Director, Performance Marketing

United States

19h•Remote

About The Position

The Director, Performance Marketing is a strategic and hands-on leader responsible for transforming Acadia Healthcare’s approach to performance marketing. This role drives measurable growth across facilities and lines of business through integrated strategies spanning paid online advertising (Google Ads, Microsoft Ads, Meta Ads, programmatic display and video), referral partner listings and ads, traditional media (radio, television, digital and static out-of-home), and Search Engine Optimization paired with Artificial Intelligence–assisted Optimization (SEO and AIO). Reporting to the Vice President, Digital and Performance Marketing, this leader serves as the day-to-day executive for performance marketing operations, owns relationships with line of business leaders and Group Presidents, and leads in the Vice President’s absence. The Director implements data-backed strategies, builds attribution and tracking models, and launches a new reporting framework to elevate decision-making. They lead performance reviews, manage budgets of twenty million dollars or more, and step in hands-on within ad platforms as needed. Additionally, this role will spearhead the build-out of Acadia’s in-house SEO program and governance for AI-assisted workflows.

Requirements

Bachelor’s degree in marketing, communications, business, computer science, or a related field.
10+ years of experience in performance marketing, growth marketing, or digital media with deep hands-on expertise across multiple channels (paid search, paid social, programmatic display and video) and Search Engine Optimization.
5+ years of leadership experience managing teams and agencies, including budgeting and performance accountability.
Experience managing budgets of twenty million dollars or more and driving measurable Return on Investment.
Familiarity working directly with platform teams at Google, Meta, and Microsoft.
Advanced Microsoft Excel skills (pivot tables, Power Query or queries, financial modeling); ability to perform complex data analysis, forecasting, and scenario modeling; statistical analysis preferred.
Proficiency in analytics, attribution, and dashboard tools (for example, Google Analytics 4, Looker Studio, Power BI) and in enterprise systems such as Salesforce, Freshpaint, Invoca, and Osano.
Excellent written and verbal communication; confident presenter able to translate complex topics into clear actions for non-marketers; strong collaboration and influence without authority.

Responsibilities

Transform paid media management by implementing data-backed strategies, standing up multi-touch attribution and advanced tracking systems, and aligning investments to near-term and long-term business priorities.
Own integrated performance marketing plans across paid search, paid social, programmatic display and video, referral listings, and traditional media; ensure tight alignment with Search Engine Optimization and content strategies.
Lead quarterly and annual planning, budget allocation, and performance forecasting for budgets of $20M+, make reallocation decisions based on marginal return, marketing efficiency ratio (MER), and facility outcomes.
Partner with Google, Meta, and Microsoft platform teams to leverage advanced tools, beta opportunities, and native creative capabilities (for example, Meta Advantage Plus, TikTok One, Gemini).
Build and launch Acadia’s in-house Search Engine Optimization program, including technical, on-page, off-page, local strategies, editorial standards, and governance for AI Optimization.
Establish clear governance frameworks for compliance, brand safety, consent, and data privacy; serve as the performance marketing effectiveness lead with business and finance stakeholders.
Evaluate and adjust budget allocation across channels and markets based on channel performance, market conditions, marginal returns, and business priorities.
Develop and drive a performance media mix strategy that adapts in real time to customer demand and privacy-safe targeting constraints (for example, cookie deprecation).
Identify quick-turn, high-impact opportunities to drive inquiries, admissions, and revenue; stand up targeted campaigns rapidly with cross-functional partners.
Partner with channel leads to execute test-and-learn campaigns, tactical promotions, and scaled optimizations with immediate impact; maintain an iterative quarterly roadmap with twenty to thirty percent of budget allocated to tests and experiments.
Translate marketing performance into actionable business insights and clear trade-offs; present outcomes to executive stakeholders in plain language.
Oversee daily, weekly, and monthly optimization across accounts, campaigns, ad groups, ads, keywords, audiences, creatives, and landing pages; jump in hands-on to unblock or accelerate key initiatives.
Conduct audits (structure, settings, budgets, tracking, brand safety, creative quality) and implement remediation plans; deploy bidding strategies (for example, max conversions, Target CPA, enhanced conversions) backed by data.
Lead creative and landing page optimization, offline conversion tracking implementation, and pixel-based optimization across platforms; unify media planning and buying across channels rather than operating in silos.
Collaborate with business development to maximize blended acquisition efficiency; remain nimble as the landscape changes (for example, privacy updates, targeting capabilities).
Own directory and partner listing profiles and associated ad placements, ensuring accurate profiles, category alignment, ratings and reviews stewardship, and local search visibility.
Coordinate planning and buying for radio, television, and out-of-home; define measurement approaches (reach, frequency, lift, matched-market tests, incrementality) and integrate outcomes into omnichannel reporting.
Lead enterprise-level Search Engine Optimization strategy: technical health (site speed, crawlability, indexation, Core Web Vitals, schema), on-page optimization (intent mapping, metadata, headers, internal linking), and authority building (link earning, partnerships).
Partner with Web Development to improve site speed, structured data, page structure, redirects, canonicalization, internationalization (for example, hreflang), and internal linking; configure Google Search Console and analytics properly.
Oversee keyword universe development, topic clustering, and page-level optimization; ensure product and service launches are optimized pre-publish.
Develop and manage off-page initiatives including link acquisition and local Search Engine Optimization signals; steward business profile optimization (url, name, address, phone consistency), categories, and review strategy.
Use Artificial Intelligence–assisted tooling responsibly for content ideation, meta data drafts, and outlines with human review for accuracy, brand voice, and compliance.
Ensure accurate conversion tracking and customer-journey visibility via analytics and attribution platforms; partner with Data Operations for consent and data governance.
Build and maintain organic and paid performance dashboards and reporting infrastructure using Looker Studio or Power BI; personally create executive-level reports analyzing traffic, conversions, revenue, Return on Ad Spend, and Long-term Value from Google Search Console, Google Analytics 4, Skai, Ad platforms, SEMrush, and internal data sources.
Define and manage Key Performance Indicators across channels; perform cohort, contribution, and marginal return analyses; connect marketing outcomes to facility results (inquiries & admissions).
Develop frameworks to assess marketing efficiency and marginal Return on Investment across channels; validate causal impact via controlled tests when feasible.
Systems competencies: Google Ads, Microsoft Ads, Meta Ads Manager, programmatic demand-side platforms, Google Analytics 4, Google Tag Manager, Google Search Console, Looker Studio, Power BI, Freshpaint (data collection), Invoca (call analytics), Osano (consent management), Salesforce (customer relationship management); WordPress or comparable content management systems; SEMrush, rank-tracking and site auditing tools; native creative capabilities (for example Canva, Meta Advantage Plus, TikTok One).
Lead regular educational sessions, office hours, and training; contribute to a monthly educational newsletter; publish playbooks and checklists for repeatable excellence.
Communicate complex data in plain language for facilities, line of business leaders, Group Presidents, and executive stakeholders; document decisions, trade-offs, and next steps.
Lead and mentor team members, conduct performance reviews, recruit and develop high-performing talent, foster a culture of performance, collaboration, curiosity, and continuous learning.
Select, brief, and manage paid media/SEO agencies, hold partners accountable for performance and outcomes, and coordinate across regions.

Benefits

Competitive Base Salary commensurate with experience
Eligible for Military & Veteran Liaison Incentive Plan
Comprehensive Medical, Dental, and Vision Insurance
401(k) Plan with Company Match
Paid Time Off (PTO) and recognized holidays
Company-paid Basic Life and AD&D Insurance
Employee Assistance Program (EAP) and mental wellness resources
Opportunities for professional growth and advancement within Acadia’s nationwide network

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