Director of Performance Marketing

Responsibilities

• Paid Media · Manage and optimize our spend alongside our media services partners and ad platforms in paid search (Google and Microsoft) and digital growth channels such as Meta, YouTube, TikTok, Reddit and connected TV and programmatic: plans, budgets, testing and results. · Work with the team to set strategy, plans, Smart Bidding strategies, budgets and pacing across our product lines, and rebalance on performance. · Work with the team to launch new product lines in paid media, within platform regulatory rules for life insurance, housing, credit and financial services advertising. · Model testing for integrating multivariate keywords, copy and target segmentation triggers at scale Search, AI search and form optimazation · Set SEO strategy and manage our team and partners on it · Help drive and build visibility in AI-driven search and answer engines (AEO/GEO), so AI LLM assistants such as Google/Gemini AI Overviews, ChatGPT, Claude and Perplexity find, understand and cite us. · Work with TechOps to define structured data, schema markup and metadata across our sites, so search engines, LLMs and AI agents can read our products accurately. · Work with MarTech Ops to make our sites and forms ready for agent-driven browsing, while keeping them protected from spam and bots. · Work with content and creative partners on pages and content that rank and convert. Measurement and data - Own media attribution end to end: click IDs, call tracking, conversion tracking and data back to the ad platforms. · Send qualified and converted lead data back to the ad platforms, including enhanced conversions and value-based bidding. · Make sure leads and opportunities are attributed accurately to the channels that produced them. Lead quality and the handoff to Sales (MQL to SQL) · Co-own the definition of a marketing-qualified lead with Sales, and the lead scoring behind it. · Improve speed and quality of the handoff from Marketing to Sales. · Partner with our marketing-automation team on nurture, remarketing and lead routing. Partners · Works directly with our media, CRM and creative agency partners on all performance and demand generation media. · Works closely with Sales, Operations and Finance. · Partner with Finance on media forecasting, budget planning and scenario modeling as spend grows. · Build the in-house search team over time, starting with a Digital Media Analyst and adding a paid search specialist as search moves in-house.
• Soft Skills · Direct-response TV experience. · SQL or BI tools.
• What success looks like · Foundational consistency in SEM and CPC generating monthly digital leads, contributions to measured growth in content engagement, brand awareness and social advocacy/word of mouth. · Qualified opportunities from our CRM flowing back to our Ad PLatforms through conversion signals with match rates tracked and reported daily. · New product lines launched with our agency partners. · Measurable growth in organic and AI search visibility, including how often AI assistants cite Lighthouse. · Knowledge of structured GTM/UTM Tags and metadata implemented across our landing pages and other forms

Requirements

• 8–10 years in B2C lead generation, performance or direct-response marketing.
• Hands-on depth in Google Ads and Microsoft Ads; working knowledge of Meta and TikTok.
• Proven SEM experience, including some technical SEO, structured data and schema markup.
• Latest knowledge of AI search and answer-engine optimization (AEO/GEO), and how LLMs and AI agents discover and use web content.
• Knowledge of and experience with CRM systems including Salesforce/Hubspot as well as marketing-automation platforms (Salesforce Account Engagement/Pardot preferred), GA4, Google Tag Manager and connected CMS/CDP integrations
• A track record in a regulated consumer category: financial services, insurance, mortgage, pharmaceutical or similar.
• Experience running a consumer lead-generation funnel that hands off to both human and automated sales qualification – Click, Call, Chat.
• A results-focused mindset: you judge media on business outcomes, not clicks.
• Experience marketing to adults 60+, including how that audience searches and converts on Microsoft Ads as well as Google.
• A testing mindset: you design experiments, set baselines and read results before you scale.

Benefits

• Benefits: Comprehensive health, dental, and vision; 401(k); flexible PTO