VP of Growth & Performance Marketing

Position Summary:

This is an exciting opportunity for a new VP of Growth & Performance Marketing to own the entire performance marketing engine for Milan Laser Hair Removal and our 400+ locations nationwide. As the clear category leader, Milan is poised for its next stage of growth, and this role will be at the center of it, leading acquisition and demand generation across the full funnel for paid media, SEO/AEO, digital channels, and conversion optimization.

You will oversee a $100M+ media ecosystem, shaping how we reach new clients and ensuring more people experience a brand built on confidence, care, and exceptional results. The right leader knows how to run both hyperlocal and national campaigns, generate high-quality leads, test into new channels, and keep CAC disciplined while fueling sustainable growth. You will oversee paid search, paid social, programmatic, SEO/AEO, CRO/test and learn, and partner closely with analytics and FP&A to ensure ROI and budget alignment. Working cross-functionally, you will align marketing investments with business goals and ensure Milan’s channels are optimized for both lead volume and quality, ultimately reaching our revenue targets.

This is a unique opportunity to build and shape your own team, hiring the talent needed to deliver best-in-class performance while scaling Milan’s next chapter of growth, reporting directly to the CMO.

Status: Full-time | Salaried

Location: Omaha, NE | Onsite

Responsibilities:

• Performance Strategy & Leadership: Own Milan’s end-to-end paid media strategy, translating business objectives into full-funnel channel plans through to CRO that drive disciplined CAC, incremental lead volume, and profitable revenue growth. Build and maintain a structured test-and-learn roadmap to ensure continuous experimentation, measurement, and innovation. Partner closely with FP&A and analytics teams to validate ROI, ensure budget alignment, and provide financial rigor in all spend decisions. Drive diversification to reduce reliance on any single platform and identify new incremental growth opportunities. Balance hyperlocal targeting at the DMA and location level with national campaigns that scale efficiently and drive incremental volume at our CAC targets.
• Paid Search: Lead enterprise-scale paid search programs including campaign design, keyword expansion, and advanced bid automation at the national, Designated Market Area (DMA), and location levels. Manage Google Ads, Performance Max, and Bing, ensuring campaigns are optimized for quality, incremental conversions, and ROI.
• SEO and AEO: Drive SEO and AEO strategy to maximize organic visibility within the evolving landscape of local, mobile, and voice search. Partner with web development to align site architecture, landing pages, and schema with SEO goals and CRO best practices.
• Paid Social & Programmatic: Oversee campaigns across Meta, TikTok, YouTube, Reddit, CTV, Display, Programmatic DSPs, Streaming Audio, Podcasts, Linear TV, OOH, Direct Mail, Native, Affiliates, and other emerging channels. Ensure each channel is optimized for incremental blended CAC, audience growth, and efficient spend.
• Conversion Rate Optimization & Funnel Management: Build and scale a structured CRO program with rigorous test design and statistical significance standards. Use heatmaps, session replays, and A/B/multivariate testing to improve user journeys and reduce funnel leakage. Partner with CRM and lifecycle marketing to integrate lead nurturing, retargeting, and personalization for improved conversion.
• Measurement & Analytics: Provide thought leadership and strategy for attribution models, incremental CAC measurement, MMM, and experiment design. Partner with FP&A and third-party analytics providers for execution, ensuring frameworks deliver actionable insights. Implement lift studies, geo tests, and incrementality experiments to isolate true performance impact. Develop dashboards and reporting frameworks for real-time visibility into channel, DMA, and campaign performance. Leverage advanced analytics tools and AI-powered platforms to drive predictive insights and smarter optimization.
• Agency & Partner Management: Evaluate agency contributions and ensure accountability for ROI, innovation, and knowledge development for internal teams. Explore optimal agency/in-house relationship that combines external expertise with strong in-house capabilities. Build direct relationships with publishers and platforms to secure early access to betas and industry best practices. Manage optimization partners to ensure experiment design, funnel analytics, and incremental growth are aligned with Milan’s strategy.
• Team Leadership & Development: Recruit, develop, and mentor a high-performing team, fostering career growth and collaboration. Build a culture of fun, curiosity, innovation, and operational excellence where testing is celebrated and priorities are clear. Operate as an enterprise leader, partnering across functions to align strategies, influence outcomes, and drive Milan’s success, leading not just through results, but through how you show up, building trust, creating connection, and inspiring people to bring their best selves to work.
• Other Duties: Perform additional tasks, duties, and responsibilities as needed or assigned by leadership to support departmental and organizational objectives

Qualifications:

• High school education or equivalent (e.g., GED) required
• Bachelor’s degree OR equivalent combination of education/experience combined (one year of experience equals one year of education) required
• Minimum of eight years of experience in growth, performance, or digital marketing with a minimum of two years in an executive leadership capacity required
• Proven success managing a minimum of $50M+ annual media budgets and delivering disciplined CAC and quality lead growth performance required
• Experience in highly considered purchase categories or longer sales cycles where inspiration, education, and trust drive decision-making required
• Advanced background in experiment design, incrementality testing, and MMM, with demonstrated ability to turn insights into strategic action required
• History of evolving agency models and developing strong in-house talent and direct publisher relationships for early access to betas and innovation preferred
• Proven ability to leverage AI and advanced analytics tools for predictive modeling, optimization, and personalization required
• Demonstrated strength in recruiting, developing, and retaining top talent, building a culture of curiosity, accountability, and innovation required
• Industry experience in consumer services, multi-location, retail, or beauty/lifestyle strongly preferred

Benefits Include:

• Medical, dental, vision, disability and life insurance with in 30 days
• Unlimited PTO - work with your manager and take time as needed
• 7 paid holidays that we are closed
• $50 cell phone stipend paid out monthly
• 401k retirement plan with vested 4% employer match after 90 days
• Career advancement opportunities + Culture/environment
• Employees and their spouse or legal partner receive free laser hair removal services

All potential employees of Milan will be required to successfully pass a pre-employment background check before employment. To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed are representative of the knowledge, skill, and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions. Other duties may be assigned.

We are deeply committed to attracting talented team members in the US from all backgrounds regardless of race, age, gender, ethnicity, religion, sexual orientation, disability status, or nationality. However, at this time, we are not sponsoring any Visas.

Equal Opportunity Employer