Director of Paid Social & Video

About the role

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. Requirements 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. Most paid social directors have never had to manage both sides of a marketplace simultaneously. 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, including structure, creative direction, audience strategy, bidding, and budget allocation. These are two distinct funnels with different creative, messaging, and economics - you'll own both. Full-funnel ownership : You're not just running conversion campaigns. You'll build and manage campaigns across the entire funnel: top-of-funnel to drive awareness and demand, mid-funnel to nurture consideration, bottom-funnel to convert, and remarketing to re-engage. Each stage requires a different creative approach, bidding strategy, and success metric. Testing machine : A repeatable framework for creative, audience, and funnel experiments. That includes detecting creative fatigue early (volume dropping while CAC rises is a signal, not bad luck) and rotating before performance degrades. Budget and performance management : Active management of spend by audience, geography, and service category, hitting performance targets while navigating seasonal swings. Cross-channel partnership : Working with SEO, Paid Acquisition, Product, Design, and Analytics to ensure paid social fits into a larger growth system, not an isolated silo. You'll have direct access to a video editor who can cut, resize, and produce creative assets. Your job is to brief and direct that output, not produce from scratch. Platform expansion : Meta, TikTok, and YouTube are your core platforms. Over time, this role could extend to streaming (Hulu, connected TV) and other push formats - you'll lead the evaluation and build-out of each new channel with the same rigor you apply to the core three. Team building : Once you have a handle on the channel, you'll define the roles needed to scale it and hire the team beneath you. That includes setting the bar for what good looks like, onboarding the people you hire, and building a function - not just running campaigns. Problems to Solve Marketplace conversion isn't a constant Conversion economics shift based on pro supply availability, market maturity, and season. A campaign that performs in a mature market won't translate to one we're still seeding. You need a targeting and budget strategy that accounts for that variability, not one that ignores it. Build the creative testing system We don't have a mature creative testing pipeline for paid social today. Yo