Director of Performance Marketing, Consumer SaaS

Homeaglow is a fast-growing marketplace connecting homeowners with top-rated cleaning professionals. The Director of Performance Marketing will be responsible for setting the strategy and managing the budget for paid acquisition, while also ensuring the effectiveness of the marketing efforts through measurement and automation. This role involves collaboration with various teams to enhance the customer journey and drive business growth.

Responsibilities:

• Set and execute the paid acquisition strategy across search, social, affiliate, app install, direct mail, programmatic, CTV, and emerging channels
• Think holistically about how channels work together to move customers from discovery to booking, and allocate investment accordingly
• Continuously evaluate the channel mix: identify what to scale, what to test, and what to cut based on performance data and incrementality signals
• Own acquisition strategy for both sides of the marketplace (consumers and cleaners), tailoring channel selection, messaging, and targeting to the distinct economics and behaviors of each audience
• Build and refine our measurement infrastructure in partnership with the Analytics team, covering attribution, incrementality testing, and LTV-based cohort analysis
• Ensure that every significant spend decision is backed by a clear understanding of true channel contribution, not just platform-reported numbers
• Develop and maintain a CAC model that gives visibility into cost efficiency by channel and customer segment, including how marginal costs shift at higher spend levels
• Directly manage the performance marketing budget, including how dollars are distributed across channels, when to move money, and how the spend tracks against plan
• Establish a regular review rhythm with Finance and marketing leadership: daily monitoring, weekly performance check-ins, and monthly investment reviews that connect spend to acquisition volume, CAC, and customer value
• Reallocate budgets proactively when the data warrants it. Do not wait for scheduled reviews to act on clear signals
• Own forecast accuracy. Build and maintain a budget model that leadership can rely on for planning
• Identify and implement automation across bidding, creative production, budget management, quality assurance, channel operations, and reporting
• Stay close to platform developments (new bidding strategies, targeting features, measurement tools) and move quickly to test those that are relevant
• Think critically about where automation creates real leverage (better & faster), and effectively determine where human judgment remains essential
• Lead a disciplined creative testing practice with the Creative team: clear hypotheses before every test, controlled setups, statistically valid reads, and documented takeaways
• Grow the volume of creative tests over time while keeping quality and rigor high
• Make sure insights from performance creative flow back to other parts of the organization (Brand, Product, Content) so the learning compounds
• Hire, develop, and manage a team of channel specialists and analysts who operate with high standards and genuine ownership of their areas
• Create a foster team culture built on experimentation, accountability, and continuous learning
• Where agencies are involved, manage those relationships with clear performance expectations and ensure that knowledge is captured internally, not locked up in external partners

Requirements:

• 10+ years in marketing, with hands-on experience running acquisition programs across multiple paid channels at a meaningful scale
• 3+ years managing and growing a performance marketing team
• Strong command of measurement: you have personally worked with attribution models, incrementality tests, and LTV analysis, and you have used the outputs to change how money was spent
• Real budget accountability: you have owned a significant paid media budget and can describe how you tracked pacing, made reallocation calls, and communicated those decisions to finance and executive stakeholders
• Analytical instincts paired with commercial awareness. You can dig into the data and also explain what it means for the business in plain language
• Excellent written communication. In a remote company, this is non-negotiable
• Experience in a two-sided marketplace, home services, or consumer subscription business
• Familiarity with acquiring both demand (customers) and supply (service providers) and understanding the differences
• Working knowledge of value-based bidding, predicted LTV signals, and AI-driven media optimization
• Deep platform experience with Google Ads (Search, PMax), Meta (Advantage+, creative testing at scale), and/or programmatic platforms (DV360, TTD)
• Comfort with SQL or Python for ad hoc analysis
• Track record of thriving in remote-first, high-autonomy environments where written communication and self-direction are critical