Performance Marketing Manager

Performance Marketing Manager

Compensation: $100,000 per year

Position Summary

The Performance Marketing Manager is responsible for driving the performance, efficiency, and lead quality of paid media and third-party lead generation programs across markets.

This role oversees full-funnel media strategy, geographic and audience targeting, agency coordination, lead quality, performance reporting, third-party lead vendors, and landing page optimization. The ideal candidate is highly analytical and able to translate performance data into strategies that improve customer acquisition, revenue, and return on advertising spend.

Key Responsibilities

Paid Media Service Area Management

• Own and maintain master service area maps across markets.

Ensure geographic targeting is accurate across advertising and listing platforms.

• Develop targeting strategies based on performance, lead quality, market needs, and service capacity.
• Identify opportunities to expand, reduce, or adjust geographic coverage.

Targeting Strategy & Agency Coordination

• Own targeting and retargeting strategy across paid media, including upper-, mid-, and lower-funnel tactics.
• Partner with agencies on audience, channel, and measurement strategies.
• Coordinate across agencies to ensure consistent execution and minimize audience overlap and inefficiencies.
• Manage the activation of lookalike audiences, customer match files, and other first-party data.

Use performance data to improve audience segmentation and targeting.

• Establish expectations and hold agency partners accountable for performance.

Lead Quality & Performance Analysis

Investigate lead quality issues across paid media and third-party lead channels, including call reviews when needed.

• Partner with agencies and vendors to address quality issues and adjust channel mix or investment.
• Analyze the lead funnel from inquiry through booking and completed job to identify conversion opportunities.

Provide guidance on lead and call dispositioning, including Local Services Ads (LSAs). Connect marketing performance to lead quality, conversion, revenue, and overall channel effectiveness.

Paid Media Reporting & Analytics

• Track performance across markets, agencies, campaigns, channels, and service areas.
• Monitor key metrics including spend, leads, CPL, qualified lead rate, conversion, revenue, and ROAS.
• Evaluate upper-funnel performance using appropriate awareness and consideration metrics.
• Identify trends, performance issues, and opportunities requiring action.
• Translate performance data into recommendations for budget allocation and optimization.

Third-Party Lead Vendor Management

• Manage relationships and performance with providers such as Angi, Yelp, eLocal, Thumbtack, and similar platforms.
• Identify and test new lead sources to determine their ability to scale profitably.
• Optimize budgets, markets, service categories, pricing, and lead purchasing strategies.
• Monitor lead quality, conversion, and revenue by vendor and market.

Recommend where investment should be expanded, reduced, or reallocated.

Landing Page Strategy & Optimization

• Develop landing page strategies for omnichannel paid media campaigns.
• Evaluate landing page performance and identify conversion opportunities.
• Develop and test messaging, offers, calls to action, and other content.
• Partner with agencies and internal teams to execute testing and improvements.

Qualifications

Bachelor's degree in Marketing, Business, Communications, Analytics, or a related field required. 7+ years of experience in performance marketing, paid media, lead generation, or marketing analytics. Strong expertise with marketing analytics, attribution platforms, Excel, and/or Google Sheets. Strong understanding of full-funnel media strategy, including upper-funnel awareness, paid search, paid social, retargeting, LSAs, and third-party lead generation. Experience developing audience and geographic targeting strategies across multiple markets or business units. Strong analytical skills with the ability to connect media performance to lead quality, conversion, revenue, and ROAS. Experience managing multiple agencies, vendors, and external partners. Strong communication and project management skills with the ability to translate data into actionable recommendations.

Preferred Experience

Experience with multi-location, home services, local services, franchise, or other lead-driven businesses. Experience with upper-funnel channels such as programmatic, YouTube, CTV, and paid social. Hands-on experience with Google Ads, Google LSAs, Meta, Yelp, Angi, Thumbtack, eLocal, or similar platforms. Experience with call tracking, CRM data, lead dispositioning, and first-party audience data. Experience with landing page testing and conversion rate optimization. Familiarity with marketing attribution and BI tools such as Power BI, Tableau, or Looker.

Key Competencies

Performance Driven: Focuses on measurable business outcomes and continuously looks for opportunities to improve results. Analytical Thinking: Connects media performance, lead quality, conversion, and revenue to identify actionable insights. Strategic Thinking: Understands the role of upper-, mid-, and lower-funnel media in driving both immediate and long-term demand. Agency & Vendor Management: Sets clear expectations, drives accountability, and builds productive external partnerships. Problem Solving: Quickly identifies performance or lead quality issues and develops practical solutions. Collaboration: Works effectively across marketing, operations, agencies, vendors, and leadership. Communication: Translates complex performance data into clear recommendations and business actions.

Benefits & Work Schedule

We offer a comprehensive benefits package, including

Medical insurance

Dental insurance

Vision insurance

Supplemental insurance options

401(k) retirement plan

Paid Time Off (PTO)

• Schedule: Monday-Friday
• Work Location: 100% Remote

Remote Work Requirement: This position is fully remote; however, candidates must be based in the United States and authorized to work in the U.S.