• Lead the full paid media strategy across digital and traditional, including but not limited to: Paid Social, Paid Search, YouTube, Podcasts, Direct Mail, TV, and OOH. • Build and manage channel budgets and forecasts • Build strategies and relationships that drive both brand growth and performance • Partner closely with leadership, finance, and creative to align paid media with company-wide growth plans. • Mentor and develop a high-performing team of channel strategists, media planners, buyers, and agencies. • Leverage strong vendor and platform relationships (Meta, Google, measurement vendors, data partners) to unlock new opportunities, betas, and favorable deals. • Stay ahead of industry shifts (privacy, attribution, AI) to future-proof Lola’s paid media investments. • Own and advance our attribution modeling, experimentation, and insights

• Developing, managing, and optimizing paid search and social media campaigns. • Generating quality leads and delivering measurable outcomes through strategic planning, performance analysis, and effective client communication. • Collaborating with internal and external teams to align campaign efforts with both client objectives and broader marketing strategies. • Define campaign goals and monitor key performance metrics, including cost per lead (CPL) and lead-to-booking conversion rates. • Analyzing campaign data to provide actionable insights and data-driven recommendations. • Producing detailed performance reports, highlighting critical metrics for home services businesses. • Presenting insights and strategic recommendations to both internal teams and clients on a bi-weekly to monthly basis. • Overseeing daily and monthly campaign budgets to ensure optimal ROI while maintaining budget adherence. • Engaging with clients during onboarding and throughout campaign execution, ensuring alignment with their unique business needs and objectives. • Building and maintaining strategic relationships to support high client retention rates.

• Plan and execute cross-channel campaigns across email, social, and video • Translate brand goals into clear messaging, targeting, and channel strategy • Ensure the right message reaches the right audience at the right moment • Maintain campaign consistency across the multi-brand portfolio while honoring individual brand voices • Own campaign execution including segmentation, onboarding, and lifecycle flows • Support list growth, deliverability, and performance optimization • Balance promotional initiatives with audience engagement and retention • Collaborate with brand leads to develop social and video-driven campaigns • Leverage AI-native tools to accelerate creative production • Define and track meaningful campaign KPIs aligned to business goals • Partner with brand leads, creative teams, and leadership to ensure campaign alignment

• Own quarterly and annual marketing-sourced and marketing-influenced pipeline targets • Develop quarterly demand plans aligned to revenue goals and priority segments • Forecast pipeline performance and proactively identify risks, gaps, and corrective actions • Establish and manage funnel metrics from Inquiry through Closed Won • Continuously optimize channel mix, conversion rates, and cost efficiency • Plan and execute multi-channel campaigns across: • Drive segmentation, personalization, and testing strategies to improve engagement and conversion • Partner with Product Marketing to activate positioning and messaging within campaigns • Own the strategy, planning, and performance of trade shows, industry events, executive roundtables, and field programs • Treat events as a pipeline channel with defined meeting, opportunity, and revenue targets • Partner with Sales to identify target accounts and establish pipeline goals for each event • Execute structured pre-event outreach, onsite conversion strategies, and post-event follow-up within 24–48 hours • Track and report event ROI based on meetings, opportunities, pipeline, and revenue generated • Partner closely with Sales leadership on ICP targeting, territory priorities, and account selection • Align demand programs with outbound and account-based sales efforts • Define and manage lead routing, follow-up SLAs, and qualification standards • Build nurture, retargeting, and mid-funnel programs to accelerate deal progression and improve win rates • Partner with Marketing Operations to ensure: • Optimize execution within HubSpot and related tools • Operate with an AI-native approach, leveraging AI to accelerate campaign development, content creation, audience targeting, personalization, testing, and performance optimization • Identify opportunities to improve efficiency, automation, scalability, and AI-driven decision-making across the demand engine • Depending on organizational structure, this role may manage Marketing Operations resources, BDR team, and performance-focused content or campaign specialists.