Growth Marketing Lead, Performance (Contract)

Job description

## **About Pacaso** Pacaso exists to enrich lives by making second home ownership possible and enjoyable for more people. We've reimagined the second home category — pairing a thoughtfully designed co-ownership model with simplified financials, equitable scheduling, and dedicated local property management, so owners get the joy of a true second home without the hassle. Since launch, Pacaso has facilitated more than **$1.2 billion in gross real estate transactions and service fees** across **40+ destinations** in the U.S., Mexico, and Europe — including Aspen, Lake Tahoe, Napa, Malibu, Palm Springs, Cabo, Paris, London, and most recently Florence, Milan, and Rome. We've raised over **$300 million in cumulative equity funding**, closed the largest real estate Regulation A+ offering of 2025, and reserved the Nasdaq ticker **PCSO** as we build toward a public listing. Our work has been featured in *The New York Times*, *The Wall Street Journal*, *Fortune*, *Forbes*, *CNBC*, *Bloomberg*, and others. ## **Recognition** We're a Certified Great Place to Work and have been honored for both our culture and our category-defining work: - No. 5, Forbes America's Best Startup Employers (2026) — our second consecutive Top 10 ranking - Newsweek's America's Greatest Startup Workplaces (2025) - Winner, 2025 Inman Best of Proptech Awards — Consumer Experience & Marketplace Innovation - Fortune & Great Place To Work Best Workplaces in Real Estate (2024) - Best Workplace in the Bay Area™ (2023) - LinkedIn Top Startup (2022) · Glassdoor Best Places to Work, #6 (2022) ## The role We’re looking for a contract growth marketer to run paid acquisition and a structured testing program on Pacaso’s growth team. This is an execution role with a seat at the strategy table. You’ll help shape the growth plan with the team, then build the campaigns, launch the tests, manage the budgets and report the results yourself. You’ll be an embedded member of the growth team, a small cross-functional group focused on acquisition, conversion and testing, joining its standups and planning and working daily with lifecycle, creative, analytics and web partners. The role sits where deep channel craft meets automation: we’re building our paid media operation to run on AI, with agents that monitor, pace, flag and recommend across our accounts, and that system is only as good as the expert inside it. You’ll be that expert, in the accounts every day, knowing why a number moved before the dashboard does, and teaching the system what good looks like. You will report to our Director, Paid Digital, who owns media strategy and the full budget. You’ll also work closely with Product, Data and our Sales team, who live with the quality of every lead you bring them. Ours is a considered, high-value purchase. A good lead isn’t a cheap click; it’s a qualified buyer who books a consultation and tours a home. This role rewards someone who optimizes past the form fill to the outcomes that turn into Owners. ## What you'll do Most of your time goes to execution: campaign builds, launches, QA, optimization and reporting. The rest goes to growth thinking: spotting the levers across the full funnel and bringing test ideas and recommendations to the team. You should know how to do each of these well, without a playbook handed to you. - **Execute paid acquisition across channels.** Build, launch and optimize campaigns across the required platforms listed below. Manage structure, bidding, budgets, audiences and pacing to hit cost per qualified lead and cost per tour targets. - **Help us become AI-native.** Find and put in place AI-native ways to build and maintain campaigns. Our campaigns are AI-enhanced today; the goal is for them to be AI-native. - **Execute the testing program.** Run A/B and multivariate tests across audiences, creative, offers and channels from a prioritized backlog the growth team agrees on. Every test has a hypothesis, a pre-set success metric and a kill-or-scale rule. - **Optimize to down-funnel outcomes.** Set up and use offline conversions (consultations, tours, opportunities, closed sales) so each platform learns what a real buyer looks like. Judge success by tours and sales, not form fills. - **Lead creative testing.** Write test briefs with the creative team, set up clean creative tests, and report which concepts, hooks and formats win, and why. - **Test new channels.** Use a set share of budget to test channels we don't run yet, with a clear read before recommending scale. - **Recommend budget shifts.** Bring a point of view on where the next dollar should go, using incrementality, not just platform-reported ROAS. - **Report weekly.** One page: what we spent, what it produced, what we tested, what we learned, what you recommend next. Lead with the decision. ## How we test Every idea is a hypothesis until the data says otherwise. We'd rather earn a result than stumble into one, and a well-run test that loses teaches us as much as one that wins. You treat every dollar as an experiment and can tell a result from noise. Every test follows the same path: 1. **Hypothesis.** "If we do X for audience Y, metric Z moves by N, because..." 2. **Prioritize.** Score the backlog with a simple framework and defend the order. 3. **Design.** Pick the right method, set the primary metric and guardrails, and check sample size and run time before launch. 4. **Launch clean.** One variable at a time where possible. No mid-test edits that break the read. 5. **Read.** Report lift with confidence intervals, not just a winner. Call inconclusive tests what they are. 6. **Decide.** Kill, iterate or scale, against the rule set before launch. 7. **Log it.** Every test goes in a shared learning log so the team doesn't re-run old tests. You know when to use each of these: - A/B and multivariate tests, in-platform and on-site - Conversion lift and brand lift studies - Geo-holdout and matched-market tests for channels that can't be split by user - Audience holdouts to measure true incrementality With a long, considered purchase, many tests need a leading indicator, such as a booked consultation or tour, as the primary metric. You can choose those well and check them against closed sales over time. ## Platforms For required platforms, you've managed real budget yourself, recently. | Platform | Level | What deep knowledge looks like | | --- | --- | --- | | Google Ads: Search | Required | Match types, query mining, negatives, value-based and tCPA bidding, offline conversion import | | Google Ads: Performance Max | Required | Asset groups, audience signals, brand exclusions, keeping PMax from absorbing branded search | | Google Ads: Demand Gen and YouTube | Required | Video and image creative testing, custom and lookalike segments, view-through measurement, brand lift studies | | Google Ads: Display and remarketing | Required | Placement exclusions, frequency caps, remarketing windows for a long sales cycle | | Meta (Facebook and Instagram) | Required | Advantage+ campaigns, Conversions API, offline events, creative-led targeting, Reels and Stories, lift studies | | LinkedIn | Required | Title, seniority and company targeting, Lead Gen Forms, Conversions API, Thought Leader Ads, cost control on high CPMs | | Reddit | Required | Community and interest targeting, conversation ads, pixel and Conversions API, native-feeling creative | | Microsoft Ads | Required | Google import plus its own tuning, LinkedIn profile targeting | | Connected TV | Preferred | CTV through YouTube or programmatic, geo-holdout measurement for upper funnel | | Programmatic and native | Nice to have | Affluent audience segments, contextual placements in travel, design and finance publishers | | TikTok | Nice to have | Creator-style creative testing, plus testing different targeting types and creative formats, and using hypotheses and tests to define how we measure the channel | | AI search and answer engine ads | Nice to have | Curiosity about emerging ad placements in AI assistants and AI search results | ## Measurement and tools You judge channels on what they cause, not what they claim. Platform-reported numbers are one input, checked against our CRM and against tests. - **Tracking.** Google Tag Manager, GA4, Heap Analytics and server-side conversion APIs. You can audit a setup and spot double counting. - **Offline conversions.** Sending CRM stages (consultation, tour, opportunity, close) back to ad platforms and closing the loop on lead quality. - **Attribution and incrementality.** You know the limits of last-click and platform attribution, are comfortable with holdouts and geo tests, and are familiar with marketing mix modeling. - **Unit economics.** Cost per qualified lead, cost per tour, CAC and payback on a long sales cycle. - **Data.** Strong in Sheets or Excel. SQL is a plus. Our stack includes Salesforce, Redshift, Heap and Iterable. - **AI.** You use AI tools daily for analysis, ad variants, search term mining, audience research and reporting, and you use each platform's AI features with judgment. You check the output before it ships. ## What you bring **Required** - 4+ years in growth and performance marketing, doing the execution yourself, at a fast-growing company or growth agency - **AI fluency.** AI is part of how you work every day. You use it to analyze performance, mine search terms, generate and test ad variants, build briefs and draft reports, and you can show us workflows you've built. You know where it saves hours and where it needs a human check. - $1M+ in lifetime ad spend managed personally, across at least four of the required platforms - A track record of A/B and multivariate tests you designed and ran, including at least one incrementality or lift test - Experience with high-consideration, long-cycle purchases such as real estate, travel, financial services, automotive, B2B or premium goods - Lead generation optimized to CRM outcomes, not just form fills - Clear writing. Your readouts lead with the decision - Comfort working independently as a contractor: you set your own cadence, flag risks early and need little management **Preferred** - Experience reaching affluent or high-net-worth audiences - Salesforce offline conversion setups - SQL, and exposure to marketing mix modeling or third-party incrementality measurement - Work for a premium brand, with an eye for creative that doesn't feel like an ad ## Engagement details - 6 month contract with option to extend - $70 an hour You'll work inside Pacaso's ad accounts, and all accounts, audiences and creative remain Pacaso's. ## **Why You'll Love Working Here** We invest in our Crew the way we invest in our homes — thoughtfully, generously, and with care. - **Competitive base salary and meaningful equity** — every Crew member shares in what we're building - **Discretionary time off** — take the rest you need, when you need it - **Premium medical, dental, and vision coverage** for you and your family - **Sponsored memberships** to One Medical, Peloton, and WellHub for whole-person, modern healthcare - **401(k)** to help you build long-term security - **Paid parental leave** for primary and secondary caregivers - **Home office stipend** and a monthly internet and cell phone reimbursement to set you up for great remote work - **Quarterly team gatherings** and ongoing learning and development investment ## **Our Commitment** Pacaso is proud to be an equal opportunity employer. We welcome applicants of every race, religion, national origin, gender, sexual orientation, gender identity, gender expression, age, ability, and background — including veterans and individuals with disabilities. We believe a Crew as diverse as the owners we serve makes Pacaso stronger, and we're committed to building a workplace where every voice belongs.