Growth Marketing Manager

Responsibilities

• Balance capture and generation, paid and unpaid: convert in-market homeowners on Meta and Google today, and build category awareness across CTV, programmatic, Reddit, TikTok, and the organic and community surfaces that compound alongside paid — so tomorrow’s pipeline outgrows today’s.
• Optimize for lead quality, not just quantity: tune audiences, creative, and bidding to qualified SQLs and downstream revenue, and push beyond lead capture to influence pipeline velocity and close rate.
• Own the non-paid acquisition mix alongside paid: organic social (TikTok, Reddit, YouTube), AI/LLM discovery (ChatGPT, Perplexity, AI Overviews), and creator/community presence — channels that earn awareness when paid isn’t running and amplify the surfaces it is.
• Build the always-on engine: audience architecture, bidding, creative cadence, geo and utility-program segmentation, and budget pacing that keeps CAC predictable across markets.
• Run the performance-creative loop with our Creative agency: brief, ship, test, and document a pipeline of static, motion, and video ads.
• Partner with Product Marketing on landing-page and quote-flow conversion optimization.
• Leverage our hyperlocal landing system (city, neighborhood, utility, program pages) to give every market paid surface area to convert.
• Inform the repeatable GTM plan for each new market, shipping localized creative, launch pacing, and reporting that tells us when to scale, hold, or rework.

Qualifications

• 5-8 years in Growth, Performance, or Paid Acquisition owning Meta + Google budgets; considered-purchase B2C (climate, home services, or trades) a major plus.
• Built paid acquisition as a system (audience infra, creative pipeline, testing cadence, attribution), not just run campaigns.
• Ranged across paid and unpaid: you’ve grown an audience through organic social, creator, community, or earned channels — not only through ad accounts — and know when each channel earns its keep.
• Working fluency in SEO and content fundamentals, you understand why non-paid channels can’t grow without it: how search, content structure, and on-page choices feed organic social, AI/LLM discovery, and GBP performance.
• Track record on both capture and awareness KPIs — e.g., 20%+ blended CAC reduction, branded-search or aided-awareness lift in a target geo, or channel diversification across 3+ surfaces.
• AI-enabled yourself to move fast across any stack. Ours: HubSpot, PostHog, Storyblok, Linear, Claude/Cowork.
• Nice to have: experience in home services, energy, construction tech, or the trades.
• Background in a B2C business where data, testing, and conversion optimization drove the roadmap — and where you can point to specific wins you owned.
• Experience with high-AOV, high-consideration B2C where conversion takes weeks.
• Experience with Agile SCRUM methods and frameworks.