Director, Performance Marketing

Responsibilities

• Own performance marketing strategy.
• Set the quarterly and long-term strategy for how paid, lifecycle, and conversion work together to hit the signups number, defining what's needed from each channel and building the plan B when something's off. You'll be the person leadership turns to for the full picture of paid performance.
• Move Help Scout upmarket.
• Own iteration of ad copy, creative, bidding strategy, and budget allocation across paid search and display, and set the bar for how we drive both our horizontal motion for volume and our vertical motion for larger deals.
• Build the business case for new channels.
• Identify and evaluate new channel investments, paid social, affiliate, direct mail, OOH, and drive alignment with leadership on where to place new bets and how to measure them.
• Partner on pipeline outcomes. Work closely with Sales and RevOps to connect paid spend to pipeline and revenue, not just top-of-funnel volume, and make sure channel investment decisions reflect what's actually converting downstream.
• Partner to grow organic and paid in harmony. Work with content, social, SEO, and AEO to make sure paid and organic acquisition reinforce each other rather than compete for the same ground.
• Represent Help Scout's performance marketing point of view. Bring an informed perspective on where the paid landscape is heading, and use that expertise to keep Help Scout ahead of a crowded, competitive market.
• Own our presence in AI-driven discovery. As search shifts toward AI overviews and LLM-based answers, you'll define how Help Scout shows up in that landscape alongside traditional paid and organic search.

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