Director of Performance Marketing

We are seeking a highly analytical, strategic, and technically fluent Director of Performance Marketing to serve as the director of our customer acquisition engine. In this critical leadership role, you will own the strategy, execution, and scaling of an 8-figure performance marketing budget across both Web and Mobile App environments. You are a deeply data-driven "quant marketer" who is just as comfortable debating incrementality models and LTV:CAC payback periods as you are navigating the complexities of the modern ad tech stack. You understand exactly how data flows from an ad impression to a backend database, and you know how to leverage that data to drive aggressive, profitable growth. If you are obsessed with unit economics, thrive in privacy-first tracking environments, and have a proven track record of scaling full-funnel digital channels across all platforms, we want you on our team. Benefits & Perks - Medical, dental, and vision benefits - 15 days PTO/year - 10 paid holidays - Paid parental leave - Personal phone bill reimbursement - Gym reimbursement - Corporate DoorDash® DashPass membership - Regular company and team activities - 401k with competitive matching contribution plan - Excellent opportunities for career growth - Work in a hyper-growth company Crumbl was founded in 2017 by Jason McGowan & Sawyer Hemsley in Logan, Utah. It is now the fastest-growing cookie company in the nation with over 1000 locations in the USA and Canada. Crumbl is powered by cutting-edge technology, iconic branding, delicious desserts, and passionate people. Crumbl HQ and franchisees provide employment for over 26,000 people across the United States, and all of our franchises are owned and operated by independent members of the local community. Crumbl’s 200+ unique cookie flavors rotate weekly and are served in our famous pink box! Crumbl is an equal opportunity employer. Crumbl provides equal employment opportunities (EEO) to all employees and applicants for employment without regard to race, color, religion, gender, national origin, sexual orientation, gender identity or expression, age, disability, genetic information, marital status or veteran status. Recruitment Agencies: Crumbl HQ doesn't typically partner with 3rd party recruitment resources. If we require assistance on this search we will contact selected partners directly; we do not accept unsolicited candidate submissions. Responsibilities Omnichannel Web & App User Acquisition End-to-End Channel Mastery: Own, scale, and optimize performance campaigns across the entire digital ecosystem, including Paid Social (Meta, TikTok, Snap, Reddit), Paid Search (Google, Bing), Programmatic/DSPs (The Trade Desk, DV360, AppLovin), CTV/Video (YouTube, Hulu), Affiliate, and Native networks. Dual-Platform Growth (Web & App): Develop distinct, synergistic acquisition strategies for both Web-based funnels and Mobile Apps. Master app-specific channels like Apple Search Ads (ASA) and Google App Campaigns (UAC), while optimizing web-to-app routing to minimize friction and maximize LTV. Budget & P&L Ownership: Dynamically allocate a massive media budget based on marginal ROI, real-time performance, and shifting market dynamics to hit aggressive CAC, ROAS, and volume targets. High-Velocity Creative Testing: Partner closely with internal Brand and Creative teams to build a rigorous, data-informed creative testing pipeline that combats ad fatigue and tailors assets to specific platform algorithms. Advanced Ad Tech Stack & Infrastructure Ad Tech Architecture: Serve as the strategic business owner for our marketing technology stack. Evaluate, implement, and maintain the platforms that power our growth, ensuring seamless integration between ad networks, our product, and our internal data warehouse. MMP & CDP Ownership: Manage our Mobile Measurement Partners (e.g., AppsFlyer, Adjust, Branch) and Customer Data Platforms (e.g., Segment, mParticle) to ensure pristine event taxonomy, deep-linking functionality, and dynamic audience routing. Data-Driven Measurement & Analytics Incrementality & Advanced Attribution: Move the organization beyond deterministic last-click attribution. Champion and deploy Media Mix Modeling (MMM), Multi-Touch Attribution (MTA), and rigorous incrementality testing (e.g., geo-holdouts, conversion lift studies) to uncover the true causal impact of our media spend. Unit Economics Deep Dive: Work hand-in-hand with Data Science and Finance to refine predictive LTV (pLTV) models, analyze cohort retention curves, and optimize bidding algorithms toward high-value, retained users, not just cheap top-of-funnel clicks. Reporting & BI: Define core KPIs and build granular dashboards (via Tableau, Looker, Amplitude, etc.) to provide transparent, real-time, and actionable insights to the executive leadership team. Leadership & Cross-Functional Collaboration Team Building: Hire, mentor, and lead a high-performing team of channel managers, media buyers, and growth analysts. Cross-Functional Alignment: Act as the strategic bridge between Marketing, Product, Data Engineering, and Lifecycle teams to optimize the full customer journey: from first ad impression to landing page conversion (CRO), App Store Optimization (ASO), onboarding, and long-term retention. Agency & Vendor Management: Oversee external media agencies and ad tech vendor relationships, holding them strictly accountable to performance targets, alphas/betas access, and SLAs. Qualifications Experience: 8–10+ years of experience in performance marketing, growth, or user acquisition, with at least 3+ years in a senior leadership (Director+) role managing a highly technical team and massive media budgets ($10M+). Web & App UA Mastery: Proven track record of successfully scaling both digital web properties and mobile apps. You deeply understand the fundamental differences in tracking, optimization, and user behavior between the two ecosystems (e.g., Pixels/UTMs vs. SDKs/Postbacks). All-Channel Fluency: Deep, hands-on-keyboard experience that has evolved into strategic mastery across Search, Social, Programmatic, Video, and Affiliate ecosystems. You know the inner workings of the ad algorithms, not just the front-end dashboards. Elite Ad Tech Knowledge: High-level architectural understanding of the modern growth stack. You know exactly how MMPs, CDPs, tag management (GTM), and automated bidding algorithms communicate. You are comfortable discussing API integrations and data schemas with engineering teams. Highly Analytical: Exceptional quantitative skills. You manipulate complex datasets to uncover actionable strategies. Proficiency in data visualization tools (Looker, Tableau) is required; working knowledge of SQL or Python to query your own data is a massive plus. Adaptability & Vision: A proactive problem-solver who stays ahead of industry trends, algorithm updates, and regulatory changes (GDPR, CCPA) in the digital advertising space.

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      "text": "Responsibilities",
      "content": "\n<li>Omnichannel Web &amp; App User Acquisition\n\n</li><li>End-to-End Channel Mastery: Own, scale, and optimize performance campaigns across the entire digital ecosystem, including Paid Social (Meta, TikTok, Snap, Reddit), Paid Search (Google, Bing), Programmatic/DSPs (The Trade Desk, DV360, AppLovin), CTV/Video (YouTube, Hulu), Affiliate, and Native networks.</li>\n<li>Dual-Platform Growth (Web &amp; App): Develop distinct, synergistic acquisition strategies for both Web-based funnels and Mobile Apps. Master app-specific channels like Apple Search Ads (ASA) and Google App Campaigns (UAC), while optimizing web-to-app routing to minimize friction and maximize LTV.</li>\n<li>Budget &amp; P&amp;L Ownership: Dynamically allocate a massive media budget based on marginal ROI, real-time performance, and shifting market dynamics to hit aggressive CAC, ROAS, and volume targets.</li>\n<li>High-Velocity Creative Testing: Partner closely with internal Brand and Creative teams to build a rigorous, data-informed creative testing pipeline that combats ad fatigue and tailors assets to specific platform algorithms.</li>\n\n\n<li>Advanced Ad Tech Stack &amp; Infrastructure\n\n</li><li>Ad Tech Architecture: Serve as the strategic business owner for our marketing technology stack. Evaluate, implement, and maintain the platforms that power our growth, ensuring seamless integration between ad networks, our product, and our internal data warehouse.</li>\n<li>MMP &amp; CDP Ownership: Manage our Mobile Measurement Partners (e.g., AppsFlyer, Adjust, Branch) and Customer Data Platforms (e.g., Segment, mParticle) to ensure pristine event taxonomy, deep-linking functionality, and dynamic audience routing.</li>\n\n\n<li>Data-Driven Measurement &amp; Analytics\n\n</li><li>Incrementality &amp; Advanced Attribution: Move the organization beyond deterministic last-click attribution. Champion and deploy Media Mix Modeling (MMM), Multi-Touch Attribution (MTA), and rigorous incrementality testing (e.g., geo-holdouts, conversion lift studies) to uncover the true causal impact of our media spend.</li>\n<li>Unit Economics Deep Dive: Work hand-in-hand with Data Science and Finance to refine predictive LTV (pLTV) models, analyze cohort retention curves, and optimize bidding algorithms toward high-value, retained users, not just cheap top-of-funnel clicks.</li>\n<li>Reporting &amp; BI: Define core KPIs and build granular dashboards (via Tableau, Looker, Amplitude, etc.) to provide transparent, real-time, and actionable insights to the executive leadership team.</li>\n\n\n<li>Leadership &amp; Cross-Functional Collaboration\n\n</li><li>Team Building: Hire, mentor, and lead a high-performing team of channel managers, media buyers, and growth analysts.</li>\n<li>Cross-Functional Alignment: Act as the strategic bridge between Marketing, Product, Data Engineering, and Lifecycle teams to optimize the full customer journey: from first ad impression to landing page conversion (CRO), App Store Optimization (ASO), onboarding, and long-term retention.</li>\n<li>Agency &amp; Vendor Management: Oversee external media agencies and ad tech vendor relationships, holding them strictly accountable to performance targets, alphas/betas access, and SLAs.</li>\n\n\n"
    },
    {
      "text": "Qualifications",
      "content": "\n<li><strong>Experience:</strong> 8–10+ years of experience in performance marketing, growth, or user acquisition, with at least 3+ years in a senior leadership (Director+) role managing a highly technical team and massive media budgets ($10M+).</li>\n<li><strong>Web &amp; App UA Mastery:</strong> Proven track record of successfully scaling both digital web properties and mobile apps. You deeply understand the fundamental differences in tracking, optimization, and user behavior between the two ecosystems (e.g., Pixels/UTMs vs. SDKs/Postbacks).</li>\n<li><strong>All-Channel Fluency: </strong>Deep, hands-on-keyboard experience that has evolved into strategic mastery across Search, Social, Programmatic, Video, and Affiliate ecosystems. You know the inner workings of the ad algorithms, not just the front-end dashboards.</li>\n<li><strong>Elite Ad Tech Knowledge:</strong> High-level architectural understanding of the modern growth stack. You know exactly how MMPs, CDPs, tag management (GTM), and automated bidding algorithms communicate. You are comfortable discussing API integrations and data schemas with engineering teams.</li>\n<li><strong>Highly Analytical:</strong> Exceptional quantitative skills. You manipulate complex datasets to uncover actionable strategies. Proficiency in data visualization tools (Looker, Tableau) is required; working knowledge of SQL or Python to query your own data is a massive plus.</li>\n<li><strong>Adaptability &amp; Vision:</strong> A proactive problem-solver who stays ahead of industry trends, algorithm updates, and regulatory changes (GDPR, CCPA) in the digital advertising space.</li>\n"
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