SMB Growth Strategy Lead (Performance + SQL) - USA Market

SMB Growth Strategy Lead (Performance + SQL) - USA Market

Remote (US PST time zone)

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This is our most critical role. Your output becomes the strategy blueprint that every downstream operator executes.

Client Strategy & Planning

• Build a

  30–60–90 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.
  

By end of Week 1 on a new client, you deliver:

• 1-page strategy brief (ICP + offer + channel priorities)
• 30–60–90 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: 10–20 angles mapped to channels
• Scaling rules: how we decide to 2×/5×/10×
  

• 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.).
  

• 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).
  

You will be asked to complete a paid strategy exercise:

• Given a client intake + city, produce a 30–60–90 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.
  

Send:

• Resume/LinkedIn
• 1–2 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