Performance Marketing Analyst

Authority Brands Inc. is a leading provider of home services, building brands that support the success of our franchisees, as well as bettering the lives of the homeowners we serve and the people we employ.

The Performance Marketing Analyst is an analytical, results-driven role within the Performance Marketing team, reporting directly to the Director of Performance Marketing.

This position is responsible for the day-to-day execution, continuous optimization and performance tracking of paid marketing campaigns across all brands, working closely with internal marketing colleagues, the franchise development team and agency partners. This individual is an expert on how to drive, and capture leads via paid advertising channels (all Google surfaces, Meta, emerging platforms) and is responsible for overseeing the work of agencies on our behalf, holding them accountable to measurable performance. This expert guides, audits, troubleshoots, and continuously improves lead-generation programs delivered through our vendor network

The Analyst also supports lead aggregator programs and evaluates opportunities across additional paid and upper-funnel channels. By combining strong platform knowledge, disciplined analysis, and persistent curiosity, this role turns complex marketing data into clear recommendations that help franchise owners understand and increase the value of digital marketing

Responsibilities

Paid Media Vendor Direction & Accountability: Partner with agencies and vendors that build, launch, and manage campaigns across Google Ads, Meta Ads Manager, and Local Services Ads. Establish clear goals and performance expectations, review execution quality, recommend improvements, and hold partners accountable for results.

Lead Aggregator Management: Monitor and optimize secondary lead sources and aggregators, evaluating lead quality, cost efficiency, market coverage, and incremental value alongside core paid media programs.

Measurement & Analytics: Use GA4, Microsoft Excel, Power BI, and platform data to analyze performance, identify anomalies and opportunities, develop actionable insights, and communicate the business impact of digital marketing.

Tracking & Data Integrity: Apply sound UTM parameter structures, validate campaign and conversion tracking, reconcile data across platforms, and partner with analytics, web, CRM, and agency teams to resolve discrepancies. Performance Optimization & Auditing: Continuously monitor, analyze, and optimize campaign metrics (bids, keywords, audiences, ad placements) to lower CPL, CPA, improve conversion rates, and maximize overall ROI.

Creative & Landing Page CRO: Collaborate with creative and web teams to design, test, and refine ad copy, visual assets, landing page conversion paths, and A/B test variations to elevate lead capture efficiency.

Cross-Functional Subject Matter Expertise: Serve as a trusted paid media resource for brand teams, franchise owners, Franchise Development, field marketing, colleagues, agencies, and vendors. Translate technical findings into practical recommendations and assist teammates when needed.

Channel & Incrementality Evaluation: Support measurement of upper-funnel and emerging channels—including video, paid social, radio, digital out-of-home, display, and programmatic—and help distinguish organic versus paid impact where feasible.

Tracking & Data Integrity: Apply sound UTM parameter structures, validate campaign and conversion tracking, reconcile data across platforms, and partner with analytics, web, CRM, and agency teams to resolve discrepancies.

Agency & Vendor Collaboration: Coordinate with external agency partners on campaign implementation, line-item audits, and billing reconciliations to ensure seamless campaign execution.

Periodically build and launch campaigns across Paid Search, Meta, Programmatic Video, DOOH and more for testing in situations when in-house media management is required.

Continuous Learning & Governance: Stay current on platform changes, privacy requirements, measurement practices, and industry developments. Approach ambiguous problems with curiosity, perseverance, and a commitment to continuous improvement.

Success Metrics & KPIs

Lead Volume, Acquisition Efficiency & Return on Ad Spend: Meeting or exceeding brand-specific lead targets while maintaining target CPL, CPA, and/or ROAS goals.

Conversion Rate Optimization: Measurable conversion uplift resulting from creative A/B testing and landing page optimization initiatives.

Measurement Integrity: Maintain reliable tracking, UTM governance, reporting, audits, and reconciliations with clearly documented findings and minimal data discrepancies

Insight & Stakeholder Value: Translate performance data into clear recommendations that help franchise owners, brand leaders, and internal teams understand marketing value and act on growth opportunities.

Operational Excellence: Complete recurring monitoring, reporting, troubleshooting, and partner follow-up accurately and on time.

Experience & Qualifications
3-5 years of hands-on performance marketing experience executing, overseeing, auditing, troubleshooting, launching, or optimizing vendor-managed digital lead-generation campaigns. Agency and/or Home Services experience is a strong plus.

Demonstrated proficiency in Paid Search, Google (all surfaces) and Meta advertising, including campaign structure, targeting, bidding, budgeting, creative testing, conversion optimization, and performance diagnosis. Strong working knowledge of Local Services Ads (LSA). Direct home services experience is highly valuable but not required.

Lead aggregator experience preferred: Angi, Yelp, Elocal, Thumbtack, Archenia et al.

Incrementality Measurement experience; YouTube, Radio & Programmatic Media experience, a plus.

Proficiency in GA4, with the ability to connect multiple data sources, investigate anomalies, and communicate actionable performance insights.

Advanced Microsoft Excel skills for analysis and quality assurance, including pivot tables, lookups, complex formulas, data modeling, and clear visualization of findings.

Ability to operate as a hands-on subject matter expert, explain complex findings to nontechnical stakeholders, collaborate across functions, and support colleagues while maintaining individual ownership.

Experience assessing upper-funnel or incremental impact across video, social, radio, digital out-of-home, display, programmatic, and organic versus paid activity is preferred but not required.

Curious, studious, and persistent problem solver who demonstrates sound judgment, attention to detail, perseverance, and a consistent desire to learn and improve.

Benefits

We believe our greatest assets are our employees; we offer competitive salaries and a full benefits package to include PTO, paid holidays, 401(k), and more.

Employment Requirements

Authority Brands Inc. conducts drug screens and background checks on applicants who accept employment offers. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions; however, we do not sponsor Visa’s at this time.