Location Zip Code:84604
Job Family:Marketing
We are seeking a hands-on, strategic, and highly analytical marketing leader to join our Aptive team! This is a full-time
Director, Performance Marketing & Customer Acquisition (B2C) position located in
Provo, Utah or remotely.
This leader will drive profitable consumer growth through paid media, affiliate partnerships, and new acquisition channels. They will own the acquisition budget, channel mix, forecasting, and performance across the full funnel-from awareness and qualified lead generation to paying customers and long-term value.
The ideal candidate has personally owned substantial B2C paid media budgets and brings recent, hands-on experience building, managing, and optimizing campaigns. They can explain campaign performance in detail, make informed budget decisions, and defend investment recommendations with clear financial reasoning. This role combines direct execution with team and agency leadership, partnering closely with Search, Web, CRM, Brand, Inside Sales, and Operations to improve acquisition results.
What we offer:- Annual salary + merit bonus
- Group health, dental, and vision plans
- Pet insurance, life insurance, and EAP benefits
- 401(k) with employer match up to 4%
- Paid holidays and paid time off
- Opportunity for advancement
- Upbeat and exciting company culture and much more!
Responsibilities include:Paid Media, Customer Acquisition & Growth- Own Aptive's B2C acquisition strategy across paid media, affiliate, publisher, marketplace, pay-per-call, and partner-sourced demand, with accountability for budget allocation, qualified lead volume, customer acquisition, and profitability.
- Remain directly involved in advertising platforms and campaign performance, evaluating campaign structure, bidding, audiences, creative, placements, and conversion results in coordination with internal channel owners and agencies.
- Establish and manage channel targets for cost per qualified lead, customer acquisition cost, return on ad spend, and payback, connecting media performance to sales conversion and customer value.
- Own annual acquisition budget planning, monthly forecasting, and daily and weekly pacing. Reallocate investment across channels and markets based on performance, incremental returns, seasonality, and operational capacity.
- Improve acquisition efficiency through disciplined testing and optimization of creative, audiences, bidding, offers, partner mix, payout economics, and landing pages.
- Identify, test, and scale new acquisition channels and growth partnerships, with defined test budgets, success measures, and decisions to scale, refine, or discontinue.
- Develop measurable awareness and consideration programs across opportunities such as video, CTV, streaming audio, paid social, creators, and local-market media, evaluating their contribution to customer acquisition.
- Improve digital conversion through systematic testing of landing pages, offers, forms, quote flows, and self-service purchase paths in partnership with Search, Web, Finance, Revenue Strategy, and Legal.
- Establish lead quality, routing, and speed-to-contact standards, partnering with Inside Sales and Operations to improve close rates and the full lead-to-service experience.
Analytics, Budget Accountability & Marketing Technology- Own the financial case for acquisition investment, including fully loaded customer acquisition cost, payback, revenue, customer value, retention, and incremental growth.
- Present and defend budget recommendations to Finance and executive leadership, explaining channel economics, performance changes, assumptions, risks, and expected returns.
- Measure incrementality beyond platform-reported conversions through appropriate methods such as holdout groups, geographic testing, and lift studies.
- Lead the marketing technology and measurement function, including attribution, online and offline conversion tracking, audience activation, tag management, experimentation tools, call tracking, and consent-compliant data collection.
- Establish source-level reporting that connects marketing spend to qualified leads, sales conversion, acquired customers, first-year value, and retention in partnership with Strategy, Analytics, and Finance.
- Maintain acquisition forecasts by channel, market, and month, identifying performance gaps and taking clear corrective action.
- Lead a disciplined experimentation program with documented hypotheses, success criteria, and actionable findings.
- Apply AI and automation to improve campaign analysis, creative testing, reporting, and execution while maintaining accuracy and accountability.
Cross-Functional Leadership- Partner across Search, AEO and Web, CRM and Lifecycle, Brand and Creative, Inside Sales, Operations, Finance, Technology, Data, Strategy, and Legal to improve the full customer acquisition funnel.
- Lead and develop two direct reports and a team of three, including the Senior Manager of Marketing Technology, while maintaining direct involvement in campaign analysis, testing, and optimization.
- Manage agencies and external partners through clear scopes, performance targets, testing plans, fee structures, and accountability for measurable business results.
- Evaluate agency recommendations using campaign data and acquisition economics, and provide specific direction on optimization and investment priorities.
- Communicate performance, decisions, and risks clearly to executive leadership, translating detailed marketing data into business implications.
- Build scalable processes and systems through internal capabilities, agencies, contractors, technology, and automation as Aptive's digital business grows.
Requirements- Bachelor's degree in marketing, business, economics, statistics, communications, or a related field.
- 10+ years of relevant marketing experience, including substantial B2C paid media and direct customer acquisition experience, with progressive responsibility for campaign execution, budgets, and team leadership.
- Demonstrated personal ownership of annual paid media budgets of approximately $10-20 million or more, including channel allocation, forecasting, pacing, optimization, and financial accountability.
- Recent, hands-on expertise in Google Ads and Meta Ads Manager, including campaign setup, bidding, audience strategy, creative testing, conversion tracking, and performance troubleshooting.
- Proven results growing consumer lead volume and acquired customers while improving acquisition cost, ROAS, payback, or profitability.
- Ability to discuss specific budgets, channel allocations, performance targets, optimization decisions, and actual results in detail.
- Experience connecting paid media investment to downstream lead quality, sales conversion, revenue, and customer value in a B2C environment.
- A track record of reallocating budget across channels based on performance and incremental returns.
- Experience launching and scaling at least one new acquisition channel or growth partnership into a meaningful source of customers.
- Practical fluency in incrementality, experimentation, attribution limitations, cohort analysis, retention, and marketing measurement.
- Experience leading internal teams and agencies while remaining directly involved in campaign decisions and execution.
- Strong executive communication skills, including the ability to explain and defend investment recommendations to Finance and business leadership.
Preferred Qualifications- Experience in home services, local services, franchising, or another consumer business operating across multiple markets.
- Experience with pay-per-lead, pay-per-call, affiliate, publisher, marketplace, or recurring-revenue models.
- Experience connecting digital acquisition to inside sales, offline transactions, completed services, or self-service purchasing.
- Demonstrated use of AI and automation to improve marketing productivity, testing, or performance.
- Professional certifications in digital advertising, marketing analytics, or experimentation.
