Director of Performance Marketing

Job description

Job description: The Director of Performance Marketing is a high-impact leadership role responsible for owning and optimizing all performance marketing channels. This individual will take day-to-day ownership of paid media, lead generation, and channel performance — freeing our Fractional CMO to focus on broader brand strategy and executive priorities. This is not a strategy-only role. We need someone who can build, execute, measure, and iterate. The right candidate combines deep home improvement industry knowledge with hands-on performance marketing expertise and the leadership presence to drive a team. Key Responsibilities Channel Ownership & Performance Own all performance marketing channels including paid search, paid social, display, OTT/streaming, direct mail, and third-party lead generation Drive cost-of-marketing (COM) efficiency across all channels, with a target of reducing blended COM to 15% or below Establish channel-level attribution, reporting, and optimization cadence Identify underperforming channels and restructure or eliminate spend accordingly Lead Generation & Revenue Impact Own the full funnel from lead generation through appointment set, with close collaboration with Sales on conversion metrics Partner with Sales leadership to align lead quality, appointment volume, and revenue outcomes Build and manage lead scoring, routing, and follow-up processes in partnership with CRM and operations teams Analytics & Reporting Establish real-time visibility into marketing performance across all channels (Salesforce + Acumatica environment) Deliver weekly and monthly performance dashboards to the CMO and President Build and maintain a channel-level P&L view tied to installed revenue Team & Agency Management Manage internal marketing team members and external agency/vendor relationships Set clear performance expectations, conduct regular reviews, and develop team capabilities Evaluate agency performance and make recommendations on in-house vs. outsourced capabilities Strategic Planning Partner with the Fractional CMO on annual marketing planning, budget allocation, and brand positioning Contribute to the company's path from $66M to $87M+ in revenue through scalable marketing programs Stay current on home improvement industry trends, competitor activity, and emerging channels Requirements 5+ years of performance marketing experience, with at least 2 years in the home improvement, home services, or adjacent industry (windows, roofing, HVAC, solar, remodeling, etc.) Proven track record of managing $3M+ in annual paid media spend with measurable ROI outcomes Deep expertise in Google Ads, Meta Ads, and multi-channel attribution Experience with CRM systems (Salesforce preferred) and connecting marketing data to sales outcomes Strong analytical skills — comfortable building and owning performance dashboards Demonstrated ability to manage and develop a marketing team Benefits: 401(k) Dental insurance Health insurance Vision insurance Work Location: In person