Director of Performance Marketing

Karbon

7d•$170,000 - $195,000•Remote

About The Position

Karbon is seeking a Director of Performance Marketing to lead its paid and digital growth initiatives. This role requires a leader who can strategize and implement systems to stay ahead of AI's impact on marketing, including AI-native and agentic search. The Director will be responsible for paid media strategy and investment, driving the website as a high-converting commercial asset, and architecting lifecycle campaigns to grow revenue. A key aspect of the role is building a team that leverages AI for efficiency, automation, and faster experimentation. The position involves owning paid media strategy and execution across various channels, managing a significant budget with a focus on ROAS and payback period, and utilizing AI-driven tools for improved targeting and reduced CAC. Collaboration with Sales and RevOps is crucial for aligning paid investment with pipeline targets, supported by predictive analytics and AI-assisted forecasting. Rigorous measurement frameworks and attribution models, enhanced by AI analysis, will be developed to connect spend to revenue outcomes. Furthermore, the role encompasses owning the website (karbonhq.com) as a commercial asset, focusing on traffic quality, CRO, and pipeline contribution. This includes deploying AI-powered personalization, dynamic content, and intelligent chat to boost engagement and conversions. Leading large-scale experimentation with AI-assisted tools and ensuring the site's discoverability by traditional crawlers and AI ingestion pipelines are also key responsibilities. The Director will also manage Karbon's presence on G2 and other review platforms as a performance channel. A defining responsibility is leading Karbon's strategy across the modern search stack, including SEO, GEO, AEO, and agentic search. This involves driving visibility within AI-native discovery surfaces like ChatGPT, Perplexity, and Google AI Overviews, and developing strategies to be referenced by AI models. The role requires anticipating and building for the agentic web, where AI agents research and recommend software, and collaborating with cross-functional teams to adapt site architecture and content strategy for AI interpretation. The Director will design and execute integrated growth campaigns across the customer lifecycle, from prospecting to retention, using AI tools for faster campaign development, creative iteration, and audience segmentation. Building and optimizing nurture programs powered by behavioral signals and AI-driven lead scoring, and partnering with product marketing, customer success, and sales to accelerate revenue are also integral. Owning the buyer intent data strategy and operationalizing intent signals across various channels to act on in-market behavior in real time is essential. Finally, the role champions AI adoption across demand generation, identifying and implementing AI tools to improve lead speed, quality, and output. Building AI-enhanced workflows for a lean team to operate with high output, staying current with AI tool advancements, and fostering a culture of intelligent experimentation are critical for success.

Requirements

8+ years of performance marketing experience, with at least 3 years in a senior leadership role in a B2B SaaS environment.
Deep B2B vertical SaaS experience is required; understanding of marketing to a specific professional audience and owned pipeline and revenue targets in a SaaS context.
Demonstrable expertise in AI-native and agentic search; understanding of GEO, AEO, and agentic discovery channels, their importance, and how to build strategy around them.
Proven track record in paid media strategy, managing significant budgets across SEM, paid social, and programmatic, with command of AI-powered ad platforms and performance optimization.
Experience owning website performance as a commercial metric, with measurable CRO outcomes and a track record of deploying personalization and AI-assisted optimization.
Data-driven and analytically rigorous; ability to build attribution models, question default dashboards, and make decisions grounded in evidence.
Strong cross-functional leadership skills to align content, product, engineering, and sales around a coherent digital and AI search strategy.
Clear and confident communicator, able to translate AI strategy and performance data into executive-ready narrative and business impact.

Nice To Haves

Experience in accounting, professional services, or practice management software is a plus.

Responsibilities

Own Karbon's paid media portfolio with agency support across SEM, paid social, display, retargeting, content syndication, and review platforms, leveraging AI-powered bidding, audience modeling, and creative optimization to maximize performance.
Manage a multi-million dollar demand gen and advertising budget and maintain the highest standards for ROAS and payback period efficiencies.
Apply AI-driven tools and platforms to improve targeting precision, reduce CAC, and scale what works.
Partner closely with Sales and RevOps to align paid investment with pipeline targets, using predictive analytics and AI-assisted forecasting to sharpen planning.
Build rigorous measurement frameworks and attribution models, incorporating AI-assisted analysis to surface insights faster and connect spend to revenue outcomes with greater confidence.
Own karbonhq.com as a high-performing commercial asset, leading the team responsible for traffic quality, conversion rate optimization (CRO), and pipeline contribution and web development.
Deploy AI-powered personalization, dynamic content, and intelligent chat to improve on-site engagement and accelerate the path from visit to conversion.
Lead experimentation at scale, using AI-assisted testing tools to run more experiments faster, identify winning variants sooner, and continuously compound conversion improvements.
Ensure the site is structured and tagged for maximum discoverability by both traditional crawlers and AI ingestion pipelines, treating technical site health as a strategic competitive lever.
Own Karbon's presence on G2 and other review platforms as both a paid and organic performance channel, covering category sponsorship, profile optimization, review generation programs, and the deployment of G2 assets as conversion tools.
Own and lead Karbon's strategy across the full modern search stack: traditional SEO, generative engine optimization (GEO), answer engine optimization (AEO), and agentic search channels.
Drive Karbon's visibility and authority inside AI-native discovery surfaces, including ChatGPT, Perplexity, Google AI Overviews, Claude, Copilot, and the growing ecosystem of AI agents.
Develop a structured approach to being cited, referenced, and recommended by AI models, understanding how large language models retrieve and surface brand information.
Anticipate and build for the agentic web: ensure Karbon's digital footprint is optimized to be discovered, understood, and recommended by AI agents.
Collaborate with content, product marketing, and engineering to continuously evolve site architecture, structured data, and content strategy in response to how AI models index and interpret information.
Design and execute integrated growth campaigns across the full customer lifecycle, from AI-assisted prospecting and first-touch acquisition through expansion and retention.
Use AI tools to accelerate campaign development: faster creative iteration, smarter audience segmentation, AI-generated copy variants tested at scale, and intelligent send-time and channel optimization.
Build and optimize nurture programs powered by behavioral signals and AI-driven lead scoring.
Partner with product marketing, customer success, and sales to develop campaigns that grow pipeline at the top of funnel and accelerate revenue within the existing customer base.
Own Karbon's buyer intent data strategy, selecting and managing intent platforms, and operationalizing intent signals across paid targeting, outbound prioritization, and lifecycle campaign triggers.
Champion AI adoption across the demand generation function, identifying, evaluating, and implementing AI tools and processes that improve lead to set speed, quality, and output.
Build and document AI-enhanced workflows that allow a lean team to operate with the output of a much larger one.
Stay current on the rapidly evolving AI tool landscape and bring relevant innovations to the team before competitors do.
Foster a culture of intelligent experimentation: encourage the team to test new AI capabilities, share learnings, and continuously raise the bar on modern marketing operations.

Benefits

Flexible Time Off with an encouraged 4 weeks use per year
Company paid medical for you and eligible spouse/partner and dependents
Paid dental and vision and eligible spouse/partner and dependents
401(k) with company matching
Flexible Spending Account
Up to 8 weeks paid parental leave
Work-from-home stipend
Work with (and learn from) an experienced, high-performing team
A collaborative, team-oriented culture that embraces diversity, invests in development and provides consistent feedback
Be part of a fast-growing company that firmly believes in promoting high performers from within