Director, Performance Marketing

Key Responsibilities

• Drive performance investment strategy & planning
• Own performance investment strategy against KPIs tied to offline outcomes
• Build rigorous weekly/monthly pacing and forecasting models and bottom-up acquisition plans by market/location
• Evaluate marginal efficiency and incremental return; allocate a portion of budget to structured experimentation and high-impact growth initiatives
• Proactively present clear investment recommendations with explicit assumptions, tradeoffs, and risk mitigation plans
• Lead paid search as the core lever (Google Ads), while cross-functionally integrating local discovery and conversion surfaces
• Operate and optimize into a best-in-class paid search engine
• Create repeatable systems (e.g., naming conventions, QA checklists, budget controls, testing templates) that make performance scalable and resilient
• Elevate measurement & decision-making
• Strengthen measurement from digital touchpoints through offline outcomes (calls → consults/arrangements/services)
• Cross-functional leadership
• Partner closely with field teams and local leaders to align paid strategy with field-led local marketing strategies and community engagement-driven initiatives
• Coordinate with SEO leadership on holistic search visibility, shared keyword intelligence, and AI-driven discovery shifts

Qualifications

• 8--10+ years leading performance marketing / paid acquisition programs with direct accountability for efficiency and volume outcomes
• Deep, years-long hands-on paid search expertise with demonstrated experience operating directly in Google Ads at scale
• Proven experience driving outcomes where conversions are calls/leads that close primarily offline
• Strong forecasting discipline and comfort building bottom-up plans tied to business targets
• High ownership, proactive communication, and strong leadership: you create clarity, keep stakeholders aligned, and drive work forward without heavy oversight