Director of Performance Marketing

About Five Star Franchising

Five Star Franchising, headquartered in Springville, Utah, is among the nation’s fastest-growing franchise portfolio companies with brands across home services. What began in 2005 with the launch of Five Star Painting has expanded into a thriving organization of multiple brands and more than 1,500 franchise locations across the U.S. and Canada. With a focus on strategic growth, we continue to expand our portfolio through acquisitions while investing in scalable marketing, technology, and operational excellence.

We are committed to empowering franchise owners to thrive by delivering best-in-class marketing, operations, and business support that drive profitable growth and remarkable customer experiences. We provide the tools, resources, and expertise needed to help franchise owners grow their businesses and maximize long-term success.

We live our DRIVE values — Driven, Real, Enthusiastic, Innovative, Vital — combining bold thinking with disciplined execution. We move fast, embrace accountability, and care deeply about results, innovation, and people.

Position Overview

The Director of Performance Marketing serves as the enterprise leader responsible for maximizing the effectiveness of paid media, marketing analytics, attribution, and performance optimization across Five Star Franchising's growing portfolio of brands.

This role partners closely with Brand Marketing Directors, agency partners, franchise leadership, operations, technology teams, and executive leadership to improve customer acquisition, optimize marketing investment, strengthen reporting accuracy, and drive measurable business growth.

We're looking for a strategic, highly analytical leader who thrives on solving complex marketing challenges through data, technology, and continuous optimization.

This leader will build scalable reporting frameworks, establish performance standards across brands, strengthen agency accountability, and transform marketing insights into actionable strategies that improve franchise owner success and enterprise performance.

The ideal candidate combines deep expertise in digital marketing with strong business acumen, operational discipline, and executive communication skills. They know how to challenge assumptions, identify opportunities, influence cross-functional teams, and continuously improve marketing performance through data-driven decision making.

Responsibilities

• Lead enterprise Performance Marketing strategy, execution, and optimization across Five Star's portfolio of franchise brands.
• Develop paid media strategies that improve lead generation, customer acquisition, revenue growth, and franchise owner profitability.
• Partner with Brand Marketing Directors to identify growth opportunities, optimize marketing investments, and improve channel performance.
• Oversee paid media initiatives across Google Ads, Meta, YouTube, TikTok, Reddit, Local Service Ads, Display, Programmatic, and emerging advertising platforms.
• Build scalable testing frameworks across creative, audiences, landing pages, bidding strategies, messaging, and conversion funnels.
• Own attribution, conversion tracking, and marketing measurement frameworks to ensure reporting accuracy and business visibility.
• Develop executive dashboards, scorecards, and performance reporting that translate complex marketing data into actionable business insights.
• Lead agency relationships through structured governance, performance benchmarks, quarterly business reviews, and continuous optimization initiatives.
• Evaluate campaign performance using key performance indicators including ROAS, MER, CPL, CPA, CAC, LTV, conversion rates, and lead quality.
• Partner with CRM, analytics, and technology teams to improve data integrity, offline conversion tracking, and marketing system integrations.
• Identify operational gaps, reporting challenges, and process improvements that increase marketing efficiency and scalability.
• Develop franchise performance benchmarks and optimization playbooks that improve results across brands and individual franchise locations.
• Present strategic recommendations, performance insights, and growth opportunities to executive leadership with clarity and confidence.
• Stay ahead of emerging advertising platforms, AI technologies, privacy regulations, attribution models, and digital marketing best practices to maintain Five Star's competitive advantage.