Head of Lead Generation & Conversion

Loan Factory is seeking a strategic, data-driven Head of Lead Generation & Conversion to own and scale our end-to-end customer acquisition and conversion engine.

This leader will be responsible for driving high-quality mortgage lead generation and optimizing conversion across digital channels, call centers, and loan officer pipelines. You will operate at the intersection of marketing, sales, and technology , building a high-performance growth engine powered by data, automation, and AI.

The ideal candidate combines deep expertise in performance marketing with strong funnel optimization experience and a proven ability to scale in mortgage, fintech, or financial services environments.

Key Responsibilities

• Own and execute the company’s end-to-end lead generation strategy across digital, referral, and partner channels
• Scale paid acquisition channels including Google Ads, SEO, social media, and affiliate marketing
• Identify and launch new acquisition channels to drive incremental growth

2. Conversion Funnel Optimization

• Optimize the full funnel from lead → application → approval → funded loan
• Partner with sales leadership and Loan Officers to improve speed-to-lead, contact rate, and close rate
• Design and implement strategies to improve lead quality and borrower experience

3. Data, Analytics & Performance Management

• Own key metrics including cost per lead (CPL), cost per funded loan, conversion rates, and ROI
• Analyze marketing and sales data to continuously improve performance and efficiency
• Build dashboards and reporting frameworks to provide real-time insights and decision support

4. Systems, Automation & AI Enablement

• Lead implementation and optimization of CRM, marketing automation, and lead routing systems
• Develop scalable lead nurturing and follow-up workflows
• Partner with technology teams to implement AI-driven lead scoring, segmentation, personalization, and conversion optimization
• Continuously improve operational efficiency through automation and intelligent workflows
• Build, lead, and scale a high-performing growth, performance marketing, and CRM team
• Establish KPIs and accountability frameworks aligned with company growth goals
• Foster a culture of data-driven decision-making, experimentation, and continuous improvement

Qualifications

• 8+ years of experience in growth marketing, demand generation, or performance marketing
• Experience in mortgage, fintech, real estate, or financial services strongly preferred
• Proven track record of scaling digital lead generation and conversion funnels
• Strong experience with CRM systems, marketing automation, and analytics platforms
• Deep understanding of paid media, SEO, attribution models, and funnel optimization
• Proven leadership experience managing cross-functional marketing and growth teams
• Strong analytical, strategic thinking, and problem-solving skills

Technology & AI Proficiency (Required)

• Strong proficiency with modern marketing technology stacks and data platforms
• Hands-on experience using or implementing AI tools (e.g., ChatGPT, predictive analytics, marketing automation AI, lead scoring models)
• Ability to leverage AI for campaign optimization, audience targeting, personalization, and conversion rate improvement
• Experience building or scaling AI-driven growth systems (e.g., automated lead nurturing, intelligent routing, dynamic content) is highly preferred
• High adaptability to rapidly evolving tools, platforms, and digital strategies
• Base Salary: $100,000 – $120,000 per year
• Performance Bonus: Tied to lead quality, conversion rates, and funded loan volume
• Equity / Long-Term Incentives: Potential eligibility for RSUs