Growth Marketing Manager

POSITION SUMMARY:

Our client is looking for a Growth Marketing Manager that understands the arc from demand generation to demand capture. Today the job is demand capture: meet homeowners already shopping and convert efficiently. Tomorrow it s demand generation: build category awareness for home electrification in every market we enter, so the addressable pool grows ahead of the funnel. You ll run Meta + Google paid media today and lead expansion across every surface paid and unpaid that builds awareness and category demand alongside conversion: Reddit, TikTok, ChatGPT, programmatic + contextual, connected TV (CTV), Google Business Profiles, and the organic social, creator, and community channels that compound around them. You ll manage our paid media agency and partner with Product Marketing on conversion.

RESPONSIBILITIES:

• Balance capture and generation, paid and unpaid: convert in-market homeowners on Meta and Google today, and build category awareness across CTV, programmatic, Reddit, TikTok, and the organic and community surfaces that compound alongside paid so tomorrow s pipeline outgrows today s.
• Optimize for lead quality, not just quantity: tune audiences, creative, and bidding to qualified SQLs and downstream revenue, and push beyond lead capture to influence pipeline velocity and close rate.
• Own the non-paid acquisition mix alongside paid: organic social (TikTok, Reddit, YouTube), AI/LLM discovery (ChatGPT, Perplexity, AI Overviews), and creator/community presence channels that earn awareness when paid isn t running and amplify the surfaces it is.
• Oversee Google Business Profile across every market (citations, review response, map-pack rankings, local schema) as one of our most leveraged organic surfaces.
• Build the always-on engine: audience architecture, bidding, creative cadence, geo and utility-program segmentation, and budget pacing that keeps CAC predictable across markets.
• Run the performance-creative loop with our Creative agency: brief, ship, test, and document a pipeline of static, motion, and video ads.
• Partner with Product Marketing on landing-page and quote-flow conversion optimization.
• Leverage our hyperlocal landing system (city, neighborhood, utility, program pages) to give every market paid surface area to convert.
• Inform the repeatable GTM plan for each new market, shipping localized creative, launch pacing, and reporting that tells us when to scale, hold, or rework.

QUALIFICATIONS:

• 5-8 years in Growth, Performance, or Paid Acquisition owning Meta + Google budgets; considered-purchase B2C (climate, home services, or trades) a major plus.
• Built paid acquisition as a system (audience infra, creative pipeline, testing cadence, attribution), not just run campaigns.
• Range across paid and unpaid: you ve grown an audience through organic social, creator, community, or earned channels not only through ad accounts and know when each channel earns its keep.
• Working fluency in SEO and content fundamentals, you understand why non-paid channels can t grow without it: how search, content structure, and on-page choices feed organic social, AI/LLM discovery, and GBP performance.
• Track record on both capture and awareness KPIs e.g., 20%+ blended CAC reduction, branded-search or aided-awareness lift in a target geo, or channel diversification across 3+ surfaces.
• AI-enabled yourself to move fast across any stack. Ours: HubSpot, PostHog, Storyblok, Linear, Claude/Cowork.

• Experience in home services, energy, construction tech, or the trades.
• Background in a B2C business where data, testing, and conversion optimization drove the roadmap and where you can point to specific wins you owned.
• Experience with high-AOV, high-consideration B2C where conversion takes weeks.
• Experience with Agile SCRUM methods and frameworks.

IND123