Director of Performance Marketing

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The Director of Performance Marketing is responsible for leading performance marketing strategies that drive customer acquisition, lead generation, revenue growth, and marketing efficiency across Home Town Services’ family of brands. This role is responsible for the performance and optimization of a significant portion of the company’s paid media investment, including multi-million-dollar annual investments across Google and other digital advertising platforms. The Director will continuously evaluate marketing performance and investment allocation to identify opportunities to improve returns, scale successful strategies, and drive business growth.

This role will support the Chief Marketing Officer and other senior leaders in developing and executing marketing strategy and lead-generating initiatives.

• Leads and directs performance marketing strategies designed to generate qualified traffic, increase leads, improve customer acquisition, and contribute to revenue growth across paid media and other measurable marketing channels.
• Oversees the strategy, performance, optimization, and financial stewardship of multi-million-dollar annual paid media investments, with significant responsibility for Google Ads and other performance marketing platforms.
• Directs the allocation and ongoing optimization of paid media budgets across brands, markets, service lines, campaigns, and channels to ensure investment is continuously evaluated and redeployed toward the highest-value opportunities.
• Maintains deep oversight of Google Ads performance, including Paid Search, Performance Max, Local Services Ads, and other Google advertising products, ensuring campaign structure, bidding strategies, budgets, conversion signals, and optimization approaches support business objectives.
• Evaluates paid media and performance marketing channels to direct optimization efforts, measure campaign effectiveness, identify customer and market trends, and provide clear reporting on ROAS, cost per lead, cost per booked opportunity, conversion, revenue, contribution margin, and other key performance indicators.
• Establishes a clear operating cadence for performance management, including daily performance signal reviews and anomaly detection, weekly optimization recommendations and budget-shift discussions, and monthly channel role and investment recalibration.
• Defines, tests, and scales growth opportunities by establishing a disciplined test-and-learn agenda, clear measurement frameworks, and repeatable playbooks for scaling successful initiatives across brands and markets.
• Leads agency performance and accountability, establishing clear expectations, reporting requirements, optimization processes, contract management, and performance standards. Independently evaluates and challenges agency and platform recommendations to ensure investment decisions are supported by data and business outcomes.
• Partners with Field Marketing to develop and optimize marketing plans for each location, state, and region based on business objectives, market conditions, customer acquisition opportunities, and performance.
• Partners with Marketing Operations and Web teams to align paid media and SEO strategies, ensuring an integrated approach that improves search visibility, strengthens the customer journey, and maximizes conversion performance.
• Collaborates with Operations and…