Senior Performance Marketer (D2C Growth)

Role -

Paid acquisition - Google, Meta, Bing, and TikTok - is a core growth lever.. We're bringing this in-house: you will own paid performance end-to-end, replacing fragmented agency execution with a single accountable owner who tests, scales, and reports against real funnel outcomes - not just platform metrics.

What You'll Own -

• Full-funnel paid media strategy and hands-on execution across Google, Meta, Bing, and TikTok.
• Budget allocation across platforms based on CAC/LTV and funnel data - not platform-reported ROAS alone.
• Tracking and attribution: GTM, GA4, CRM integration (GoHighLevel), conversion APIs, and call tracking, so every dollar traces to a funded loan, not just a lead.
• Creative testing roadmap - ad copy, hooks, and landing pages - in partnership with the content/design/Product team.
• Compliance-safe campaign execution in a regulated vertical: Meta Special Ad Category, Google's financial-services ad policy, TCPA considerations for lead-gen calls/texts.
• Weekly/monthly reporting on CPL, CAC, and funnel conversion by channel vs. targets.Testing emerging channels and formats (TikTok, AI-driven search/answer-engine placements).
• Partnering with (and eventually reducing dependence on) external performance marketing agencies by bringing execution in-house.

What You Need -

• 3+ years running paid performance marketing for the US market, with real hands-on ownership - not just vendor management.
• Direct experience in mortgage, lending, fintech, insurance, or another regulated, high-CAC lead-gen vertical strongly preferred.
• Working expertise across Google Ads, Meta Ads Manager, Microsoft/Bing Ads; TikTok Ads Manager a strong plus.
• Fluency in attribution: GTM, GA4, UTM discipline, and CRM/CDP integration - GoHighLevel experience a strong plus.
• Comfort with the numbers: CAC, LTV, ROAS math, building your own reporting in Excel/Sheets.
• Working knowledge of financial-services advertising restrictions (Special Ad Category, TCPA, similar).

Nice to have -

• Experience scaling a channel from under $10M/month to $50-100M/month in pipeline or revenue terms.
• Worked directly with sales/loan officer teams to improve lead quality, not just lead volume.
• Exposure to call-tracking platforms (CallRail, Invoca) or live-transfer lead-gen models.
• Familiarity with SEO-led D2C lending competitors (e.g., Griffin Funding) and the category more broadly.