Director of Marketing Performance / Customer Acquisition
- Compensation
- Not disclosed
- Location
- Cumming, Georgia, United States
- Work setup
- Onsite
- Seniority
- Not specified
- Employment
- Not specified
- Experience
- 5+ years
- Category
- Marketing
- Posted
Skills
Must have
- 5+ years of digital marketing / paid acquisition experience.
- Significant hands-on experience with Google Ads.
- Experience with Local Services Ads or comparable lead-generation platforms.
- Experience managing substantial advertising budgets.
- Strong understanding of paid search economics.
- Experience managing outside marketing agencies or vendors.
- Strong analytical and financial skills.
- Experience with call tracking and marketing attribution.
- Excellent Excel/Google Sheets skills.
- Ability to communicate complex marketing information clearly to ownership.
- Strong organizational and project-management skills.
- Willingness to challenge vendors and make difficult decisions.
Full description
About the Company
We are a large, established plumbing, septic, and water restoration company serving Metro Atlanta and surrounding markets. We provide residential and commercial service and repair and generate a significant volume of business through digital advertising, paid search, Local Services Ads, referrals, and other lead sources.
We invest more than $3 million annually in advertising, with the majority of that investment going toward Google PPC and Local Services Ads.
We are looking for an experienced marketing leader who can take ownership of our customer-acquisition strategy, marketing performance, reporting, vendor management, and accountability. This is not a social media or traditional marketing coordinator position. The successful candidate will be responsible for understanding exactly where our marketing dollars are going, what business those dollars are producing, and whether the resulting customers are profitable.
Position Summary
The Director of Marketing Performance will serve as the company's internal owner of marketing performance.
This person will oversee outside advertising partners, including our PPC/Google advertising provider, and will be responsible for holding them accountable for results. The Director will work closely with ownership, operations, dispatch and call center leadership to connect advertising spend to actual business results. The ideal candidate is analytical, financially minded, highly organized, assertive, and comfortable challenging outside vendors when the data does not support their recommendations.
Primary Responsibilities
Marketing Strategy & Budget
- Develop and manage the company's overall customer-acquisition strategy.
- Oversee an annual advertising budget exceeding $2 million.
- Recommend allocation of budget among Google PPC, Local Services Ads, SEO, other paid search, referral programs, and other lead sources.
- Identify opportunities to increase profitable customer acquisition.
- Identify and eliminate wasted advertising spend.
- Develop testing strategies for new markets, services, campaigns, and lead sources.
- Monitor seasonality and adjust budgets accordingly.
Google PPC & Local Services Ads
- Oversee the company's Google PPC and LSA performance.
- Hold outside PPC partners accountable for agreed-upon goals.
- Review campaign structure, search terms, negative keywords, geographic targeting, bidding strategy, landing pages, and conversion tracking.