Director of Performance Marketing

Director Of Performance Marketing

Emler Swim School, along with partner brands offering swim and gymnastics programs, is hiring a Director of Performance Marketing at our main office located in Dallas, Texas, to support 67 locations (and growing!). The Director of Performance Media is responsible for leading all paid and organic digital media strategies to drive qualified leads and enrollments for Emler Swim & Gym schools across the US. This role will focus on maximizing ROAS and scaling customer acquisition efforts by developing, executing, and optimizing high-impact campaigns across key platforms including Google Ads (Search, Display, Performance Max), Meta Ads (Facebook & Instagram), YouTube, and TikTok. The ideal candidate will possess a blend of strategic oversight and hands-on execution experience, with a proven track record of outperforming competitors.

Performance Media Strategy & Execution

Develop and implement comprehensive, data-driven paid media strategies to achieve aggressive growth and ROI targets. This includes full campaign builds, from audience targeting and budget allocation to ad creative and keyword strategy.

Google Ads & Search Expertise

Lead all Google Ads initiatives, including Search, Display, and Performance Max. Craft optimal keyword lists, manage negative keywords, and continuously refine bidding strategies. Develop compelling ad copy and leverage all available ad extensions to improve Quality Score and CTR. Provide hands-on management and optimization of ad campaigns to ensure maximum conversion efficiency.

Meta Ads & Social Media

Oversee all paid social campaigns on Facebook and Instagram. Develop detailed audience targeting strategies using demographics, interests, behaviors, custom audiences, and lookalikes. Advise on creative best practices for images and video ads that resonate with the target audience. Recommend the most effective campaign objectives to meet specific business goals (e.g., Lead Generation, Conversions).

Multi-Channel Strategy

Provide strategic direction and hands-on guidance for paid campaigns on other platforms, including YouTube Ads and TikTok Ads, ensuring a cohesive and integrated media mix.

Organic Traffic Strategy

Work closely with content and SEO teams to develop strategies for organic traffic growth. This includes overseeing keyword research, content gap analysis, and ensuring technical SEO recommendations are implemented to create a seamless synergy between paid and organic efforts.

Competitive Analysis

Continuously monitor and analyze the digital marketing strategies of top competitors such as Goldfish Swim School, Aqua-Tots, British Swim School, and SafeSplash. Identify opportunities to differentiate our campaigns and capture market share.

Data-Driven Decision-Making

Must have expert, hands-on experience with : Google Analytics 4 (GA4) and other analytics tools to track campaign performance, understand the customer journey, and provide actionable insights. Define and track key performance indicators (KPIs) and report on campaign success to leadership. Advise on leveraging tools like ListenLayer to enhance conversion tracking and inform audience creation for remarketing.

Technology & Tools

Core Platforms : Google Ads & GA4 : For comprehensive paid search, display, and analytics. Meta Ads : For all paid social strategy and execution. Marketing Tech Stack : You will be a key stakeholder in our broader tech ecosystem, collaborating with the team to ensure seamless integration and optimization across : WordPress : Primary CMS. HubSpot : For CRM and marketing automation. ListenLayer : To enhance conversion tracking and audience creation. Advanced Tools : Experience with sophisticated PPC management platforms like Optmyzer is a significant plus, demonstrating a high-level approach to campaign optimization.

Competencies, Required Skills & Abilities

Proven experience (5+ years) in a performance marketing role, with a strong focus on paid media. Demonstrated success in managing and scaling paid campaigns on Google Ads (Search, Display, PMax) and Meta Ads (Facebook, Instagram). Deep, hands-on knowledge of Google Ads tools and best practices. Strong analytical skills with a focus on ROI and measurable results. Experience with a performance-driven mindset, preferably in a fast-paced or agency environment. Knowledge of other platforms like YouTube, TikTok, and Bing Ads. Familiarity with marketing automation systems, CRM, and web analytics platforms like GA4. Adept at interpreting data and translating insights into actionable strategies. Exceptional communication and leadership skills.

Required Education and Experience

Minimum BS / BA in Marketing, Business, or a related field, or equivalent work experience. 5+ years of experience in digital marketing, with a focus on paid media. Proven history of using analytics to drive strategic decisions.

Preferred Education and Experience

Experience within a multi-unit consumer services business. Experience working in a private equity-owned or fast-paced, growth-focused organization. Experience with Optmyzer, ListenLayer, and advanced GA4 features. Previous agency experience.

Benefits

Health, Dental and Vision Insurance 401k with 4% employer matching Monthly phone allowance Bonus Free or discounted swim lessons Discounted pet insurance Free employee wellness program