Director, Performance Marketing

Home Franchise Concepts • Flower Mound, TX

7h • Hybrid

About The Position

The Director, Performance Marketing is responsible for accelerating profitable growth across Home Franchise Concepts' portfolio of franchise brands by improving how national and local marketing investments generate consumer demand, qualified opportunities, customer acquisition, and revenue. This role leads the organization's performance marketing strategy across National Advertising Fund (NAF) paid media and Local Area Marketing (LAM), ensuring marketing investments are aligned to the highest-value growth opportunities and measurable business outcomes. The Director serves as a strategic partner to Brand Marketing, Franchise Operations, Analytics, Creative, Finance, IT/MarTech, and agency partners to improve marketing effectiveness across the franchise network. This leader translates data into action, identifies growth opportunities, optimizes marketing investments, and drives accountability across agencies, vendors, and franchisees. The ideal candidate brings deep expertise in performance marketing, paid media, customer acquisition, local-market activation, full-funnel measurement, and agency leadership. Experience within franchise, multi-location, distributed, or home services business models is strongly preferred.

Requirements

• Exceptional verbal, written, presentation, and interpersonal communication skills.
• Strong executive presence with the ability to influence senior leaders, franchise owners, and cross-functional stakeholders.
• Ability to translate complex performance data into clear business insights and actionable recommendations.
• Strong strategic thinking, analytical problem-solving, and decision-making skills.
• Ability to work independently and effectively manage multiple priorities in a fast-paced environment.
• Proven ability to build relationships and drive alignment in highly matrixed organizations.
• Strong organizational skills, attention to detail, and follow-through.
• Results-oriented mindset with a focus on continuous improvement and measurable business outcomes.
• Demonstrated leadership, coaching, and team-development capabilities.
• Ability to balance enterprise-level strategy with local-market needs and execution.
• Deep understanding of performance marketing, customer acquisition, paid media strategy, and growth marketing principles.
• Strong knowledge of Google, Meta, and other digital advertising platforms.
• Experience with media attribution, customer acquisition metrics, ROAS, conversion measurement, incrementality testing, and marketing analytics.
• Familiarity with media mix modeling, audience segmentation, marketing automation, and AI-enabled marketing technologies.
• Proficient in Microsoft Office Suite applications, including Word, Excel, PowerPoint, Teams, and Outlook.
• Experience utilizing analytics, reporting, and marketing technology platforms to support performance measurement and decision-making.
• Bachelor’s degree in Marketing, Business Administration, Communications, Analytics, or a related field is highly preferred.
• 8-12 years of progressive marketing experience with significant responsibility for performance marketing, paid media, customer acquisition, and growth initiatives.
• Demonstrated success leading large-scale paid media investments across multiple brands, markets, locations, or business units.
• Experience developing and optimizing full-funnel marketing strategies.
• Strong experience managing media agencies, marketing vendors, and strategic partnerships.
• Proven ability to leverage data, analytics, and measurement frameworks to drive business results and marketing effectiveness.
• Experience within franchise, multi-location, distributed, or local-market business models strongly preferred.
• Experience overseeing National Advertising Fund investments or similar enterprise-scale marketing budgets preferred.
• Home services industry experience preferred.
• Experience with AI-enabled marketing solutions, advanced measurement methodologies, and marketing automation technologies preferred.
• Equivalent combination of education and experience may be considered.

Nice To Haves

• Experience within franchise, multi-location, distributed, or home services business models is strongly preferred.
• Experience overseeing National Advertising Fund investments or similar enterprise-scale marketing budgets preferred.
• Home services industry experience preferred.
• Experience with AI-enabled marketing solutions, advanced measurement methodologies, and marketing automation technologies preferred.

Responsibilities

• Lead the performance marketing strategy across HFC’s franchise portfolio with accountability for driving consumer demand, lead generation, customer acquisition, and revenue growth.
• Establish performance goals, benchmarks, and growth targets by brand, channel, and market.
• Identify and prioritize high-value growth opportunities and translate insights into actionable investment and optimization plans.
• Evaluate marketing effectiveness across brands, channels, markets, and franchisees to improve business outcomes.
• Identify scalable success stories and best practices and accelerate adoption across the franchise network.
• Partner with Brand Marketing and Franchise Operations leaders to align marketing investment with broader business growth objectives.
• Serve as a strategic performance marketing advisor to Brand Marketing and Franchise Operations leaders.
• Translate brand priorities into measurable national and local marketing strategies.
• Provide performance insights, competitive trends, and franchisee learnings to support business decisions.
• Ensure stakeholders have visibility into marketing effectiveness, investment performance, risks, and opportunities.
• Facilitate alignment across Brand Marketing, Analytics, Creative, Finance, and Franchise Operations teams.
• Develop and oversee performance strategies for HFC’s National Advertising Fund media investments.
• Guide full-funnel media strategy across paid search, paid social, Performance Max, Local Services Ads, CTV, online video, programmatic/display, audio, and emerging channels.
• Establish channel strategies, audience frameworks, media objectives, and performance expectations.
• Lead annual and ongoing media planning, budget allocation, optimization, and investment decisions.
• Hold media agencies accountable for execution excellence, testing, optimization, and measurable results.
• Partner with Creative and Brand Marketing teams to improve customer engagement, conversion rates, and overall marketing performance.
• Evaluate emerging technologies, AI-enabled capabilities, and industry trends to identify new growth opportunities.
• Lead Local Area Marketing strategy focused on improving franchisee marketing effectiveness and business growth.
• Develop scalable local marketing frameworks, channel recommendations, investment guidelines, and best practices.
• Identify underinvestment, performance gaps, inefficiencies, and growth opportunities across markets.
• Partner with franchise owners and operations teams to improve marketing adoption and execution.
• Develop franchisee education and enablement programs to improve understanding of marketing performance and investment decisions.
• Ensure local-market insights inform enterprise marketing strategies.
• Establish performance standards and governance processes for media agencies and marketing vendors.
• Lead recurring business reviews focused on performance outcomes, testing plans, optimization priorities, and accountability.
• Evaluate agency, vendor, channel, and market performance to improve results and scale effective practices.
• Partner with approved marketing vendors to improve franchisee engagement, retention, and service quality.
• Leverage marketing data to improve investment allocation and marketing effectiveness.
• Partner with Analytics teams to advance attribution modeling, incrementality testing, media mix modeling, and performance measurement capabilities.
• Develop performance benchmarks across brands, channels, and markets.
• Establish and maintain a disciplined testing and optimization roadmap across media, audiences, creative, offers, and landing pages.
• Identify risks and opportunities early and drive clear action plans and accountability.
• Translate complex performance data into concise business recommendations for executives, brand leaders, and franchise owners.
• Lead, coach, and develop performance marketing team members.
• Establish operating rhythms, decision-making processes, and accountability standards across paid media and local marketing initiatives.
• Partner closely with Brand Marketing, Analytics, Creative, Finance, IT/MarTech, Franchise Operations, and agency partners.
• Promote collaboration between enterprise strategy and local execution to accelerate performance improvements across the HFC portfolio.
• Present performance insights, investment recommendations, business opportunities, and risks to senior leaders and franchise stakeholders.

Benefits

• medical, dental, and vision insurance
• Flexible Spending Accounts (FSAs)
• Health Savings Accounts (HSAs)
• supplemental life insurance
• annual discretionary bonus
• 401(k) retirement plan, which includes matching contributions equal to 100% of the first three percent of eligible compensation contributed and 50% of the next two percent.
• 10 paid holidays
• 8 paid hours for associates to volunteer in their community
• open time off to support work-life balance

What This Job Offers

• Job Type: Full-time
• Career Level: Director