Director of Paid Social & Video

About LawnStarter

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.

What You'll Own

• Paid social strategy and execution: Full-stack ownership of acquisition campaigns for both homeowners and service providers across Meta, TikTok, and YouTube.
• Full-funnel ownership: Build and manage campaigns across the entire funnel: top-of-funnel to drive awareness, mid-funnel to nurture consideration, bottom-funnel to convert, and remarketing to re-engage.
• Testing machine: A repeatable framework for creative, audience, and funnel experiments.
• Budget and performance management: Active management of spend by audience, geography, and service category.
• Cross-channel partnership: Working with SEO, Paid Acquisition, Product, Design, and Analytics to ensure paid social fits into a larger growth system.
• Platform expansion: Lead the evaluation and build-out of new channels like streaming and connected TV.
• Team building: Define the roles needed to scale the channel and hire the team beneath you.

Problems to Solve

• Marketplace conversion isn't a constant: Conversion economics shift based on pro supply availability, market maturity, and season.
• Build the creative testing system: Build a repeatable pipeline for hypotheses, briefs, testing, and iteration.
• Know when to pull back: Scale spend efficiently; pull back before CAC rises past the point of profitability.
• Balance a multi-service, multi-market, two-sided portfolio: Allocate budget across customer and provider acquisition, services, and geographies simultaneously.

Who You Are

• Performance-obsessed: You live in the data, check dashboards daily, and make budget decisions based on unit economics.
• A structured experimenter: You run tests with clear hypotheses, controlled variables, and defined success criteria.
• A cross-functional partner: You work effectively with SEO, product, design, and analytics.
• AI-native: You use AI tools to rethink workflows, generate creative hypotheses, and build performance analysis frameworks.
• A portfolio thinker: You can manage multiple audiences, markets, and service categories simultaneously.

This Role Is NOT

• A brand strategy role.
• A big-budget DTC role.
• A solo act.
• A pure manager who delegates execution.
• A set-it-and-forget-it role.

Benefits

• Base salary: $175,000 - $205,000
• Equity: TBD.
• Healthcare: Medical, dental, and vision.
• Fully remote: Work from anywhere in the US.
• Flexible PTO: We Focus On Results.

LawnStarter provides equal employment opportunities (EEO) to all employees and applicants for employment without regard to race, color, religion, sex, national origin, age, disability, or genetics.