Director, Performance Marketing

Director, Performance Marketing

Constant Contact is seeking a Director, Performance Marketing to own paid acquisition and the measurement systems that make performance legible, improvable, and scalable. This role is built around a product mindset: channels are not line items to be managed, they are customer-facing products to be designed, instrumented, iterated, and held accountable to outcomes.

You will own the performance engine across both self-serve and sales-assisted motions, serving SMB, mid-market, and international segments, balancing the speed and volume demands of trial-led acquisition with the precision and qualification requirements of a sales-assisted funnel. You will be as comfortable defining what a channel is supposed to do and for whom as you are reading the data that tells you whether it is doing it.

Channel Strategy as Product Ownership

• Define the purpose, audience, and success criteria for each performance channel before optimizing within it. Every channel has a job: who it serves, what stage of the journey it owns, and how it connects to the next step.
• Maintain a channel roadmap for paid search, paid social, programmatic, affiliate, and emerging channels, with clear hypotheses about where each channel creates value and what would cause you to scale, restructure, or exit it.
• Design the post-click experience in partnership with Product and Web, treating landing pages, trial flows, and onboarding entry points as extensions of the channel, not handoffs from it.
• Differentiate channel strategy by segment: the self-serve SMB acquisition motion, the mid-market sales-assisted motion, and international markets each require distinct channel designs, messaging architectures, and conversion definitions.

Measurement Systems & Attribution Ownership

• Partner with the central analytics team to co-own the measurement framework: attribution models, incrementality testing cadence, LTV cohort analysis, and the signal quality standards that underpin value-based bidding.
• Define what the business needs to know from measurement, translate that into data and tooling requirements, and hold analytics partnerships accountable for delivery.
• Build incrementality into the operating rhythm: no channel scales without a clear read on its true contribution, and no budget decision is made without a measurement thesis attached to it.
• Own the blended CAC model across segments and channels, with clear visibility into how efficiency moves as spend scales and where marginal returns begin to compress.

Budget Management & Financial Governance

• Own the performance marketing budget with direct accountability for spend pacing, channel allocation, and CAC outcomes across US and international markets.
• Run a structured financial review cadence: daily pacing checks at the channel level, weekly budget performance reviews with the marketing leadership team, and monthly investment reviews with Finance and senior stakeholders that tie spend decisions to Gross Adds, CAC, and LTV trends.
• Make and communicate proactive reallocation decisions, with clear rationale grounded in performance data and incrementality signals, not just pacing variance.
• Maintain forecast accuracy as a core discipline: own the budget model, flag risks early, and frame trade-off decisions with commercial clarity for executive audiences.

Performance Operating System

• Establish the operating cadence: weekly performance reviews grounded in channel-level data, monthly budget reallocation decisions tied to incrementality reads, and quarterly channel roadmap reviews that revisit channel purpose and design.
• Build and maintain a creative testing engine in partnership with Brand and Creative: hypotheses, variants, measurement, and a documented library of what has worked, what has not, and why.
• Use platform-level insights from Google Ads, Meta, and programmatic partners to inform cross-functional decisions on audience strategy, messaging, and funnel design, ensuring performance intelligence flows to Product, Web, and Brand rather than staying within the channel team.
• Communicate to senior stakeholders with clarity and commercial framing: what the performance engine produced, what drove changes in efficiency, what the next investment thesis is, and what risks exist in the current model.

Team Leadership & Capability Building

• Lead channel specialists across paid search, paid social, programmatic, and affiliate with clear ownership, elevated craft expectations, and a culture of structured experimentation.
• Model a product mindset for the team: every channel has a strategy document, an instrumentation plan, a test roadmap, and a defined relationship to the funnel it serves.
• Manage agency partnerships where in place, with disciplined knowledge capture, documentation, and the expectation that institutional knowledge lives in-house.

Hands-On When It Matters

• Step into channel accounts to diagnose pacing issues, validate measurement integrity, or troubleshoot performance during launches, transitions, or unexpected drops.

What "Good" Looks Like

• Gross Adds delivered within CAC guardrails across SMB, mid-market, and international, with visibility into efficiency by segment and channel.
• A measurement system that produces confident budget decisions, not just reporting.
• Budget is paced accurately, reviewed on a consistent cadence, and reallocated proactively based on performance signals.
• Each channel has a clear strategic rationale, an instrumentation plan, and a documented test roadmap.
• Creative testing velocity increases quarter over quarter, with a growing library of validated learning.
• Platform insights from paid channels actively inform cross-functional decisions on audience, messaging, and funnel design.
• The team thinks in products and outcomes, not platforms and tactics.

Qualifications

• 10+ years in performance marketing with direct ownership of acquisition outcomes across multiple channels and customer segments.
• Demonstrated ability to think about channels strategically, not just operationally: audience design, funnel architecture, channel purpose, and post-click experience.
• Deep fluency in measurement: attribution modeling, incrementality testing, LTV cohort analysis, and signal quality in a privacy-constrained environment.
• Hands-on budget management experience: owning large paid media budgets, running structured financial review rhythms, and making proactive reallocation decisions with commercial accountability.
• Experience serving both self-serve and sales-assisted acquisition motions, with an understanding of how they differ in channel design, conversion definition, and success measurement.
• Strong analytical judgment and commercial instinct: able to read performance data and make budget decisions, not just report on them.
• Excellent cross-functional communication, particularly with analytics, product, and sales stakeholders, with a track record of translating channel performance into actionable insights for non-marketing audiences.
• Proven people leadership with a track record of developing high-craft, accountable performance teams.

Platform Expertise

Candidates should bring hands-on fluency across the following platforms. This expertise informs strategic judgment and cross-functional alignment, not day-to-day execution.

• Google Ads: Search, Performance Max, and Display, including campaign architecture, Smart Bidding strategy, audience signal design, and Performance Max asset group structure and reporting.
• Meta (Facebook & Instagram): Prospecting and retargeting campaign architecture, Advantage+ campaign structures, audience hierarchy design, and creative testing frameworks at scale.
• Programmatic (DV360, The Trade Desk): Audience segmentation, deal ID management, brand safety controls, and cross-channel frequency management within a broader media mix.

Preferred

• Experience across SMB, mid-market, and international segments with meaningfully differentiated channel strategies for each.
• Familiarity with value-based bidding, predictive LTV inputs, and AI-powered media optimization as tools within a broader measurement system.
• Experience in B2B SaaS or subscription businesses with dual PLG and sales-assisted funnels.
• Understanding of PE operating environments and the capital efficiency expectations that shape budget governance.

The specific salary offered to a candidate may be influenced by a variety of factors including the candidate's experience, their education and work location. In addition, some roles may be eligible for additional on target commission pay or bonus. The compensation package includes health and welfare benefits including paid leave.

Pay Transparency - All Full Time Employees

$151,200 - $189,000 USD

Why You'll Love Us:

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