Role Description Foundation Partners Group is seeking a Director of Performance Marketing to scale and evolve our acquisition engine across paid search and adjacent omnichannel levers that drive measurable local demand. This leader will drive efficient performance today while building the forecasting discipline, measurement rigor, creative/testing system, and local-market operating model that powers our next stage of growth--while honoring the empathy, clarity, and trust required in deathcare. This is a highly hands-on, transformative role for a senior operator who has spent years "on the keys" inside platforms like Google Ads and has experience rebuilding and modernizing paid search engines and account structures. You'll be responsible for driving calls and leads that convert into service-based transactions primarily offline, in partnership with our locations and field teams. This role is fully remote (East Coast hours), built for someone who can lead with high ownership, communicate proactively, and drive cross-functional execution without needing an office to create momentum. Key Responsibilities - Drive performance investment strategy & planning - Own performance investment strategy against KPIs tied to offline outcomes (e.g., qualified inbound calls, qualified leads, appointment/arrangement volume, location-level demand, efficiency targets) - Build rigorous weekly/monthly pacing and forecasting models and bottom-up acquisition plans by market/location; translate targets into a 12--18 month roadmap - Evaluate marginal efficiency and incremental return; allocate a portion of budget to structured experimentation and high-impact growth initiatives - Proactively present clear investment recommendations with explicit assumptions, tradeoffs, and risk mitigation plans - Own and integrate an omnichannel portfolio - Lead paid search as the core lever (Google Ads), while cross-functionally integrating local discovery and conversion surfaces: FPG and Tulip properties, GBP, and market-level demand drivers tied to calls and locations - Ensure campaigns reflect local realities (e.g., coverage, capacity, scheduling/arrangement workflows) and support multi-location needs - Identify, size, and advocate for new acquisition opportunities across emerging platform surfaces and AI-influenced search experiences; pilot quickly and scale what works - Operate and optimize into a best-in-class paid search engine - Personally execute in-platform: campaign builds, restructuring, QA, keyword/match strategy, negatives, bidding, ad assets, extensions, geo and dayparting strategies - Create repeatable systems (e.g., naming conventions, QA checklists, budget controls, testing templates) that make performance scalable and resilient - Build a call-driven optimization approach (e.g., routing considerations, call conversion paths, lead quality feedback loops) aligned to offline service outcomes - Elevate measurement & decision-making - Strengthen measurement from digital touchpoints through offline outcomes (calls → consults/arrangements/services), including conversion definitions aligned to KPIs and operational feedback loops - Make clear, defensible portfolio recommendations even when signals are imperfect or directional; translate performance into executive-ready decisions - Cross-functional leadership - Partner closely with field teams and local leaders to align paid strategy with field-led local marketing strategies and community engagement-driven initiatives (e.g., events, partnerships, referral pathways) - Treat Google Business Profile (GBP) as a cross-functional lever: understand the inputs/operating rhythms and coordinate with owners across marketing, field, and web to support local visibility and conversion - Coordinate with SEO leadership on holistic search visibility, shared keyword intelligence, and AI-driven discovery shifts, ensuring paid + organic + local surfaces work together across priority markets, location pages, and service lines. Qualifications - 8--10+ years leading performance marketing / paid acquisition programs with direct accountability for efficiency and volume outcomes - Deep, years-long hands-on paid search expertise with demonstrated experience operating directly in Google Ads at scale (builds, restructures, QA, optimizations) - Proven experience driving outcomes where conversions are calls/leads that close primarily offline (service-based or high-consideration transactions) - Strong forecasting discipline and comfort building bottom-up plans tied to business targets - High ownership, proactive communication, and strong leadership: you create clarity, keep stakeholders aligned, and drive work forward without heavy oversight Tools & Platforms - Paid media: Google Ads (required), Microsoft Ads - Search and local: Google Business Profile (GBP); local listings tooling (e.g., Yext/Uberall or equivalent) - Core systems: Salesforce, Shopify, and marketing tech that connects performance activity to downstream outcomes (e.g., lead flow, offline conversions, audiences, lifecycle triggers) - Analytics & BI: GA4 (or equivalent), Looker Studio/Tableau (or equivalent), Excel/Google Sheets; SQL is a plus - Tagging & measurement: Google Tag Manager (or equivalent), UTM governance; call tracking/recording (e.g., CallRail or equivalent)

• Own Global Demand Generation Strategy: Plan and execute Noma’s demand generation programs, ensuring alignment with revenue goals and global pipeline targets • Drive Campaign Execution: Build and run integrated campaigns across digital channels to generate high-quality leads and pipeline • Lead End-to-End Campaign Management: Own the full lifecycle of demand generation programs, from planning and execution through performance tracking and optimization, including supporting the marketing operations side • Own Pipeline Performance: Take full accountability for pipeline generation and contribution to revenue growth • Optimize Through Data: Analyze campaign performance and continuously optimize programs for efficiency and ROI • Collaborate Cross-Functionally: Work closely with field marketing, content, and design teams to execute cohesive and effective programs

Role Description The Manager, Performance Marketing leads the execution and optimization of digital marketing campaigns across paid media, ABM, search, and social channels. This role manages a team of specialists, driving performance improvements and supporting the Director, Digital Marketing in developing and implementing strategies that generate leads, pipeline, and revenue. The Manager is responsible for day-to-day operations, campaign management, and cross-functional collaboration to ensure alignment with broader marketing and business goals. Major Responsibilities - Team Leadership & Development: - Manage, mentor, and develop a team of Paid Media Specialists and other direct reports. - Set clear objectives, provide coaching, and conduct regular performance reviews. - Foster a collaborative, high-performing team culture. - Campaign Management: - Oversee the execution and optimization of paid media campaigns (Google Ads, LinkedIn Ads, Facebook Ads, etc.). - Integrate ABM strategies into performance marketing campaigns to target high-value accounts and drive personalized engagement. - Ensure campaigns are aligned with strategic goals and deliver measurable results. - Support the creation and optimization of landing pages in partnership with the web experience team. - Search Optimization: - Advance the organization’s search presence through AEO/GEO best practices, ensuring visibility in AI-driven and generative search environments. - Collaborate with SEO and content teams to optimize for answer engines and generative search platforms. - Performance Analysis & Reporting: - Monitor campaign performance using analytics tools (Google Analytics, etc.). - Report on key metrics, provide actionable insights, and recommend improvements. - Conduct A/B testing and conversion rate optimization initiatives. - Cross-Functional Collaboration: - Work closely with creative, content, SEO, and web teams to develop campaign assets and integrate keyword insights. - Partner with external agencies and vendors as needed. - Process Improvement: - Identify opportunities for operational efficiency and continuous improvement. - Stay current with digital marketing trends, technologies, and best practices. Qualifications - Bachelor’s degree in marketing, business administration, or related field. - 5+ years of experience in digital marketing, with a focus on performance marketing. - Hands-on experience managing paid media campaigns and optimizing for lead generation and revenue growth. - Demonstrated experience applying ABM strategies to digital campaigns. - Proven expertise in AEO/GEO and optimizing for AI-driven search platforms. - Experience with analytics platforms (Google Analytics, Google Ads, etc.). - Proven ability to lead and develop teams. - Experience working with external agencies and cross-functional teams. Requirements - Strong leadership and team management skills. - Data-driven decision-making and analytical thinking. - Expertise in paid media, ABM, SEM, AEO/GEO, and social media advertising. - Effective communicator and collaborator across teams and stakeholders. - Ability to manage multiple projects in a fast-paced, deadline-driven environment. - Strategic mindset with a focus on delivering organizational outcomes. Benefits - Impactful work transforming the way the world learns. - Flexible work arrangements. - Learning and Growth opportunities. - Tuition reimbursement of up to $4,000 CAD for continuing education through our SkillsWave Program. - 2 Paid Days off for SkillsWave-related activities like exams or final assignments. - Employee wellbeing (Access to mental health services, EFAP program, financial planning and more). - Retirement planning. - 2 Paid Volunteer Days. - Competitive Benefits Package. - Home Internet Reimbursements. - Employee Referral Program. - Wellness Reimbursement. - Employee Recognition. - Social Events. - Dog Friendly Offices Spaces at our HQ in Kitchener, Winnipeg, Vancouver and Melbourne offices.

- Manage LinkedIn ad campaigns end to end, including setup, budgeting, bidding, and optimization - Build and refine audience targeting strategies, including matched audiences from CRM data - Upload, segment, and maintain audience lists from Salesforce or similar platforms - Execute A/B testing on creatives, messaging, and campaign structures - Monitor campaign performance and optimize based on key metrics (CTR, CPL, conversions) - Analyze data to identify trends, insights, and opportunities for improvement - Develop clear and actionable performance reports for stakeholders - Collaborate with marketing and creative teams to align campaign strategy and assets - Scale high-performing campaigns while maintaining efficiency and ROI - Stay up to date with LinkedIn Ads updates, best practices, and industry trends