About This Opportunity: Head of Growth and Performance Marketing (426) (Richmond)
TRAIL APPLIANCES is currently seeking a Head of Growth and Performance Marketing (426) (Richmond) to join their team in Richmond.
This position offers an excellent opportunity for motivated individuals looking to advance their career.
Education Requirements
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No specific education requirements
Required Experience
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store visits, lead generation, and online sales, while continuously improving marketing efficiency and performance.
This is a senior, hands‑on role with a strong focus on paid media performance, data, testing, measurement, and landing‑page relevance. The ideal candidate is highly analytical, commercially savvy, comfortable using AI tools, and skilled at turning complex data into clear, actionable decisions.
You will architect and scale Trail Appliances’ digital media infrastructure across account structure, tracking, audiences, and reporting—ensuring our platforms and measurement frameworks are built to support both eCommerce growth and in‑store sales impact.
As the Head of Growth & Performance Marketing, you will
Lead Digital Growth Strategy
Own the digital growth roadmap across paid media channels including Google, Meta, and other relevant platforms.
Lead media strategy, planning, KPI setting, forecasting, and budget allocation across always‑on and promotional campaigns.
Drive strong demand capture for both eCommerce and in‑store outcomes, including store visits, lead submissions, and quote requests.
Optimize Performance & Measurement
Build and optimize paid media account structures to support scale, performance, and clarity across channels.
Partner with analytics, eCommerce, and technical teams to strengthen tracking, attribution, first‑party data usage, and signal quality—ensuring a privacy‑compliant, future‑ready measurement approach.
Develop and track digital‑to‑store KPIs (e.g., store visits, location performance, calls, lead quality) to better connect media investment to in‑store revenue.
Apply incrementality thinking and testing frameworks to understand what is truly driving business value.
Drive Testing & Continuous Improvement
Build and lead structured testing programs across audiences, messaging, creative, offers, and landing pages.
Improve the customer journey from ad click to conversion by partnering closely with creative, website, and technical stakeholders to increase relevance and reduce friction.
Partner with the creative team to ensure briefs, assets, and campaign development support measurable business outcomes.
Lead Partners & Stakeholders
Manage agency and vendor relationships, driving strong execution, accountability, and return on spend.
Work with key suppliers and partners on digital opportunities and co‑promotional programs where appropriate.
Collaborate closely with Retail Sales leadership to align digital campaigns with store traffic goals, regional priorities, and promotional calendars.
Translate digital performance data into clear insights and recommendations for senior leadership and cross‑functional teams.
Support the broader marketing team with practical digital intelligence on customer behavior, media efficiency, and growth opportunities.
Use AI & Technology Thoughtfully
Leverage AI tools to accelerate analysis, streamline workflows, and uncover performance opportunities faster.
Continuously look for smarter, more efficient ways to improve speed, scale, and results.
To be successful in this role, you have
Degree or diploma in Marketing, Digital Marketing, Business, or a related field.
7+ years of experience in digital, growth, or performance marketing.
3+ years of experience leading, mentoring, or influencing teams and external partners.
Strong hands‑on experience with Google Ads, Meta Ads, Google Analytics, and related platforms.
Deep expertise in paid media strategy, optimization, audience targeting, and performance management.
Proven experience managing meaningful digital budgets, forecasting spend, and reallocating investment based on results.
Strong understanding of attribution, incrementality, testing design, and marketing measurement.
Ability to move quickly from data to action and make sound commercial decisions with imperfect information.
Excellent communication, presentation, and stakeholder‑management skills.
Practical fluency with AI tools and a demonstrated ability to use them to improve speed
Position DetailsKey Responsibilities
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Effectively perform assigned job duties
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Maintain safety and cleanliness in the workplace
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Work effectively with team members
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Follow company policies and procedures
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Perform tasks according to quality standards
Qualifications
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Reliability and punctuality
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Ability to work independently and in a team
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Strong work ethic and positive attitude
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Ability to follow instructions
Why Join TRAIL APPLIANCES?TRAIL APPLIANCES offers a supportive work environment in Richmond, where employees can grow and develop their skills. This Head of Growth and Performance Marketing (426) (Richmond) position provides the opportunity to work with a dedicated team and contribute to meaningful work.
Ready to Apply?
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