What should performance metrics expectations be like? Is this something I should include in the deal?
Hi - this is surely must be an exciting time for you.
From my start-up experiences, it might be too early to establish marketing metrics before you get hired. In my cases, we were "discovering" the appropriate marketing channels as we developed the products and services...so we avoided casting our metrics in stone too early.
If you are early to the start-up, you might consider base salary and options.
If you want to discuss specifics, just Request a Call and I can listen and talk you through some approaches that I have used. I've structured and looked at too many Employement Agreements to count!
Best of luck.