Head of Performance Marketing

HEAD OF PERFORMANCE MARKETING | Full-time, permanent Works onsite in Calgary, AB Work schedule: 8:00 AM
- 4:30 PM In-office Monday, Tuesday and Friday Remote optional Wednesday and Thursday

About The Role
We are looking for an experienced Head of Performance Marketing to lead and grow our performance marketing practice serving mid-market B2B SaaS clients. As a member of Tiller's leadership team, you will own client performance outcomes, team development, and the systems that enable great work across paid media, conversion rate optimization (CRO), SEO, and AEO/GEO, with analytics powering each discipline. We are looking for a hands-on leader with deep expertise in paid media and conversion optimization who can independently assess performance, challenge strategies, coach strategists, and step into execution when needed. You'll collaborate closely with our leaders across Client Strategy, Creative, and Development to strengthen client outcomes and evolve our integrated performance marketing offering. What You Get To Do
• Lead the performance marketing department, taking accountability for the effectiveness, efficiency, and continuous improvement of our services and the results we deliver for clients.
• Provide hands-on oversight through regular paid account and campaign reviews, audits, and constructive challenges to strategy, targeting, budgets, creative effectiveness, and conversion performance.
• Set standards for paid media strategy, campaign development, optimization, and testing across Google Ads, LinkedIn Ads, Meta, Reddit, StackAdapt, and other relevant B2B acquisition channels.
• Advance our integrated paid performance offering by connecting media strategy with creative, landing page optimization, CRO, experimentation, and measurement.
• Oversee CRO and experimentation practices, ensuring opportunities are prioritized, hypotheses are tested, and learnings translate into measurable improvements.
• Guide traditional SEO strategy and execution, ensuring technical SEO, content optimization, and organic search recommendations support client objectives.
• Oversee our AI search strategy and execution, guiding AEO/GEO strategies that improve client visibility and discoverability across AI-driven search experiences.
• Ensure reliable measurement and analytics through oversight of GA4, GTM, conversion tracking, attribution, data quality, and technical QA.
• Own and optimize departmental reporting standards, collaborating with Client Strategy and Account Managers to ensure reports clearly communicate performance insights and recommendations.
• Partner with Client Strategy and Account Managers on performance priorities, client QBRs, strategic presentations, and escalations, bringing performance marketing expertise and recommendations to important client conversations.
• Collaborate with Creative and Development leadership to elevate campaign creative, landing pages, technical implementations, and cross-functional delivery.
• Own departmental recruitment, onboarding, coaching, professional development, and performance management, leveraging Tiller's L1–L4 capability framework to develop and strengthen the team.
• Monitor team utilization and staffing needs, proactively addressing resourcing risks.
• Establish and continuously improve departmental tools, processes, SOPs, quality standards, and technical practices while supporting Tiller's broader delivery system.
• Contribute to agency leadership, service development, proposals, scoping, and the growth of our performance marketing practice.
• Remain close to execution, stepping in to troubleshoot complex issues or temporarily manage select accounts and campaigns if required. You may be fit for this role if you
• Bring 15+ years of relevant performance marketing experience, including substantial hands-on paid media expertise and a demonstrated track record leading teams in an agency or client-service environment.
• Have deep experience developing and optimizing B2B paid media programs, with particular strength in LinkedIn Ads and Google Ads, and experience across Meta and other relevant acquisition channels.
• Have experience managing and overseeing paid media programs with monthly advertising budgets of $20,000
- $100,000+ per client account, demonstrating sound budget allocation, optimization, and performance management.
• Can confidently audit live paid media accounts, diagnose underperformance, challenge strategies, and identify opportunities to improve results.
• Understand how paid media, creative, landing pages, CRO, and experimentation work together to drive measurable business outcomes.
• Have working knowledge of traditional SEO and modern AEO/GEO practices, with the ability to guide strategists without needing to be the hands-on expert in every discipline.
• Have strong technical knowledge of GA4, GTM, conversion tracking, attribution, and performance reporting, with the ability to assess implementation quality and guide strategists.
• Have successfully led people, managed capacity and performance, and built scalable processes and standards that improve team effectiveness.
• Communicate clearly and confidently with clients and colleagues, exercise sound judgment, and bring a high level of ownership, accountability, and willingness to roll up your sleeves. Agency leadership experience is strongly preferred. Experience working with B2B SaaS clients is a significant asset, but not a requirement. We place the greatest emphasis on deep paid media and conversion optimization expertise in a B2B context, supported by broader knowledge of SEO and AI search. What Success Looks Like
• Stronger client outcomes: Our performance marketing work consistently delivers measurable outcomes, supported by sound strategy, optimization, and reliable measurement.
• A high-performing team: Strategists are well-supported, accountable, developing their capabilities, and consistently delivering work that meets Tiller's quality standards.
• Operational excellence: Clear processes, effective tools, proactive capacity management, and strong QA practices contribute to predictable, high-quality delivery.
• A growing practice: Our integrated performance marketing offering continues to evolve, creating greater value for clients and contributing to Tiller's growth. Our Culture Tiller is built different. We win together, grow together, and hold ourselves to a high standard in how we work, communicate, and show up for each other and our clients. We are a community of about 30 marketers and creative minds based in Calgary, AB. We care deeply about craft, character, ownership, and client outcomes. We seek feedback, close our gaps, stretch beyond comfort, and believe there are no ceilings here — only the next level. We keep our word, follow through, and tell on ourselves when something needs to be made right. We believe trust is built in the small things, and high trust helps us move further, faster. We are competitive together, not with each other. We practice our craft, sweat the details, and advocate fiercely for our clients because their success is our scoreboard. We don’t just consume culture; we create it. Every teammate plays a role in representing the Tiller standard. This is a team for people who want to do great work, take ownership of outcomes, and keep getting better. Our Work Environment
• We have a beautiful SW Calgary office location that offers free parking, a gym, and comfortable, tech savvy meeting rooms and workstations.
• We work onsite to be intentional about optimizing collaboration and creativity on Mondays, Tuesdays and Fridays (remote work is optional on Wednesdays and Thursdays).
• Workstations include a MacBook and an ergonomic sit-stand desk.
• Our 2 kitchen cafes are stocked with really, really good coffee. Compensation
• Base salary range will be commensurate with skills and experience, with an expected range aligned to a senior, hands-on Head of Performance Marketing role in the Alberta market.
• We review compensation annually against external data to stay competitive with similar agency roles in Alberta’s market.
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We offer
a performance-based bonus structure that rewards impact and excellence. Benefits
• Health and Dental (premiums shared 50/50)
• Long-term disability (Employee paid)
• Life and Critical Illness Insurance
• Emergency Travel Medical
• Employee and Family Assistance Program
• Group RRSP and TFSA investment savings plan with free access to a Certified Financial Advisor No agency inquiries, please. We thank all applicants for their interest; however, only candidates being considered for interviews will be contacted.