Buyerlink is looking for a hands-on, strategic performance marketing leader to own and scale paid social and native advertising for our Home Services and Automotive business. This role will define the vision, lead and develop a high-performing team, set strategy, build and optimize campaigns, improve lead quality and scale volume, and create a repeatable growth model that can expand across Buyerlink's broader portfolio.
Must have:
- You have personally scaled Meta lead gen spend over $1M/month while holding or improving CPL and lead quality
- 7+ years in paid social performance marketing, and are still hands-on in Meta Ads Manager today (i.e. personally building, launching, and optimizing campaigns in Meta)
- Possess a B2C consumer lead generation background, and know how to balance lead gen KPIs well, including CPL, volume, and lead quality
Nice to have:
- Experience in native and display ads beyond Meta
- Familiarity with Tableau, GA4, and lead gen landing page flow
- Home services or Automotive industry lead gen background
The details: The VP of Paid Media will lead both strategy and execution: managing meaningful budgets, developing test-and-learn programs, partnering cross-functionally, and building the systems, team, and reporting needed to make paid social and native display advertising a scalable consumer acquisition engine and repeatable playbook. This role is ideal for a proven, hands-on operator, ready to step into broader ownership and executive leadership.
Responsibilities: - Own paid social & native display advertising for the Home Services and Automotive verticals
- Lead campaign strategy while remaining hands-on with execution and management
- Scale lead volume profitably while continuously improving lead quality, conversion rates, and CPL
- Own channel performance, economics, and investment
- Build a rigorous experimentation and optimization program
- Integrate AI into creative development and the paid media workflow
- Lead cross-functional execution
What You'll Do- Own paid social and native advertising strategy for Buyerlink's Home Services and Automotive verticals, with Meta as the primary platform.
- Build, launch, manage, and optimize campaigns across Meta, native, display, programmatic, and emerging social platforms.
- Drive profitable growth by scaling lead volume while continuously improving lead quality, conversion rates, CPL, and overall campaign efficiency.
- Create a disciplined testing program across creative, audiences, offers, and campaign structure.
- Partner with Creative, Analytics, Engineering, Sales, and vertical leadership to align paid media strategy with business priorities.
- Strengthen measurement and reporting across Meta Pixel, Conversions API, offline conversions, attribution, and lead quality (acceptance rates, contact rates, appointment rates, close rates).
- Use AI tools to improve campaign planning, research, creative iteration, analysis, forecasting, reporting, and experimentation speed.
- Develop the paid social playbook, operating model, processes, and team structure needed to scale the channel across Buyerlink.
- Share clear performance insights, risks, recommendations, and investment plans with senior leadership.
What You'll Bring - 7+ years of performance marketing experience, including substantial ownership of hands-on paid social and native advertising.
- Deep expertise in Meta Ads Manager, including campaign setup, optimization, measurement, and scaling across Facebook and Instagram.
- Experience leading B2C paid social campaigns in Home Services, Automotive, lead generation, or another high-volume consumer acquisition environment.
- Proven track record of scaling paid social advertising programs from hundreds of thousands of dollars per month to multi-million-dollar monthly budgets while improving efficiency, lead quality, and ROI.
- Strong understanding of local-market acquisition, service-area constraints, seasonality, consumer intent, and lead-quality economics.
- Proven ability to manage meaningful paid media budgets and scale investment based on business performance.
- Strong analytical skills and comfort working with performance data, financial metrics, attribution, and business KPIs.
- Experience designing and leading creative, audience, conversion, and market-testing programs.
- Ability to translate campaign performance into clear insights, decisions, and recommendations for senior stakeholders.
- High ownership, rigor, organization, and accountability.
- Bachelor's degree in marketing, business, analytics, or a related field, or equivalent professional experience.
The Leadership Opportunity This is an opportunity to define Buyerlink's paid media capability from the ground up. You will own the paid marketing strategy (except paid search), prove the model, build the operating infrastructure, and help establish paid social and display advertising as a meaningful, scalable growth engine for the company.
Compensation Range $180,000- $200,000
Compensation will be determined by factors including knowledge and skills, role-specific qualifications, market location, and experience.
