VP Marketing - Head of Growth & Performance

The Head of Growth & Performance Marketing is the enterprise owner of paid digital, paid social, and performance-driven growth outcomes for a Home Services company. This leader is accountable for how marketing investment converts into leads, revenue, and contribution margin across all brands andmarkets.
This role intentionally combines Growth Marketing leadership with Head of Performance Marketing rigor. It owns strategy, budget stewardship, forecasting accuracy, attribution integrity, conversion optimization, and agency and team accountability. The role operates enterprise-first-building centralized, scalable capabilities-while enabling confident local execution.

Core Accountabilities
1. Enterprise Growth & Revenue Ownership
• Own performance outcomes across paid digital and paid social, including lead volume, efficiency, ROAS, revenue contribution, and forecast accuracy.
• Translate enterprise revenue targets into channel-level growth plans and investment strategies.
• Make and defend investment tradeoffs based on business outcomes, not vanity metrics.
• Reframe performance conversations from clicks and leads to revenue and margin impact.

2. Paid Social In-Housing & Channel Strategy
• Design and execute the enterprise operating model to bring paid social fully in-house.
• Own strategy, targeting frameworks, creative direction, testing roadmap, workflows, QA standards, and governance.
• Build disciplined creative and campaign iteration cycles aligned to funnel objectives.
• Reduce dependency on agency execution while maintaining strong performance standards.

3. Performance Marketing & Investment Discipline
• Own paid digital strategy, budget planning, pacing, and reallocation decisions.
• Build and actively manage lead and revenue forecasts tied to marketing investment.
• Identify and address forecast variance, budget risk, and growth constraints proactively.
• Provide clear, decision-ready performance narratives to executive leadership.

4. Conversion, Landing Pages & Personalization
• Partner with Website CX and Technology teams to improve landing page speed-to-launch, engagement, and conversion.
• Establish a repeatable landing page and testing model that supports campaign velocity.
• Implement precision personalization across offers, audiences, and messaging.
• Ensure campaigns and landing experiences operate as one integrated growth system.

5. Measurement, Attribution & Single Source of Truth
• Own attribution accuracy from spend to booked and completed revenue.
• Establish and enforce a single source of truth for paid performance metrics.
• Reduce unknown and uncategorized lead outcomes through governance and system alignment.
• Ensure reporting supports executive decision-making, not just visibility.

6. Agency & Team Leadership
• Set clear expectations and SLAs for agencies and internal teams.
• Lead disciplined performance reviews producing documented actions, owners, and timelines.
• Hold teams accountable to improvement plans, not explanations.
• Develop performance marketing talent with strong business acumen and ownership mentality.
• Manage a team of 6-10 people

7. Enterprise Ways of Working
• Operate with an outcomes-based mindset and bias for informed action.
• Require structured agendas, prepared participants, and clean follow-through.
• Escalate risks early with options and recommendations.
• Model enterprise-first thinking, executive presence, and urgency.
• Ability to go from a decentralized Marketing model to a centralized marketing model.

What Success Looks Like
• Paid social operates as a scalable, in-house enterprise capability.
• Digital forecasts are credible, explainable, and increasingly accurate.
• Attribution confidence enables stronger investment decisions.
• Landing page and conversion performance shows sustained lift.
• Agencies and teams operate with higher accountability, clarity, and speed.
• Finance and leadership trust marketing's numbers and act on them.

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Required Skills & Experience
• Experience managing a marketing budget of $60MM
• Experience managing marketing in performance marketing including - transitional marketing channels, social media (Meta, YouTube, Instagram), paid search (Google, Yelp, etc), marketing analytics
• Ability to set the vision for a changing marketing team
• Managing a team of around 7-10 people
• Marketing experience with a similar end customer that is needs based in their customer journey. In this case, the customer is home services (like roofing, plumbing, electrical). These customers are not choosing to purchase these services, they are being forced to out of need. Similar services might be doctors/medical marketing, lawn or pest services, dental care
• Similar marketing model experience - it's a shared services model used by difference regions and branches. The company is transforming from a decentralized marketing model to centralized marketing
• Marketing experience where speed to customer matters, not as much e-commerce.
• Ability to do both strategy and hands on marketing

Nice to Have Skills & Experience

Experience in the Trades industry

Compensation:
$180,000 to $200,000 per year annual salary. Plus bonus
Exact compensation may vary based on several factors, including skills, experience, and education.
Benefit packages for this role includes: medical, dental, 401k

Benefit packages for this role will start on the 1st day of employment and include medical, dental, and vision insurance, as well as HSA, FSA, and DCFSA account options, and 401k retirement account access with employer matching. Employees in this role are also entitled to paid sick leave and/or other paid time off as provided by applicable law.