Director of Performance Marketing

Director of Performance Marketing

The Director of Performance Marketing serves as the enterprise leader responsible for maximizing the effectiveness of paid media, marketing analytics, attribution, and performance optimization across Five Star Franchising's growing portfolio of brands.

This role partners closely with Brand Marketing Directors, agency partners, franchise leadership, operations, technology teams, and executive leadership to improve customer acquisition, optimize marketing investment, strengthen reporting accuracy, and drive measurable business growth.

We're looking for a strategic, highly analytical leader who thrives on solving complex marketing challenges through data, technology, and continuous optimization.

This leader will build scalable reporting frameworks, establish performance standards across brands, strengthen agency accountability, and transform marketing insights into actionable strategies that improve franchise owner success and enterprise performance.

The ideal candidate combines deep expertise in digital marketing with strong business acumen, operational discipline, and executive communication skills. They know how to challenge assumptions, identify opportunities, influence cross-functional teams, and continuously improve marketing performance through data-driven decision making.

Responsibilities

• Lead enterprise Performance Marketing strategy, execution, and optimization across Five Star's portfolio of franchise brands.
• Develop paid media strategies that improve lead generation, customer acquisition, revenue growth, and franchise owner profitability.
• Partner with Brand Marketing Directors to identify growth opportunities, optimize marketing investments, and improve channel performance.
• Oversee paid media initiatives across Google Ads, Meta, YouTube, TikTok, Reddit, Local Service Ads, Display, Programmatic, and emerging advertising platforms.
• Build scalable testing frameworks across creative, audiences, landing pages, bidding strategies, messaging, and conversion funnels.
• Own attribution, conversion tracking, and marketing measurement frameworks to ensure reporting accuracy and business visibility.
• Develop executive dashboards, scorecards, and performance reporting that translate complex marketing data into actionable business insights.
• Lead agency relationships through structured governance, performance benchmarks, quarterly business reviews, and continuous optimization initiatives.
• Evaluate campaign performance using key performance indicators including ROAS, MER, CPL, CPA, CAC, LTV, conversion rates, and lead quality.
• Partner with CRM, analytics, and technology teams to improve data integrity, offline conversion tracking, and marketing system integrations.
• Identify operational gaps, reporting challenges, and process improvements that increase marketing efficiency and scalability.
• Develop franchise performance benchmarks and optimization playbooks that improve results across brands and individual franchise locations.
• Present strategic recommendations, performance insights, and growth opportunities to executive leadership with clarity and confidence.
• Stay ahead of emerging advertising platforms, AI technologies, privacy regulations, attribution models, and digital marketing best practices to maintain Five Star's competitive advantage.

Qualifications

• 7+ years of experience in Performance Marketing, Digital Marketing, or Growth Marketing
• Proven success managing multi-channel paid media programs and optimizing marketing performance through data-driven decision making.
• Strong analytical skills with experience measuring campaign performance, attribution, and marketing ROI.
• Experience managing agencies, strategic vendor partnerships, and cross-functional stakeholders.
• Deep expertise across Google Ads, Meta Ads, Google Analytics 4, Google Tag Manager, attribution platforms, and modern reporting tools.
• Experience with CRM and marketing automation platforms such as HubSpot, Klaviyo, or similar systems.
• Strong understanding of lead generation, conversion optimization, customer acquisition strategy, and performance measurement.
• Excellent leadership, communication, presentation, and project management skills.
• Experience in franchise, multi-location, home services, restoration, or other service-based industries is a plus.
• Bachelor's degree in Marketing, Business, Analytics, Communications, or related field preferred.
• Google Ads, Analytics, Meta, or related certifications are a plus.
• Strong project management and organizational skills; experience with Monday.com or similar work management platforms is a plus.
• Experience in franchise, multi-brand platform, or marketing agency environments is a plus.

Why Join Us?

This is an opportunity to help shape the future of Performance Marketing & Analytics across one of the fastest-growing franchise organizations in North America. You'll influence millions in annual advertising investment, build scalable systems that support enterprise growth, and directly impact the success of more than 1,500 franchise locations.

We offer a flexible, collaborative work environment where innovation, accountability, and measurable results are valued. Our benefits include:

• Medical, Dental, and Vision Insurance
• Long-Term and Short-Term Disability Insurance
• Supplemental Life Insurance
• 401(k)
• Generous Paid Time Off

Equal Opportunity Employer

Five Star Franchising is an equal opportunity employer. Hiring decisions are made without regard to race, color, creed, religion, sex, pregnancy, sexual orientation, gender identity, age, national origin, ancestry, citizenship status, disability, veteran status, genetic information, or any other basis protected by applicable federal, state, or local law.

Reasonable Accommodations

Qualified individuals with disabilities may be entitled to reasonable accommodation under the Americans with Disabilities Act and applicable state or local laws.