Director, Performance Marketing

Director, Performance Marketing Foundation Partners Group - 2.6 Orlando, FL Job Details 9 hours ago Benefits Paid holidays Disability insurance Health insurance Dental insurance Vision insurance 401(k) matching Opportunities for advancement Life insurance Qualifications Lead Conversion Decision making Forecasting Leading team collaboration initiatives Pay-per-click (PPC) advertising Paid search marketing Project stakeholder communication Cross-functional communication Senior leadership Search engine marketing (SEM) strategy development Paid search advertising campaigns Full Job Description Foundation Partners Group is seeking a Director of Performance Marketing to scale and evolve our acquisition engine across paid search and adjacent omnichannel levers that drive measurable local demand. This leader will drive efficient performance today while building the forecasting discipline, measurement rigor, creative/testing system, and local-market operating model that powers our next stage of growth-while honoring the empathy, clarity, and trust required in deathcare. This is a highly hands-on, transformative role for a senior operator who has spent years "on the keys" inside platforms like Google Ads and have experience rebuilding and modernizing paid search engines and account structures . You'll be responsible for driving calls and leads that convert into service-based transactions primarily offline , in partnership with our locations and field teams. This role is fully remote (East Coast hours) , built for someone who can lead with high ownership, communicate proactively, and drive cross-functional execution without needing an office to create momentum. Key Responsibilities Drive performance investment strategy & planning Own performance investment strategy against KPIs tied to offline outcomes (e.g., qualified inbound calls, qualified leads, appointment/arrangement volume, location-level demand, efficiency targets) Build rigorous weekly/monthly pacing and forecasting models and bottom-up acquisition plans by market/location; translate targets into a 12 -18 month roadmap Evaluate marginal efficiency and incremental return; allocate a portion of budget to structured experimentation and high-impact growth initiatives Proactively present clear investment recommendations with explicit assumptions, tradeoffs, and risk mitigation plans Own and integrate an omnichannel portfolio Lead paid search as the core lever (Google Ads), while cross-functionally integrating local discovery and conversion surfaces: FPG and Tulip properties, GBP, and market-level demand drivers tied to calls and locations Ensure campaigns reflect local realities (e.g., coverage, capacity, scheduling/arrangement workflows) and support multi-location needs Identify, size, and advocate for new acquisition opportunities across emerging platform surfaces and AI-influenced search experiences; pilot quickly and scale what works Operate and optimize into a best-in-class paid search engine Personally execute in-platform: campaign builds, restructuring, QA, keyword/match strategy, negatives, bidding, ad assets, extensions, geo and dayparting strategies. Create repeatable systems (e.g., naming conventions, QA checklists, budget controls, testing templates) that make performance scalable and resilient Build a call-driven optimization approach (e.g., routing considerations, call conversion paths, lead quality feedback loops) aligned to offline service outcomes Elevate measurement & decision-making Strengthen measurement from digital touchpoints through offline outcomes (calls consults/arrangements/services), including conversion definitions aligned to KPIs and operational feedback loops Make clear, defensible portfolio recommendations even when signals are imperfect or directional; translate performance into executive-ready decisions Cross-functional leadership Partner closely with field teams and local leaders to align paid strategy with field-led local marketing strategies and community engagement-driven initiatives (e.g., events, partnerships, referral pathways) Treat Google Business Profile (GBP) as a cross-functional lever: understand the inputs/operating rhythms and coordinate with owners across marketing, field, and web to support local visibility and conversion Coordinate with SEO leadership on holistic search visibility, shared keyword intelligence, and AI-driven discovery shifts, ensuring paid + organic + local surfaces work together across priority markets, location pages, and service lines. Tools & platforms Paid media : Google Ads (required), Microsoft Ads Search and local : Google Business Profile (GBP); local listings tooling (e.g., Yext/Uberall or equivalent) Core systems : Salesforce , Shopify , and marketing tech that connects performance activity to downstream outcomes (e.g., lead flow, offline conversions, audiences, lifecycle triggers)

Analytics & BI :

GA4 (or equivalent), Looker Studio/Tableau (or equivalent), Excel/Google Sheets; SQL is a plus Tagging & measurement : Google Tag Manager (or equivalent), UTM governance; call tracking/recording (e.g., CallRail or equivalent) Qualifications 8 -10+ years leading performance marketing / paid acquisition programs with direct accountability for efficiency and volume outcomes Deep, years-long hands-on paid search expertise with demonstrated experience operating directly in Google Ads at scale (builds, restructures, QA, optimizations) Proven experience driving outcomes where conversions are calls/leads that close primarily offline (service-based or high-consideration transactions) Strong forecasting discipline and comfort building bottom-up plans tied to business targets High ownership, proactive communication, and strong leadership: you create clarity, keep stakeholders aligned, and drive work forward without heavy oversight #HP2023

Req Benefits:

Meaningful Work:

Make a real difference by helping families navigate one of life's most challenging times with compassion and care.

Competitive Pay and Benefits:

o Medical, dental, prescription, and vision insurance o Vacation, sick, and holiday pay o Wellness Rewards o 401k with company match o Company-paid life insurance, long-term disability, and short-term disability

Career Growth:

Take advantage of ongoing training and advancement opportunities within the funeral service industry.

Supportive Culture:

Be part of a compassionate, mission-driven team that values respect, empathy, and service. Are you ready? Join us on our journey to Shape the Future with Purpose. Grow with The FPG Way. Foundation Partners Group is an equal opportunity employer. We are committed to fair employment practices and to fostering a workplace where every team member feels valued, supported, and treated with dignity and respect. Employment decisions are made in accordance with applicable federal, state, and local laws.

Additional Details :

Every life tells a story worth honoring. At Foundation Partners Group, we are privileged to help families create meaningful goodbyes during their most vulnerable moments. Since 2010, our team of nearly 1,600 compassionate professionals has served communities across 21 states, delivering funeral, cremation, and cemetery services with care, respect, and personalization. We're not just a network of locations-we're a team united by purpose, a community committed to ensuring every farewell reflects the individuality of the life it celebrates.