Senior Director, Performance Marketing & Demand Generation

Senior Director, Performance Marketing & Demand Generation

Local Agency: BrightStar Care
Location: Bannockburn, IL
Position Type: Full Time (Salaried)
About BrightStar Care: BrightStar Care is a national home health care franchise with a mission to provide the highest quality care to individuals and families. Our franchisee network depends on a high-performing marketing engine to connect consumers with care, build enterprise health system partnerships, and attract the caregivers and clinical staff who make it all possible. This role sits at the center of that engine.
The Opportunity: As Senior Director, Performance Marketing & Demand Generation, you will own BrightStar Care's full commercial pipeline from audience strategy and media investment through to lead conversion and franchisee revenue impact. This is a senior marketing leadership role that demands equal parts strategic vision and hands-on performance accountability. You will lead the Growth track and report directly to the SVP, Marketing. Two direct reports — a Demand Generation Leader, and a Campaign Management Leader will look to you for direction, development, and accountability. BrightStar's growth depends on franchisees growing their average unit volume. Performance Marketing is the primary lever. This role is measured by what it produces for the network.
What You'll Do

Demand Generation Strategy
Own end-to-end demand generation strategy across three distinct audiences: consumers seeking home health care, health system and enterprise B2B partners, and prospective caregivers and clinical staff
Define top-of-funnel channel mix, messaging framework, targeting approach, and budget allocation across audiences
Build and own a full-funnel performance model — from impression to qualified lead to franchisee revenue — with clear attribution at every stage
Lead HubSpot pipeline design and marketing automation strategy in partnership with Marketing Operations
Performance Marketing Accountability
Own and report on CPL, CPA, conversion rates, and pipeline contribution to franchisee AUV growth
Set performance targets by audience and channel; build the escalation protocols when performance falls short
Manage paid media budget allocation across all channels with full transparency to the SVP Marketing on spend and outcomes
Build a structured test-and-learn culture — continuous experimentation on creative, copy, targeting, landing pages, and offers
Campaign Leadership & Channel Strategy
Lead campaign execution across paid search, paid social, organic search, email, programmatic, and social simultaneously
Partner with Brand & Content to ensure performance campaigns draw from brand-consistent creative systems without slowing velocity
Oversee local campaign strategy in partnership with the Local Marketing Enablement team to support individual franchisee market growth
B2B Marketing & Team Leadership
Support the marketing strategy for BrightStar's health system, payer, and employer benefit partnerships — aligned with the national accounts pipeline and the B2B team
Contribute to the AI Innovation Committee, evaluating demand generation and marketing tools against BrightStar's performance standards
What We're Looking For

Required

10+ years of progressive marketing experience, with at least 5 years in a senior performance marketing, demand generation, or growth marketing leadership role
Deep B2C and B2B demand generation expertise with a demonstrated track record of building pipelines tied to measurable revenue outcomes, not just lead volume
Proven paid media expertise across search, social, programmatic, and email with hands-on experience managing significant budgets and optimizing for conversion
Strong HubSpot proficiency (or equivalent CRM/MAP platform), including pipeline design, lead scoring, attribution, and campaign performance tracking
Experience managing multi-audience demand generation programs simultaneously — consumer, enterprise/B2B, and recruitment
Track record of building and leading high-performing teams
Preferred

Experience in home health, healthcare, or a consumer services franchise environment
B2B marketing experience in a healthcare or health system context — health system procurement, payer relationships, or employer benefit programs
Experience in a PE-backed or high-growth environment where marketing is held directly accountable to revenue outcomes
Familiarity with AI-assisted marketing performance tools including predictive lead scoring, AI-driven campaign optimization, or automated audience segmentation
Education: Bachelor's degree in Marketing, Business, or a related field required. Advanced degree or relevant certifications (Google Ads, Meta Blueprint, HubSpot) valued.
How You'll Be Measured: Success in this role is defined by the outcomes we produce for franchisees. Key metrics include:
Consumer lead volume and quality — measured by conversion from lead to scheduled consultation, not raw lead count
Cost per acquisition — tracked by audience and channel, with targets set jointly with the SVP Marketing
B2B pipeline contribution — marketing-attributed enterprise opportunities, measured monthly
Recruitment pipeline — caregiver and clinical leads generated by market, correlated to open position fill rates
GMF spend attribution — all Growth track spend tied to measurable pipeline and conversion outcomes
Team performance and retention — direct reports performing against individual goals through the first 12 months
Why BrightStar Care:
Mission-driven work — improving quality of life for families who need home health care
A seat at the table — direct access to the SVP Marketing and CGO, with your metrics presented to senior leadership
Resources to work with — a dedicated team, defined budget, and clear mandate
Room to build — an opportunity to shape the demand generation function in a franchise network that is scaling
Working Conditions:

Full-Time Salaried role preferred in the greater Chicago, IL area or remote within the United States
Up to 25% Travel Required
Applicants must be legally authorized to work in the United States on a full-time basis without the need for current or future employer sponsorship
Apply today and help us build the marketing engine that powers BrightStar Care's next phase of growth.