VP of Performance Marketing - B2C Home Warranty
Location: Central New Jersey
Comp: $200-$250k base + bonus
Position Overview
A fast-growing, multi-brand home warranty company is seeking an experienced, hands on VP of Performance Marketing to lead customer acquisition across affiliate marketing, publisher partnerships, paid media and other performance channels for its multiple brands. This leader will manage and develop team, bring on new publisher and build affiliate relationships to the company, and drive performance across the entire acquisition funnel.
The ideal candidate is both strategic and hands on, with deep expertise in performance marketing economics, media and flow optimization, affiliate and publisher management, landing page development and testing, conversion and analytics. This person must understand how acquisition decisions impact leads, sales, CAC, revenue and profitability.
Key Responsibilities
Performance Marketing & Acquisition
- Develop & execute the overall performance marketing and customer acquisition strategy.
- Build, manage and optimize affiliate, publisher, paid search, paid social, display and other performance channels.
- Manage budgets and continuously optimize spend based on CAC, CPA, conversion, sales, revenue, ROI and profitability.
- Identify and develop new acquisition channels and opportunities.
- Build and optimize landing pages and consumer flow process and experience. Test media sources, audiences, creative, offers, landing pages and conversion paths.
- Evaluate emerging channels, technologies and AI opportunities.
- Lead and manage the existing publisher acquisition team, establishing goals, processes and accountability.
- Personally develop strategic publisher, affiliate and network relationships and bring new relationships to the company’s brands.
- Set commissions, payouts, economics and performance requirements.
- Monitor publisher quality, volume, conversion, CAC, sales and profitability.
- Scale high performing partners and address low quality, fraudulent or unprofitable traffic.
- Ensure accurate tracking, attribution, postbacks, reporting and payment reconciliation.
Full Funnel & Conversion Optimization
- Own performance from media source through lead capture, call connection, sale and customer economics.
- Build and optimize acquisition funnels, landing pages, forms, offers, calls to action and conversion paths.
- Lead A/B testing and use data to identify and improve conversion opportunities.
- Partner with Technology, Analytics, Sales and Operations to resolve tracking, funnel and conversion issues.
- Establish accurate attribution and reporting across acquisition channels and publishers.
- Track and analyze CAC, CPA, CPL, conversion, sales, revenue, ROI and profitability.
Team & Cross Functional Leadership
- Manage and develop a high performing performance marketing team, including the existing publisher acquisition team.
- Establish clear goals, accountability and performance standards.
- Partner with Sales, Call Center Operations, Finance, Technology, BI / Analytics and senior executives.
- Align acquisition volume & quality with capacity, staffing and consumer economics.
- Communicate performance, opportunities and recommendations to the CMO.
Qualifications & Experience
- 10+ years of progressive performance marketing and customer acquisition experience.
- Deep expertise in affiliate marketing, publisher marketing and performance-based acquisition programs.
- Existing relationships with publishers, affiliates, networks and other acquisition partners.
- Proven ability to conceptualize, build, optimize and scale multiple media channels and acquisition programs.
- Strong full funnel, landing page and conversion optimization experience.
- Deep understanding of CAC, CPA, conversion, sales, revenue, ROI and profitability.
- Experience managing significant performance marketing budgets.
- Strong knowledge of affiliate tracking, attribution, postbacks and partner economics.
- Advanced Excel and data analysis skills.
- Call based acquisition and lead generation experience is a strong plus.
- Strong negotiation, communication and leadership skills.
- Comfortable using AI and emerging technology to improve performance.
- Experience in home services, insurance, financial services, subscriptions or other performance driven businesses is a plus.
What Success Looks Like
- Grow qualified customer acquisition while meeting target CAC and profitability goals.
- Scale profitable affiliate and publisher relationships and add new high value partners.
- Improve performance and productivity of the existing publisher acquisition team.
- Build and optimize additional acquisition channels.
- Improve landing page, funnel and overall conversion performance.
- Establish reliable attribution and performance reporting.
- Improve customer quality, revenue and long-term acquisition economics.
- Build / Manage a high performing, accountable performance marketing organization.
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