VP of Performance Marketing

Honor Technology’s mission is to change the way society cares for older adults. As a leader in aging care innovation, Honor provides the technology, tools, and services that empower older adults to live life on their own terms. Honor’s growing portfolio includes its consumer care brand, Home Instead, Inc., the world’s leading provider of in-home care for older adults. With a global franchise network and more than 100,000 Care Pros, Home Instead delivers over 50 million hours of personalized care annually. Together, Honor and Home Instead are setting a new standard for aging in place, backed by powerful technology, compassionate care, and a commitment to aging on your own terms. Join us to create a new and better aging experience for our clients, their families, and our Care Professionals. About the Role: As the VP of Performance Marketing, you will architect, own, and scale Honor’s end-to-end growth engine—setting strategy and leading execution across acquisition, performance media, conversion optimization, experimentation, and analytics to deliver measurable, efficient, and durable growth . You will build a modern, data-driven growth system that integrates performance marketing and brand amplification in service of long-term revenue and enterprise value. As a key enterprise leader, you will bridge corporate growth strategy and franchise execution , proving the impact of centralized capabilities and driving adoption across a complex, distributed network through insight, influence, and results. Strategic Growth Leadership Build and scale a modern, technical growth engine designing the underlying systems, data flows, and experimentation frameworks that power acquisition, conversion, and lifecycle performance, not just managing channels. Lead with experimentation and iteration, establishing a culture of rapid testing across the funnel (creative, landing pages, contact strategy, and lifecycle), with clear measurement and learning loops tied to business outcomes. Leverage AI to drive growth efficiency and insight, applying emerging tools and techniques to areas such as targeting, creative optimization, funnel analysis, and workflow automation, while continuously evaluating new capabilities. Translate data into scalable systems, partnering closely with Engineering and Data to build durable, tech-enabled solutions rather than relying solely on third-party tools or manual processes. Own digital demand generation for Home Instead, balancing growth velocity with efficiency by reducing CAC, improving lead quality, and increasing conversion across the funnel Set and execute the performance media strategy across paid search, paid social, and programmatic display, with clear accountability for ROI, scale, and learning velocity Partner with Engineering and Product to accelerate SEO, site performance, and conversion, including landing pages, content strategy, and rigorous experimentation Partner closely with Inside Sales to optimize the experience from marketing to conversation, driving experimentation across lifecycle marketing, contact strategy, and lead nurturing Own attribution, measurement, and growth analytics, defining KPIs across the funnel, translating performance into actionable insight, and driving continuous optimization Franchise Network Marketing Management Enablement Define and scale local marketing strategy for the franchise network, including call tracking, number management, and localized content that strengthens local business profiles Serve as the primary growth bridge between corporate and franchise partners, demonstrating the ROI of centralized programs and accelerating adoption across the network Partner with franchise and regional leaders to optimize locally funded campaigns, executed in tight coordination with centralized investment to expand reach and brand impact Enable and upskill franchise business consultants to help franchise offices optimize performance marketing and local growth outcom ... (truncated, view full listing at source)