Director, Performance Marketing

Foundation Partners Group is seeking a Director of Performance Marketing to scale and evolve their acquisition engine across paid search and adjacent omnichannel levers. This role involves driving performance investment strategies, optimizing paid search engines, and collaborating with cross-functional teams to enhance local demand and service-based transactions.

Responsibilities:

• Own performance investment strategy against KPIs tied to offline outcomes (e.g., qualified inbound calls, qualified 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; allocate a portion of budget to structured experimentation and high-impact growth initiatives
• Proactively present clear investment recommendations with explicit assumptions, tradeoffs, and risk mitigation plans
• Lead paid search as the core lever (Google Ads), while cross-functionally integrating local discovery and conversion surfaces: FPG and Tulip properties, GBP, and market-level demand drivers tied to calls and locations
• Ensure campaigns reflect local realities (e.g., coverage, capacity, scheduling/arrangement workflows) and support multi-location needs
• Identify, size, and advocate for new acquisition opportunities across emerging platform surfaces and AI-influenced search experiences; pilot quickly and scale what works
• Personally execute in-platform: campaign builds, restructuring, QA, keyword/match strategy, negatives, bidding, ad assets, extensions, geo and dayparting strategies
• Create repeatable systems (e.g., naming conventions, QA checklists, budget controls, testing templates) that make performance scalable and resilient
• Build a call-driven optimization approach (e.g., routing considerations, call conversion paths, lead quality feedback loops) aligned to offline service outcomes
• Strengthen measurement from digital touchpoints through offline outcomes (calls → consults/arrangements/services), including conversion definitions aligned to KPIs and operational feedback loops
• Make clear, defensible portfolio recommendations even when signals are imperfect or directional; translate performance into executive-ready decisions
• Partner closely with field teams and local leaders to align paid strategy with field-led local marketing strategies and community engagement-driven initiatives (e.g., events, partnerships, referral pathways)
• Treat Google Business Profile (GBP) as a cross-functional lever: 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 paid + organic + local surfaces work together across priority markets, location pages, and service lines

Requirements:

• 8--10+ years leading performance marketing / paid acquisition programs with direct accountability for efficiency and volume outcomes
• Deep, years-long hands-on paid search expertise with demonstrated experience operating directly in Google Ads at scale (builds, restructures, QA, optimizations)
• Proven experience driving outcomes where conversions are calls/leads that close 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 clarity, keep stakeholders aligned, and drive work forward without heavy oversight