Director of FP&A, Marketing

About Leaf Home

At Leaf Home we are powered by people on a single mission to make homeownership easy. Weve crafted a team of the very best to ensure we make a difference by winning every 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 Womens 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 weve built a culture youll 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 Homes 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 youll 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 forecasting

• Own the annual marketing budget as well as monthly and quarterly reforecasts including risk and opportunity analysis for leadership
• Build and maintain driver-based models that link spend by channel to lead volume appointments set and issued close rates and revenue
• Model seasonality market expansion and brand-level demand so marketing plans align with sales capacity and installation schedules

Channel economics and ROI

• Measure 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 revenue
• Evaluate direct mail economics including cost per piece response rates list and circulation strategy and incremental lift from print and postcard campaigns
• Partner with marketing analytics on attribution incrementality testing and media mix modeling especially for harder-to-measure channels like TV and print
• Recommend budget reallocations across channels brands and markets based on marginal return and quantify the expected impact

Market-level spend optimization

• Support the optimization of marketing spend across Leaf Homes 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 efficiency
• Factor local demand drivers such as seasonality weather housing stock and competitive intensity into spend plans for each market
• Align marketing spend with each offices sales and installation capacity so lead volume matches what the field can convert
• Recommend when to scale hold or pull back spend by market and set the financial guardrails for testing and launching new locations

Reporting and business partnership

• Lead monthly and quarterly business reviews for marketing with clear commentary on performance versus plan and the drivers behind variances
• Serve as a trusted advisor to the marketing leadership team translating financial analysis into practical recommendations
• Build business cases for new channels campaigns creative tests and vendor or agency investments and track results after launch
• Work with Accounting on month-end close accruals and media vendor spend to ensure accurate marketing P&L reporting

Leadership and process

• Lead coach and develop a team of FP&A analysts
• Improve planning tools data pipelines and dashboards to make reporting faster more automated and more reliable
• Set standards for KPI definitions and metrics governance across finance and marketing

Experience and Minimum Qualifications:

• Bachelors degree in Finance Accounting Economics or a related field
• 10 years of progressive FP&A or finance experience including 3 years leading a team
• Significant experience supporting a marketing organization ideally in a direct-to-consumer lead-generation or home services business
• Working knowledge of both digital and traditional marketing channels including direct mail and TV and how each is measured
• Advanced financial modeling skills including driver-based forecasting and scenario analysis
• Expert Excel skills and comfort working with large datasets
• Strong communication skills with the ability to explain complex analysis clearly to senior leaders
• Relentless continuous improvement mindset never satisfied with the status quo always pushing forecasting methods reporting frameworks and team processes to a higher standard
• A natural instinct to spot opportunities to streamline and automate manual or repetitive work and the drive to see those improvements through to adoption

Preferred Knowledge Skills Abilities or Certifications:

• MBA or CPA
• Experience with BI tools such as Power BI or Tableau
• Experience with planning systems such as NSPB or Hyperion
• Familiarity with attribution media mix modeling and incrementality testing
• Experience in a multi-brand or multi-market business with seasonal demand

Travel Requirements:

• Occasional overnight travel is required (1-10%)

Overtime/Additional Hours Requirements:

• Additional and non-standard hours may be required (exempt).

Physical Requirements:

• Normal office environment.

• Performs indoor work in a climate-controlled environment.

• Sedentary work. Exerting up to 10 pounds of force occasionally and/or negligible amount of force frequently or constantly to lift carry push pull or otherwise move objects including the human body. Sedentary work involves sitting most of the time.

Are We Your Company

Focused on Growth Leaf Home is dominating the home improvement industry as we continue to grow. We work hard and play harder. With offices across the U.S. and Canada our diverse team spans marketing sales installation and service. We are committed to employee growth through:

• Innovating Always Providing cutting-edge solutions for employees and customers

• Partnering with Our Customers Building trusted relationships at the core of everything we do

• Empowering Employees Creating opportunities for growth and success in a supportive environment

• Supporting Our Communities Giving back to the places our customers and employees call home

What We Offer

• Industry-leading compensation package

• Competitive medical dental and vision benefits after 60 days

• Retirement savings plan with company match

• Paid parental leave and generous paid time off programs

• On-campus fitness programs and meal delivery services

• Comprehensive health wellbeing financial wellness and childcare benefits

• Opportunities for growth and advancement

Additional Perks

• Employee assistance program with 24/7 legal financial and counseling support

• Employee discount marketplace with thousands of savings options

• Flexible Gym membership

• Employee resource groups including VetConnect and the Womens Committee

Awards and Recognition

Leaf Home has been recognized as a top workplace by The Plain Dealer is a multi-year recipient of Top Workplaces USA by Energage and is Great Place to Work Certified . Additional recognitions include:

• Remodeling 550 list placements

• Qualified Remodeler Top 500 rankings

• Smart Culture Awards for employee-focused culture

• Inc. 5000 and Inc. 5000 Regionals: Midwest growth recognition

For a full list of awards visit

Diversity and Equal Opportunity

Leaf Home is committed to creating a diverse and inclusive environment and is proud to be an equal opportunity employer. Employment decisions are made without regard to race color ancestry national origin gender identity or expression sexual orientation marital status religion age genetic information veteran status or disability in accordance with applicable law.

Americans with Disabilities Act Statement and Contact

Leaf Home is committed to honoring the spirit and requirements of the Americans with Disabilities Act. If you require reasonable accommodation in completing this application interviewing completing any pre-employment testing or otherwise participating in the employee selection process please direct your inquiries to

Required Experience:

Director