VP of Performance Marketing

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.

Must Have

• 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
• 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
• 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
• 10+ years of senior leadership experience in growth, performance marketing, or demand generation
• Experience closely partnering with or managing inside sales or contact center operations
• Deep understanding of modern MarTech stacks (e.g., Salesforce, HubSpot, Marketo, Google Marketing Platform) and attribution modeling
• Ability to build and scale a modern growth analytics function that leverages experimentation, attribution modeling, forecasting, and advanced measurement to guide investment decisions
• Ability to translate complex data into clear, actionable insights for hands-on-keyboard team and executive stakeholders
• Proven track record building and scaling a high-performing growth engine
• Experience managing significant marketing budgets ($MM+) with rigorous P&L or fund accountability
• Bachelor’s degree required

Good to Have

• Proven track record driving growth in a complex franchise or distributed service model (Franchise/Third Party/Multi-Location Expertise)
• MBA or equivalent advanced degree

Perks & Benefits

• Equity
• 401K with up to a 4% match
• Medical, dental and vision coverage including zero cost plans for employees
• Zero cost plans for employees
• Short Term Disability
• Long Term Disability
• Life Insurance (fully employer paid with a voluntary additional option)
• Generous time off program
• Mental health benefits
• Wellness program
• Discount program

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, data-driven 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.

Our range reflects the hiring range for this position. We use national average to determine pay as we are a remote first company. Individual pay is based on a number of factors including qualifications, skills, experience, education, and training.

Base pay is just a part of our total rewards program. Honor offers equity and 401K with up to a 4% match. We provide medical, dental and vision coverage including zero cost plans for employees. Short Term Disability, Long Term Disability and Life Insurance are fully employer paid with a voluntary additional Life Insurance option. We offer a generous time off program, mental health benefits, wellness program, and discount program.

Hiring Salary Range

$306,900—$341,000 USD

At Honor, we put people first. Our leadership culture is guided by Leadership Principles that prioritize integrity, compassion, and excellence. We offer a unique opportunity to lead with purpose and make a meaningful impact no matter your role.

Honor is an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex (including pregnancy), national origin, age, disability, genetic information, political affiliation or belief.

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