Senior/ Director, Demand Generation

Responsibilities

• Demand Generation & Growth
• Own Aptive's demand generation strategy across paid media, affiliate, publisher, marketplace, pay-per-call, and partner-sourced demand, including budget allocation and volume, quality, and cost targets by channel, market, and month
• Improve qualified lead volume, acquisition efficiency, revenue, and profitability across established channels through disciplined optimization of partner mix, payout economics, audiences, creative, bidding, and elimination of waste
• Build a continuous pipeline of new acquisition channels and growth partnerships, including co-marketing, distribution, embedded offers, publishers, buyers, and platforms, with clear test budgets, success measures, and decisions to scale or discontinue
• Own upper-funnel demand creation alongside demand capture, including measurable awareness and consideration programs across video and CTV, streaming audio, paid social, influencer and creator, and local-market media
• Improve digital conversion through systematic testing of landing pages, offers, forms, quote flows, and self-service purchase paths in partnership with Search, Web, Finance, Revenue Strategy, and Legal
• Own lead quality, scoring, routing, and speed-to-contact standards and partner with Inside Sales and Operations to improve close rate, customer value, and the full lead-to-service experience
• Analytics and Marketing Technology
• Own the analytical case for every marketing dollar, including fully loaded acquisition cost, payback period, lead quality, customer value, retention, and incrementality rather than relying solely on platform-reported conversions
• Lead the marketing technology and measurement function, including attribution, conversion and offline event tracking, audience activation, tag management, experimentation tools, call tracking, and consent-compliant data collection

Requirements

• Bachelor's degree in marketing, business, economics, statistics, communications, or a related field
• 12 or more years of experience in demand generation, growth, partnerships, affiliate marketing, or performance marketing, with progressive leadership across internal teams, agencies, publishers, or strategic partner ecosystems
• Proven ownership of significant digital acquisition, affiliate, marketplace, or partner-sourced demand programs in a high-volume, direct-response environment, including measurable improvements in revenue, qualified volume, acquisition cost, or profitability
• Experience across the acquisition funnel, with demonstrated strength in one or more of performance marketing, upper-funnel demand creation, affiliate or marketplace growth, pay-per-call, or strategic partnerships
• A track record of launching and scaling at least one new acquisition channel or growth partnership into a meaningful source of demand
• Fluency in acquisition cost, payback, cohort and retention analysis, incrementality, experimentation, attribution limitations, and marketing technology measurement
• Strong executive communication and a hands-on, resourceful leadership style suited to a lean internal team with significant agency support
• Strongly preferred: experience in home services, local services, franchising, or another multi-market business. Experience with pay-per-lead, pay-per-call, affiliate, publisher, marketplace, or recurring-revenue models is highly valued
• Preferred: experience helping a field or offline sales business expand digital acquisition, self-service purchasing, marketplace distribution, or partner-led growth
• Professional certifications in digital marketing, marketing analytics, or experimentation are a plus; none are required

Preferred

• Strongly preferred: experience in home services, local services, franchising, or another multi-market business. Experience with pay-per-lead, pay-per-call, affiliate, publisher, marketplace, or recurring-revenue models is highly valued
• Preferred: experience helping a field or offline sales business expand digital acquisition, self-service purchasing, marketplace distribution, or partner-led growth
• Professional certifications in digital marketing, marketing analytics, or experimentation are a plus; none are required

Benefits

• Annual Salary + Merit bonus
• Group Health, Dental, and Vision plans
• Pet insurance, Life insurance, and EAP benefits
• 401K with employer match up to 4%
• Paid holidays and paid time off
• Opportunity for advancement
• Upbeat and exciting company culture and much more!