Performance Marketing

• Develop and run integrated digital programs tailored to brick-and-mortar SMB audience to generate qualified pipeline, conversion, and revenue.
• Deliver qualified pipeline by owning marketing’s influence across the funnel from demand capture through SQL and opportunity creation; improve conversion rates through CRO, landing page testing, and nurture programs.
• Own and scale digital channels (SEM/SEO, paid social, programmatic, email/SMS, video); pilot and grow new formats (YouTube, TikTok, CTV/OTT, affiliate).
• Refine channel–message fit through systematic channel × format × message × offer testing loops; maintain a creative taxonomy and AI-assisted workflows.
• Improve visibility on AI-driven answer surfaces via AEO and stay on top of platform capabilities; fine-tune campaigns for audiences, bidding, creative, and measurement.
• Help shape how performance marketing supports Boulevard’s product-led motion and reinforce expansion programs with off-platform campaigns.
• Own a performance budget aligned to revenue and pipeline goals; reallocate dynamically to prioritize CAC-efficient channels and hit quarterly targets.
• Define KPIs, build dashboards, and run disciplined tests (A/B, holdouts, geo-lift); operate multi-touch attribution and lightweight marketing mix modeling with Finance and Analytics.
• Shape and leverage a stack anchored on Salesforce and Marketo; partner with RevOps and Marketing Ops for attribution, funnel analytics, and reporting.
• Establish operating cadences with Sales, Finance, RevOps, and Marketing peers; set SLAs for execution, lead routing, and post-campaign feedback.
• Build and manage a small but growing team; set goals, coach, evaluate resourcing, and manage agency partners.

Director of Performance Marketing

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