Sr Manager, Lead Generation Partnerships

The Senior Manager, Lead Generation, is responsible for driving customer acquisition through high-performing lead generation partnerships. This role manages the relationship between ARS’s Lead Optimization Platform across internal and cross-functional teams, while overseeing a portfolio of partners including aggregators, branded and non-branded digital partners. The position requires both strategic leadership (“working on the business”) and hands-on execution (“working in the business”), ensuring lead generation partnerships deliver on all operating and financial metrics. Leading with P&L-style ownership, the Senior Manager has the autonomy to identify new opportunities, optimize existing programs, and partner cross-functionally to ensure continuous improvement — including the integration of AI solutions to improve customer and partner experience, strengthen internal systems, and reduce costs.

Success Defined:

• Consistently achieve operational and financial targets (speed to contact, lead rate, lead volume, booking rate, sales ticket mix, MCR, revenue per deal).
• Deliver a real-time analytics dashboard with Reporting/Analytics, actively used to monitor performance and guide weekly actions.
• Increase partner-driven revenue by at least 10% through new partners, platforms, offers, or creative, while lowering Cost Per Demand by 10% YoY.
• Provide monthly reporting and insights that shape leadership decisions and resource allocation.
• Launch and complete structured tests (partners, offers, creative, audiences) that measurably improve conversion or revenue.
• Identify, test, and implement AI-driven solutions that improve lead quality, partner experience, and internal efficiency, contributing to revenue growth, improved conversion, and cost reduction.
• Demonstrate proactive ownership by initiating strategic recommendations and optimizations without waiting for direction.

Success Factors:

Gets Results (driving outcomes, execution, accountability)

• Holds self and others accountable for hitting lead volume, conversion, and revenue targets.
• Acts quickly on data signals to refine targeting, creative, or partner mix.
• Demonstrates urgency and persistence in removing barriers to performance. 

Grows People / Teams (building capability, coaching, retention)

• Establishes clear metrics and provides data-driven feedback to elevate performance.
• Develops succession depth and creates career growth opportunities to retain top talent.
• Inspires and influences cross-functional partners (creative, field marketing, vendors) to raise program performance.

Fact-Based Decision Maker

• Uses predictive analytics to forecast demand, investment needs, and profitability.
• Applies structured testing, root-cause analysis, and emerging technologies (including AI solutions) to identify the most effective strategies.
• Brings forward innovative approaches that materially improve KPIs and accelerate outcomes. 

Effective Communicator (influencing, aligning, presenting)

• Crafts compelling, data-driven narratives that influence senior leadership.
• Translates marketing performance into clear business impact for non-marketing stakeholders.
• Aligns cross-functional teams by presenting performance insights with clarity and confidence.

Core Competencies:

For the role described above, the top core competencies that would be essential for success are:

• Accountability - Takes personal responsibility for the quality and timeliness of work, and achieves results with little oversigh
• Communication - Ability to effectively communicate and engage others through verbal and written communication.
• Critical Thinking - Identify issues and ideas in a variety of fields with differing assumptions, content and methods within the context of a business need.
• Data and Metrics Capable - Uses data to continuously improve metrics creating success and performance.
• Problem Solving - Works to resolve problems, address opportunities, or manage the situation at hand.
• Self-Starter/Initiator - Finds motivation and initiates action in order to accomplish a task, goal or develop self.

These competencies align with the role's focus on data-driven outcomes, cross-functional collaboration, and leadership in lead generation partnerships.

Key Skills:

• Lead Generation Partnerships – Proven ability to manage and grow relationships with partners such as PX, Modernize, eLocal, Angi/HomeAdvisor, Centerfield, and other lead aggregators/alliance partners.
• Data & Analytics – Skilled in using tools such as Google Analytics (GA4), Looker/Tableau, Salesforce/CRM platforms, and lead optimization dashboards to track volume, engagement, conversion, and financial implications
• Campaign Optimization – Hands-on experience with A/B testing platforms (Optimizely, Google Optimize), ROI optimization tools, and audience segmentation solutions to maximize performance.
• Process Management – Ability to design and enforce workflows for lead routing, partner intake/change requests, and reporting cadences; process certifications such as Lean Six Sigma preferred.
• Leadership & Communication – Strong leadership skills with a successful track record of coaching high-performing teams; effective communicator who can influence cross-functional groups and senior leadership.
• Innovation & Technology Integration – Experience leveraging emerging technologies, including AI/ML tools, to enhance customer and partner experience, optimize campaigns, and improve internal marketing workflows.

Experience Required:

• Education – Bachelor’s degree in Marketing, Business, or related field (MBA a plus).
• Work Experience – 10+ years in performance marketing, lead generation, or digital partnerships, with direct ownership of revenue/conversion KPIs. Experience in home services, consumer services, or performance-driven industries preferred.
• Partner & Vendor Management – Proven success in contract negotiation, QBRs, and performance oversight with digital lead partners and aggregators.
• Optimization Track Record – Demonstrated ability to improve conversion rates by 5–10%, reduce cost-per-demand, or drive double-digit YoY revenue growth through testing and optimization.
• Technology Fluency – Familiarity with lead management platforms (PX, Invoca, Marchex, CRM/ERP systems (Salesforce, ServiceTitan, Dynamics), and ad platforms (Google Ads, Meta, programmatic exchanges).
• Cross-Functional Collaboration – Experience partnering with Sales, Finance, Operations, and Field leaders to align marketing programs with business priorities.
• Preferred Qualifications: Experience in the home services, consumer services or adjacent industry. Agency or Brand experience preferred.
• Monthly and quarterly out-of-town travel (up to ~20%) to meet with marketing leadership, partners, and field teams.