The Director of Performance Marketing will drive consumer sales performance by strategically aligning all online digital efforts across various platforms and agency partners to ensure maximum lead generation, conversion, and brand awareness opportunities. This person will establish a digital media roadmap that also considers offline marketing activities and oversees all aspects of the client acquisition process from concept to implementation and will report on Key Performance Indicator achievement. They will oversee the digital marketing for 200+ individual locations, providing transparent insight on all key data points across multiple platforms and clearly communicate results to stakeholders. They will constantly monitor lead and conversion data (both web and phone) and implement A/B tests.

ESSENTIAL DUTIES & RESPONSIBILITIES:

· Primary metrics are Cost Per Lead (CPL) and Client Acquisition Cost (CAC)

· Drive website traffic and acquire leads.

· Implement and manage robust marketing automation and remarketing activities.

· Manage digital agencies to ensure best results and evaluate opportunities.

· Manage metrics that measure digital program success and optimize programs for full funnel performance.

· Provide expert POV to team, executives and franchise partners around evolving digital best practices and communicate those findings effectively.

· Stay up to date with and evaluate emerging technologies. Provide thought leadership and perspective for adoption where appropriate.

· Review, optimize and improve SEO metrics for websites, for both national and local pages.

· Review PPC metrics on a national and local level; analyze and report on the data found.

· Manage large budgets across multiple locations.

· Analyze web traffic metrics and implement solutions to boost web presence.

· Implement measurable improvement on current digital marketing campaigns, including SEM, social media, display advertising and SEO.

· Plan, execute, and measure experiments and conversion tests.

· Assist with bringing in franchise partners.

· Manage affiliate programs.

· Utilize strong analytical ability to evaluate end-to-end client experience across multiple channels and client touch points.

· Eagerness to learn, stay on top of trends, and advance in knowledge (self-educator)

· Leadership skills to influence others and manage outside partners.

· Constant explorer who is pursuing new opportunities and advancing our efforts in unique and beneficial ways

· Technical knowledge in digital strategies and ROI + company + industry

· Positive mindset

· Clear, easy to understand communication skills, both written and verbal

· Financial acumen

· Interpersonal skills

REQUIRED EDUCATION & EXPERIENCE:

· Bachelor's degree (B. A.) from four-year college or university; or one to two years related experience and/or training; or equivalent combination of education and experience. 7+ years of experience.