Head of Demand Generation

Who You Are

As Hometap’s Head of Demand Generation, you’ll own a large portion of the paid acquisition engine that connects homeowners with Hometap, reporting to the Chief Growth Officer. You’ll lead a small team of marketers and manage a large annual media budget across paid search, paid social, and emerging channels, with full accountability for volume, efficiency, and lead quality. Our funnel has multiple steps, and the true quality of a lead can take weeks to confirm, so you’ll optimize for down-funnel outcomes rather than top-of-funnel conversions alone.

You’re a great fit for this role if you’ve scaled performance marketing for a considered purchase, ideally in financial services. You think in terms of incrementality, not last click. You’re as comfortable building a channel forecast with Finance as you are coaching a channel manager through a tough test readout. You make decisions with data, build teams people want to join, and guide towards strong business outcomes.

What You’ll Do

Channel Strategy & Performance

• Paid Search: Oversee strategy and performance across Google Ads and Microsoft Advertising (Bing)
• Paid Social: Own strategy and performance across Meta, TikTok, and possibly YouTube
• Channel Testing: Direct a digital agency partner in testing and scaling emerging channels such as Reddit and Quora, setting clear test designs, success metrics, and criteria for graduating a channel to scale
• Full-Funnel Optimization: Optimize toward downstream quality signals across a multi-week conversion cycle, including feeding offline conversion and lead-quality data back to ad platforms
• Conversion Rate Optimization: Partner cross-functionally to improve landing page and funnel conversion through structured testing

Measurement, Forecasting & Budget

• Attribution & Measurement: Support Hometap’s evolution beyond last-click attribution, using media mix modeling and incrementality testing to guide investment decisions
• Forecasting & Allocation: Build and own the bulk of the demand generation forecast and channel-level budget allocation, and reallocate spend as performance and marginal returns shift
• Finance & Business Operations Partnership: Partner closely with Finance and Business Operations on annual and quarterly planning, pacing, unit economics, and performance reporting
• Executive Communication: Present performance, insights, and recommendations to the Chief Growth Officer and leadership team

Leadership & Collaboration

• Team Leadership: Lead, mentor, and grow a small team, setting clear goals and supporting each person’s career development
• Agency Partnership: Oversee an external agency partner who has been supporting the team recently and is poised to help test new channels into next year
•  Hiring: Recruit and build out the team as the program scales, evaluating trade-offs between hiring and leveraging external agency partners
• Creative Partnership: Work closely with Creative teams on testing roadmaps, briefs, and performance insights that sharpen messaging by channel and audience

What You Bring

• 12+ years of performance or growth marketing experience, including 5+ years leading teams
• Proven track record managing an annual paid media budget of $15M or more
• Experience in financial services, fintech, lending, insurance, or another regulated, considered-purchase category strongly preferred
• Experience optimizing a multi-step conversion funnel where lead quality is confirmed weeks after the initial conversion
• Hands-on experience with media mix modeling and incrementality testing (such as geo holdouts or lift studies), and a clear point of view on moving beyond last-click attribution
• Deep expertise across Google Ads, Microsoft Advertising, Meta, TikTok, and YouTube
• Strong financial acumen, including forecasting, channel-level budget allocation, and unit economics (CAC, LTV, payback)
• Track record of hiring, developing, and mentoring high-performing teams
• Experience managing agency partners and holding them accountable to clear performance goals
• Experience with conversion rate optimization, including landing page and funnel testing
• A collaborative approach to working with Creative, Finance, Business Operations, Product, and Analytics teams
• Excellent written and verbal communication skills, with the ability to turn complex data into clear recommendations for executives
• Bachelor’s degree, ideally in marketing, business, economics, or a related field

The salary range for this role is $220,000 - $240,000 + Bonus, depending on your experience, skills, location, and other factors. You’ll also receive meaningful equity, so you can share in our growth and success. We offer generous medical, dental, and vision coverage, a work-from-home stipend, parental leave, and plenty of paid time off to recharge.