Director of Performance and Optimization
About The Position
The Pork Checkoff is looking for a Director of Performance & Optimization to help the Communications team better understand what is working, what audiences need and how our digital channels can perform more effectively. In this role, you will lead analytics, optimization, SEO and AI discoverability strategy across owned digital channels, including web, email, landing pages and nurture experiences. You will turn audience behavior, search trends and performance data into clear insights that help improve content effectiveness, audience engagement and communications outcomes. This role serves as the Communications team’s audience intelligence engine. It is a great fit for someone who enjoys connecting data, strategy and storytelling to help teams make smarter decisions and create more useful audience experiences. You will lead the measurement, experimentation and optimization strategy that helps the Communications team understand audience behavior and improve digital performance over time.
Requirements
- Bachelor’s degree in Communications, Marketing, Analytics, Business or a related field, or an equivalent combination of education and professional experience.
- 8+ years of experience in digital analytics, optimization, SEO, performance marketing, audience intelligence or lifecycle analytics.
- Experience owning or significantly contributing to measurement frameworks, audience insights programs or digital performance strategies.
- Significant HubSpot experience, including reporting, segmentation, campaign analytics, dashboards and lifecycle performance measurement.
- Advanced experience with Google Analytics 4, including event-based measurement, conversion tracking, audience segmentation, reporting and attribution modeling.
- Experience using analytics and executive reporting tools such as Looker Studio, Power BI or similar platforms.
- Ability to translate complex data into clear, useful and decision-ready insights.
- Experience applying SEO, AI discoverability, search behavior and digital performance optimization strategies.
- Understanding of AI-generated search results, answer engine optimization and large language model discoverability (AEO/GEO).
- Experience building analytics frameworks, optimization programs and structured experimentation strategies.
- Experience with first-party audience data strategy and data governance practices, including CRM-connected data quality, tagging standards and reporting consistency.
- Demonstrated ability to use audience and performance data to influence strategy and improve communications outcomes.
Nice To Haves
- Experience with behavioral analytics platforms such as Hotjar or similar tools.
- Experience using discoverability and search intelligence platforms such as Semrush or similar tools.
- Experience with personalization systems, audience scoring or advanced segmentation approaches.
- Experience with attribution modeling and CRM-connected audience measurement.
- Experience in agriculture, trade associations, membership organizations or other information-driven nonprofit environments.
Responsibilities
- Leading audience measurement, segmentation and analytics across owned digital channels.
- Helping teams use performance data to make informed decisions across web, email, landing pages and nurture experiences.
- Owning SEO and AI discoverability strategy, including search intent analysis, keyword insights and organic visibility.
- Optimizing content and digital experiences for AI-generated search results, answer engines and large language model discoverability.
- Building and managing experimentation programs across journeys, landing pages, calls to action and engagement pathways.
- Designing tests, analyzing results and turning findings into practical recommendations.
- Defining digital performance KPIs and reporting standards that align with Communications and organizational goals.
- Establishing tagging, measurement and data quality standards across CRM, analytics and digital engagement systems.
- Translating audience and performance insights into clear recommendations for leadership, stakeholders and content teams.
- Identifying discoverability opportunities, engagement trends and performance improvement priorities.
- Supporting privacy-conscious first-party data practices that help improve communications effectiveness.
Benefits
- exceptional benefits package
Stand Out From the Crowd
Upload your resume and get instant feedback on how well it matches this job.
What This Job Offers
Job Type
Full-time
Career Level
Director
