Head of Marketing

COMPANY OVERVIEW

Craftwork is building a modern, technology-enabled home services company, starting with residential painting. We employ our painters full-time and manage the entire customer experience using proprietary software, which allows us to consistently deliver excellent quality and service while creating meaningful careers in the trades.

Founded in 2023, Craftwork currently operates in Charlotte and Raleigh, with plans to expand into three new markets over the next 12 months. We’ve grown to nearly 80 employees and have raised over $25M from investors including Y Combinator, Seven Seven Six, Slow Ventures, Forerunner Ventures, General Catalyst, and Lachy Groom.

POSITION OVERVIEW

Craftwork is looking for a Head of Marketing to build the repeatable demand-generation engine that will support our next stage of growth.

As we expand into new markets, our ability to reliably generate demand will be one of the most important drivers of our success. This person will develop the systems that allow Craftwork to enter a new market, build awareness and trust at the neighborhood level, create durable local sources of demand, and ultimately give each market the tools and playbooks required to sustain its own growth.

A central part of this mandate will be building Craftwork’s local demand engine through field marketing, partnerships, referral channels, and paid acquisition. This leader will develop measurable, repeatable programs that build awareness, trust, and brand density in the communities we serve, while creating scalable relationships across local affiliates, community organizations, and corporate partners. They will own the holistic demand generation strategy across channels, continuously measuring performance, allocating resources, and evolving the mix toward the programs that produce the strongest and most sustainable returns.

This is a hands-on, zero-to-one leadership role. The right person will be equally comfortable defining a multi-market growth strategy, developing a neighborhood marketing program, building a partnership from scratch, analyzing channel economics, and spending time in the field to understand why a program is or isn’t working. The goal is not simply to generate more leads. It’s to build a repeatable local demand engine that compounds as Craftwork grows and enables every market to become increasingly self-sustaining over time.

OUTCOMES

Establish Craftwork’s Local Demand Engine

• You’ll define the channel strategy to reliably generate demand across Craftwork markets by developing measurable, repeatable programs across field marketing, partnerships, referrals, and paid acquisition.
• You’ll continuously test new ideas, identify what works, and turn successful programs into scalable playbooks.

Develop Organic Channels into the Primary Source of Demand

• You’ll grow field marketing, partnerships, referrals, and other local channels into the primary drivers of demand as markets mature.
• You’ll develop durable programs and relationships that compound over time and reduce our reliance on paid acquisition.
• You’ll establish the economics, attribution, and operating playbooks required to scale the strongest organic channels across markets.

Build the Marketing Playbook for New Market Growth

• You’ll partner with the Market Launch team to define how Craftwork enters a new market, establishes awareness, and builds demand as the market develops.
• You’ll determine the right sequencing and mix of field marketing, partnerships, referrals, and paid acquisition at each stage of growth.
• You’ll continuously improve the playbook based on learnings from every new launch.

Maintain an Efficient & Durable Channel Composition

• You’ll continuously allocate resources toward the channels producing the strongest and most sustainable returns.
• You’ll use paid acquisition intelligently to seed and supplement demand.
• You’ll manage customer acquisition costs and contribution economics across channels and markets to ensure growth remains efficient.

Strengthen Neighborhood-Level Brand Density

• You’ll develop programs that make Craftwork increasingly visible, recognizable, and trusted within the communities we serve.
• You’ll use events, local activations, yard presence, neighborhood relationships, and other programs to turn completed projects into additional demand nearby.
• You’ll codify successful programs to ensure that brand awareness compounds as each market matures.

Implement a Trusted Demand Planning & Measurement System

• You’ll establish reporting that connects marketing activity to key performance indicators.
• You’ll build forecasts and scoreboards that Market Managers and company leadership can rely on as a source of truth.
• You’ll create a consistent operating cadence that uses performance data and field insight to continuously improve our demand-generation strategy.

COMPETENCIES

Zero-to-One Builder

• You’re comfortable turning ambiguous growth opportunities into structured experiments, programs, and repeatable operating systems.
• You can establish the strategy while personally doing the early work required to prove it.
• You’re exceptional at any altitude, equally comfortable working in the field and presenting a clear strategic recommendation to company leadership.

Multi-Market Growth

• You’ve grown a multi-location, local-demand business and understand how customer acquisition changes as a market matures.
• You can translate what works in one market into a repeatable system without assuming every market behaves identically.

Field Marketing & Local Demand Expertise

• You’ve built field marketing programs that generated measurable customer demand.
• You understand how to create awareness and trust at the neighborhood level.
• You’re eager to spend meaningful time in the field to understand the Craftwork service and what drives customer behavior.

Partnership & Referral Development

• You’ve built partnerships, affiliate programs, or referral channels from zero and turned relationships into repeatable sources of demand.
• You know how to identify the right partners, create a compelling value exchange, activate relationships, and measure their performance.
• You can turn relationship-driven programs into playbooks others can replicate.

Paid Acquisition Fluency

• You understand paid acquisition deeply enough to own strategy, budgets, performance, and agency accountability.
• You can diagnose performance issues and make informed investment decisions.

Commercial & Analytical Judgement

• You can own the marketing P&L including budget management and resource allocation.
• You think naturally in customer acquisition cost, contribution margin, channel economics, and return on investment, and use data to make strategic decisions.
• You can build forecasts and reporting that operators and company leadership trust as a source of truth.

Collaborative Leadership

• You’ve built and led small teams while getting results from agencies, contractors, and cross-functional partners you do not directly manage.
• You’re low ego, highly accountable, and genuinely motivated by helping others succeed.