Performance Marketing Lead at Tricura Insurance Group

Remote (Latin America-based; English-fluent)

Department: Marketing (3 people)

Reports to: Director of Marketing

Direct reports: None, 100% hands-on

About 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 ICP

• Which individuals are relevant decision-makers

• That they are interested in our products

• When they are likely to make a buying decision

The 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 & Strategy

• Establish and continuously improve baseline marketing economics across our business lines

• Analyze CAC, LTV, revenue per customer, gross margin, retention, renewal rates, ROAS, and funnel conversion

• Determine appropriate acquisition economics and marketing investment levels based on customer value

• Develop channel and budget allocation strategies based on expected business impact

• Identify where we are underinvesting or overinvesting in marketing

• Build business cases for increasing, decreasing, or reallocating marketing spend

• Establish the KPIs and measurement frameworks needed to evaluate marketing performance

• Bring an independent point of view on what we should do next—not simply execute instructions

2. Lead Paid & Programmatic Marketing

• Own strategy and execution across Google Ads, LinkedIn Ads, and other relevant paid channels

• Develop sophisticated audience, segmentation, bidding, retargeting, and campaign strategies

• Build and optimize campaigns across different stages of the commercial funnel

• Develop programmatic approaches for continuously targeting known accounts and decision-makers

• Use CRM data, first-party audiences, intent signals, and other data sources to improve targeting

• Optimize campaigns based on downstream commercial outcomes, not simply clicks, impressions, or leads

• Continuously test new channels, audiences, campaign structures, messaging, and bidding strategies

• Determine where additional budget can generate incremental return

3. Build Account-Based & Lifecycle Marketing Programs

• Develop ABM strategies for high-value accounts and opportunities

• Connect CRM data with advertising platforms to automatically identify and target relevant accounts

• Build lifecycle campaigns around known buying and renewal windows

• Develop automated sequences that increase engagement as accounts move closer to a buying decision

• Coordinate targeting across multiple stakeholders within the same organization

• Partner with Sales, Underwriting, and other commercial teams to identify opportunities where marketing can influence conversion

• Develop strategies for re-engaging opportunities that did not previously convert

• Continuously measure whether these programs improve progression and conversion

4. Build Marketing Measurement & Attribution

• Design reliable attribution between marketing activity, funnel progression, pipeline, revenue, and retention

• Connect advertising platforms, CRM data, analytics tools, and commercial outcomes

• Implement and maintain offline conversion tracking and other downstream conversion signals

• Build dashboards that allow leadership to understand marketing performance and economics

• Analyze performance at the account, campaign, channel, and funnel-stage level

• Distinguish meaningful business metrics from surface-level engagement metrics

• Identify gaps in our existing tracking, attribution, and reporting infrastructure

• Use data to determine which campaigns and channels are actually influencing revenue

5. Optimize the Commercial Funnel

• Analyze conversion across the full customer journey

• Identify where marketing can materially improve progression through the funnel

• Develop experiments to improve conversion at different stages

• Run A/B tests across campaigns, audiences, landing pages, messaging, and offers

• Analyze experiment results and determine whether changes should be scaled

• Develop strategies for moving known opportunities from one stage to the next

• Continuously identify bottlenecks and opportunities across our commercial funnels

6. Build Marketing Automation & Infrastructure

• Build and optimize HubSpot workflows, lifecycle stages, lead scoring, and automation

• Create systems that automatically enroll accounts into appropriate campaigns based on CRM data and timing

• Connect HubSpot and other commercial systems with advertising and analytics platforms

• Improve campaign tracking and data quality

• Leverage automation and AI to increase marketing efficiency

• Build scalable systems rather than relying on manual campaign management

• Continuously improve the technical infrastructure supporting performance marketing

7. Act as the Internal Performance Marketing Expert

• Develop a clear point of view on how Tricura should approach paid and programmatic marketing

• Educate commercial and marketing leadership on marketing economics and channel performance

• Challenge assumptions when the data suggests a different approach

• Recommend what we should start, stop, scale, or change

• Independently identify opportunities rather than waiting for direction

• Stay current on changes in advertising platforms, targeting capabilities, attribution, and marketing technology

Who We're Looking For:

• 7+ years of experience in Performance Marketing, Paid Media, Programmatic Marketing, Growth Marketing, or another highly quantitative marketing role

• Significant hands-on experience owning paid media strategy and execution

• Strong experience with Google Ads and LinkedIn Ads

• Deep understanding of paid media economics, including CAC, LTV, ROAS, conversion rates, and customer acquisition economics

• Demonstrated ability to connect marketing activity to pipeline and revenue, not just leads and engagement

• Strong understanding of marketing attribution and downstream conversion measurement

• Experience building or managing sophisticated ABM and audience-targeting programs

• Experience connecting CRM data with advertising platforms

• Strong experience with GA4 and marketing analytics

• Strong HubSpot experience, including workflows, lifecycle automation, reporting, and integrations

• Experience with offline conversion tracking and/or other methods of feeding downstream conversion data back into advertising platforms

• Strong Excel / Google Sheets skills and comfort working directly with numbers

• Experience building dashboards and performance reporting

• Strong experimentation and conversion optimization experience

• Strong commercial judgment and understanding of unit economics

• Ability to independently determine what should be optimized and why

• Comfortable challenging assumptions and making recommendations to senior leadership

• Comfortable operating with significant autonomy and ambiguity

• Excellent English communication skills

• Based in a Latin American country

What We Mean by "Senior" in This Role

We'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 experience

• Experience building automated audience and campaign feeds from CRM data

• Experience with sophisticated ABM programs

• Experience marketing complex, high-value B2B products or services

• Experience with long sales cycles and recurring-revenue business models

• Experience in healthcare, healthcare technology, insurance, InsurTech, or B2B SaaS

• Experience with SQL or Looker Studio

• Experience with Zapier, Make, or n8n

• Experience connecting HubSpot with advertising, analytics, or revenue systems

• Experience with AI tools for marketing analysis, automation, and execution

• Experience in a high-growth startup environment

Success 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 businesses

• Determine where and how much Tricura should invest in paid marketing

• Build a scalable paid and programmatic marketing engine

• Improve conversion through our commercial funnels

• Build sophisticated account-based and lifecycle marketing programs

• Increase engagement and conversion among known high-value accounts

• Establish reliable attribution between marketing activity and revenue

• Identify which channels and strategies generate the greatest incremental business value

• Create a repeatable framework for deciding where to increase or decrease marketing investment

• Give leadership the data and strategic recommendations needed to make better marketing investment decisions

Performance will ultimately be evaluated based on improvements to business outcomes, including:

• Customer Acquisition Cost

• Customer Lifetime Value

• CAC:LTV

• Marketing Influenced Pipeline

• Marketing Sourced Revenue

• Funnel Conversion Rates

• Account Engagement

• Renewal / Retention Rates

• Marketing ROI / ROAS

• Attribution Accuracy

• Incremental revenue generated through marketing

Why Join Tricura:

• Own a critical function from the ground up rather than inheriting a mature marketing machine

• Work directly at the intersection of marketing, technology, data, and business economics

• Have meaningful influence over where and how the company invests in marketing

• Work closely with senior leadership and commercial teams

• Build sophisticated ABM, paid media, automation, and attribution systems

• Experiment with AI and modern marketing technology

• Join a fast-growing, AI-first company that values independent thinking and experimentation

• Fully remote team across North & South America

• Competitive USD compensation

• Unlimited PTO