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