Performance Marketing Manager at Planday From Xero

Scheduling isn’t simply filling shifts. It’s finding the sweet spot that enables businesses to grow and team members to enjoy the perfect work/life balance.

At Planday from Xero, we aim to use Agentic AI to build a future where managers seamlessly can free up invaluable time for their business and teams. We’re not just building software; we’re on a mission to make shift work more human, to change work/life balance from a luxury to a reality for all shift workers. We’re using advanced technology to help humans reach their full potential. At work and in life.

Founded in 2004, Planday is headquartered in Copenhagen, Denmark and helps create perfect schedules for hundreds of thousands of users across the world. Planday was acquired by Xero in 2021.

About this role

We are looking for a Performance Marketing Manager to lead and evolve our performance marketing function across regions.

This is a high-impact role for an experienced performance marketer who combines strategic thinking with hands-on execution, bringing deep expertise in paid acquisition and a strong understanding of full-funnel growth in a B2B SaaS environment.

You will act as the central connector between brand, regional marketing, partnerships, and our external performance agency, ensuring performance marketing not only drives demand, but also improves conversion and contributes directly to pipeline and revenue.

You will be responsible for ensuring performance marketing effectively connects local brand awareness and demand creation (TOFU) through to conversion and revenue (MOFU/BOFU), adapting strategies to reflect market-specific dynamics, verticals, and customer behaviour across geographies.

How you’ll make an impact

Success in this role will come from building a scalable, insight-driven performance engine that drives measurable business growth across markets, within our ICP and target segments:

• Driving pipeline and revenue growth through performance marketing across regions

• Connecting brand, demand creation, and conversion into a cohesive full-funnel strategy

• Ensuring performance marketing supports inbound, outbound and partner-led growth

• Delivering locally relevant performance strategies that reflect market maturity and vertical focus

• Improving conversion rates and efficiency across the funnel

• Providing clear visibility into what is driving demand, conversion, and revenue across geographies

• Strengthening collaboration between performance, brand, regional teams, and sales

What you’ll do

Performance Strategy & Planning

• Define and execute a holistic performance marketing strategy aligned to business, regional and vertical priorities

• Translate pipeline and revenue targets into channel strategies, budget allocation, and investment plans

• Ensure a full-funnel approach across all geographies, connecting:

  • Brand awareness and demand creation (TOFU)

  • Consideration and engagement (MOFU)

  • Conversion and revenue generation (BOFU)

• Identify and prioritise new growth opportunities across channels, audiences, and markets

Channel Performance & Optimisation

• Own performance across all paid acquisition channels (e.g. search, social, display, affiliates)

• Drive continuous testing and experimentation across targeting, creative, landing pages, and funnel

• Optimise for end-to-end performance (traffic → lead → opportunity → revenue), not just lead volume

• Ensure budget is allocated effectively based on performance, incrementality, and scalability

• Adapt channel strategies to reflect local market context, verticals, and customer behaviour

Demand, Conversion & Insights

• Own performance reporting and insights across:

  • Pipeline and revenue contribution

  • Conversion rates across funnel stages

  • Cost efficiency (CPL, CAC, LTV:CAC)

• Provide clear, actionable insights to:

  • Regional marketing teams (what’s driving local demand)

  • Brand team (what messaging and creative is converting)

  • Sales and leadership (pipeline quality and opportunities)

• Surface early signals on opportunities and risks across markets

• Ensure clear visibility of how TOFU activity translates into MOFU/BOFU outcomes across geographies

Agency & Stakeholder Management

• Own and lead the relationship with our global performance marketing agency, ensuring:

  • High-quality execution and optimisation

  • Strategic input and proactive recommendations

  • Clear accountability against KPIs

• Ensure agency output reflects local market needs, not just global scale

• Act as the key liaison between brand, regional teams, partnerships, RevOps and external partners

• Align stakeholders on performance, priorities, and growth opportunities

Technology & Tracking

• Ensure all paid channels are accurately tracked, measured, and integrated across systems (e.g. Salesforce, marketing automation)

• Partner with RevOps and Data teams to improve attribution, tracking, and reporting infrastructure

• Ensure full-funnel visibility across geographies, connecting campaign performance to revenue outcomes

Leadership

• Set clear priorities, goals, and development plans

• Foster a culture of ownership, experimentation, and continuous improvement

What you’ll bring with you

• Experience: 7+ years experience in performance marketing, ideally within B2B SaaS

• Strategic mindset: Strong ability to translate business goals into scalable performance strategies

• Performance expertise: Proven track record of driving pipeline and revenue growth through paid channels

• Full-funnel understanding: Experience connecting brand, demand generation, and conversion (TOFU → MOFU → BOFU)

• Multi-market experience: Experience adapting strategies across different geographies and market maturities

• Collaboration: Skilled at influencing and aligning cross-functional teams (Sales, Brand, Partnerships, RevOps)

• Data-driven: Confident in using data and insights to optimise performance and communicate impact

• Agency management: Experience managing and scaling external agency relationships

• Communication: Excellent written and verbal communication skills; comfortable presenting to senior stakeholders

• Tools: Familiarity with Salesforce, marketing automation platforms (SFMC/HubSpot), analytics and attribution tools

• Mindset: Self-starter with strong ownership, adaptability, and curiosity to test and learn in a fast-paced environment

At Planday, we offer you

• Benefits like pension, health insurance, inclusive support for new parents and generous vacation

• On top of your annual base salary, you are offered to be part of an Employee Share Plan

• Growth and progression opportunities – we want you to grow with us

• Flexible remote work

• Strong social culture with lots of team and company activities

• Meaningful work – everyone at Planday contributes to improving the lives of shift workers around the globe

• Healthy work-life balance and autonomous approach to work. We trust in you and your abilities

Finally, our offices are not just workplaces (although they are pretty nice and well-located, we have to say!). Plandayers are open and welcoming and at Planday, everyone has the freedom and support to show their true self at work.

At Planday, we firmly believe that diversity and inclusion are the cornerstones of innovation and a vibrant workplace culture, and we highly value the strength that diverse backgrounds offer.

As an equal opportunity employer, we strive to create an equitable experience for all our candidates throughout the process. Please let us know if you need reasonable accommodation during the application or interview process.

All applicants will be considered for employment without attention to any personal characteristics.

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