Overview

About Leaf Home At Leaf Home, we are powered by people on a single mission to make homeownership easy. We've crafted a team of the very best to ensure we make a difference by winning every day. In addition to serving our customers, Leaf Home strives to build a welcoming and inclusive workplace. We are proud to be a certified Great Place to Work as well as a multi-year recipient of Top Workplaces recognition. From competitive medical benefits to people-focused committees like the Women's Committee, Diversity & Inclusion Committee, and VetConnect, we are dedicated to making Leaf Home a workplace where you can win every day. Come grow your career with us. Why Leaf Home We Win - Being driven every day to win is who we are People Powered - Recognized as a top Ohio and U.S. workplace by Great Place to Work , Energage, and more Family Feel with Enterprise-Level Resources - You are important to us, and we've built a culture you'll love Support - Inclusion, sustainability, and reliability surround everything we do Personal Growth - Dedicated to providing resources and encouragement for employee growth Mobility - Locations throughout the U.S. and Canada, with continued expansion Position Summary: The Director of FP&A, Marketing is the senior finance partner to Leaf Home's marketing organization and owns the planning, forecasting, and performance analysis of our marketing investment. Marketing is the front end of our growth engine: every dollar we spend across digital, email, print, postcard, and TV drives the leads and in-home appointments that become sales. In this role, you'll partner with the CMO, SVP of Marketing, and channel leaders to build the models that connect spend to leads, appointments, sales, and revenue, and use them to help marketing leadership decide where the next dollar goes. Essential Duties and Responsibilities: Planning and forecastingOwn the annual marketing budget as well as monthly and quarterly reforecasts, including risk and opportunity analysis for leadershipBuild and maintain driver-based models that link spend by channel to lead volume, appointments set and issued, close rates, and revenueModel seasonality, market expansion, and brand-level demand so marketing plans align with sales capacity and installation schedules Channel economics and ROIMeasure the performance and efficiency of each channel, including digital and offline channels using metrics such as cost per lead, cost per issued appointment, cost per sale, and marketing spend as a percentage of revenueEvaluate direct mail economics, including cost per piece, response rates, list and circulation strategy, and incremental lift from print and postcard campaignsPartner with marketing analytics on attribution, incrementality testing, and media mix modeling, especially for harder-to-measure channels like TV and printRecommend budget reallocations across channels, brands, and markets based on marginal return, and quantify the expected impact Market-level spend optimizationSupport the optimization of marketing spend across Leaf Home's office locations throughout North America, maintaining balanced investment to the markets with the strongest demand and conversion potential while maintaining a minimum level of lead flow in lower performing markets Build market-level views of funnel performance, from leads to appointments set and issued to sales and installs, and pinpoint where each office gains or loses efficiencyFactor local demand drivers, such as seasonality, weather, housing stock, and competitive intensity, into spend plans for each marketAlign marketing spend with each office's sales and installation capacity so lead volume matches what the field can convertRecommend when to scale, hold, or pull back spend by market, and set the financial guardrails for testing and launching new locations Reporting and business partnershipLead monthly, and quarterly business reviews for marketing, with clear commentary on performance versus plan and the drivers behind