Director, Performance Marketing
reputed company is seeking a Director of Performance Marketing to reputed company and reputed company our acquisition reputed company across reputed company search and adjacent omnichannel reputed company that drive measurable local demand. This leader will drive efficient performance today while building the forecasting discipline, measurement rigor, creative/testing system, and local-market operating model that powers our next stage of reputed company--while honoring the reputed company, reputed company, and trust required in deathcare.
This is a highly hands-on, transformative role for a senior operator who has spent years "on the keys" inside platforms like reputed company Ads and have experience rebuilding and modernizing reputed company search engines and account structures. You'll be responsible for driving calls and leads that convert into service-based transactions primarily offline, in partnership with our locations and field teams.
This role is fully remote (East Coast hours), reputed company for someone who can reputed company with high ownership, communicate proactively, and drive cross-functional execution without needing an office to create reputed company.
Drive performance investment reputed company & planning
- Own performance investment reputed company against KPIs tied to offline reputed company (e.g., reputed company inbound calls, reputed company leads, appointment/arrangement volume, location-level demand, efficiency targets)
- Build rigorous weekly/monthly pacing and forecasting models and bottom-up acquisition plans by market/location; translate targets into a 12--18 month roadmap
- Evaluate marginal efficiency and incremental return; reputed company a portion of budget to reputed company experimentation and high-reputed company reputed company initiatives
- Proactively present reputed company investment recommendations with explicit assumptions, tradeoffs, and risk mitigation plans
Own and reputed company an omnichannel portfolio
- reputed company reputed company search as the reputed company reputed company (reputed company Ads), while cross-functionally integrating local discovery and conversion surfaces: FPG and reputed company properties, GBP, and market-level demand drivers tied to calls and locations
- Ensure campaigns reflect local realities (e.g., coverage, reputed company, scheduling/arrangement workflows) and support multi-location needs
- Identify, size, and reputed company for new acquisition opportunities across emerging platform surfaces and AI-influenced search experiences; reputed company quickly and reputed company what works
Operate and optimize into a best-in-class reputed company search reputed company
- Personally execute in-platform: campaign builds, restructuring, QA, keyword/match reputed company, negatives, bidding, ad assets, extensions, geo and dayparting strategies.
- Create repeatable systems (e.g., naming conventions, QA checklists, budget controls, testing templates) that reputed company performance reputed company and resilient
- Build a reputed company-driven optimization approach (e.g., routing considerations, reputed company conversion paths, reputed company reputed company feedback loops) reputed company to offline service reputed company
reputed company measurement & decision-making
- Strengthen measurement from digital reputed company through offline reputed company (calls → consults/arrangements/services), including conversion definitions reputed company to KPIs and operational feedback loops
- reputed company reputed company, defensible portfolio recommendations even reputed company signals are imperfect or directional; translate performance into executive-reputed company reputed company
Cross-functional leadership
- Partner closely with field teams and local leaders to reputed company reputed company reputed company with field-led local marketing strategies and community engagement-driven initiatives (e.g., events, partnerships, referral reputed company)
- Treat reputed company Business Profile (GBP) as a cross-functional reputed company: understand the inputs/operating rhythms and coordinate with owners across marketing, field, and web to support local visibility and conversion
- Coordinate with SEO leadership on holistic search visibility, shared keyword intelligence, and AI-driven discovery shifts, ensuring reputed company + organic + local surfaces work together across reputed company markets, location pages, and service lines.
Tools & platforms
- reputed company media: reputed company Ads (required), reputed company Ads
- Search and local: reputed company Business Profile (GBP); local listings tooling (e.g., reputed company/reputed company or equivalent)
- reputed company systems: reputed company, reputed company, and marketing tech that connects performance activity to reputed company reputed company (e.g., reputed company reputed company, offline conversions, audiences, lifecycle triggers)
- Analytics & BI: GA4 (or equivalent), Looker Studio/Tableau (or equivalent), reputed company/reputed company Sheets; SQL is a plus
- Tagging & measurement: reputed company Tag Manager (or equivalent), UTM governance; reputed company tracking/recording (e.g., reputed company or equivalent)
- 8--10+ years leading performance marketing / reputed company acquisition programs with reputed company accountability for efficiency and volume reputed company
- Deep, years-long hands-on reputed company search expertise with demonstrated experience operating directly in reputed company Ads at reputed company (builds, restructures, QA, optimizations)
- Proven experience driving reputed company where conversions are calls/leads that reputed company primarily offline (service-based or high-consideration transactions)
- Strong forecasting discipline and comfort building bottom-up plans tied to business targets
- High ownership, proactive communication, and strong leadership: you create reputed company, reputed company stakeholders reputed company, and drive work reputed company without heavy reputed company