Vice President, Performance Marketing
Overview
Talento has partnered with a retail organization looking for a Vice President of Performance Marketing to lead a centralized Marketing Center of Excellence (COE) for a multi-brand platform organization. This role is responsible for building scalable marketing systems, shared strategies, and best-in-class vendor partnerships that drive performance across all brands within the platform.
This leader balances efficiency on a scale with effectiveness at the local level, ensuring national strategy translates into measurable results. The VP of Performance Marketing partners closely with the Field Marketing leadership team to align centralized capabilities with market-level execution.
Responsibilities
Platform Strategy & Performance
- Paid media (search, social, programmatic)
- CRM and lifecycle marketing
- Appointment booking optimization
- Website architecture, UX, and conversion optimization
- Brand standards and shared messaging frameworks
- Loyalty program design and platform-wide integration
- Performance analytics, dashboards, and reporting
Systems, Tools & Enablement
- Develop, maintain, and scale shared marketing systems, templates, and toolkits
- Ensure all platform marketing tools are intuitive, accessible, and actionable for local teams
- Partner with brand and field marketing teams to co-develop annual and seasonal marketing calendars
- Provide training, onboarding, and enablement resources for local marketing leaders
Vendor & Partner Management
- Lead vendor relationships across marketing platforms and service providers
- Ensure alignment on roadmap, utilization, performance, and ongoing support
- Continuously evaluate tools and partners to optimize ROI and scalability
Analytics & Optimization
- Monitor performance across brands and channels
- Identify insights, trends, and optimization opportunities
- Drive continuous improvement through data-informed decision-making
Requirements
- 10+ years of progressive marketing leadership experience, with a strong focus on performance, growth, and digital marketing
- Proven experience leading centralized marketing functions or Centers of Excellence within multi-brand, multi-location, or platform environments
- Deep expertise across paid media channels (search, social, programmatic) with a strong understanding of ROI, attribution, and optimization
- Hands-on experience with CRM and lifecycle marketing platforms, including segmentation, automation, and customer journey optimization
- Strong understanding of website architecture, UX, conversion rate optimization, and appointment-based customer acquisition
- Experience designing and scaling loyalty programs and shared brand frameworks across multiple business units
- Advanced analytical capabilities with experience using marketing dashboards, performance reporting tools, and BI platforms
- Demonstrated ability to manage and optimize vendor and agency relationships, including roadmap alignment and performance accountability
- Experience developing scalable systems, templates, toolkits, and enablement resources for field and local marketing teams
- Excellent communication and presentation skills, with the ability to translate data into clear insights and actions
Talento Human Capital Management is an equal opportunity employer; people are at the centre of what we do! Our organization continues to thrive through our ongoing commitment to building an inclusive and diverse workforce from different backgrounds and perspectives.
People + Passion + Perseverance = Progress.
About Talento:
Talento Human Capital Management provides talent and organizational solutions enabling businesses to evolve beyond tactical human resources management. Our footprint spans across the US, Latin America and Asia.
