Performance Marketing Manager, Emerging Products

The Team:

Upstart’s Digital Marketing team drives scalable, data-driven customer acquisition across our lending products via performance marketing channels. We design, execute, and optimize digital media strategies that connect consumers to credit at the moments that matter most. Through rigorous experimentation, channel optimization, and disciplined CAC management, the team plays a critical role in fueling Upstart’s growth while maintaining strong unit economics for the business.

As the Performance Marketing Manager, Emerging Products and channels  at Upstart, you will own and scale paid digital acquisition across key channels including SEM, paid social, display, and emerging performance channels. This zero-to-one role with the opportunity to build Upstart’s Home Equity Line of Credit (HELOC) performance marketing engine from the ground up.

You will be responsible for day-to-day media buying and optimization in platform, including campaign setup, keyword and audience management, bidding, budgeting, creative testing, and landing page optimization.You will partner closely with Product Marketing, Analytics, Creative, and the HELOC General Manager to launch new campaigns, unlock new audiences, and rapidly test and iterate across messaging, targeting, and channel mix.

This role offers exceptional ownership and visibility, with the chance to make a material impact on one of Upstart’s newest and most strategic product lines while laying the foundation for long-term growth.

How you’ll make an impact

Own and scale HELOC media buying across SEM, paid social, display, and emerging performance channels, managing strategy, execution, and optimization end to end.

Scale Upstart’s HELOC performance marketing engine, establishing channel strategy, testing frameworks, and best practices in a zero-to-one environment.

Drive efficient, incremental customer acquisition by continuously optimizing bids, budgets, audiences, and creative to hit volume, CPA, and ROI targets.

Design and run rigorous experimentation programs across keywords, audiences, creatives, and formats to unlock scalable growth opportunities and new channels.

Manage and forecast significant media budgets, balancing growth and efficiency while adapting quickly to performance trends and market dynamics.

Minimum Qualifications

5+ years of experience in performance marketing or digital media buying, with a strong focus on SEM and additional experience across paid social and/or display.

Proven track record of owning large-scale acquisition programs, managing significant monthly budgets, and driving measurable growth against CPA, ROI, and volume targets.

Deep hands-on expertise in paid search, including keyword strategy, bid management, ad copy testing, and landing page optimization.

Strong analytical skills, with the ability to interpret performance data, design experiments, and make data-driven decisions in ambiguous environments.

Ability to thrive in a fast-paced, high-growth environment where adaptability and problem-solving are key

Preferred Qualifications

Experience operating in highly regulated or longer consideration cycle vertical (e.g., financial services, fintech, lending, insurance, marketplaces).

Experience launching and scaling new channels or products from zero to one, with comfort operating in ambiguity and building an acquisition funnel from scratch.

Experience working closely with product and engineering teams to improve landing pages, funnels, and on-site conversion through testing and iteration.

Position location This role is available in the following locations: Remote

Time zone requirements The team operates on the East/West coast time zones.

Travel requirements As a digital first company, the majority of your work can be accomplished remotely. The majority of our employees can live and work anywhere in the U.S but are encouraged to to still spend high quality time in-person collaborating via regular onsites. The in-person sessions’ cadence varies depending on the team and role; most teams meet once or twice per quarter for 2-4 consecutive days at a time.

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At Upstart, your base pay is one part of your total compensation package.  The anticipated base salary for this position is expected to be within the below range. Your actual base pay will depend on your geographic location–with our “digital first” philosophy, Upstart uses compensation regions that vary depending on location. Individual pay is also determined by job-related skills, experience, and relevant education or training. Your recruiter can share more about the specific salary range for your preferred location during the hiring process.

In addition, Upstart provides employees with target bonuses, equity compensation, and generous benefits packages (including medical, dental, vision, and 401k).

United States | Remote - Anticipated Base Salary Range

$138,600—$192,000 USD