Director of Performance Marketing

Responsibilities

• Build and Launch the Capability
• Lead the design, implementation, and launch of Empower's in-house performance marketing capability.
• Translate the strategic vision into a practical operating model, service offering, implementation roadmap, and franchisee experience.
• Lead platform implementation, configuration, and ongoing optimization.
• Establish the workflows, standards, service levels, governance, and processes required to scale across multiple franchise brands.
• Partner with Brand Presidents, Marketing, Finance, Legal, IT, Operations, and franchisee leadership groups to prepare for launch.
• Support the onboarding of the franchise brands and franchisee accounts.
• Build the capability in parallel with broader organizational hiring and platform implementation timelines.
• Lead Paid-Media Strategy and Initial Execution
• Lead the set up of campaign architecture, account setup, migration, launch, and optimization during the initial build.

Requirements

• 5+ years experience leading paid-media strategy and execution across Google and Meta.
• Bachelors degree in marketing, advertising, communications, business or a related discipline
• Deep knowledge of Google Search, Local Services Ads, Display, YouTube, Meta, campaign architecture, attribution, and optimization.
• Experience implementing or operating marketing technology, advertising platforms, dashboards, or multi-location marketing systems.
• Experience integrating paid-media execution with CRM, call tracking, landing pages, lead routing, and reporting.
• Demonstrated experience building a new service, capability, operating model, or internal agency function from the ground up.
• Strong change-management experience across complex stakeholder groups.
• Experience selecting, negotiating with, and managing agencies, technology vendors, and platform partners.
• Ability to personally execute campaigns and platform work during the initial build.
• Ability to move between strategy, product design, operations, technology, campaign execution, and stakeholder management.

Preferred

• Franchise marketing experience.
• Multi-location or distributed marketing experience.
• Agency leadership or agency operations experience.
• Experience supporting multiple brands through a shared platform or centralized operating model.
• Product-management or product-ownership experience.
• Experience in home services or another locally driven service category.
• Experience in a private-equity-backed organization.
• Experience scaling capabilities through periods of rapid growth and organizational change.
• Familiarity with franchise agreements, required marketing programs, local advertising requirements, and franchisee advisory structures.
• Experience with speed-to-lead, conversational AI, automated follow-up, or lead-conversion platforms.