VP of Performance Marketing

The following information aims to provide potential candidates with a better understanding of the requirements for this role.

VP, Performance Marketing

Caring.com is seeking an experienced and strategic Vice President of Performance Marketing to lead and oversee our comprehensive performance marketing initiatives.

This role is a key member of the leadership team, responsible for managing two core teams : Paid Media and Marketing Partnerships.

The VP of Performance Marketing will drive the development and execution of strategies that maximize ROI, enhance brand visibility, and drive growth across all paid and partnership channels.

The Company and Our Mission :

Caring.com is a leading online resource for seniors and their loved ones seeking information and access to senior living and care.

We apply cutting-edge technology to our mission : to help as many seniors and their caregivers as possible through empathetic, expert guidance.

We take pride in helping the 45 million caregivers across the U.S. find help for their aging family members. Our offerings include a robust directory of providers, one-on-one support from our expert Family Advisors, helpful content, and authentic reviews from seniors and their families.

We are an agile team that succeeds by marrying rigorous, data-driven thinking with real empathy for users and the quality of their experience.

As Vice President of Performance Marketing, you will :

Provide Strategic Leadership

• Develop and execute a comprehensive performance marketing strategy that aligns with Caring.com's overall marketing and business objectives.
• Identify and test into new opportunities and channels to expand Caring's reach and drive profitable growth across paid media and partnership efforts.
• Use up-to-date knowledge of marketing and industry trends, emerging technologies, and best practices in performance marketing to inform the direction of the company.
• Collaborate with cross-functional teams (SEO, creative, operations, product, and partner success) to ensure integrated and effective campaigns.

Execute and Optimize Marketing Campaigns

• Oversee the day-to-day execution of paid media and partnership marketing campaigns across various channels (primarily search, social, and affiliates)
• Create and implement optimization roadmaps that include testing across channel landing pages and leveraging lead nurturing through email and other channels to improve campaign effectiveness.
• Manage a multimillion-dollar budget, ensuring efficient allocation to maximize ROI.
• Provide strategic direction for the execution and optimization of B2B marketing campaigns, including email, social media, webinars, and events.

Develop and Manage Partner Relationships

• Cultivate and manage high-level and strategic relationships with marketing partners.
• Lead negotiations and discussions with high-profile potential and existing partners.
• Ensure the team provides high-quality service to all partners, reinforcing Caring's positive brand in the industry.
• Monitor and evaluate partnership performance, making strategic adjustments as necessary.

Analyze and Report on Performance Insights

• Partner with the data team to bring more helpful data to the hands of decision-makers, enabling comprehensive performance marketing reporting dashboards and complex analyses.
• Provide actionable insights and recommendations based on data analysis.
• Forecast and track marketing spending, analyzing performance against targets.
• Track key performance metrics (clicks, conversions, cost, revenue, profit) and report on results to executive-level stakeholders.
• Raise the bar for analytical rigor across your team and the entire company.

Lead a Team Effectively

• Lead, mentor, and develop teams of marketing professionals, fostering a culture of collaboration, innovation, and high performance across your direct reports and larger downlines.
• Set clear performance expectations, provide regular feedback, and conduct regular coaching with team members.
• Recruit and onboard new team members as needed.

Qualifications

• 10+ years of experience in performance marketing, with at least 5 years in a managerial role overseeing teams.
• Proven track record of success in managing profit-driven performance marketing campaigns focused on lead generation, ideally within industries with offline sales centers.
• Experience in affiliate marketing, email marketing and B2B partnership management.
• Strong strategic thinking and analytical skills, with a proven ability to develop and execute data-driven marketing strategies that deliver ROI.
• Excellent leadership, communication, and interpersonal skills, capable of building and motivating high-performing teams.
• Exceptional project management skills, able to juggle multiple priorities and deadlines in a fast-paced environment.
• Up-to-date knowledge of industry trends, best practices, and emerging technologies.

Skills

• Strong strategic thinking and analytical skills and a test and learn orientation.
• Excellent leadership, communication, and interpersonal skills.
• Exceptional project management skills.
• Proven ability to analyze performance data and make data-driven decisions.

Bonus Points

• Familiarity with AI and machine learning tools for marketing optimization.
• Experience with BI tools (e.g., Looker, Power BI, Tableau) to analyze large datasets and derive actionable insights.
• Experience in regulated industries where the use of first-party audiences is restricted, such as housing and healthcare.

What we can offer you :

• Flexible hours and paid time off policy
• Competitive benefits package medical, dental, vision, HSA, life, disability, and pet insurance
• 401(k) Employer match
• Direct relationships with executive leadership team
• Fun work environment including social happy hours
• Rapid company growth
• Paid caregiver and volunteer days

Caring LLC is an Equal Opportunity Employer.

Diversity, Equality, and Inclusion at Caring.com

Our history has taught us that treating everyone with dignity and respect is vital to our ongoing success. We embrace and seek out diversity that is inclusive of thought, race, ethnicity, gender, age, religion, sexual orientation, experience, and background.

We find that this diversity and openness ensures that all our associates have equal access to opportunities and resources to contribute fully to the organization's success, and it fuels innovation, improves strategic thinking, and cultivates leadership.

J-18808-Ljbffr