Director, Performance Marketing

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.

• Exceptional verbal, written, presentation, and interpersonal communication skills.
• Strong executive presence with the ability to influence senior leaders, franchise owners, and cross-functional stakeholders.
• Ability to translate complex performance data into clear business insights and actionable recommendations.
• Strong strategic thinking, analytical problem-solving, and decision-making skills.
• Ability to work independently and effectively manage multiple priorities in a fast-paced environment.
• Proven ability to build relationships and drive alignment in highly matrixed organizations.
• Strong organizational skills, attention to detail, and follow-through.
• Results-oriented mindset with a focus on continuous improvement and measurable business outcomes.
• Demonstrated leadership, coaching, and team-development capabilities.
• Ability to balance enterprise-level strategy with local-market needs and execution.
• Deep understanding of performance marketing, customer acquisition, paid media strategy, and growth marketing principles.
• Strong knowledge of Google, Meta, and other digital advertising platforms.
• Experience with media attribution, customer acquisition metrics, ROAS, conversion measurement, incrementality testing, and marketing analytics.
• Familiarity with media mix modeling, audience segmentation, marketing automation, and AI-enabled marketing technologies.
• Proficient in Microsoft Office Suite applications, including Word, Excel, PowerPoint, Teams, and Outlook.
• Experience utilizing analytics, reporting, and marketing technology platforms to support performance measurement and decision-making.

Education and Experience

• 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.
• Equivalent combination of education and experience may be considered.

Physical & Workplace Requirements

• Light-duty work environment primarily office-based with minimal physical exertion.
• Ability to sit for extended periods while working on a computer.
• Occasional standing or walking for presentations, meetings, and collaboration activities.
• Ability to lift and carry up to 25 lbs occasionally.
• Hybrid model – Work from the office on Tues/Wed/Thurs and from home on Mon/Fri.
• Reasonable accommodation will be made to enable individuals with disabilities to perform essential functions.
• Travel requirements up to 20% annually.