Responsibilities

• Own and maintain master service area maps across markets.
• Ensure geographic targeting is accurate across advertising and listing platforms.
• Develop targeting strategies based on performance, lead quality, market needs, and service capacity.
• Identify opportunities to expand, reduce, or adjust geographic coverage.
• Own targeting and retargeting strategy across paid media, including upper-, mid-, and lower-funnel tactics.
• Partner with agencies on audience, channel, and measurement strategies.
• Coordinate across agencies to ensure consistent execution and minimize audience overlap and inefficiencies.
• Manage the activation of lookalike audiences, customer match files, and other first-party data.
• Use performance data to improve audience segmentation and targeting.
• Establish expectations and hold agency partners accountable for performance.

Requirements

• Bachelor’s degree in Marketing, Business, Communications, Analytics, or a related field required.
• 7+ years of experience in performance marketing, paid media, lead generation, or marketing analytics.
• Strong expertise with marketing analytics, attribution platforms, Excel, and/or Google Sheets.
• Strong understanding of full-funnel media strategy, including upper-funnel awareness, paid search, paid social, retargeting, LSAs, and third-party lead generation.
• Experience developing audience and geographic targeting strategies across multiple markets or business units.
• Strong analytical skills with the ability to connect media performance to lead quality, conversion, revenue, and ROAS.
• Experience managing multiple agencies, vendors, and external partners.
• Strong communication and project management skills with the ability to translate data into actionable recommendations.

Preferred

• Experience with multi-location, home services, local services, franchise, or other lead-driven businesses.
• Experience with upper-funnel channels such as programmatic, YouTube, CTV, and paid social.
• Hands-on experience with Google Ads, Google LSAs, Meta, Yelp, Angi, Thumbtack, eLocal, or similar platforms.
• Experience with call tracking, CRM data, lead dispositioning, and first-party audience data.
• Experience with landing page testing and conversion rate optimization.
• Familiarity with marketing attribution and BI tools such as Power BI, Tableau, or Looker.

Benefits

• Medical insurance
• Dental insurance
• Vision insurance
• Supplemental insurance options
• 401(k) retirement plan
• Paid Time Off (PTO)