Performance Reporting

■ Report weekly on CAC, ROAS, CPL, and both conversion rate targets to the Regional Marketing Manager.

■ Present clear, data-driven insights and strategic recommendations in monthly business reviews.

■ Build scalable reporting infrastructure — dashboards and automated alerts — as the network grows toward 250+ locations.

■ Conduct post-campaign analysis for all major flights; maintain a shared performance learnings repository.

■ Monitor competitor activity and industry benchmarks to keep campaigns competitive in the Malaysian fitness

Requirements

▸    5–7 years of hands-on paid campaign management, ideally in fitness, lifestyle, or consumer services.

▸    Minimum 3 years of managerial experience with direct responsibility for a creative or marketing team.

▸    Proven track record managing RM50,000+ monthly ad budgets with measurable CAC outcomes.

▸    Expert-level proficiency in Meta Ads Manager and Google Ads.

▸    Strong command of landing page UX, conversion rate optimisation, and A/B testing.

▸    Data-first: comfortable in Meta Ads Manager, Google Analytics, and reporting dashboards.

▸    Able to brief creatives effectively and translate performance data into content direction.

▸    Ambitious, ownership-driven, and ready to grow into marketing leadership.

Preferred & Advantageous

▸    Experience with TikTok Ads Manager and YouTube campaign management.

▸    Familiarity with AI lead capture tools or chatbot / conversational marketing platforms.

▸    Experience managing multi-location or franchise marketing campaigns.

▸    Working knowledge of SEO, local search optimisation, and Google Business Profile.

▸    Bachelor's degree in Marketing, Business, Communications, or a related discipline.