Director, Performance Marketing & Customer Acquisition (B2C)

Aptive Environmental•Provo, UT

About The Position

Aptive is seeking a hands-on, strategic, and analytical marketing leader to drive profitable B2C growth through paid media, affiliate partnerships, and new acquisition channels. The Director owns the acquisition budget, channel mix, forecasting, and performance across the full funnel, from awareness and qualified lead generation to paying customers and long-term value. The role combines direct campaign execution with team and agency leadership and works closely with Search, Web, CRM, Brand, Inside Sales, Operations, Finance, Technology, Data, Strategy, and Legal. The Director is responsible for acquisition strategy and profitability, campaign performance, budget planning and pacing, channel testing, digital conversion, lead quality, measurement, attribution, and marketing technology. They lead and develop two direct reports and a team of three, including the Senior Manager of Marketing Technology, while remaining directly involved in campaign analysis, testing, and optimization. The position is located in Provo, Utah, or may be performed remotely.

Requirements

Bachelor’s degree in marketing, business, economics, statistics, communications, or a related field.
10 or more years of relevant marketing experience, including substantial B2C paid media and direct customer acquisition experience, with progressive responsibility for campaign execution, budgets, and team leadership.
Personal ownership of annual paid media budgets of approximately $10–20 million or more, including channel allocation, forecasting, pacing, optimization, and financial accountability.
Recent, hands-on expertise in Google Ads and Meta Ads Manager, including campaign setup, bidding, audience strategy, creative testing, conversion tracking, and performance troubleshooting.
Proven results growing consumer lead volume and acquired customers while improving acquisition cost, ROAS, payback, or profitability.
Ability to discuss specific budgets, channel allocations, performance targets, optimization decisions, and actual results in detail.
Experience connecting paid media investment to downstream lead quality, sales conversion, revenue, and customer value in a B2C environment.
Track record of reallocating budget across channels based on performance and incremental returns.
Experience launching and scaling at least one new acquisition channel or growth partnership into a meaningful source of customers.
Practical fluency in incrementality, experimentation, attribution limitations, cohort analysis, retention, and marketing measurement.
Experience leading internal teams and agencies while remaining directly involved in campaign decisions and execution.
Strong executive communication skills, including the ability to explain and defend investment recommendations to Finance and business leadership.

Nice To Haves

Experience in home services, local services, franchising, or another consumer business operating across multiple markets.
Experience with pay-per-lead, pay-per-call, affiliate, publisher, marketplace, or recurring-revenue models.
Experience connecting digital acquisition to inside sales, offline transactions, completed services, or self-service purchasing.
Demonstrated use of AI and automation to improve marketing productivity, testing, or performance.
Professional certifications in digital advertising, marketing analytics, or experimentation.

Responsibilities

Own B2C acquisition strategy across paid media, affiliate, publisher, marketplace, pay-per-call, and partner-sourced demand, including budget allocation, qualified lead volume, customer acquisition, and profitability.
Stay directly involved in advertising platforms and campaign performance, evaluating campaign structure, bidding, audiences, creative, placements, and conversion results with internal channel owners and agencies.
Set and manage channel targets for cost per qualified lead, customer acquisition cost, return on ad spend, and payback, tying media performance to sales conversion and customer value.
Own annual acquisition budget planning, monthly forecasting, and daily and weekly pacing; reallocate investment across channels and markets based on performance, incremental returns, seasonality, and operational capacity.
Improve acquisition efficiency through testing and optimization of creative, audiences, bidding, offers, partner mix, payout economics, and landing pages.
Identify, test, and scale new acquisition channels and growth partnerships using defined test budgets and success measures.
Develop measurable awareness and consideration programs through opportunities such as video, CTV, streaming audio, paid social, creators, and local-market media, and evaluate their contribution to customer acquisition.
Improve digital conversion by testing landing pages, offers, forms, quote flows, and self-service purchase paths in partnership with relevant teams.
Establish lead quality, routing, and speed-to-contact standards with Inside Sales and Operations to improve close rates and the lead-to-service experience.
Own the financial case for acquisition investment, including fully loaded customer acquisition cost, payback, revenue, customer value, retention, and incremental growth.
Present and defend budget recommendations to Finance and executive leadership, explaining channel economics, performance changes, assumptions, risks, and expected returns.
Measure incrementality beyond platform-reported conversions using methods such as holdout groups, geographic testing, and lift studies.
Lead marketing technology and measurement, including attribution, online and offline conversion tracking, audience activation, tag management, experimentation tools, call tracking, and consent-compliant data collection.
Establish source-level reporting connecting marketing spend to qualified leads, sales conversion, acquired customers, first-year value, and retention.
Maintain acquisition forecasts by channel, market, and month; identify performance gaps and take corrective action.
Lead an experimentation program with documented hypotheses, success criteria, and actionable findings.
Apply AI and automation to improve campaign analysis, creative testing, reporting, and execution while maintaining accuracy and accountability.
Partner across Search, AEO and Web, CRM and Lifecycle, Brand and Creative, Inside Sales, Operations, Finance, Technology, Data, Strategy, and Legal to improve the customer acquisition funnel.
Lead and develop two direct reports and a team of three, including the Senior Manager of Marketing Technology, while remaining directly involved in campaign work.
Manage agencies and external partners through clear scopes, performance targets, testing plans, fee structures, and accountability for measurable business results.
Evaluate agency recommendations using campaign data and acquisition economics and provide direction on optimization and investment priorities.
Communicate performance, decisions, and risks to executive leadership, translating marketing data into business implications.
Build scalable processes and systems through internal capabilities, agencies, contractors, technology, and automation as Aptive's digital business grows.