Headquarters: Austin, Texas, United States
URL: http://lawnstarter.com
About LawnStarter
LawnStarter is the nation’s main on-demand market for garden care and out of doors providers, with over $100M in annual bookings. We’re increasing past garden care to turn into the one-stop store for all residence providers, and paid social is one in all our subsequent main bets to scale each buyer and supplier acquisition throughout either side of {the marketplace}.
About Progress at LawnStarter
Progress is the place LawnStarter’s buyer and supplier acquisition engine will get constructed. We personal natural, paid, and accomplice channels and work cross-functionally with lifecycle and gross sales to maximise funnel conversion. Paid social is a high-potential channel for us: we have confirmed it could possibly work, however we’ve not had a devoted proprietor to show it right into a scalable, predictable progress lever. That is the chance.
Necessities
The Position
You will personal paid social acquisition for either side of LawnStarter’s market — householders and repair suppliers — throughout a number of markets and repair classes whereas preserving spend worthwhile on all sides.
The core channels are Meta, TikTok, and YouTube. Over time, this function might lengthen to interrupt channels like streaming (Hulu, linked TV) and different push codecs.
This can be a hands-on, execution-heavy function. You will personal the complete funnel: top-of-funnel consciousness, mid-funnel consideration, bottom-funnel conversion, and remarketing. You will construct campaigns, design check plans, handle budgets throughout geographies and seasons, and switch efficiency knowledge into selections.
This can be a Director-level rent. We count on this particular person to personal the channel end-to-end — executing immediately at first, then constructing and main a staff because the channel scales. We’re not hiring a specialist to execute another person’s technique. We’re hiring somebody who can construct it, personal it, and finally scale it by means of individuals.
What makes this function completely different:
- Multi-audience, multi-geography: You will run campaigns throughout a number of audiences, markets, and repair classes with completely different unit economics. Cookie-cutter playbooks will not work.
- Efficiency over model: Each greenback is measured towards unit economics (CAC, LTV:CAC). You will must assume like a finance particular person as a lot as a marketer.
- Two-sided acquisition: You are operating two parallel acquisition applications — householders and repair suppliers — every with completely different inventive, messaging, audiences, and success metrics. The stability between them issues: oversupply and undersupply each harm the enterprise. Most paid social administrators have by no means needed to handle either side of a market concurrently.
What You will Personal
- Paid social technique and execution: Full-stack possession of acquisition campaigns for each householders and repair suppliers throughout Meta, TikTok, and YouTube, together with construction, inventive path, viewers technique, bidding, and price range allocation. These are two distinct funnels with completely different inventive, messaging, and economics — you will personal each.
- Full-funnel possession: You are not simply operating conversion campaigns. You will construct and handle campaigns throughout all the funnel: top-of-funnel to drive consciousness and demand, mid-funnel to nurture consideration, bottom-funnel to transform, and remarketing to re-engage. Every stage requires a unique inventive strategy, bidding technique, and success metric.
- Testing machine: A repeatable framework for inventive, viewers, and funnel experiments. That features detecting inventive fatigue early (quantity dropping whereas CAC rises is a sign, not dangerous luck) and rotating earlier than efficiency degrades.
- Finances and efficiency administration: Lively administration of spend by viewers, geography, and repair class, hitting efficiency targets whereas navigating seasonal swings.
- Cross-channel partnership: Working with web optimization, Paid Acquisition, Product, Design, and Analytics to make sure paid social suits into a bigger progress system, not an remoted silo. You will have direct entry to a video editor who can minimize, resize, and produce inventive property. Your job is to transient and direct that output, not produce from scratch.
- Platform enlargement: Meta, TikTok, and YouTube are your core platforms. Over time, this function might lengthen to streaming (Hulu, linked TV) and different push codecs — you will lead the analysis and build-out of every new channel with the identical rigor you apply to the core three.
- Crew constructing: Upon getting a deal with on the channel, you will outline the roles wanted to scale it and rent the staff beneath you. That features setting the bar for what attractiveness like, onboarding the individuals you rent, and constructing a operate — not simply operating campaigns.
Issues to Remedy
Market conversion is not a continuing Conversion economics shift primarily based on professional provide availability, market maturity, and season. A marketing campaign that performs in a mature market will not translate to 1 we’re nonetheless seeding. You want a concentrating on and price range technique that accounts for that variability, not one which ignores it.
Construct the inventive testing system We do not have a mature inventive testing pipeline for paid social at this time. You will construct it: speculation, transient, check, study, iterate, and make it repeatable. The problem is constructing rigor with out constructing forms.
Know when to drag again Paid social has a pure environment friendly window. As spend scales, CAC rises. The correct transfer is pulling again earlier than the info forces your hand, not chasing quantity previous the purpose of profitability. If you might want to be instructed when to cease, this function will frustrate you.
Stability a multi-service, multi-market, two-sided portfolio We’re scaling into new service classes with completely different seasonal profiles and economics on either side. Buyer LTV varies dramatically by market — our greatest markets produce 4x the LTV of our worst — and supplier provide depth varies simply as a lot. You will must allocate price range throughout buyer and supplier acquisition, providers, and geographies concurrently, concentrating spend the place unit economics maintain on either side and slicing the place they do not.
Who You Are
Efficiency-obsessed. You reside within the knowledge. You verify dashboards each day, dig into cohort evaluation when one thing seems to be off, and make price range selections primarily based on unit economics, not self-importance metrics. You possibly can clarify a CAC pattern to a finance accomplice as fluently as you clarify inventive efficiency to a designer. That is unlikely to be a very good match when you desire brand-building metrics or are uncomfortable being held to arduous effectivity targets.
A structured experimenter. You do not simply “attempt issues.” You run assessments with clear hypotheses, managed variables, and outlined success standards. You recognize the distinction between an actual sign and noise, and also you’re disciplined about kill standards. That is unlikely to be a very good match when you depend on instinct over knowledge or battle to doc and systematize your testing course of.
A cross-functional accomplice. You’re employed successfully with web optimization, product, design, and analytics without having to personal these capabilities. You proactively share learnings, ask for enter, and maintain paid aligned with the broader progress system. That is unlikely to be a very good match when you desire to run your channel independently or discover cross-team coordination draining.
AI-native. You employ AI instruments (ChatGPT, Claude, platform AI options like Benefit+) not simply to jot down copy quicker however to rethink how you’re employed: producing and stress-testing inventive hypotheses, constructing efficiency evaluation frameworks, figuring out viewers patterns, and preserving tempo with a channel that is altering quicker than any guide workflow can deal with. You’ve gotten opinions on what’s really helpful versus hype, and also you’re constructing that muscle actively. That is unlikely to be a very good match when you’re skeptical of AI instruments, deal with them as a writing shortcut solely, or desire guide workflows.
A portfolio thinker. You possibly can maintain a number of audiences, markets, service classes, and funnel levels in your head concurrently with out mixing them up. You allocate price range and tailor inventive technique primarily based on the place unit economics maintain — not by operating one playbook throughout every little thing. That is unlikely to be a very good match when you desire specializing in a single viewers or market at a time, or discover context-switching between variables with completely different economics irritating.
This Position Is NOT
- A model technique function: That is efficiency advertising and marketing measured towards unit economics. You will care about model consistency, however your KPIs are CAC and LTV:CAC, not model consciousness or attain.
- A giant-budget DTC function: We’re a worthwhile market with seasonal swings, not a VC-funded model burning money on consciousness. Each greenback must show its return, and budgets flex with market dynamics.
- A solo act: You will not management the complete funnel. Touchdown pages, onboarding flows, and conversion monitoring depend upon Product, Engineering, and Design. You will must affect and accomplice successfully.
- A pure supervisor who delegates execution: There isn’t any staff but. For the primary section, you are the one in platform, constructing campaigns, analyzing knowledge, and making selections. In the event you want a staff beneath you to do the work earlier than you possibly can add worth, this is not the precise match.
- A set-it-and-forget-it function: Between seasonality, two-sided market dynamics, and portfolio complexity throughout audiences, markets, and repair classes, your technique will want fixed adjustment. If you need a secure, repeatable playbook, this can frustrate you.
Advantages
- Base wage: $175,000 – $205,000
- Fairness: TBD. This function immediately drives firm worth and we would like you invested within the consequence.
- Healthcare: Medical, dental, and imaginative and prescient
- Totally distant: This function requires deep focus for marketing campaign administration and evaluation. Work from anyplace within the US.
- Limitless PTO: We deal with outcomes. Take what you want.
LawnStarter offers equal employment alternatives (EEO) to all workers and candidates for employment with out regard to race, coloration, faith, intercourse, nationwide origin, age, incapacity, or genetics. We adjust to relevant state and native legal guidelines governing nondiscrimination in employment.
To use: https://weworkremotely.com/remote-jobs/lawnstarter-director-of-paid-social-video
