Director of Marketing

Job Description

Build the Brand that Redefines Home Upkeep

Birdwatch is on a mission to reimagine home maintenance. We’re a venture-backed public benefit corporation, blending deep care for people (customers, staff and the community) with cutting-edge technology. We’re not an app, not a marketplace; we’re a vertically-integrated service provider, aiming to change how homeowners take care of their homes. With momentum and a product that customers love, we're now seeking our first full-time marketing leader to take the reins from our talented fractional contributors.

This is a unique opportunity for a data-driven leader who is also a compelling storyteller, capable of balancing performance marketing with building a brand that customers love. You will have ownership of our growth strategy, team, and results. Your primary goal is to build a scalable and repeatable engine for member acquisition that will get us to our Series A milestone and beyond.

We're not looking for a pure strategist or a channel manager. We're looking for a leader with curiosity, grit, and the drive to build on the foundation we've laid. You'll report directly to the CEO, with a mandate to cut through the noise of early-stage chaos and set a new trajectory for our company.

Performance Objectives: What You'll Accomplish in This Role

Architect a scalable growth strategy to enable 10x growth

• Immediately conduct a candid assessment of our marketing efforts to date, then document the Birdwatch funnel & customer journey map. Present your findings as a SWOT analysis: actionable, not academic.
• Create our next-gen marketing plan – putting together the strategy, tactics and metrics that will provide for increasingly efficient and predictable growth.
• Growth must be BOTH in-market and new market (including all GTM planning)
• Ensure planning that delivers the 2025 and 2026 budgets
• Build a strong framework of experimentation and insight development

Strengthen our acquisition engine with a focus on paid social

• Oversee and scale our paid social programs as our top acquisition channel
• Lead our lifecycle marketing efforts, from improving landing page performance and testing CRO, to building email nurturing sequences and leveraging organic social.
• Improve nurturing and retargeting strategies to engage and overcome solution awareness challenges
• Opportunistically test search, direct mail, OOH, and other relevant marketing channels.

Build the foundation for a data-driven and accountable Birdwatch marketing function

• Define and own all key growth metrics (CAC, funnel metrics, LTV, ROAS, etc.)
• Establish a rigorous analytics framework to measure, report on, and ruthlessly optimize performance and resource allocation across all marketing investments.
• Determine and manage the right resources for execution, sourcing and managing a nimble and effective mix of contributors as needed (agencies, vendors, partners, fractional staff, etc.).

Own the marketing vision of the organization

• Relish that the buck stops with you on delivering the marketing outcomes
• Acting as a "strategic doer," you will be comfortable getting your hands dirty in everything from creative development and campaign execution to analytics and reporting.
• Over time, you will architect and grow a high-performance internal marketing team, acting as a player-coach who can attract, mentor, and develop top-tier talent.

What Success Looks Like in This Role

• Within two weeks, you have completed your assessment of our marketing efforts, journey maps, and existing data. You will have established strong initial relationships with all the key team members and partners and presented your initial plan of attack to leadership, including benchmarks and KPIs.
• Within 60 days, you have implemented the highest-priority items from your roadmap. Upgraded analytics and reporting dashboard is operational. There is clear awareness of tactical needs to deliver to budget. New submarkets are testing your initial GTM motions.
• By the end of six months, Birdwatch has a proactive, data-driven marketing function. You have demonstrated repeatable acquisition tactics delivering new members of increasing fit, hitting or exceeding your forecasted targets, and built a clear, data-backed playbook for pending future expansion.

Why You'll Be a Great Fit

• A Growth-Obsessed Builder: You have repeat experience overseeing the rapid expansion phase of consumer brands, taking them from product/solution fit toward product/market fit and scaling them 5-10x+.
• A Full-Funnel Operator: You are deeply comfortable setting strategy and executing needs across paid advertising, email nurturing, organic social, SEO, landing pages, and CRO. You can bring structure to chaos.
• A Brand-Driven Storyteller: You have a solid background in building enduring brands and weaving compelling narratives within a direct-response acquisition mandate. You believe storytelling fuels business success. Good taste and design ethos matter.
• An Ecosystem Leader: You know how to leverage work through partners, fractional staff, and vendors, and you have experience building, mentoring, and inspiring a team. But this also isn’t a role where we can bring on five agencies to farm out work. Leader + lean.
• Grounded in Reality: Your experience is in offerings with physical operations and specific geographic markets, not just digital goods. Experience in consumer membership models, premium services, and especially home services is a major plus.
• A Chaos Navigator: You have the skill to cut through early-stage marketing chaos and ruthlessly prioritize the plan that will accelerate traction. Experience in venture-backed startups is a plus.

How We Will Support You

At Birdwatch, you'll be part of a mission-driven company that's revolutionizing an entire industry. Our leadership team understands that marketing isn't just a support function—it is a strategic investment in our long-term success. You'll have a seat at the table and the autonomy to build a function that drives our growth and puts our members first. You'll collaborate with a talented, passionate team that values culture, teamwork, and excellence, offering you a unique opportunity to leave a lasting impact.

In addition to benefits and meaningful early-stage equity, the estimated salary range for this position is $130,000-$150,000. Our pitch is that the impact you will have here will be an accelerant in your career and more fulfilling than your other options.

We are committed to supporting our team's well-being and offer ESOP participation (equity), PTO, medical / dental / vision, disability & other benefits, flexible work environment, and more.

If you're excited about building a best-in-class marketing function and helping people thrive in a high-growth, high-impact startup, we'd love to hear from you!

Apply now and let's build something great together.