Director of Performance Marketing

Description

The Director of Performance Marketing is a high-impact leadership role responsible for owning and optimizing all performance marketing channels at Expo Home Improvement. This individual will take day-to-day ownership of paid media, lead generation, and channel performance — freeing our Fractional CMO to focus on broader brand strategy and executive priorities. This is not a strategy-only role. We need someone who can build, execute, measure, and iterate. The right candidate combines deep home improvement industry knowledge with hands-on performance marketing expertise and the leadership presence to drive a team.

Key Responsibilities

Channel Ownership & Performance

• Own all performance marketing channels including paid search, paid social, display, OTT/streaming, direct mail, and third-party lead generation
• Drive cost-of-marketing (COM) efficiency across all channels, with a target of reducing blended COM to 15% or below
• Establish channel-level attribution, reporting, and optimization cadence
• Identify underperforming channels and restructure or eliminate spend accordingly
  
  

Lead Generation & Revenue Impact

• Own the full funnel from lead generation through appointment set, with close collaboration with Sales on conversion metrics
• Partner with Sales leadership to align lead quality, appointment volume, and revenue outcomes
• Build and manage lead scoring, routing, and follow-up processes in partnership with CRM and operations teams
  
  

Analytics & Reporting

• Establish real-time visibility into marketing performance across all channels (Salesforce Acumatica environment)
• Deliver weekly and monthly performance dashboards to the CMO and President
• Build and maintain a channel-level P&L view tied to installed revenue
  
  

Team & Agency Management

• Manage internal marketing team members and external agency/vendor relationships
• Set clear performance expectations, conduct regular reviews, and develop team capabilities
• Evaluate agency performance and make recommendations on in-house vs. outsourced capabilities
  
  

Strategic Planning

• Partner with the Fractional CMO on annual marketing planning, budget allocation, and brand positioning
• Contribute to the company's path from $66M to $87M in revenue through scalable marketing programs
• Stay current on home improvement industry trends, competitor activity, and emerging channels
  
  

About Expo Home Improvement

Expo Home Improvement, a top-rated Texas-based home remodeling company, specializes in high-quality bathroom, kitchen, and window remodels for residential customers since 2006. We are recognized for exceptional craftsmanship, outstanding customer service, and a commitment to enhancing the lives of homeowners. Recognized as a Top Place to Work in the nation, our people-first approach fosters a supportive culture that drives excellence and growth. Beyond transforming homes, we are dedicated to building lasting relationships and making a positive impact in the communities we serve.

Requirements

• 5 years of performance marketing experience, with at least 2 years in the home improvement, home services, or adjacent industry (windows, roofing, HVAC, solar, remodeling, etc.)
• Proven track record of managing $3M in annual paid media spend with measurable ROI outcomes
• Deep expertise in Google Ads, Meta Ads, and multi-channel attribution
• Experience with CRM systems (Salesforce preferred) and connecting marketing data to sales outcomes
• Strong analytical skills — comfortable building and owning performance dashboards
• Demonstrated ability to manage and develop a marketing team
  
  

Preferred

• Experience in a high-volume, in-home sales model (demos, appointments, closers)
• Familiarity with Acumatica or similar ERP/job management systems
• Experience working alongside or managing relationships with a fractional CMO or senior marketing leader
• Background in direct response marketing including direct mail and broadcast
  
  

Working Conditions

• Primarily based at our corporate headquarters, with occasional local travel
• Office setting with frequent coordination across departments and vendors. Must be able to manage multiple priorities in a fast-paced environment, often with tight deadlines.
• Work is performed in a professional office settings require extensive use of computers, data platforms, and communication tools.
• The role involves sitting, typing, and viewing a computer screen for extended periods.
• Requires strong attention to detail and the ability to analyze large amounts of performance, revenue, and lead-generation data to drive business decisions and marketing optimization.
• May require occasional evenings or weekends as business needs.
  
  

Equal Opportunity Employer

Expo Home Improvement provides equal employment opportunities to all employees and applicants without regard to race, color, religion, gender, sexual orientation, national origin, age, disability status, or any other characteristic protected by law.

Americans With Disabilities Act (ADA)

Expo Home Improvement complies with the ADA and will provide reasonable accommodations to qualified individuals with disabilities and encourages both prospective and current employees to discuss potential accommodations.