The posting
Summary:
The Director of Performance Marketing is responsible for leading performance marketing strategies that drive customer acquisition, lead generation, revenue growth, and marketing efficiency across HomeTown Services’ family of brands. This role is responsible for the performance and optimization of a significant portion of the company’s paid media investment, including multi-million-dollar annual investments across Google and other digital advertising platforms. The Director will continuously evaluate marketing performance and investment allocation to identify opportunities to improve returns, scale successful strategies, and drive business growth. This role will support the Chief Marketing Officer and other senior leaders in developing and executing marketing strategy and lead-generating initiatives.
Essential Functions & Responsibilities:
- Leads and directs performance marketing strategies designed to generate qualified traffic, increase leads, improve customer acquisition, and contribute to revenue growth across paid media and other measurable marketing channels.
- Oversees the strategy, performance, optimization, and financial stewardship of multi-million-dollar annual paid media investments, with significant responsibility for Google Ads and other performance marketing platforms.
- Directs the allocation and ongoing optimization of paid media budgets across brands, markets, service lines, campaigns, and channels to ensure investment is continuously evaluated and redeployed toward the highest-value opportunities.
- Maintains deep oversight of Google Ads performance, including Paid Search, Performance Max, Local Services Ads, and other Google advertising products, ensuring campaign structure, bidding strategies, budgets, conversion signals, and optimization approaches support business objectives.
- Evaluates paid media and performance marketing channels to direct optimization efforts, measure campaign effectiveness, identify customer and market trends, and provide clear reporting on ROAS, cost per lead, cost per booked opportunity, conversion, revenue, contribution margin, and other key performance indicators.
- Establishes a clear operating cadence for performance management, including daily performance signal reviews and anomaly detection, weekly optimization recommendations and budget-shift discussions, and monthly channel role and investment recalibration.
- Defines, tests, and scales growth opportunities by establishing a disciplined test-and-learn agenda, clear measurement frameworks, and repeatable playbooks for scaling successful initiatives across brands and markets.
- Leads agency performance and accountability, establishing clear expectations, reporting requirements, optimization processes, contract management, and performance standards. Independently evaluates and challenges agency and platform recommendations to ensure investment decisions are supported by data and business outcomes.
- Partners with Field Marketing to develop and optimize marketing plans for each location, state, and region based on business objectives, market conditions, customer acquisition opportunities, and performance.
- Partners with Marketing Operations and Web teams to align paid media and SEO strategies, ensuring an integrated approach that improves search visibility, strengthens the customer journey, and maximizes conversion performance.
- Collaborates with Operations and Contact Center on occupancy to ensure paid media efforts and spend pace with branch capacity and promotions are in line with lead handling and ability to convert paid media into jobs.
- Collaborate with business leaders to set priorities, establish marketing goals and budgets, and implement marketing initiatives that support Operations in meeting revenue goals.
- Translates complex marketing and performance data into clear executive narratives and recommendations that help senior leaders make informed decisions regarding marketing investment, channel strategy, and growth opportunities.
- Builds and fosters trusted partnerships with senior leaders and cross-functional teams, simplifying complex performance topics and influencing decisions across Marketing, Operations, Finance, Analytics, and other functions.
- Maintains performance marketing budgets across brands and markets and provides recommendations regarding investment levels and allocation of resources.
- Supports the Chief Marketing Officer with annual planning, forecasting, executive reporting, and other strategic marketing initiatives.
- Coordinates team member selection and development and ensures team members comply with appropriate policies and procedures.
Requirements:
- Bachelor’s degree in Marketing, Advertising, Business, Analytics, or a related field from an accredited institution.
- Demonstrated experience directly managing or overseeing a multi-million-dollar annual paid media budgets of similar scale and complexity, including responsibility for investment allocation, optimization, forecasting, performance measurement, high volume, local lead generation, and financial accountability.
- Significant experience managing Google Ads in a high-spend environment, with a strong understanding of Paid Search, Performance Max, bidding strategies, campaign structure, conversion signals, attribution, audience strategy, and performance optimization.
- Proven experience managing performance marketing across multiple locations, markets, and brands with varying budgets, business objectives, and marketing plans. Preference will be given to experience within the home services industry or another multi-location consumer services business.
- Demonstrated ability to manage or influence large-scale marketing investment decisions across paid media, digital, or other performance channels.
- Strong understanding of marketing ROI, ROAS, incrementality, attribution, contribution margin, media measurement, audience strategy, customer acquisition economics, and performance optimization.
- Experience connecting media platform performance with downstream business outcomes, including calls, leads, booked opportunities, revenue, customer acquisition, and profitability.
- Demonstrated ability to turn complex data and insights into practical actions that improve marketing and business outcomes.
- Previous experience with Service Titan or a similar field service platform preferred.
- Experience managing and holding media agencies and external partners accountable for strategy, execution, optimization, reporting, and business performance.
- Strong analytical and problem-solving skills with the ability to identify performance trends, diagnose issues, evaluate investment tradeoffs, and make recommendations in a fast-moving environment.
- Ability to simplify complex performance topics and communicate clear recommendations to senior executives, Operations leaders, agencies, and other stakeholders.
- Experience developing testing frameworks and using structured experimentation to identify and scale growth opportunities.
- Previous managerial experience and a servant approach to leadership are critical for success in this role.
- Comfort operating in ambiguity and establishing new ways of working where roles, processes, measurement standards, and decision rights need to be clarified.
- Comfortable working in a highly self-directed manner, with the ability to work independently and as part of a collaborative team.
- Excellent time management skills with a keen eye for detail and the ability to prioritize effectively.
- Effective communication skills with the ability to build and nurture long-term relationships with internal stakeholders and cross-functional teams and influence decisions without relying solely on direct authority.
- Ability to travel up to 10% by auto and plane with overnight stays.
Benefits:
We invest in the whole you — your health, your family, and your future. When you join us, you're not just getting a job — you're gaining a benefits package designed to support you at every stage of life.
- Medical Insurance: Comprehensive medical coverage with four plan options to fit every need and budget, including an HSA-eligible high-deductible plan and an FSA.
- Dental Insurance: Dental coverage with low weekly premiums.
- Vision Insurance: Vision coverage with low weekly premiums.
- Basic Life and AD&D Insurance: Company-paid basic Life and AD&D insurance.
- Long-Term Disability: Company-paid Basic Long-Term Disability coverage.
- Short-Term Disability: Optional Voluntary Short-Term Disability coverage.
- Additional Life Insurance: Optional additional life insurance coverage available.
- Retirement Plan: Traditional 401(k) and Roth 401(k) options with company match!
- Supplemental Health Plans: Including Accident, Critical Illness, and Hospital Indemnity Insurance, plus disability resource services, travel and beneficiary support services, pet health insurance, and PerkSpot — an exclusive employee discount program.
- PTO and Paid Holidays Available
