VP of Performance Marketing

About the Role:

As the VP of Performance Marketing, you will architect, own, and scale Honor’s end-to-end growth engine—setting strategy and leading execution across acquisition, performance media, conversion optimization, experimentation, and analytics to deliver measurable, efficient, and durable growth. You will build a modern, data-driven growth system that integrates performance marketing and brand amplification in service of long-term revenue and enterprise value. As a key enterprise leader, you will bridge corporate growth strategy and franchise execution, proving the impact of centralized capabilities and driving adoption across a complex, distributed network through insight, influence, and results.

Strategic Growth Leadership

• Own digital demand generation for Home Instead, balancing growth velocity with efficiency by reducing CAC, improving lead quality, and increasing conversion across the funnel
• Set and execute the performance media strategy across paid search, paid social, and programmatic display, with clear accountability for ROI, scale, and learning velocity
• Partner with Engineering and Product to accelerate SEO, site performance, and conversion, including landing pages, content strategy, and rigorous experimentation
• Partner closely with Inside Sales to optimize the experience from marketing to conversation, driving experimentation across lifecycle marketing, contact strategy, and lead nurturing
• Own attribution, measurement, and growth analytics, defining KPIs across the funnel, translating performance into actionable insight, and driving continuous optimization

Franchise Network Marketing Management & Enablement

• Define and scale local marketing strategy for the franchise network, including call tracking, number management, and localized content that strengthens local business profiles
• Serve as the primary growth bridge between corporate and franchise partners, demonstrating the ROI of centralized programs and accelerating adoption across the network
• Partner with franchise and regional leaders to optimize locally funded campaigns, executed in tight coordination with centralized investment to expand reach and brand impact
• Enable and upskill franchise business consultants to help franchise offices optimize performance marketing and local growth outcomes

Performance Marketing & Budget Management

• Lead agency partners in defining media mix strategy, lead quality models, and optimization frameworks that improve performance at scale
• Partner with Brand Marketing leadership to allocate capital across channels, maximizing overall business impact and long-term growth efficiency

Qualifications:

• Experience: 10+ years of senior leadership experience in growth, performance marketing, or demand generation, ideally at the Director or VP level
• Operational Sales Grip: experience closely partnering with or managing inside sales or contact center operations.
• Technical Fluency: Deep understanding of modern MarTech stacks (e.g., Salesforce, HubSpot, Marketo, Google Marketing Platform) and attribution modeling.
• Build and scale a modern growth analytics function that leverages experimentation, attribution modeling, forecasting, and advanced measurement to guide investment decisions.
• Translate complex data into clear, actionable insights for hands-on-keyboard team and executive stakeholders, influencing business strategy and marketing investment priorities.
• Proven track record building and scaling a high-performing growth engine, across both smaller, fast-moving teams and larger, more complex organizations
• Financial Acumen: Experience managing significant marketing budgets ($MM+) with rigorous P&L or fund accountability.
• Education: Bachelor’s degree required; MBA or equivalent advanced degree preferred.
• Nice to have: Franchise/Third Party/Multi-Location Expertise: Proven track record driving growth in a complex franchise or distributed service model is highly preferred.

Honor is a fully remote company: employees can work anywhere in the U.S.