Director of Performance Marketing

Responsibilities

• Lead enterprise Performance Marketing strategy, execution, and optimization across Five Star's portfolio of franchise brands.
• Develop paid media strategies that improve lead generation, customer acquisition, revenue growth, and franchise owner profitability.
• Partner with Brand Marketing Directors to identify growth opportunities, optimize marketing investments, and improve channel performance.
• Oversee paid media initiatives across Google Ads, Meta, YouTube, TikTok, Reddit, Local Service Ads, Display, Programmatic, and emerging advertising platforms.
• Build scalable testing frameworks across creative, audiences, landing pages, bidding strategies, messaging, and conversion funnels.
• Own attribution, conversion tracking, and marketing measurement frameworks to ensure reporting accuracy and business visibility.
• Develop executive dashboards, scorecards, and performance reporting that translate complex marketing data into actionable business insights.
• Lead agency relationships through structured governance, performance benchmarks, quarterly business reviews, and continuous optimization initiatives.
• Evaluate campaign performance using key performance indicators including ROAS, MER, CPL, CPA, CAC, LTV, conversion rates, and lead quality.
• Partner with CRM, analytics, and technology teams to improve data integrity, offline conversion tracking, and marketing system integrations.
• Identify operational gaps, reporting challenges, and process improvements that increase marketing efficiency and scalability.
• Develop franchise performance benchmarks and optimization playbooks that improve results across brands and individual franchise locations.
• Present strategic recommendations, performance insights, and growth opportunities to executive leadership with clarity and confidence.
• Stay ahead of emerging advertising platforms, AI technologies, privacy regulations, attribution models, and digital marketing best practices to maintain Five Star's competitive advantage.

Requirements

• 7+ years of experience in Performance Marketing, Digital Marketing, or Growth Marketing.
• Proven success managing multi-channel paid media programs and optimizing marketing performance through data-driven decision making.
• Strong analytical skills with experience measuring campaign performance, attribution, and marketing ROI.
• Experience managing agencies, strategic vendor partnerships, and cross-functional stakeholders.
• Deep expertise across Google Ads, Meta Ads, Google Analytics 4, Google Tag Manager, attribution platforms, and modern reporting tools.
• Experience with CRM and marketing automation platforms such as HubSpot, Klaviyo, or similar systems.
• Strong understanding of lead generation, conversion optimization, customer acquisition strategy, and performance measurement.
• Excellent leadership, communication, presentation, and project management skills.
• Experience in franchise, multi-location, home services, restoration, or other service-based industries is a plus.
• Bachelor's degree in Marketing, Business, Analytics, Communications, or related field preferred.
• Google Ads, Analytics, Meta, or related certifications are a plus.
• Strong project management and organizational skills; experience with Monday.com or similar work management platforms is a plus.
• Experience in franchise, multi-brand platform, or marketing agency environments is a plus.