Head of Demand Generation

This is a fully remote position, open to applicants in United States.

📋 Description

• Take ownership of a significant segment of Hometap’s paid acquisition strategy, linking homeowners with Hometap.

• Report directly to the Chief Growth Officer.

• Lead a small marketing team while managing a substantial annual media budget across paid search, paid social, and emerging channels.

• Ensure accountability for lead volume, efficiency, and quality.

• Optimize down-funnel outcomes throughout a multi-week conversion cycle.

• Supervise strategy and performance for Google Ads and Microsoft Advertising (Bing).

• Manage strategy and performance for Meta, TikTok, and potentially YouTube.

• Direct a digital agency partner to test and scale emerging channels like Reddit and Quora.

• Establish test designs, success metrics, and criteria for channel scaling.

• Provide offline conversion and lead-quality data back to advertising platforms.

• Collaborate cross-functionally to enhance landing page and funnel conversion through structured testing.

• Support the transition beyond last-click attribution with media mix modeling and incrementality testing.

• Develop and maintain the demand generation forecast and allocate budgets at the channel level.

• Adjust spending as performance and marginal returns evolve.

• Work alongside Finance and Business Operations on planning, pacing, unit economics, and performance reporting.

• Present performance metrics, insights, and recommendations to the Chief Growth Officer and leadership team.

• Lead, mentor, and foster growth within a small team.

• Set objectives and facilitate career development.

• Oversee an external agency partnership.

• Recruit and expand the team as the program scales.

• Collaborate with Creative teams on testing roadmaps, briefs, and performance insights.

⛳️ Requirements

• A minimum of 12 years of performance or growth marketing experience, with at least 5 years in a leadership role.

• Demonstrated success managing an annual paid media budget of $15M or more.

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

• Familiarity with optimizing a multi-step conversion funnel where lead quality is verified weeks post-initial conversion.

• Practical experience with media mix modeling and incrementality testing, including geo holdouts or lift studies.

• A clear perspective on advancing beyond last-click attribution.

• Extensive expertise in Google Ads, Microsoft Advertising, Meta, TikTok, and YouTube.

• Strong financial insight, covering forecasting, channel-level budget allocation, and unit economics (CAC, LTV, payback).

• Proven track record in hiring, developing, and mentoring high-performing teams.

• Experience managing agency partners and ensuring they meet clear performance objectives.

• Proficiency in conversion rate optimization, including landing page and funnel testing.

• A collaborative approach to working with Creative, Finance, Business Operations, Product, and Analytics teams.

• Exceptional written and verbal communication skills, capable of transforming complex data into straightforward recommendations for executives.

• Bachelor’s degree, preferably in marketing, business, economics, or a related field.

🏝️ Benefits

• Competitive compensation.

• Healthcare coverage.

• Generous PTO.

• Meaningful equity package.

• Team-building and camaraderie opportunities.

• Bonus.

• Comprehensive medical coverage.

• Dental coverage.

• Vision coverage.

• Work-from-home stipend.

• Parental leave.

• Paid time off.