Director Performance Marketing

Foundation Partners Group is a compassionate organization that helps families create meaningful goodbyes during their most vulnerable moments. They are seeking a Director of Performance Marketing to scale their acquisition engine across paid search and omnichannel strategies, driving measurable local demand and optimizing performance marketing efforts.

Responsibilities:

• Drive performance investment strategy & planning
• 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
• Own and integrate an omnichannel portfolio
• 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
• Operate and optimize into a best-in-class paid search engine
• 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
• Elevate measurement & decision-making
• 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
• Cross-functional leadership
• 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
• Tools & platforms
• Paid media : Google Ads (required), Microsoft Ads
• Search and local : Google Business Profile (GBP); local listings tooling (e.g., Yext/Uberall or equivalent)
• Core systems : Salesforce , Shopify , and marketing tech that connects performance activity to downstream outcomes (e.g., lead flow, offline conversions, audiences, lifecycle triggers)
• Analytics & BI : GA4 (or equivalent), Looker Studio/Tableau (or equivalent), Excel/Google Sheets; SQL is a plus
• Tagging & measurement : Google Tag Manager (or equivalent), UTM governance; call tracking/recording (e.g., CallRail or equivalent)

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