Principal of Performance Marketing

Job description

The Opportunity We are hiring a Growth Engineer. You will own Hearth's paid acquisition function and work directly with the CEO to scale customer acquisition. We need someone who is an expert in running ads on Facebook and Google - someone who can own that process end-to-end. Not a generalist. Not someone good at referral marketing or brand campaigns. Someone who lives inside Ads Manager, knows what levers to pull and can scale contractor acquisition through paid channels. You will be directly accountable for lead volume, cost per lead, and CAC. You will own every dollar spent on paid channels - and every lead those dollars produce. What Success Looks Like: Increase qualified contractor lead volume Maintain efficient CAC Scale spend while preserving ROAS Build a repeatable paid acquisition engine What You'll Do: Own and operate Facebook Ads and Google Ads end-to-end — campaign strategy, audience targeting, bid management, creative testing, budget allocation, and daily optimization Build and scale programmatic display and native campaigns across additional channels (The Trade Desk, DV360, YouTube, Reddit, or wherever contractors spend time) Drive lead generation for Hearth's contractor acquisition — every campaign you run feeds directly into the sales pipeline Manage meaningful paid budgets with full P&L accountability — you forecast spend, track CAC and ROAS in real-time, and reallocate budget based on what's working Build and optimize landing pages, conversion funnels, and lead capture flows — from ad click to qualified lead Run rigorous A/B tests on creative, copy, audiences, landing pages, and bidding strategies — every dollar is an experiment Set up and maintain conversion tracking, pixel implementation, and attribution infrastructure — you'll know exactly which campaigns drive revenue, not just clicks Build automated reporting dashboards so performance is visible daily, not monthly Leverage AI tools to scale creative production, audience modeling, and bid optimization — you'll use AI to outperform competitors who do this manually What We're Looking For: Paid acquisition specialist. 5–10 years running Facebook Ads and Google Ads at scale. You've managed $500K+ monthly paid budgets and can optimize campaigns in your sleep. You know the platforms at an expert level — not just boosted posts and broad match keywords. Performance obsessed. You think in CPL, CAC, ROAS, and LTV — not impressions and reach. Every campaign has a target and you hit it or you know why you didn't. Hands-on operator. You build campaigns yourself. You're in Ads Manager daily. You write ad copy, test creative, adjust bids, and troubleshoot tracking issues. You don't manage agencies — you are the agency. Data-driven. You can pull your own data, build reports, and make budget decisions based on numbers. Comfortable with SQL, Excel/Sheets, and BI tools. You set up attribution and trust your own tracking. Creative tester. You understand that creative is the biggest lever in paid acquisition. You test dozens of variations, know what hooks work for different audiences, and can brief a designer or write copy yourself. Technical enough. You can implement pixels, set up conversion events, troubleshoot tracking issues, integrate with CRMs, and build landing pages. You don't need an engineer for standard paid acquisition infrastructure. Startup speed. You ship fast, learn fast, and don't need a team or an established playbook. You've built paid acquisition from scratch at a company, not just inherited a running machine. Ideal Qualifications: Deep expertise in Facebook Ads Manager and Google Ads (Search, Display, YouTube, Performance Max) Experience acquiring SMB or contractor/trades customers — you know how to reach business owners, not just consumers Background at a vertical SaaS, fintech, or marketplace company (ServiceTitan, Thumbtack, Angi, Housecall Pro, Jobber, or similar) Experience with programmatic platforms (The Trade Desk, DV360) beyond Meta and Google Track record scaling lead generation campaigns from $50K/month to $500K+/month Experience with AI tools for creative generation, audience modeling, or bid optimization Landing page and CRO experience — you've optimized conversion funnels, not just ad campaigns What We're Not Looking For: You call yourself a "growth marketer" but your last three years were content, brand, and LinkedIn posts You manage agencies and review reports — you don't build or optimize campaigns yourself You've only done B2C consumer acquisition and have never generated a B2B lead You think "performance marketing" means boosting posts on Instagram You measure success through impressions and click-through rates instead of qualified leads and revenue You need a creative team, a data team, and an engineering team to run paid ads You've never managed more than $100K in annual ad spend You're looking for a strategic VP role where you build a team before proving you can do the work yourself You're looking for a "chill" job rather than an opportunity to own paid acquisition at a company transforming a trillion-dollar market Why This Role: Own the machine. You own the budget, the channels, and the results. No layers, no committees — you build it, and you run it. Real budget, real accountability. Hearth is profitable with 15,000+ customers. This isn't speculative brand spending — it's direct-response acquisition with real targets and real money behind it. AI-powered advantage. Our AI Receptionist has quickly become one of the fastest-growing products in the company. When a contractor clicks your ad and calls, the AI already knows who they are and what to say. You'll have conversion advantages most paid marketers can only dream about. Real impact on real people. Over 50% of contractors go out of business without software like Hearth. When your campaigns work, a contractor in Phoenix stops losing 40% of inbound calls. A roofer in Texas gets home for dinner. The feedback loop between your ad spend and someone's livelihood is short and tangible. Location This role will be located in NYC along with the rest of the technical Hearth team, the CEO, and other key roles in the business. Hearth believes in the energy, connection, and serendipity of in-person work culture for builders who are committed to building truly innovative growth systems. Benefits Mission-driven, values-based culture. Competitive pay. Unmatched opportunities to learn and develop; front-row seat at a fast-growing tech startup Unlimited PTO, plus paid company holidays. Meaningful equity Medical, dental, and vision options. 401(k) Free Employee Assistance Program Parental Leave Program Pet Insurance More About Us Hearth embraces diversity. We are proud to be an equal opportunity workplace and do not discriminate on the basis of sex, race, color, age, sexual orientation, gender identity, religion, national origin, citizenship, marital status, veteran status, or disability status. We consider employment for qualified applicants with arrest and conviction records. Hearth uses AI-assisted tools as part of our hiring process. All hiring decisions are made by a Hearth employee. Questions about our process? Contact . About Hearth Hearth is the AI growth system for America's home improvement contractors. With 15,000+ paying customers, default profitability, and backing from top-tier investors like Founders Fund and 8VC, we provide the revenue-critical software tradespeople rely on to run their businesses. We are now building our next layer of innovation: an autonomous AI employee for every contractor. By answering calls 24/7, qualifying leads, and booking jobs, this AI ensures small businesses never miss a lead again. We're on a mission to bring AI to the trades—and we need your help to build it.