Director, Performance Marketing

Responsibilities

• Business Growth & Performance Lead the performance marketing strategy across HFC’s franchise portfolio with accountability for driving consumer demand, lead generation, customer acquisition, and revenue growth. Establish performance goals, benchmarks, and growth targets by brand, channel, and market. Identify and prioritize high-value growth opportunities and translate insights into actionable investment and optimization plans. Evaluate marketing effectiveness across brands, channels, markets, and franchisees to improve business outcomes. Identify scalable success stories and best practices and accelerate adoption across the franchise network. Partner with Brand Marketing and Franchise Operations leaders to align marketing investment with broader business growth objectives.
• Brand & Franchise Partnership Serve as a strategic performance marketing advisor to Brand Marketing and Franchise Operations leaders. Translate brand priorities into measurable national and local marketing strategies. Provide performance insights, competitive trends, and franchisee learnings to support business decisions. Ensure stakeholders have visibility into marketing effectiveness, investment performance, risks, and opportunities. Facilitate alignment across Brand Marketing, Analytics, Creative, Finance, and Franchise Operations teams.
• National Advertising & Paid Media Leadership Develop and oversee performance strategies for HFC’s National Advertising Fund media investments. Guide full-funnel media strategy across paid search, paid social, Performance Max, Local Services Ads, CTV, online video, programmatic/display, audio, and emerging channels. Establish channel strategies, audience frameworks, media objectives, and performance expectations. Lead annual and ongoing media planning, budget allocation, optimization, and investment decisions. Hold media agencies accountable for execution excellence, testing, optimization, and measurable results. Partner with Creative and Brand Marketing teams to improve customer engagement, conversion rates, and overall marketing performance. Evaluate emerging technologies, AI-enabled capabilities, and industry trends to identify new growth opportunities.
• Local Area Marketing (LAM) Lead Local Area Marketing strategy focused on improving franchisee marketing effectiveness and business growth. Develop scalable local marketing frameworks, channel recommendations, investment guidelines, and best practices. Identify underinvestment, performance gaps, inefficiencies, and growth opportunities across markets. Partner with franchise owners and operations teams to improve marketing adoption and execution. Develop franchisee education and enablement programs to improve understanding of marketing performance and investment decisions. Ensure local-market insights inform enterprise marketing strategies.
• Agency & Vendor Management Establish performance standards and governance processes for media agencies and marketing vendors. Lead recurring business reviews focused on performance outcomes, testing plans, optimization priorities, and accountability. Evaluate agency, vendor, channel, and market performance to improve results and scale effective practices. Partner with approved marketing vendors to improve franchisee engagement, retention, and service quality.
• Measurement & Optimization Leverage marketing data to improve investment allocation and marketing effectiveness. Partner with Analytics teams to advance attribution modeling, incrementality testing, media mix modeling, and performance measurement capabilities. Develop performance benchmarks across brands, channels, and markets. Establish and maintain a disciplined testing and optimization roadmap across media, audiences, creative, offers, and landing pages. Identify risks and opportunities early and drive clear action plans and accountability. Translate complex performance data into concise business recommendations for executives, brand leaders, and franchise owners.
• Leadership & Cross Functional Partnership Lead, coach, and develop performance marketing team members. Establish operating rhythms, decision-making processes, and accountability standards across paid media and local marketing initiatives. Partner closely with Brand Marketing, Analytics, Creative, Finance, IT/MarTech, Franchise Operations, and agency partners. Promote collaboration between enterprise strategy and local execution to accelerate performance improvements across the HFC portfolio. Present performance insights, investment recommendations, business opportunities, and risks to senior leaders and franchise stakeholders.

Requirements

• Bachelor’s degree in Marketing, Business Administration, Communications, Analytics, or a related field is highly preferred.
• 8-12 years of progressive marketing experience with significant responsibility for performance marketing, paid media, customer acquisition, and growth initiatives.
• Demonstrated success leading large-scale paid media investments across multiple brands, markets, locations, or business units.
• Experience developing and optimizing full-funnel marketing strategies.
• Strong experience managing media agencies, marketing vendors, and strategic partnerships.
• Proven ability to leverage data, analytics, and measurement frameworks to drive business results and marketing effectiveness.
• Experience within franchise, multi-location, distributed, or local-market business models strongly preferred.
• Experience overseeing National Advertising Fund investments or similar enterprise-scale marketing budgets preferred.
• Home services industry experience preferred.
• Experience with AI-enabled marketing solutions, advanced measurement methodologies, and marketing automation technologies preferred.

Preferred

• Experience within franchise, multi-location, distributed, or local-market business models strongly preferred.
• Home services industry experience preferred.
• Experience with AI-enabled marketing solutions, advanced measurement methodologies, and marketing automation technologies preferred.

Benefits

• medical, dental, and vision insurance, Flexible Spending Accounts (FSAs), Health Savings Accounts (HSAs), and supplemental life insurance
• Associates are also eligible for an annual discretionary bonus and can participate in our 401(k) retirement plan, which includes matching contributions equal to 100% of the first three percent of eligible compensation contributed and 50% of the next two percent
• 10 paid holidays, 8 paid hours for associates to volunteer in their community, and open time off to support work-life balance
• During the interview process, our Talent team will be happy to share more details about our benefits and career development opportunities