Director, Performance Marketing & Customer Acquisition (B2C)

Aptive Pest Control•Provo, UT

About The Position

Aptive is seeking a hands-on, strategic, and highly analytical marketing leader to drive profitable B2C consumer growth through paid media, affiliate partnerships, and new acquisition channels. The Director owns acquisition strategy, budget allocation, channel mix, forecasting, and performance across the full funnel—from awareness and qualified lead generation through customer acquisition and long-term value. The position is based in Provo, Utah, or may be remote. The role combines direct campaign analysis, testing, and optimization with leadership of a team and external agencies. It partners across Search, AEO and Web, CRM and Lifecycle, Brand and Creative, Inside Sales, Operations, Finance, Technology, Data, Strategy, and Legal. The leader is accountable for acquisition economics and measurement, including fully loaded customer acquisition cost, payback, revenue, customer value, retention, and incremental growth. The position leads two direct reports and a team of three, including the Senior Manager of Marketing Technology.

Requirements

Bachelor’s degree in marketing, business, economics, statistics, communications, or a related field.
10+ 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 Aptive’s B2C acquisition strategy across paid media, affiliate, publisher, marketplace, pay-per-call, and partner-sourced demand, with accountability for budget allocation, qualified lead volume, customer acquisition, and profitability.
Remain directly involved in advertising platforms and campaign performance, assessing campaign structure, bidding, audiences, creative, placements, and conversion results with internal channel owners and agencies.
Establish and manage channel targets for cost per qualified lead, customer acquisition cost, return on ad spend, and payback, connecting 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, and decide whether to scale, refine, or discontinue them.
Develop measurable awareness and consideration programs across opportunities such as video, CTV, streaming audio, paid social, creators, and local-market media, evaluating 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 in partnership with Strategy, Analytics, and Finance.
Maintain acquisition forecasts by channel, market, and month; identify performance gaps and take corrective action.
Lead a disciplined experimentation program with documented hypotheses, success criteria, and actionable findings.
Apply AI and automation to 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 analysis, testing, and optimization.
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 specific 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 using internal capabilities, agencies, contractors, technology, and automation as Aptive’s digital business grows.