SMB Growth Strategy Lead (Performance + SQL) - USA Market
Remote (US PST time zone)
About the Role
We serve thousands of SMB owners across the U.S. We have execution teams (media buyers, outreach reps, designers, automation ops). What we need is the brain: a senior strategist who can take a new client, study their market, and produce a fact-based 306090 day revenue plan that reliably generates 8+ Sales-Qualified Leads (SQLs).
This is our most critical role. Your output becomes the strategy blueprint that every downstream operator executes.
What You'll Own (Core Responsibilities)
Client Strategy & Planning
- Build a 306090 day go-to-market plan for each SMB client: channels, sequencing, budget allocation, and success metrics.
- Define the client's 8+ SQL criteria (budget, intent, decision-maker, timeline) and translate it into channel targeting + lead filtering.
- Produce a daily spend forecast plan (Google Sheets) across channels with CPL/CPA ranges and expected SQL volume.
Research & Benchmarking
- Pull real benchmarks for:
- Google Search CPL/CPC by category and geo
- Facebook/Instagram CPL benchmarks by category
- Conversion rates, call rates, and lead-to-SQL expectations
- Cite sources and document assumptions clearly (so the plan is audit-ready).
- Build lightweight competitive intelligence: what top competitors run, how they position, what offers/hooks they use.
Channel Strategy (You design, others execute)
- Google Ads: campaign structure, ad groups, keyword themes, negatives, intent mapping.
- Meta: cold vs retargeting strategy, audience structure, creative angles.
- Partnerships: referral partner targeting + outreach plan (healthcare, legal, community orgs, etc.).
- Email/SMS: nurture logic for decision-delaying buyers.
- Local SEO/GBP: 90-day plan for compounding inbound.
Creative/Content Direction
- Create the content map for each client: the exact message angles to test (pain-first, trust-first, urgency, reassurance, outcomes).
- Write or outline high-performance ad copy concepts and landing page narrative structure (designers/copywriters can execute final).
Measurement & Winner Scaling
- Set up the winner scaling protocol:
- Identify what qualifies as a winner (SQL rate, CAC, call quality, close rate)
- Pause losers fast
- Reallocate budget weekly
- Prepare a 10 scaling plan once winners are validated
- Deliver a weekly executive summary: what worked, what didn't, what gets scaled next.
Deliverables (What Great Looks Like)
By end of Week 1 on a new client, you deliver:
- 1-page strategy brief (ICP + offer + channel priorities)
- 306090 day plan (sequenced)
- Budget model in Google Sheets (daily spend + forecasted SQLs)
- Paid search plan: campaigns/ad groups/keyword themes/negatives/ad copy concepts
- Partner outreach plan: target list categories + email/call scripts
- Creative testing matrix: 1020 angles mapped to channels
- Scaling rules: how we decide to 2/5/10
Requirements (Must-Have)
- 5+ years in performance marketing / demand gen strategy for SMBs in the U.S.
- Proven experience building multi-channel plans that generate calls, appointments, and sales (not vanity metrics).
- Deep comfort with:
- Google Ads (search intent architecture, negatives, match types)
- Meta ads (audiences, retargeting, creative testing)
- Conversion strategy (landing pages, phone-first flows, follow-up SLAs)
- Strong analytical ability: can model CPL/CPA, SQL rate, CAC, and explain assumptions.
- Can write clearly and document strategy like a consultant (clean, structured, factual).
- Understands local SMB categories (home services, home care, medical, legal, etc.).
Nice-to-Have (Highly Valuable)
- Experience in one or more verticals: Home care, home services (HVAC/roofing/garage doors), medspa, legal.
- Familiarity with tools like: Google Keyword Planner, SEMrush/SpyFu, Meta Ads Library, CallRail, GoHighLevel, HubSpot.
- Direct response copywriting instincts (pain-first, clarity-first).
Interview Process (Practical)
You will be asked to complete a paid strategy exercise:
- Given a client intake + city, produce a 306090 day plan with:
- channel choices
- budget model
- benchmark citations
- initial keyword + creative angle map
- We care about how you think and how real your plan is.
How to Apply
Send:
- Resume/LinkedIn
- 12 examples of strategy docs, channel plans, or budget models you created
- A short note: which SMB verticals you've driven SQLs for and your typical CPL/CPA ranges
