Performance Marketing Manager (Off-Plan)

Performance Marketing Manager (Off-Plan)

Job Title – Performance Marketing Manager (Off-Plan)
Department – Marketing
Reports To – Offplan Marketing Manager

Role Overview

The Performance Marketing Manager is responsible for owning, building and operating White & Co’s off-plan paid media capability.

This is the first dedicated performance marketing role within the business. The role will define how paid media is structured, measured and scaled across off-plan campaigns, ensuring media spend directly supports broker conversations and inventory sell-through.

The role works closely with the Off-Plan Campaign Manager to ensure media activity is aligned with launch timing, inventory status and commercial objectives.

Key Responsibilities

Paid Media Strategy & Delivery

• Own paid media strategy for all off-plan campaigns
• Plan, launch and optimise paid media activity across live projects
• Ensure media activity supports a single, clearly defined campaign objective
• Balance performance across multiple concurrent launches

Ad Tech & Platform Ownership

• Set up and own all paid media accounts and infrastructure, including:
  
  
  • Meta Ads
  • Google Ads
  • Tracking, pixels and conversion events
    
    
• Define and maintain account structures, naming conventions and access controls
• Ensure tracking and attribution are implemented correctly from day one
• Establish performance benchmarks and reporting standards

This role is accountable for making paid media work properly at White & Co, not inheriting a broken setup.

Lead Quality & Optimisation

• Optimise campaigns for lead quality, not volume
• Work closely with brokers and sales operations to assess lead quality and outcomes
• Adjust targeting, creative and budgets based on real sales feedback
• Ensure retargeting is structured and effective across all live projects

Budget Management

• Own budget pacing across all off-plan campaigns
• Allocate spend dynamically based on demand, inventory and performance
• Flag underperforming spend early and recommend corrective action
• Ensure media budgets are controlled, efficient and commercially justified
  
  

Performance & Reporting

• Track and report against core commercial metrics:
  
  
  • Cost per qualified lead
  • Lead-to-viewing ratio
  • Viewing-to-reservation ratio
  • Cost per reservation
    
    
• Provide clear, actionable reporting to marketing and commercial leadership
• Support post-campaign reviews with insight and recommendations

Vanity metrics are not the focus. Outcomes are.

Collaboration & Standards

• Work closely with the Off-Plan Campaign Manager to align media activity with launch plans
• Collaborate with design and content teams to ensure creative is fit for purpose
• Enforce performance standards, best practice and consistent ways of working
• Help define how performance marketing scales as off-plan volume grows

What Success Looks Like

• Paid media infrastructure is correctly set up, owned and controlled internally
• Media spend consistently generates qualified, sales-ready leads
• Performance data is trusted and used to make decisions
• Media activity flexes in line with inventory and demand
• Off-plan campaigns sell efficiently without wasted spend
• White & Co has a repeatable, scalable paid media engine for off-plan

Skills & Experience

• 4+ years experience in performance marketing or paid media roles
• Proven experience setting up and owning paid media accounts and tracking
• Strong understanding of Meta and Google Ads in lead-generation environments
• Commercial mindset with focus on quality and conversion, not volume
• Comfortable working in fast-paced, performance-driven environments
• Experience in property, real estate or high-value sales preferred