Responsibilities

• Paid social strategy and execution: Full-stack ownership of acquisition campaigns for both homeowners and service providers across Meta, TikTok, and YouTube, including structure, creative direction, audience strategy, bidding, and budget allocation. These are two distinct funnels with different creative, messaging, and economics — you'll own both.
• Full-funnel ownership: You're not just running conversion campaigns. You'll build and manage campaigns across the entire funnel: top-of-funnel to drive awareness and demand, mid-funnel to nurture consideration, bottom-funnel to convert, and remarketing to re-engage. Each stage requires a different creative approach, bidding strategy, and success metric.
• Testing machine: A repeatable framework for creative, audience, and funnel experiments. That includes detecting creative fatigue early (volume dropping while CAC rises is a signal, not bad luck) and rotating before performance degrades.
• Budget and performance management: Active management of spend by audience, geography, and service category, hitting performance targets while navigating seasonal swings.
• Cross-channel partnership: Working with SEO, Paid Acquisition, Product, Design, and Analytics to ensure paid social fits into a larger growth system, not an isolated silo. You'll have direct access to a video editor who can cut, resize, and produce creative assets. Your job is to brief and direct that output, not produce from scratch.
• Platform expansion: Meta, TikTok, and YouTube are your core platforms. Over time, this role could extend to streaming (Hulu, connected TV) and other push formats — you'll lead the evaluation and build-out of each new channel with the same rigor you apply to the core three.
• Team building: Once you have a handle on the channel, you'll define the roles needed to scale it and hire the team beneath you. That includes setting the bar for what good looks like, onboarding the people you hire, and building a function — not just running campaigns.

Requirements

• This is a Director-level hire.
• Two-sided acquisition: You're running two parallel acquisition programs — homeowners and service providers — each with different creative, messaging, audiences, and success metrics.

Nice-to-have

• AI-native. You use AI tools (ChatGPT, Claude, platform AI features like Advantage+) not just to write copy faster but to rethink how you work: generating and stress-testing creative hypotheses, building performance analysis frameworks, identifying audience patterns, and keeping pace with a channel that's changing faster than any manual workflow can handle.
• A portfolio thinker. You can hold multiple audiences, markets, service categories, and funnel stages in your head simultaneously without mixing them up. You allocate budget and tailor creative strategy based on where unit economics hold — not by running one playbook across everything.

Benefits

• Healthcare: Medical, dental, and vision
• Fully remote: This role requires deep focus for campaign management and analysis. Work from anywhere in the US.
• Flexible PTO: We Focus On Results