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
• - Personally execute in-platform: campaign builds, restructuring, QA, keyword/match strategy, negatives, bidding, ad assets, extensions, geo and dayparting strategies.
• - Create repeatable systems (e.g., naming conventions, QA checklists, budget controls, testing templates) that make performance scalable and resilient
• - Build a call-driven optimization approach (e.g., routing considerations, call conversion paths, lead quality feedback loops) aligned to offline service outcomes
• Elevate measurement & decision-making
• - Strengthen measurement from digital touchpoints through offline outcomes (calls → consults/arrangements/services), including conversion definitions aligned to KPIs and operational feedback loops
• - Make clear, defensible portfolio recommendations even when signals are imperfect or directional; translate performance into executive-ready decisions
• Cross-functional leadership
• - Partner closely with field teams and local leaders to align paid strategy with field-led local marketing strategies and community engagement-driven initiatives (e.g., events, partnerships, referral pathways)
• - Treat Google Business Profile (GBP) as a cross-functional lever: understand the inputs/operating rhythms and coordinate with owners across marketing, field, and web to support local visibility and conversion
• - Coordinate with SEO leadership on holistic search visibility, shared keyword intelligence, and AI-driven discovery shifts, ensuring paid + organic + local surfaces work together across priority markets, location pages, and service lines.