Company Description

FormX is transforming the construction industry by reimagining the entire homeowner experience. Unlike traditional builders, FormX manages the complete customer journey—from initial design and permitting through construction and final delivery—using technology, AI, and streamlined operations to make building faster, more transparent, and more predictable.

Specializing in premium Accessory Dwelling Units (ADUs) and custom residential construction, FormX combines modern design, advanced technology, and operational excellence to dramatically reduce complexity while delivering a highly customized experience. Rather than simply building homes, FormX is creating a smarter, more efficient way for homeowners to bring their vision to life.

As the company continues to scale, we're looking for a marketing leader who is passionate about performance marketing, customer acquisition, and using data and AI to connect the right homeowner with the right solution at exactly the right time.

Role Description

FormX is seeking a Growth Marketing Manager to build and scale a predictable customer acquisition engine that consistently delivers qualified homeowners into our sales pipeline.

This is a hands-on role responsible for building and optimizing the marketing engine that generates qualified homeowners for our sales team. You'll oversee paid acquisition, performance marketing, customer journey optimization, marketing analytics, and AI-enabled marketing strategies that improve both lead quality and conversion rates.

Success in this role isn't measured by impressions or website traffic—it's measured by generating qualified opportunities, lowering customer acquisition costs, improving conversion rates, and helping FormX consistently grow its sales pipeline.

You'll work closely with company leadership and external partners to continuously improve how prospective customers discover, engage with, and ultimately choose FormX.

Responsibilities

Own Revenue Growth (through customer acquisition)

You will own the strategy, execution, and continuous optimization of FormX's customer acquisition engine. Success is measured not by clicks or impressions, but by the number of qualified homeowners entering the sales pipeline, pipeline value generated, customer acquisition efficiency, and contribution to revenue growth.

Optimize the Customer Journey

• Map and continuously improve the homeowner journey from first interaction through qualified sales opportunities.
• Identify friction points throughout the funnel and implement data-driven improvements.
• Partner closely with Sales to improve lead qualification and conversion.

Build a Scalable Growth Engine

• Develop reporting dashboards and KPIs that provide visibility into campaign performance, funnel conversion, customer acquisition cost (CAC), and return on investment.
• Establish attribution models that clearly identify which marketing activities generate the highest-quality customers.
• Leverage AI-enabled marketing tools and automation to improve targeting, segmentation, personalization, and campaign performance.

Drive Continuous Experimentation

• Build a culture of testing by regularly experimenting with audiences, messaging, creative, landing pages, and campaign strategies.
• Analyze results and rapidly implement learnings to improve performance.

Collaborate Across the Business

• Partner with Sales and Leadership to ensure marketing efforts align with business goals and revenue targets.
• Manage relationships with external agencies, technology vendors, and marketing platforms as needed.
• Serve as the internal expert on customer acquisition strategy and digital performance marketing.

What Success Looks Like

Within the First 90 Days

• Develop a deep understanding of the FormX customer journey.
• Audit existing marketing channels and campaign performance.
• Establish performance reporting and marketing dashboards.
• Identify immediate opportunities to improve lead quality and campaign efficiency.
• Build a roadmap for AI-enabled optimization and experimentation.

Within Six Months

• Increase the percentage of marketing leads that become Sales Accepted Opportunities.
• Reduce customer acquisition costs while maintaining or increasing lead volume.
• Implement attribution and reporting that clearly connects marketing spend to revenue.
• Launch ongoing testing and optimization initiatives across paid channels.

Within Twelve Months

• Build a scalable demand generation engine capable of supporting company growth objectives.
• Increase qualified lead volume while improving conversion beyond current performance.
• Consistently generate approximately 160 qualified homeowner leads per month to support targeted sales goals.
• Establish marketing as a predictable, measurable contributor to company revenue growth.

Qualifications

• 5+ years of experience in growth marketing, performance marketing, demand generation, or digital customer acquisition.
• Demonstrated success managing paid digital marketing across Meta, Google Ads, and other performance marketing platforms.
• Strong analytical mindset with experience measuring customer acquisition cost (CAC), conversion rates, attribution, ROAS, and funnel performance.
• Experience optimizing customer journeys and improving conversion throughout the marketing funnel.
• Hands-on experience leveraging AI tools and marketing automation to improve campaign performance and operational efficiency.
• Comfortable working in a fast-paced startup or high-growth environment where priorities evolve quickly.
• Excellent communication skills and ability to collaborate cross-functionally with Sales, Operations, and Leadership.
• Experience marketing high-consideration, trust-based consumer purchases with long buying cycles (e.g. residential construction, real estate, financial services, luxury goods, healthcare, home services, or similar).
• Bachelor's degree in Marketing, Business, Communications, or a related field, or equivalent practical experience.

Nice to Have

• Experience in Construction Technology (ConTech), PropTech, residential construction, home services, architecture, or related industries.
• Familiarity with the ADU, custom home, or residential construction customer journey.
• Experience marketing to affluent consumer audiences.
• Knowledge of CRM platforms, marketing automation systems, and customer lifecycle marketing.
• Experience using AI-powered marketing platforms for audience segmentation, creative optimization, campaign management, or predictive analytics.
• Experience managing external agencies, contractors, or marketing vendors is preferred.