Director, Performance Marketing & Customer Acquisition; B2C)

Location Zip Code: 84604 Job Family:
Marketing We are seeking a hands‑on, strategic, and highly analytical marketing leader to join our Aptive team! This is a full‑time Director, Performance Marketing & Customer Acquisition (B2C) position located in Provo, Utah or remotely. This leader will drive profitable consumer growth through paid media, affiliate partnerships, and new acquisition channels. They will own the acquisition budget, channel mix, forecasting, and performance across the full funnel—from awareness and qualified lead generation to paying customers and long‑term value.

The ideal candidate has personally owned substantial B2C paid media budgets and brings recent, hands‑on experience building, managing, and optimizing campaigns. They can explain campaign performance in detail, make informed budget decisions, and defend investment recommendations with clear financial reasoning. This role combines direct execution with team and agency leadership, partnering closely with Search, Web, CRM, Brand, Inside Sales, and Operations to improve acquisition results.

• Annual salary + merit bonus
• Group health, dental, and vision plans
• Pet insurance, life insurance, and EAP benefits
• 401(k) with employer match up to 4%
• Paid holidays and paid time off
• Opportunity for advancement
• Upbeat and exciting company culture and much more!

Responsibilities include:

Paid Media, Customer Acquisition & Growth Own Aptive’s B2C acquisition strategy across paid media, affiliate, publisher, marketplace, pay‑per‑call, and partner‑sourced demand, with accountability for budget allocation, qualified lead volume, customer acquisition, and profitability. Remain directly involved in advertising platforms and campaign performance, evaluating campaign structure, bidding, audiences, creative, placements, and conversion results in coordination with internal channel owners and agencies. Establish and manage channel targets for cost per qualified lead, customer acquisition cost, return on ad spend, and payback, connecting media performance to sales conversion and customer value.

Own annual acquisition budget planning, monthly forecasting, and daily and weekly pacing. Reallocate investment across channels and markets based on performance, incremental returns, seasonality, and operational capacity. Improve acquisition efficiency through disciplined testing and optimization of creative, audiences, bidding, offers, partner mix, payout economics, and landing pages. Identify, test, and scale new acquisition channels and growth partnerships, with defined test budgets, success measures, and decisions to scale, refine, or discontinue.

Develop measurable awareness and consideration programs across opportunities such as video, CTV, streaming audio, paid social, creators, and local‑market media, evaluating their contribution to customer acquisition. 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. Establish lead quality, routing, and speed‑to‑contact standards, partnering with Inside Sales and Operations to improve close rates and the full lead‑to‑service experience.

Analytics, Budget Accountability & Marketing Technology Own the financial case for acquisition investment, including fully loaded customer acquisition cost, payback, revenue, customer value, retention, and incremental growth. Present and defend budget recommendations to Finance and executive leadership, explaining channel economics, performance changes, assumptions, risks, and expected returns. Measure incrementality beyond platform‑reported conversions through appropriate methods such as holdout groups,…