Performance Marketing Lead (Paid Media, Web & CRM)

The role

We're looking for a Performance Marketing Lead to own how travelers find us online and how they move from first click to a booked safari. You'll run our paid media, lead website and landing page performance, and build the CRM automation that turns interest into discovery calls with our safari planners.

You'll report to our Chief Visionary Officer, who sets marketing direction and makes the final call on strategy and budget. You'll work as a co-lead alongside our Brand, Creative & Organic Lead. They lead brand, voice and content, and you lead performance.

You'll also work closely with our sales team to make sure the leads you bring in turn into safari bookings.

We’re a small, close team with big plans for 2027 and beyond. The tools are in place: a new website, a booking portal and fresh ad campaigns. What’s missing is you.

Someone who loves testing, learning and watching the numbers climb. We're a small business, so this role covers a lot of ground. Here's roughly how your time will split:

• About 60%: paid media and CRM automation
• About 25%: website, landing pages and conversion
• About 15%: technical SEO, reporting and managing web team

What you'll do

1. Paid media

• Own our Meta, Google and ChatGPT Ads end to end: budgets, campaign builds, audiences and optimization
• Manage $10,000 to $20,000 a month in ad spend, with room to grow as results prove out
• Test new campaigns and channels, and scale what works

2. Website and landing pages

• Own the relationship with our web developer and contractors: brief work, set priorities and guide site structure
• Build and optimize landing pages with our Brand Lead, driving conversion through testing and continuous improvement

3. CRM and automation

• Own the automation logic in our CRM: forms, lead routing, SMS and email sequences, and booking flows
• Set up and maintain pixels, tracking and integrations

4. Strategy & SEO

• Shape marketing and funnel strategy in partnership with our Brand Lead & Sales
• Lead technical SEO, site structure and AI discoverability (how we show up in ChatGPT, Gemini and other AI search), working alongside our content efforts

5. Reporting and sales partnership

• Report on paid media and funnel performance, and turn the numbers into clear next steps
• Run a regular lead quality feedback loop with our sales team, so we spend on the travelers who actually book high ticket safaris

What this role is not

Brand voice, content, social media, creative production and marketing partnerships sit with our Brand, Creative & Organic Lead. You'll collaborate on all of these, but you won't own them.

What you bring

• 4+ years of hands-on paid media experience, managing Meta and Google Ads end to end
• Experience managing at least $10,000 a month in ad spend
• Hands-on experience with HighLevel (or a similar CRM) and HYROS (or a similar attribution tool)
• A track record of building landing pages and improving conversion rates
• Strong marketing automation skills: forms, pipelines, and SMS and email sequences
• Comfort with tracking and attribution: pixels, UTMs and analytics
• Confidence with data: you can explain what changed in the numbers and what to do about it clearly
• Experience briefing and managing wed developers or contractors
• Organized, self-directed, and happy in a small, collaborative team

Bonus points for

• Experience in travel, luxury or other high-consideration purchases with a sales call
• Technical SEO experience

How you'll be measured

Your numbers

• Discovery calls booked and completed
• Lead-to-call rate
• Cost per call and return on ad spend
• Landing page conversion rates

Shared with sales

• Call-to-booking rate
• Cost per booked trip
• Revenue from marketing-sourced bookings

Details

• Type: Full-time
• Location: Tampa Bay Area preferred, so you can work in person with our US team. We'll consider remote candidates elsewhere in the US for the right fit.
• Hours: Our planners are based in Arusha, Tanzania, so you'll need a few hours of overlap with them on US Eastern mornings.
• Benefits: [to confirm]

To apply: submit your application through this posting, or send your resume and a short note on a campaign or landing page you improved, and how you measured it, to [email protected].

About Good Earth Tours

For more than 30 years, Good Earth Tours designs custom private safaris across East and Southern Africa. Our teams on the ground in Arusha, Tanzania and across Canada & USA plans and runs each trip, so travelers work with the same people from first call to last game drive.

Every trip is planned one-on-one with a safari specialist, from the Serengeti and Kenya's Maasai Mara to gorilla trekking in Rwanda and the wilds of Botswana, Zimbabwe and South Africa. Our travelers consistently rate us among the best, with multiple annual TripAdvisor Travelers' Choice awards.

We look forward to meeting you!

Job Types

Full-time, Part-time, Internship

Pay: From $60,000.00 per year

Benefits:

• Flexible schedule

Experience:

• Travel planning: 1 year (Required)
• Consultative Sales: 1 year (Required)

Ability to Commute:

• Tampa, FL 33647 (Required)

Work Location: Hybrid remote in Tampa, FL 33647