Authority Brands Inc. is a leading provider of home services, building brands that support the success of our franchisees, as well as bettering the lives of the homeowners we serve and the people we employ.
The Performance Marketing Analyst is an analytical, results-driven role within the Performance Marketing team, reporting directly to the Director of Performance Marketing.
This position is responsible for the day-to-day execution, continuous optimization and performance tracking of paid marketing campaigns across all brands, working closely with internal marketing colleagues, the franchise development team and agency partners. This individual is an expert on how to drive, and capture leads via paid advertising channels (all Google surfaces, Meta, emerging platforms) and is responsible for overseeing the work of agencies on our behalf, holding them accountable to measurable performance. This expert guides, audits, troubleshoots, and continuously improves lead-generation programs delivered through our vendor network
The Analyst also supports lead aggregator programs and evaluates opportunities across additional paid and upper-funnel channels. By combining strong platform knowledge, disciplined analysis, and persistent curiosity, this role turns complex marketing data into clear recommendations that help franchise owners understand and increase the value of digital marketing
Responsibilities
Paid Media Vendor Direction & Accountability: Partner with agencies and vendors that build, launch, and manage campaigns across Google Ads, Meta Ads Manager, and Local Services Ads. Establish clear goals and performance expectations, review execution quality, recommend improvements, and hold partners accountable for results.
Lead Aggregator Management: Monitor and optimize secondary lead sources and aggregators, evaluating lead quality, cost efficiency, market coverage, and incremental value alongside core paid media programs.
Measurement & Analytics: Use GA4, Microsoft Excel, Power BI, and platform data to analyze performance, identify anomalies and opportunities, develop actionable insights, and communicate the business impact of digital marketing.
Tracking & Data Integrity: Apply sound UTM parameter structures, validate campaign and conversion tracking, reconcile data across platforms, and partner with analytics, web, CRM, and agency teams to resolve discrepancies. Performance Optimization & Auditing: Continuously monitor, analyze, and optimize campaign metrics (bids, keywords, audiences, ad placements) to lower CPL, CPA, improve conversion rates, and maximize overall ROI.
Creative & Landing Page CRO: Collaborate with creative and web teams to design, test, and refine ad copy, visual assets, landing page conversion paths, and A/B test variations to elevate lead capture efficiency.
Cross-Functional Subject Matter Expertise: Serve as a trusted paid media resource for brand teams, franchise owners, Franchise Development, field marketing, colleagues, agencies, and vendors. Translate technical findings into practical recommendations and assist teammates when needed.
Channel & Incrementality Evaluation: Support measurement of upper-funnel and emerging channels—including video, paid social, radio, digital out-of-home, display, and programmatic—and help distinguish organic versus paid impact where feasible.
Tracking & Data Integrity: Apply sound UTM parameter structures, validate campaign and conversion tracking, reconcile data across platforms, and partner with analytics, web, CRM, and agency teams to resolve discrepancies.
Agency & Vendor Collaboration: Coordinate with external agency partners on campaign implementation, line-item audits, and billing reconciliations to ensure seamless campaign execution.
Periodically build and launch campaigns across Paid Search, Meta, Programmatic Video, DOOH and more for testing in situations when in-house media management is required.
Continuous Learning & Governance: Stay current on platform changes,…