Director of Performance Marketing

About Karbon Karbon is the global leader in AI-powered practice management software for accounting firms. We provide an award-winning cloud platform that helps tens of thousands of accounting professionals work more efficiently and collaboratively every day. With customers in 40 countries, we have grown into a globally distributed team across the US, Australia, New Zealand, Canada, the United Kingdom, and the Philippines. We are well-funded, ranked #1 on G2, growing rapidly, and have a people-first culture that is recognized with Great Place To Work® certification and on Fortune magazine's Best Small Workplaces™ List. We are looking for a Director of Performance Marketing to lead Karbon's paid and digital growth engine at a pivotal moment. AI is not on the horizon for marketing - it is here. Buyer discovery is increasingly happening through AI-native surfaces. The next generation of search is agentic. This role demands a leader who is not watching these changes unfold, but actively building strategy and systems to get ahead of them. You will own paid media strategy and investment, lead Karbon's approach to AI-native and agentic search, drive the website as a high-converting commercial asset, and architect lifecycle campaigns that grow revenue across the full customer journey. Critically, you will also be expected to build a team that uses AI to work smarter - automating intelligently, experimenting faster, and scaling output without scaling headcount proportionally. About the Role Paid Media Strategy & Execution Own Karbon's paid media portfolio with agency support across SEM, paid social, display, retargeting, content syndication, and review platforms - leveraging AI-powered bidding, audience modeling, and creative optimization to maximize performance Manage a multi-million dollar demand gen and advertising budget and maintain the highest standards for ROAS and payback period efficiencies Apply AI-driven tools and platforms to improve targeting precision, reduce CAC, and scale what works Partner closely with Sales and RevOps to align paid investment with pipeline targets - using predictive analytics and AI-assisted forecasting to sharpen planning Build rigorous measurement frameworks and attribution models, incorporating AI-assisted analysis to surface insights faster and connect spend to revenue outcomes with greater confidence Website & Digital Engagement Own karbonhq.com as a high-performing commercial asset - along with leading the team responsible for traffic quality, conversion rate optimization (CRO), and pipeline contribution and web development. Deploy AI-powered personalization, dynamic content, and intelligent chat to improve on-site engagement and accelerate the path from visit to conversion Lead experimentation at scale - using AI-assisted testing tools to run more experiments faster, identify winning variants sooner, and continuously compound conversion improvements Ensure the site is structured and tagged for maximum discoverability by both traditional crawlers and AI ingestion pipelines, treating technical site health as a strategic competitive lever Own Karbon's presence on G2 and other review platforms as both a paid and organic performance channel, covering category sponsorship, profile optimization, review generation programs, and the deployment of G2 assets (badges, comparison pages, buyer intent signals) as conversion tools across the site and campaigns. AI-Native Search Strategy: SEO, GEO, AEO & Agentic Search This is a defining responsibility of the role. Own and lead Karbon's strategy across the full modern search stack - traditional SEO, generative engine optimization (GEO), answer engine optimization (AEO), and agentic search channels Drive Karbon's visibility and authority inside AI-native discovery surfaces - including ChatGPT, Perplexity, Google AI Overviews, Claude, Copilot, and the growing ecosystem of AI agents that research and recommend software on behalf of buyers Develop a structured appro