Director of Paid Social & Video

LawnStarter • Chicago, IL

7h • Remote

About The Position

LawnStarter is the nation's leading on-demand marketplace for lawn care and outdoor services, with over $100M in annual bookings. We're expanding beyond lawn care to become the one-stop shop for all home services, and paid social is one of our next major bets to scale both customer and provider acquisition across both sides of the marketplace.
About Growth at LawnStarter
Growth is where LawnStarter's customer and provider acquisition engine gets built. We own organic, paid, and partner channels and work cross-functionally with lifecycle and sales to maximize funnel conversion. Paid social is a high-potential channel for us: we've proven it can work, but we haven't had a dedicated owner to turn it into a scalable, predictable growth lever. That's the opportunity.
The Role
You'll own paid social acquisition for both sides of LawnStarter's marketplace — homeowners and service providers — across multiple markets and service categories while keeping spend profitable on each side.
The core channels are Meta, TikTok, and YouTube. Over time, this role could extend to interrupt channels like streaming (Hulu, connected TV) and other push formats.
This is a hands-on, execution-heavy role. You'll own the full funnel: top-of-funnel awareness, mid-funnel consideration, bottom-funnel conversion, and remarketing. You'll build campaigns, design test plans, manage budgets across geographies and seasons, and turn performance data into decisions.
This is a Director-level hire. We expect this person to own the channel end-to-end — executing directly at first, then building and leading a team as the channel scales. We're not hiring a specialist to execute someone else's strategy. We're hiring someone who can build it, own it, and eventually scale it through people.
What makes this role different:
Multi-audience, multi-geography: You'll run campaigns across multiple audiences, markets, and service categories with different unit economics. Cookie-cutter playbooks won't work.
Performance over brand: Every dollar is measured against unit economics (CAC, LTV:CAC). You'll need to think like a finance person as much as a marketer.
Two-sided acquisition: You're running two parallel acquisition programs — homeowners and service providers — each with different creative, messaging, audiences, and success metrics. The balance between them matters: oversupply and undersupply both hurt the business. Most paid social directors have never had to manage both sides of a marketplace simultaneously.

Requirements

• Performance-obsessed. You live in the data. You check dashboards daily, dig into cohort analysis when something looks off, and make budget decisions based on unit economics, not vanity metrics. You can explain a CAC trend to a finance partner as fluently as you explain creative performance to a designer. This is unlikely to be a good fit if you prefer brand-building metrics or are uncomfortable being held to hard efficiency targets.
• A structured experimenter. You don't just "try things." You run tests with clear hypotheses, controlled variables, and defined success criteria. You know the difference between a real signal and noise, and you're disciplined about kill criteria. This is unlikely to be a good fit if you rely on intuition over data or struggle to document and systematize your testing process.
• A cross-functional partner. You work effectively with SEO, product, design, and analytics without needing to own those functions. You proactively share learnings, ask for input, and keep paid aligned with the broader growth system. This is unlikely to be a good fit if you prefer to run your channel independently or find cross-team coordination draining.
• AI-native. You use AI tools (ChatGPT, Claude, platform AI features like Advantage+) not just to write copy faster but to rethink how you work: generating and stress-testing creative hypotheses, building performance analysis frameworks, identifying audience patterns, and keeping pace with a channel that's changing faster than any manual workflow can handle. You have opinions on what's actually useful versus hype, and you're building that muscle actively. This is unlikely to be a good fit if you're skeptical of AI tools, treat them as a writing shortcut only, or prefer manual workflows.
• A portfolio thinker. You can hold multiple audiences, markets, service categories, and funnel stages in your head simultaneously without mixing them up. You allocate budget and tailor creative strategy based on where unit economics hold — not by running one playbook across everything. This is unlikely to be a good fit if you prefer focusing on a single audience or market at a time, or find context-switching between variables with different economics frustrating.

Responsibilities

• Paid social strategy and execution: Full-stack ownership of acquisition campaigns for both homeowners and service providers across Meta, TikTok, and YouTube, including structure, creative direction, audience strategy, bidding, and budget allocation. These are two distinct funnels with different creative, messaging, and economics — you'll own both.
• Full-funnel ownership: You're not just running conversion campaigns. You'll build and manage campaigns across the entire funnel: top-of-funnel to drive awareness and demand, mid-funnel to nurture consideration, bottom-funnel to convert, and remarketing to re-engage. Each stage requires a different creative approach, bidding strategy, and success metric.
• Testing machine: A repeatable framework for creative, audience, and funnel experiments. That includes detecting creative fatigue early (volume dropping while CAC rises is a signal, not bad luck) and rotating before performance degrades.
• Budget and performance management: Active management of spend by audience, geography, and service category, hitting performance targets while navigating seasonal swings.
• Cross-channel partnership: Working with SEO, Paid Acquisition, Product, Design, and Analytics to ensure paid social fits into a larger growth system, not an isolated silo. You'll have direct access to a video editor who can cut, resize, and produce creative assets. Your job is to brief and direct that output, not produce from scratch.
• Platform expansion: Meta, TikTok, and YouTube are your core platforms. Over time, this role could extend to streaming (Hulu, connected TV) and other push formats — you'll lead the evaluation and build-out of each new channel with the same rigor you apply to the core three.
• Team building: Once you have a handle on the channel, you'll define the roles needed to scale it and hire the team beneath you. That includes setting the bar for what good looks like, onboarding the people you hire, and building a function — not just running campaigns.

Benefits

• Medical, dental, and vision
• Fully remote: This role requires deep focus for campaign management and analysis. Work from anywhere in the US.
• Unlimited PTO: We focus on results. Take what you need.

What This Job Offers

• Job Type: Full-time
• Career Level: Director
• Education Level: No Education Listed
• Number of Employees: 101-250 employees