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LawnStarter is a leading on-demand marketplace for lawn care and outdoor services based in the United States. They are on a trajectory to expand their services beyond lawn care, aiming to position themselves as the one-stop shop for all home services. With a robust growth strategy aimed at acquiring customers and service providers, LawnStarter is looking to fill the position of Director of Paid Social & Video. This unique role aims not only to manage campaigns but to establish the paid social approach as a key growth channel within the organization.
As the Director of Paid Social & Video, you will be responsible for overseeing paid social acquisition strategies targeting both homeowners and service providers across various markets. This multifaceted role focuses on campaign management on major platforms like Meta, TikTok, and YouTube while keeping spend profitable. The expectations of this high-level director role include building and executing campaigns and eventually scaling operations by developing a team beneath you.
In this position, you will:
Own the full funnel of acquisition campaigns including top, mid, bottom-funnel, and remarketing. You will design campaigns to drive awareness, nurture consideration, convert leads, and re-engage past customers.
Develop and implement a paid social strategy that ensures effective customer outreach across unique audiences and service categories. Given the variability across campaigns, your strategy will require a nuanced understanding of different market conditions and unit economics.
Manage budgets effectively across geographies and seasonal swings, ensuring that performance metrics and expectations are consistently met.
Collaborate with various teams, particularly SEO, Product, and Analytics, to integrate paid social seamlessly within the broader growth system, thereby maximizing the efficiency of each campaign.
Establish a creative testing system that will define clear hypotheses, controlled variables, and success criteria. This system will foster a culture of data-driven performance improvement.
Build a team once the channels are steered effectively towards success by defining necessary roles, onboarding them, and providing leadership as the department scales.
To be considered for this position, the ideal candidate should possess:
A performance-focused mindset characterized by active engagement with data analytics and unit economics. You should have experience in making strategic decisions based on precise metrics rather than relying on general marketing trends.
Strong experimenter skills that involve running structured tests and iterating on findings systematically.
The ability to act as a cross-functional partner by collaborating with various teams without the need to control every internal function.
Comfort with AI tools to enhance marketing strategies and execution frameworks, facilitating more effective operations in a rapidly changing environment.
A broad understanding and ability to juggle multiple markets and audiences, recognizing the unique characteristics and consumer behaviors present within each group.
This position delves deeper than traditional marketing roles due to the complexity of managing two-sided audience acquisition. This means crafting distinct messaging strategies for both homeowners and service providers works in parallel. This demand for strategic balancing can lead to unique challenges not typically faced in traditional marketing environments where single audiences dominate.
In this position, you won’t focus on brand strategy or manage high-budget direct-to-consumer campaigns that might not yield immediate returns. Instead, you will operate within a framework where performance metrics are prioritized over vanity metrics. You won’t work alone; the role requires collaboration with product development, engineering, and design teams to ensure seamless execution.
Although specific salary information is not provided in the job description, typically, director-level positions at comparable companies, especially in the remote marketing space, tend to offer flexible compensation packages that may include salary, bonuses, and stock options. Salaries can vary widely based on experience and regional cost of living, but they generally range from $100,000 to over $150,000 annually for such positions in the remote work landscape.
If you're ready to take ownership of a critical growth channel within a rapidly expanding company and thrive in a performance-driven environment, the Director of Paid Social & Video role at LawnStarter offers a compelling opportunity. By pushing the boundaries of customer acquisition strategies, you will have a chance to shape the company's trajectory and grow along with it.
This job offer was originally published on weworkremotely.com
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