Senior Director, Performance Marketing

Job Title: Senior Director, Performance Marketing

Department: Marketing

Reports to: Chief Digital Officer

FLSA Status: Exempt

Location: Remote Position

At BBQGUYS.com, we believe life is better in your backyard. Our eclectic team is up to any task (and happy to celebrate when it’s done). As outdoor living experts, we are the only brand that offers everything: grills, outdoor kitchens, furniture & beyond. We are obsessed with top-of-the-line quality and committed to customer service. We take out the guesswork by offering complimentary 3D design services custom-tailored to our customer’s preferences and style. Join us on our mission to deliver the very best of outdoor living. 

Role Description: 

As the Senior Director of Performance Marketing, you will lead all digital acquisition, retention, and performance marketing efforts across paid channels. This highly strategic and data-driven leader will drive profitable customer growth, oversee a high-performing team, and build the measurement infrastructure needed to understand true incrementality and lifetime value impact across every channel.

This role requires deep experience across SEM, paid social, display, email, SEO, affiliates, marketplaces, and emerging platforms, along with leadership in multi-touch attribution (MTA), testing frameworks, and customer segmentation. You will also own the performance marketing technology stack and work cross-functionally to ensure efforts align with merchandising, brand, and site experience goals.

Key Responsibilities:

• Performance Marketing Leadership:
  • Own, optimize, and scale all paid channels (SEM, paid social, display, affiliates, email, YouTube, SEO) with a focus on efficiency and revenue growth.
  • Develop full-funnel acquisition and retention strategies to maximize ROAS, CAC, and LTV.
  • Own strategy and execution for third-party marketplaces, collaborating with Merchandising and Operations to drive profitable performance.
  • Identify emerging channels and testing opportunities to stay ahead of digital trends. 

Measurement & Technology Strategy:

• Lead BBQGuys’ marketing measurement roadmap with a focus on MTA and incrementality testing.
• Define a rigorous test-and-learn framework to optimize budget allocation, channel mix, and creative performance.
• Collaborate with Analytics and Finance to improve forecasting, budgeting, and performance visibility.
• Oversee and enhance the marketing technology stack, ensuring tools for ad tech, personalization, and automation are fully leveraged.
• Proficiency with feed management and optimization.

• Customer Health & Growth Strategy

1. Build strategies rooted in customer lifecycle metrics including acquisition, repeat behavior, retention, and LTV.
2. Develop frameworks to track and act on customer cohorts, new vs. returning segmentation, and purchase frequency trends.
3. Experience with CRM and Lifecycle Marketing to drive personalization and improve customer engagement through high-impact programs.

• Leadership &Team Development:
  • Lead and mentor a team of performance marketing managers and channel specialists, fostering a high-performance, test-and-learn culture.
  • Build a data-driven decision-making framework across the team to drive strategic and tactical improvements.
  • Stay ahead of industry trends, privacy regulations, and emerging technologies to ensure BBQGuys.com remains competitive in digital marketing.
  • Work closely with the Merchandising team to align paid marketing strategies with product launches, seasonal trends, and promotions.
  • Partner closely with Brand and Creative to test and scale creative assets across media channels.

What You’ll Have:

• To perform this job successfully, an individual must be able to perform each essential duty satisfactorily.  The requirements listed below are representative of the knowledge, skills and/or ability required.  Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.
• Strong analytical skills with experience in mult-touch attribution (MTA) and performance measurement.
• Proven ability to lead and develop high-performing teams.
• Strong cross-functional collaboration skills, working with Brand, Merchandising, Analytics, and Finance teams.

Education and/or Experience:

• Ten plus years of experience in performance marketing, with a proven track record of scaling paid media in eCommerce.
• Deep expertise in SEM, paid social, display, programmatic, SEO, affiliates, and email marketing.
• Demonstrated success leveraging AI and automation technologies to scale marketing ops 
• Experience managing large budgets with a focus on efficiency, ROAS, and LTV optimization.
• Hands-on experience with Adobe Analytics, Google Ads, Meta Ads, Google Analytics, CDPs, ESPs, and affiliate platforms.

Physical Demands:

The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job.  Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

• Sitting for extended periods of time, including, without limitation, in office settings, and during air travel.
• Computer use, with or without adaptable software