Frederick Fox

The Director of Performance Marketing is responsible for driving measurable customer acquisition and revenue growth across HomeTown Services' family of brands through paid media, conversion optimization, and rigorous performance analysis. They own the performance marketing budget, media mix, and acquisition targets across all markets, and are accountable for cost per lead, cost per acquisition, and return on ad spend. This role will support the Chief Marketing Officer and other senior leaders in developing and executing acquisition strategy and lead generation initiatives. Essential Functions &amp; Responsibilities:<ul style="margin:0px;padding-left:40px;">
<li style="line-height:1.2;font-family:Arial;font-size:14px;color:rgb(0, 0, 0);margin:0px;">Owns paid media strategy and execution across all channels, including paid search, paid social, display, video, streaming audio and video, and local services ads, to deliver qualified lead volume at target cost.</li>
<li style="line-height:1.2;font-family:Arial;font-size:14px;color:rgb(0, 0, 0);margin:0px;">Owns the performance marketing budget across all brands and markets; allocates and reallocates spend dynamically based on performance, seasonality, capacity, and revenue goals.</li>
<li style="line-height:1.2;font-family:Arial;font-size:14px;color:rgb(0, 0, 0);margin:0px;">Sets, tracks, and is accountable for core performance metrics including cost per lead, cost per acquisition, return on ad spend, lead-to-booked-call rate, booked-to-sold conversion, and marketing-sourced revenue.</li>
<li style="line-height:1.2;font-family:Arial;font-size:14px;color:rgb(0, 0, 0);margin:0px;">Builds and maintains measurement and attribution infrastructure, including call tracking, conversion tracking, and reporting dashboards, so that every marketing dollar can be traced to booked revenue.</li>
<li style="line-height:1.2;font-family:Arial;font-size:14px;color:rgb(0, 0, 0);margin:0px;">Establishes a continuous testing roadmap across creative, audiences, bidding strategies, offers, and landing pages; scales what works and cuts what does not.</li>
<li style="line-height:1.2;font-family:Arial;font-size:14px;color:rgb(0, 0, 0);margin:0px;">Leads conversion rate optimization across landing pages, forms, and booking flows in partnership with web and creative teams.</li>
<li style="line-height:1.2;font-family:Arial;font-size:14px;color:rgb(0, 0, 0);margin:0px;">Leads and develops SEO and local search strategy to grow organic lead volume and maximize visibility in high-intent local searches.</li>
<li style="line-height:1.2;font-family:Arial;font-size:14px;color:rgb(0, 0, 0);margin:0px;">Manages email and lifecycle marketing programs aimed at retention, membership renewal, and repeat revenue.</li>
<li style="line-height:1.2;font-family:Arial;font-size:14px;color:rgb(0, 0, 0);margin:0px;">Negotiates contracts with media, agency, and technology vendors; holds partners accountable to performance benchmarks.</li>
<li style="line-height:1.2;font-family:Arial;font-size:14px;color:rgb(0, 0, 0);margin:0px;">Coordinates team member selection and development and ensures team members comply with appropriate policies and procedures.</li>
<li style="line-height:1.2;font-family:Arial;font-size:14px;color:rgb(0, 0, 0);margin:0px;">Partners with field and brand marketing to build acquisition plans by location, state, and region, calibrated to local demand, capacity, and competitive dynamics.</li>
<li style="line-height:1.2;font-family:Arial;font-size:14px;color:rgb(0, 0, 0);margin:0px;">Collaborates with Operations to align lead flow with technician capacity, ensuring demand generation matches the ability to serve it profitably.</li>
<li style="line-height:1.2;font-family:Arial;font-size:14px;color:rgb(0, 0, 0);margin:0px;">Partners with the call center to 1) keep them informed of all ongoing promotions and brand promises and 2) leverage CSR outbound activity and lead recovery to convert unbooked demand.</li>
<li style="line-height:1.2;font-family:Arial;font-size:14px;color:rgb(0, 0, 0);margin:0px;">Reports performance to senior leadership on a regular cadence, with clear recommendations and immediate in-flight adjustments when campaigns are off pace.</li>
<li style="line-height:1.2;font-family:Arial;font-size:14px;color:rgb(0, 0, 0);margin:0px;">Applies forward-thinking ideas on media, measurement, and marketing technology, including automation and AI-driven bidding and creative tools.</li>
<li style="line-height:1.2;font-family:Arial;font-size:14px;color:rgb(0, 0, 0);margin:0px;">Gathers input and provides recommendations for the annual department budget and allocation of resources.</li>
<li style="line-height:1.2;font-family:Arial;font-size:14px;color:rgb(0, 0, 0);margin:0px;">Works closely with Operations to understand capacity, revenue, and other key performance indicators.</li>
</ul> Requirements:<ul style="margin:0px;padding-left:40px;">
<li style="line-height:1.2;font-family:Arial;font-size:14px;color:rgb(0, 0, 0);margin:0px;">Bachelor's degree in Marketing, Advertising, Business, Analytics, or a related field from an accredited institution.</li>
<li style="line-height:1.2;font-family:Arial;font-size:14px;color:rgb(0, 0, 0);margin:0px;">Proven experience managing substantial paid media budgets with direct accountability for CPL, CAC, and ROAS. Experience across multiple locations and brands with varying budgets is required. Preference for a focus on multi-site and/or multi-state regions within the home services industry (or a related field/trade).</li>
<li style="line-height:1.2;font-family:Arial;font-size:14px;color:rgb(0, 0, 0);margin:0px;">Hands-on expertise with Google Ads, Microsoft Ads, Meta, and Local Services Ads, plus analytics and attribution platforms such as GA4, Google Tag Manager, and call tracking tools (CallRail, Invoca, or similar).</li>
<li style="line-height:1.2;font-family:Arial;font-size:14px;color:rgb(0, 0, 0);margin:0px;">Demonstrated ability to build reporting that connects marketing spend to booked revenue; comfort working with CRM and field service data (ServiceTitan or similar preferred).</li>
<li style="line-height:1.2;font-family:Arial;font-size:14px;color:rgb(0, 0, 0);margin:0px;">Previous managerial experience and a servant approach to leadership is also critical for success in this role.</li>
<li style="line-height:1.2;font-family:Arial;font-size:14px;color:rgb(0, 0, 0);margin:0px;">Strong analytical skills with advanced proficiency in Excel and experience with BI tools such as Looker, Power BI, or Tableau.</li>
<li style="line-height:1.2;font-family:Arial;font-size:14px;color:rgb(0, 0, 0);margin:0px;">Ability to travel (up to 10%) by auto and plane with overnight stays.</li>
<li style="line-height:1.2;font-family:Arial;font-size:14px;color:rgb(0, 0, 0);margin:0px;">Comfortable working in a highly self-directed manner, with the ability to work independently and as part of a collaborative team.</li>
<li style="line-height:1.2;font-family:Arial;font-size:14px;color:rgb(0, 0, 0);margin:0px;">Excellent time management skills with a keen eye for detail and the ability to prioritize effectively.</li>
<li style="line-height:1.2;font-family:Arial;font-size:14px;color:rgb(0, 0, 0);margin:0px;">Effective communication skills, with the ability to build and nurture long-term relationships with key, internal stakeholders and cross-functional teams. Adept at conveying ideas clearly and effectively to diverse audiences.</li>
<li style="line-height:1.2;font-family:Arial;font-size:14px;color:rgb(0, 0, 0);margin:0px;">Strong analytical and problem-solving skills, with a proven ability to manage multiple priorities simultaneously and deliver results under pressure.</li>
</ul>

The Director of Performance Marketing is responsible for driving
measurable customer acquisition and revenue growth across
HomeTown Services' family of brands through paid media,
conversion optimization, and rigorous performance analysis. They
own the performance marketing budget, media mix, and acquisition
targets across all markets, and are accountable for cost per
lead, cost per acquisition, and return on ad spend. This role
will support the Chief Marketing Officer and other senior leaders
in developing and executing acquisition strategy and lead
generation initiatives.

Essential Functions & Responsibilities:

* Owns paid media strategy and execution across all channels,
including paid search, paid social, display, video, streaming
audio and video, and local services ads, to deliver qualified
lead volume at target cost.
* Owns the performance marketing budget across all brands and
markets; allocates and reallocates spend dynamically based on
performance, seasonality, capacity, and revenue goals.
* Sets, tracks, and is accountable for core performance metrics
including cost per lead, cost per acquisition, return on ad
spend, lead-to-booked-call rate, booked-to-sold conversion, and
marketing-sourced revenue.
* Builds and maintains measurement and attribution
infrastructure, including call tracking, conversion tracking, and
reporting dashboards, so that every marketing dollar can be
traced to booked revenue.
* Establishes a continuous testing roadmap across creative,
audiences, bidding strategies, offers, and landing pages; scales
what works and cuts what does not.
* Leads conversion rate optimization across landing pages, forms,
and booking flows in partnership with web and creative teams.
* Leads and develops SEO and local search strategy to grow
organic lead volume and maximize visibility in high-intent local
searches.
* Manages email and lifecycle marketing programs aimed at
retention, membership renewal, and repeat revenue.
* Negotiates contracts with media, agency, and technology
vendors; holds partners accountable to performance benchmarks.
* Coordinates team member selection and development and ensures
team members comply with appropriate policies and procedures.
* Partners with field and brand marketing to build acquisition
plans by location, state, and region, calibrated to local demand,
capacity, and competitive dynamics.
* Collaborates with Operations to align lead flow with technician
capacity, ensuring demand generation matches the ability to serve
it profitably.
* Partners with the call center to 1) keep them informed of all
ongoing promotions and brand promises and 2) leverage CSR
outbound activity and lead recovery to convert unbooked demand.
* Reports performance to senior leadership on a regular cadence,
with clear recommendations and immediate in-flight adjustments
when campaigns are off pace.
* Applies forward-thinking ideas on media, measurement, and
marketing technology, including automation and AI-driven bidding
and creative tools.
* Gathers input and provides recommendations for the annual
department budget and allocation of resources.
* Works closely with Operations to understand capacity, revenue,
and other key performance indicators.

Requirements:

* Bachelor's degree in Marketing, Advertising, Business,
Analytics, or a related field from an accredited institution.
* Proven experience managing substantial paid media budgets with
direct accountability for CPL, CAC, and ROAS. Experience across
multiple locations and brands with varying budgets is required.
Preference for a focus on multi-site and/or multi-state regions
within the home services industry (or a related field/trade).
* Hands-on expertise with Google Ads, Microsoft Ads, Meta, and
Local Services Ads, plus analytics and attribution platforms such
as GA4, Google Tag Manager, and call tracking tools (CallRail,
Invoca, or similar).
* Demonstrated ability to build reporting that connects marketing
spend to booked revenue; comfort working with CRM and field
service data (ServiceTitan or similar preferred).
* Previous managerial experience and a servant approach to
leadership is also critical for success in this role.
* Strong analytical skills with advanced proficiency in Excel and
experience with BI tools such as Looker, Power BI, or Tableau.
* Ability to travel (up to 10%) by auto and plane with overnight
stays.
* Comfortable working in a highly self-directed manner, with the
ability to work independently and as part of a collaborative
team.
* Excellent time management skills with a keen eye for detail and
the ability to prioritize effectively.
* Effective communication skills, with the ability to build and
nurture long-term relationships with key, internal stakeholders
and cross-functional teams. Adept at conveying ideas clearly and
effectively to diverse audiences.
* Strong analytical and problem-solving skills, with a proven
ability to manage multiple priorities simultaneously and deliver
results under pressure.

Director of Performance Marketing

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