Here at Hometap, we’re collaborative, passionate, and always ready to roll up our sleeves to create solutions that help people get more out of homeownership — and out of life. Our first product, a home equity investment, gives homeowners the opportunity to quickly access the equity they’ve built in their home to pay for what’s most important to them, from handling debt to finally making much-needed renovations, without taking on debt.

We work hard, and have some fun along the way, too. You don’t have to take our word for it: The Boston Globe and Forbes have recognized us as a great place to work, and we’ve been honored for our commitment to innovation in the fintech space by Inc., HousingWire, and more!

In case you need any more convincing, we also provide competitive compensation, healthcare coverage, generous PTO, a meaningful equity package, and a strong culture with plenty of opportunities for team-building and camaraderie.

Interested in joining us on our mission to make homeownership less stressful and more accessible? We’d love to talk.

Who You Are

As Hometap’s Head of Demand Generation, you’ll own a large portion of the paid acquisition engine that connects homeowners with Hometap, reporting to the Chief Growth Officer. You’ll lead a small team of marketers and manage a large annual media budget across paid search, paid social, and emerging channels, with full accountability for volume, efficiency, and lead quality. Our funnel has multiple steps, and the true quality of a lead can take weeks to confirm, so you’ll optimize for down-funnel outcomes rather than top-of-funnel conversions alone.

You’re a great fit for this role if you’ve scaled performance marketing for a considered purchase, ideally in financial services. You think in terms of incrementality, not last click. You’re as comfortable building a channel forecast with Finance as you are coaching a channel manager through a tough test readout. You make decisions with data, build teams people want to join, and guide towards strong business outcomes.

What You’ll Do

Channel Strategy & Performance

Paid Search: Oversee strategy and performance across Google Ads and Microsoft Advertising (Bing)
Paid Social: Own strategy and performance across Meta, TikTok, and possibly YouTube
Channel Testing: Direct a digital agency partner in testing and scaling emerging channels such as Reddit and Quora, setting clear test designs, success metrics, and criteria for graduating a channel to scale
Full-Funnel Optimization: Optimize toward downstream quality signals across a multi-week conversion cycle, including feeding offline conversion and lead-quality data back to ad platforms
Conversion Rate Optimization: Partner cross-functionally to improve landing page and funnel conversion through structured testing

Measurement, Forecasting & Budget

Attribution & Measurement: Support Hometap’s evolution beyond last-click attribution, using media mix modeling and incrementality testing to guide investment decisions
Forecasting & Allocation: Build and own the bulk of the demand generation forecast and channel-level budget allocation, and reallocate spend as performance and marginal returns shift
Finance & Business Operations Partnership: Partner closely with Finance and Business Operations on annual and quarterly planning, pacing, unit economics, and performance reporting
Executive Communication: Present performance, insights, and recommendations to the Chief Growth Officer and leadership team

Leadership & Collaboration

Team Leadership: Lead, mentor, and grow a small team, setting clear goals and supporting each person’s career development
Agency Partnership: Oversee an external agency partner who has been supporting the team recently and is poised to help test new channels into next year
Hiring: Recruit and build out the team as the program scales, evaluating trade-offs between hiring and leveraging external agency partners
Creative Partnership: Work closely with Creative teams on testing roadmaps, briefs, and performance insights that sharpen messaging by channel and audience