Responsibilities

• Paid Social Strategy & Lead Generation
• Set up, traffic, and launch campaigns including but not limited to Meta (Facebook/Instagram), TikTok, Pinterest, and Nextdoor ensuring accurate targeting, budgets, and pacing.
• Maintain campaign hygiene (naming conventions, UTMs, exclusions, frequency caps) and keep programs on schedule.
• Partner with creative and analytics to brief, traffic, and QA ad sets, audiences, and assets; manage tracking tags and pixels.
• Monitor performance daily and proactively optimize budgets, placements, and audiences to improve CPL, CAC, CTR, CVR, and ROAS.
• Build and refine audience segmentation (retargeting, lookalikes, interest/behavioral, geo and ZIP-level targeting) for local lead gen.
• Run structured A/B and multivariate tests (hooks, formats, headlines, forms) and scale winners.
• Analyze results in-platform and in analytics tools; translate data into clear, actionable insights and recommendations.
• Stay current on platform updates (Advantage+, Lead Ads, creative best practices, CAPI changes, privacy policies) and share learnings with the team.
• Support cross-functional initiatives that improve funnel efficiency and lead quality from first click to form submit/booking.

Requirements

• Bachelor’s degree in Marketing, Communications, Journalism, Public Relations, or a related field (or equivalent experience).
• 5-7 years of experience directly managing paid social media, preferably in home services, lead generation, or performance marketing environments.
• Hands-on experience with Meta Ads Manager and familiarity with TikTok, Pinterest, and other paid social platforms.
• Strong understanding of social analytics, conversion tracking, and performance measurement (Meta Pixel, CAPI, UTMs; GA4 and GTM familiarity is a plus).
• Excellent written and verbal communication skills with strong attention to detail.
• Highly organized, able to manage multiple projects in a fast-paced, results-driven environment.
• Collaborative mindset with the ability to work independently while partnering effectively with creative, analytics, web, and sales operations teams.
• Proactive and comfortable balancing creative storytelling with data-driven optimization.
• Solid attendance and reliability record

Preferred

• Preferred: Experience with lead forms, offline conversions, and landing page testing/optimization (CRO).