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