Related keywords: remote job austin texascreative director remote jobsocial media marketing remote job
LawnStarter is seeking a Director of Paid Social & Video who can spearhead the growth of its customer and provider acquisition strategy. With a headquarters in Austin, Texas, LawnStarter is known as the leading on-demand marketplace dedicated to lawn care and outdoor services. The company has achieved over $100 million in annual bookings and is positioning itself as a one-stop-shop for home services, aiming to scale its operations aggressively across various platforms, particularly in the realm of paid social media advertising.
The person in this role will take ownership of the paid social acquisition strategy targeting both homeowners and service providers across a diverse range of markets and service categories. The primary channels include Meta, TikTok, and YouTube, with potential future expansion into streaming platforms such as Hulu and other push formats.
This is a hands-on position that requires deep involvement in executing campaigns, managing budgets, and analyzing performance data to adjust strategies in real time. The ideal candidate will have experience in managing the entire customer acquisition funnel, from generating awareness to driving conversions.
The Director of Paid Social & Video will oversee several key aspects, including:
Paid Social Strategy: Develop and implement acquisition campaigns specifically for both homeowners and service providers, ensuring that they are tailored to fit various market dynamics.
Full-Funnel Management: Own all stages of the funnel, from top-of-funnel awareness campaigns to bottom-funnel conversions; each stage requires distinct strategies and performance metrics.
Testing Framework: Establish a repeatable creative testing system for paid social initiatives. The challenge is in creating a structured environment where ideas can be rapidly tested and iterated upon without becoming bogged down by bureaucracy.
Budget Management: Actively oversee spending across various audiences, ensuring that performance targets are met while adapting to seasonal or market-driven changes.
Cross-Channel Collaboration: Work in conjunction with teams such as SEO, product design, analytics, and other growth functions to ensure that paid social efforts are integrated within the broader company goals.
Team Building: After establishing the channel, hire and develop a team necessary for scaling the initiatives. This involves defining roles, setting performance standards, and providing onboarding and development for team members.
Candidates for this position should possess the following skills and qualifications:
Performance-obsessed mindset: A strong reliance on data to drive decisions and budget allocation, emphasizing unit economics such as Customer Acquisition Cost (CAC) and Lifetime Value (LTV).
Structured experimentation approach: Ability to design and carry out tests with meaningful hypotheses and clear metrics for success.
Cross-functional collaboration: Experience in working effectively with different departments while sharing insights and coordinating initiatives.
Familiarity with AI tools: Proficiency with various AI platforms to enhance creative ideation and performance analysis, ensuring speed and efficiency in decision-making processes.
Ability to manage complexity: Capable of juggling multiple audiences and market dynamics, adjusting strategies as needed for different service categories.
This role is uniquely challenging due to the two-sided nature of acquisition programs for homeowners and service providers. The marketplace dynamics mean that the candidate will need to consider both sides in strategy development, ensuring a delicate balance between supply and demand to avoid market fluctuations.
Additionally, the role is heavily performance-driven, and candidates must be comfortable with a data-oriented environment focused on metrics rather than traditional brand-building measures. Notably, this position does not allow for a set-it-and-forget-it approach; constant adjustment based on performance and market conditions will be critical for success.
The position is a full-time opportunity available to candidates worldwide, providing flexibility and the possibility of remote work.
While specific salary details are not mentioned, candidates can generally expect a competitive compensation package typical for a director-level position in marketing, including performance bonuses, health benefits, and possibly options for stock in the company. Candidates are encouraged to inquire about performance expectations and metrics for success during the interview process.
Overall, the position of Director of Paid Social & Video at LawnStarter offers an exciting opportunity for candidates looking to make a significant impact within a rapidly developing marketplace. Those who thrive in data-driven environments and who enjoy the challenge of managing complex acquisition strategies will find it to be a rewarding pursuit. Candidates interested in this role should prepare to demonstrate their ability to balance multiple objectives effectively and to provide creative and analytical solutions to complex marketing challenges.
This job offer was originally published on weworkremotely.com
This job offer summary has been generated using automated technology. While we strive for accuracy, it may not always fully capture the nuances and details of the original job posting. We recommend reviewing the complete job listing before making any decisions or applications.
