Head of Demand Generation

Responsibilities

• Paid Search: Oversee strategy and performance across Google Ads and Microsoft Advertising (Bing)
• Paid Social: Own strategy and performance across Meta, TikTok, and possibly YouTube
• Channel Testing: Direct a digital agency partner in testing and scaling emerging channels such as Reddit and Quora, setting clear test designs, success metrics, and criteria for graduating a channel to scale
• Full-Funnel Optimization: Optimize toward downstream quality signals across a multi-week conversion cycle, including feeding offline conversion and lead-quality data back to ad platforms
• Conversion Rate Optimization: Partner cross-functionally to improve landing page and funnel conversion through structured testing
• Attribution & Measurement: Support Hometap’s evolution beyond last-click attribution, using media mix modeling and incrementality testing to guide investment decisions
• Forecasting & Allocation: Build and own the bulk of the demand generation forecast and channel-level budget allocation, and reallocate spend as performance and marginal returns shift
• Finance & Business Operations Partnership: Partner closely with Finance and Business Operations on annual and quarterly planning, pacing, unit economics, and performance reporting
• Executive Communication: Present performance, insights, and recommendations to the Chief Growth Officer and leadership team
• Team Leadership: Lead, mentor, and grow a small team, setting clear goals and supporting each person’s career development

Requirements

• 12+ years of performance or growth marketing experience, including 5+ years leading teams
• Proven track record managing an annual paid media budget of $15M or more
• Deep expertise across Google Ads, Microsoft Advertising, Meta, TikTok, and YouTube
• Strong financial acumen, including forecasting, channel-level budget allocation, and unit economics (CAC, LTV, payback)
• Bachelor’s degree, ideally in marketing, business, economics, or a related field
• Experience managing agency partners and holding them accountable to clear performance goals
• Hands-on experience with media mix modeling and incrementality testing (such as geo holdouts or lift studies), and a clear point of view on moving beyond last-click attribution
• Experience optimizing a multi-step conversion funnel where lead quality is confirmed weeks after the initial conversion
• A collaborative approach to working with Creative, Finance, Business Operations, Product, and Analytics teams
• Excellent written and verbal communication skills, with the ability to turn complex data into clear recommendations for executives

Preferred

• Experience in financial services, fintech, lending, insurance, or another regulated, considered-purchase category strongly preferred

Benefits

• We offer generous medical, dental, and vision coverage, a work-from-home stipend, parental leave, and plenty of paid time off to recharge.
• meaningful equity, so you can share in our growth and success.
• competitive compensation, healthcare coverage, generous PTO, a meaningful equity package, and a strong culture with plenty of opportunities for team-building and camaraderie.