Head of Demand Generation

Hometap

8d•$220,000 - $240,000

About The Position

Hometap’s Head of Demand Generation owns a large portion of the paid acquisition engine connecting homeowners with Hometap. The role reports to the Chief Growth Officer, leads a small team of marketers, and manages a large annual media budget across paid search, paid social, and emerging channels. The position is accountable for acquisition volume, efficiency, and lead quality, with optimization focused on downstream outcomes across a multi-week conversion cycle rather than top-of-funnel conversions alone. The Head of Demand Generation sets channel strategy and performance across Google Ads, Microsoft Advertising, Meta, TikTok, and potentially YouTube; directs agency-supported testing of emerging channels; and partners cross-functionally on conversion-rate improvements. The role also guides the organization beyond last-click attribution through media mix modeling and incrementality testing, owns much of demand generation forecasting and budget allocation, partners with Finance and Business Operations on planning and performance reporting, and presents insights and recommendations to leadership. The role leads, mentors, and grows the team; oversees an external agency partner; recruits as the program scales; and partners with Creative on testing roadmaps and performance insights. The ideal candidate has experience scaling performance marketing for considered purchases, preferably in financial services, and combines strong analytical, financial, leadership, and communication skills.

Requirements

12+ years of performance or growth marketing experience, including 5+ years leading teams.
Proven track record managing an annual paid media budget of $15 million or more.
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 such as CAC, LTV, and 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.
Collaborative approach to working with Creative, Finance, Business Operations, Product, and Analytics teams.
Excellent written and verbal communication skills, including the ability to turn complex data into clear executive recommendations.
Bachelor’s degree.

Nice To Haves

Experience in financial services, fintech, lending, insurance, or another regulated, considered-purchase category.
Bachelor’s degree ideally in marketing, business, economics, or a related field.

Responsibilities

Oversee paid search strategy and performance across Google Ads and Microsoft Advertising (Bing).
Own paid social strategy and performance across Meta, TikTok, and possibly YouTube.
Direct an agency partner in testing and scaling emerging channels such as Reddit and Quora, with defined test designs, success metrics, and scale criteria.
Optimize toward downstream lead-quality signals across a multi-week conversion cycle, including feeding offline conversion and lead-quality data back to advertising platforms.
Partner cross-functionally to improve landing-page and funnel conversion through structured testing.
Support the evolution beyond last-click attribution using media mix modeling and incrementality testing.
Build and own most of the demand generation forecast and channel-level budget allocation, reallocating spend as performance and marginal returns shift.
Partner with Finance and Business Operations on annual and quarterly planning, pacing, unit economics, and performance reporting.
Present performance, insights, and recommendations to the Chief Growth Officer and leadership team.
Lead, mentor, and develop a small team, setting clear goals and supporting career development.
Oversee the external agency partner and hold it accountable for performance goals.
Recruit and build out the team as the program scales, weighing hiring against agency support.
Work with Creative teams on testing roadmaps, briefs, and performance insights to improve messaging by channel and audience.