Senior Marketing Manager, Performance/Growth Marketing

About Uphold Uphold is a financial technology company that believes on-chain services are the future of finance. It provides modern infrastructure for on-chain payments, banking and investments. Offering Consumer Services, Business Services and Institutional Trading, Uphold makes pioneering financial services easy and trusted for millions of customers in more than 140 countries. Uphold integrates with more than 30 trading venues, including centralized and decentralized exchanges, to deliver superior liquidity and optimal execution. Uphold never loans out customer assets and is always 100% reserved. The company pioneered radical transparency and uniquely publishes its assets and liabilities every 30 seconds on a public website ( Transparency Page ). Uphold strips away the complexity and lack of transparency to open up Web3 finance for everyone. To learn more about Uphold, please visit https://uphold.com . About the Role We are looking for a passionate Senior Performance Marketing Manager to drive our transition to Web-to-App and Web-Direct user acquisition, focusing heavily on the Google ecosystem. While our App campaigns (UAC) are well-optimized, these web channels represent our next significant growth opportunity for acquiring new users at scale. This role will also be responsible for managing, optimizing, and expanding our top-tier web affiliates program, ensuring it contributes substantially to high-quality user growth. What you’ll own Full-Funnel Google Strategy: Lead the end-to-end execution of the Google Stack (Search, Pmax, YouTube, Display, and UAC) across both Web and App environments. Web-to-App Architecture: Own the paid flow from initial web click to app installation, ensuring a seamless user journey and high conversion rates. Affiliate Channel Ownership: Maintain our Web Affiliate/Partner channel, managing relationships, commission structures, and compliance to drive incremental user acquisition. CRO & Experimentation: Partner with our design and tech teams to build, test, and scale high-performing landing pages. You’ll own the A/B testing roadmap for paid web traffic. Creative Direction (BAU): Drive the creative lifecycle for YouTube, Display, and UAC—from identifying "what looks like a winner" to briefing the creative team on performance-led iterations. Technical Excellence: Manage your own tracking and tagging via GTM and ensure we are ahead of the curve with Google’s latest initiatives (e.g., ICM - International/Innovative Customer Management). Measurement & Attribution: Move beyond vanity metrics to deeply understand incrementality and how our Google spend contributes to bottom-line growth. Who You Are The Google Specialist: You have deep, "under-the-hood" experience with the Google Stack. You know that winning in 2026 requires more than just high bids; it requires data signals and creative excellence. The Affiliate Manager: You treat the affiliate program as a strategic growth channel, focused on incremental volume while maintaining brand standards and content quality. More than a Media Buyer: You don’t just "set and forget" campaigns. You are a growth marketer who cares about the landing page, the friction in the funnel, and the technical accuracy of the tracking. Data-Obsessed: You understand the nuances of attribution models and aren't afraid to challenge "standard" platform reporting in favor of incrementality testing. Technical Tinkerer: You are comfortable inside Google Tag Manager (GTM) and understand the technical requirements of conversion API (CAPI) and modern tracking setups. Requirements 5+ years of performance marketing experience, with a heavy focus on Web growth and Google Ads. Proven Track Record: You have successfully scaled Search, Pmax, and YouTube campaigns with a clear ROI/ROAS focus. Affiliate Channel Experience: Demonstrated success launching, managing, and scaling an internal web-based affiliate or partner marketing program. CRO Proficiency: Experience in optimizing landing pages and