VP of Performance Marketing

Position Summary

We are seeking a strategic and results-driven Vice President of Performance Marketing to lead the charge in scaling our digital and local marketing efforts. This senior leader will be responsible for building and optimizing multi-channel performance marketing programs across paid media, SEO, social media, and Pay Per Lead partnerships. The role will also shape local brand marketing strategies to win in highly competitive markets, ensuring alignment with our customer acquisition and retention goals.

Key Responsibilities

• Performance Marketing Leadership
  • Lead all paid acquisition efforts (Google, Meta, YouTube, Display, Programmatic, Pay Per Lead, etc.) to deliver efficient and scalable cost-per-lead and cost-per-booking metrics.
  • Own full-funnel conversion metrics from impression to booked appointment, driving accountability across digital platforms.
  • Oversee media buying and digital campaign strategy across service lines and geographies.
• Digital Strategy & Execution
  • Develop and own the digital marketing roadmap including PPC, SEO, retargeting, affiliate, and email/SMS.
  • Champion the use of data and analytics to inform channel performance, campaign optimization, and budget allocations.
  • Leverage CRM and first-party data to improve personalization, targeting, and lifetime value.
  • Partner with Media agency to execute digital and traditional tactics
• Local Brand Strategy
  • Create and execute local market marketing playbooks to support territory-specific growth and brand affinity.
  • Collaborate with field operations and local GMs to adapt national brand assets for market relevancy.
  • Support community engagement and hyper-local partnerships that elevate trust and visibility.
• Social Media & Content
  • Oversee paid and organic social strategy to drive brand engagement and demand generation.
  • Ensure cohesive storytelling across platforms that aligns with seasonal promotions and business objectives.
  • Foster influencer/creator partnerships where appropriate to amplify reach.
• Team Leadership & Cross-Functional Partnership
  • Build, lead, and mentor a high-performing performance marketing team.
  • Partner closely with operations, call center, IT, and field leadership to ensure marketing alignment with operational execution.
  • Manage relationships with external media agencies and tech partners.

Qualifications

• 10+ years of progressive experience in digital and performance marketing, with at least 5 years in a leadership role.
• Experience in home services, franchising, retail, or multi-location businesses strongly preferred.
• Proven track record of delivering measurable growth through paid digital channels.
• Deep expertise in Google Analytics, Google Ads, Meta Business Suite, SEO best practices, and marketing analytics tools.
• Strong understanding of local marketing dynamics and customer behavior in service-based industries.
• Hands-on experience managing teams and external vendors/agencies.
• Data-driven decision-maker with a bias for action and experimentation.
• Bachelor's degree in Marketing, Business, or related field; MBA preferred.