Vice President, Performance Marketing

Learn more about the Vice President, Performance Marketing Position with Certa ProPainters, Ltd.

Working as Vice President, Performance Marketing

CertaPro Painters® is seeking a VP, Performance Marketing who is passionate, dynamic, creative, and has a proven track record for impacting sales pipeline with strong marketing programs. This role is a key leader responsible for building CertaPro Painters® performance marketing strategy. The VP will manage a team to propel incremental lift across all media channels and optimize and drive marketing effectiveness for our multi-channel, integrated marketing strategy.

This role reports directly to the Chief Brand Officer and will work with leadership to build an attribution-focused marketing strategy to drive demand for CertaPro Painters® at the system-wide, regional, and local level for both residential and commercial business.

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  • Architect and implement an outstanding performance media plan crafted to achieve yearover-year growth in quality lead volume, pipeline goals, both in consumer, B2B, and franchise sales
  • Build a roadmap of multi-channel lead generation programs and campaigns in collaboration with Brand Marketing & Strategy teams for targeted segments and personas across all paid and organic channels.
  • Lead the development of the marketing attribution model to demonstrate the impact of marketing initiatives on revenue including forecasting, measuring, and analyzing results.
  • Coordinate measurement and analyses of media, promotion, and campaign performance in conjunction with internal teams and agencies.
  • Direct and manage the social strategy including SEO content across the enterprise to drive brand awareness, capture share and capture leads.
  • Lead aspects of the development and implementation of marketing attribution dashboards such as Power BI. Use dashboard to provide greater clarity and insight (both how and why) into media initiatives across business units.
  • Collaborate with marketing team members and agencies on campaign concept, content requirements, buyer’s journey development and media execution across various channels (e.g., paid media, email marketing, organic, content marketing, ABM platforms.)
  • In collaboration with cross-functional teams, understand our customers, the reasons they buy, and the overall market landscape. Work with the team to turn these insights into effective go-to-market strategies for customer acquisition.
  • Lead the brand and customer experience on our digital platforms including website content, conversation rate optimization, and CRM acquisition strategy.
  • Provide clear leadership for the Performance Marketing team by, recruiting, motivating, and mentoring a team of marketers who can deliver and refine a qualified opportunity pipeline.
  • Required to directly collaborate and advise franchisee network on marketing performance, trends, insights and best practices through one-on-one meetings, advisory board, co-ops and corporate partners.
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Required Qualifications

  • 10+ years of prior performance marketing experience with at least 6 years of digital marketing experience
  • Proven track record of implementing ROI-positive, multi-channel, growth-oriented demand generation programs
  • Enthusiasm for data-driven marketing to understand customer behavior with strong analytical, strategic, and creative thinking for integrated campaigns
  • Experience in marketing and advertising including media buying, copy writing, SEO/PPC account management and hands on project management
  • Deep experience in using Customer Data Platform (CDP) to deliver targeted, personalized approaches across marketing channels
  • Proven ability to develop and execute measurable demand creation programs that drive revenue through direct and indirect channels through integrated and ABM plays
  • Extensive knowledge of social media and experience generating Word of Mouth and engagement opportunities across all relevant channels.
  • Extensive knowledge of data privacy as it relates to the ability to target and measure marketing effectiveness.
  • Experience using tools such as Microsoft Marketing Automation, DAM platforms, social listening platforms, ad tech, and web analytics to drive efficiency and achieve goals.
  • Strong analytical skills, with experience deploying scalable testing frameworks and growth marketing programs.
  • Deep understanding of lead lifecycle management: lead optimization, routing and scoring, database management, nurture streams, pipeline, and revenue attribution.
  • Strong leader with excellent communication and people skills, and a player-coach mindset.
  • Bachelor of Art or Bachelor of Science degree in Marketing, Communication or similar subject area preferred; and/or training and equivalent combination of education and experience.
  • Experience in franchising required
  • Strong public speaking skills in small and large groups preferred
  • Ability and willingness to travel required – 25%

About CertaPro Painters®

Certa ProPainters, Ltd. is the franchisor of independently owned and operated CertaPro Painters® franchised businesses. CertaPro Painters® is the largest residential and commercial painting franchise in North America, with more than 375 independently owned and operated franchise locations, representing more than 1,500 full time associates and over 6,000 professional painters. Founded in 1992, the backbone of the company is the brand promise and delivery of Certainty, to both its franchisees and its customers. National brand marketing, industry-leading local and regional marketing, focused business planning, and a technology platform that provides real-time information on local and national business performance have created an engine of growth and real excitement in a huge business category. CertaPro Painters® is headquartered in suburban Philadelphia and is a subsidiary of the Toronto-based FirstService Corporation, the leading North American brand in property services.

Equal Opportunity Employer Statement

CertaPro Painters, Ltd. is an equal opportunity employer. In order to provide equal employment opportunities to all employees and applicants for employment, employment decisions at CertaPro Painters® will be based on merit, qualifications, and abilities. CertaPro Painters® prohibits discrimination and harassment based on an individual’s race, color, religion, age, sex, national origin, disability status, genetics, protected veteran status, sexual orientation, gender identity or expression, or any other characteristic protected by federal, state, provincial, or local laws.

Salary Range – $130,000 – $180,000 plus bonus

Certa ProPainters, Ltd. is an equal opportunity employer.