Responsibilities

• Drive performance investment strategy & planning
• - Own performance investment strategy against KPIs tied to offline outcomes (e.g., qualified inbound calls, qualified leads, appointment/arrangement volume, location-level demand, efficiency targets)
• - Build rigorous weekly/monthly pacing and forecasting models and bottom-up acquisition plans by market/location; translate targets into a 12--18 month roadmap
• - Evaluate marginal efficiency and incremental return; allocate a portion of budget to structured experimentation and high-impact growth initiatives
• - Proactively present clear investment recommendations with explicit assumptions, tradeoffs, and risk mitigation plans
• Own and integrate an omnichannel portfolio
• - Lead paid search as the core lever (Google Ads), while cross-functionally integrating local discovery and conversion surfaces: FPG and Tulip properties, GBP, and market-level demand drivers tied to calls and locations
• - Ensure campaigns reflect local realities (e.g., coverage, capacity, scheduling/arrangement workflows) and support multi-location needs
• - Identify, size, and advocate for new acquisition opportunities across emerging platform surfaces and AI-influenced search experiences; pilot quickly and scale what works
• Operate and optimize into a best-in-class paid search engine

Requirements

• 8--10+ years leading performance marketing / paid acquisition programs with direct accountability for efficiency and volume outcomes
• Deep, years-long hands-on paid search expertise with demonstrated experience operating directly in Google Ads at scale (builds, restructures, QA, optimizations)
• Proven experience driving outcomes where conversions are calls/leads that close primarily offline (service-based or high-consideration transactions)
• Strong forecasting discipline and comfort building bottom-up plans tied to business targets
• High ownership, proactive communication, and strong leadership: you create clarity, keep stakeholders aligned, and drive work forward without heavy oversight

Preferred

• SQL is a plus
• Experience with Salesforce, Shopify, and marketing tech that connects performance activity to downstream outcomes
• Experience working across multi-location organizations and field teams