Director, Digital Performance Marketing

This is a fully remote position, open to applicants in United States.

📋 Description

• Develop and steer the digital acquisition strategy across essential channels, primarily overseeing Paid Search, Organic Search, AI Search / Answer Engine Optimization (AEO), and Conversion Optimization.

• Create and enhance a holistic search strategy that encompasses technical SEO, on-page optimization, content-focused SEO, paid search campaign design, bidding strategy, keyword portfolio management, and AEO tactics for AI Overviews and other LLM-driven answer engines.

• Direct comprehensive acquisition planning across TOFU, MOFU, and BOFU strategies, ensuring channel investments align with business objectives, audience intent, and conversion possibilities.

• Formulate integrated channel strategies that link earned and paid media to boost visibility, enhance traffic quality, increase conversion rates, and generate pipelines.

• Foster a culture of experimentation across messaging, targeting, bidding, landing pages, audience segmentation, and creative elements.

• Monitor the ongoing transition towards zero-click searches and AI-generated responses, adjusting channel strategies and success metrics to reflect how buyers now find, assess, and interact with content across both traditional and AI-driven search experiences.

• Take ownership of the company’s AI search strategy, including AEO and Generative Engine Optimization (GEO), to maximize brand visibility, citations, and voice share across platforms such as Google AI Overviews, ChatGPT, Perplexity, Gemini, Copilot, and other LLM-powered answer engines.

• Develop structured, entity-rich, machine-readable content — such as schema markup, structured data, and clear source attribution — that enhances the chances of being cited, quoted, or summarized in AI-generated answers.

• Define and monitor AI search performance using metrics like citation rate, mention rate, prompt-level share of voice, sentiment, and AI-referral traffic, utilizing tools such as Profound, AirOps, Otterly, and Peec AI.

• Collaborate with content, PR, and communications teams to enhance the off-site presence that LLMs often reference when generating answers, including review sites, forums, YouTube, third-party publications, and industry communities.

• Keep track of evolving model behavior, crawler access (e.g., GPTBot, PerplexityBot, Google-Extended), and platform updates across major AI search interfaces, continuously adapting strategies as AI search adoption increases and buyer behavior shifts towards zero-click experiences.

• Own the SEO roadmap encompassing technical, content, and off-page initiatives, including site health, crawlability and AI-crawler accessibility (e.g., llms.txt, structured data, and access for bots such as GPTBot, PerplexityBot, and Google-Extended), indexation, internal linking, keyword strategy, content briefs, and authority-building efforts.

• Work closely with content, web, and product marketing teams to establish SEO programs that enhance topic authority, improve rankings, and drive qualified organic growth.

• Track search trends, algorithm modifications, and emerging AI search behaviors — including the rise of AI Overviews and zero-click searches — to continually modify strategies and maintain a competitive edge.

• Establish comprehensive SEO reporting and forecasting to demonstrate impacts on traffic, conversions, pipeline, and revenue contributions.

• Lead the paid search strategy and execution across platforms such as Google Ads and Microsoft Advertising, overseeing account structure, keyword expansion, bidding strategies, ad copy testing, budget allocation, and performance enhancement.

• Manage the broader paid media mix across display and paid social, ensuring channel roles are distinctly defined and performance is assessed against pipeline and efficiency targets.

• Develop retargeting, audience, and segmentation strategies that enhance demand capture and conversion performance throughout the funnel.

• Optimize media investments using first-party data, attribution insights, and improvements in conversion signals to maximize return on spending.

• Define, track, and report on key performance indicators such as traffic, rankings, CTR, CVR, CPL, CAC, ROAS, AI citation rate and share of voice, AI-referral traffic, pipeline contribution, and revenue influence.

• Utilize analytics and reporting platforms to convert performance data into clear recommendations, investment decisions, and actionable plans.

• Create forecasts and scenario models to inform budget decisions, growth planning, and target setting.

• Collaborate with analytics and operations teams to enhance attribution, measurement, and performance visibility across digital channels.

• Lead and cultivate a high-performing digital marketing team, establishing clear priorities, goals, and accountability across various programs.

• Manage relationships with agencies and vendors across search, media, analytics, and SEO tools.

• Collaborate across functions with content, web, creative, product marketing, campaign teams, operations, and sales to ensure digital programs align with company priorities and conversion targets.

• Introduce structure, discipline, and operational rhythm to digital planning, optimization, reporting, and quarterly business reviews.

⛳️ Requirements

• 8+ years of progressive experience in digital or performance marketing.

• Demonstrated success in leading search-driven growth initiatives within a B2B SaaS or technology context.

• Extensive expertise in SEO strategy, technical SEO, content SEO, keyword research, SERP analysis, and search performance measurement.

• In-depth knowledge of paid search strategy, campaign structure, bidding, audience targeting, ad testing, and budget optimization.

• Familiarity with AI search and answer engine optimization (AEO/GEO/LLMO), including how large language models retrieve, synthesize, and cite content, as well as how to structure content and technical infrastructure to gain visibility in AI-generated responses.

• Experience managing display and paid social media as part of a cohesive performance marketing portfolio.

• Strong analytical and commercial insight, with the capability to connect channel metrics to pipeline and revenue outcomes.

• Experience overseeing significant media budgets and making data-driven investment choices.

• Proven ability to lead cross-functional teams and influence stakeholders across marketing, web, analytics, and executive leadership.

🏝️ Benefits

• Health insurance.

• 401(k) matching.

• Flexible work hours.

• Paid time off.

• Remote work options.