VP, Leads & Advertising

Overview

Constellation1 is seeking a VP of Leads & Advertising to own, operate, grow and evolve our Leads & Advertising business. This is an end-to-end business-operator role: the person in this seat is accountable for the performance, roadmap, and P&L-level health of our lead generation and advertising products — Social Leads, SEM/Website Leads, and HouseValues.com portal leads — and for building the next generation of leads and advertising offerings that will define our growth for years to come. 

This person must be a genuine expert in advertising and lead generation: paid and organic acquisition, lead quality and delivery economics, consumer behavior and intent, and the mechanics of converting attention into qualified opportunities for real estate professionals. They combine the strategic instincts of a general manager, the execution discipline of a product owner, and a bias toward action typical of a startup operator — all inside a larger, resourced organization. Critically, they hold a forward-looking view of the consumer: as buyer and seller behavior, channels, and expectations shift, this person anticipates those shifts and evolves our leads and advertising products ahead of the curve, rather than playing catch-up. 

This role is also central to modernizing how we operate. Today, our leads products and customer accounts are set up, managed, and optimized largely manually, product by product and customer by customer. This person will lead the shift away from that model — implementing automation and leveraging AI platforms to improve operational efficiency, maximize advertising spend performance, and scale the business without scaling manual effort. They will use AI not just as an efficiency tool, but as a resource for building new leads products and for transitioning our existing platforms onto new, AI-enabled infrastructure. 

What You'll Own 

Business & Product Ownership 

• Serve as the accountable owner for the Leads & Advertising business across Social Leads, SEM/Website Leads, and HouseValues.com portal leads — driving volume, quality, delivery reliability, and unit economics across all three. 

• Own the roadmap and prioritization for existing products, balancing near-term performance improvements with longer-term platform evolution. 

• Operate with a P&L mindset: understand cost-per-lead, delivery rates, renewal/retention economics, and margin across every product and channel, and make trade-off decisions accordingly. 

Advertising & Lead Generation Strategy 

• Bring deep, current expertise in digital advertising and lead-gen channels — paid search, paid social, programmatic, SEO/organic, portal syndication, and emerging channels. 

• Build and continuously refine acquisition strategy across channels to improve lead volume, lead quality, and cost efficiency simultaneously, not one at the expense of the others. 

• Own the marketing, media buying, and analytics function (internal and agency), directing the testing, scaling, and optimization of campaigns. 

Consumer Behavior & Insight 

• Develop a rigorous understanding of the consumer (home buyer/seller) journey — intent signals, timing, motivations, and friction points — and translate that understanding into product and marketing decisions. 

• Use data, research, and direct customer/consumer feedback to identify unmet needs and new opportunities for lead generation and monetization. 

Product Evolution & New Product Development 

• Evolve existing leads products (Social Leads, SEM/Website Leads, HouseValues.com) based on performance data, agent/customer feedback, and competitive dynamics. 

• Identify, scope, and build the business case for new leads and advertising products and adjacent revenue opportunities, taking them from concept through launch. 

• Evaluate build/partner/buy options for new capabilities, including third-party lead sources, ad networks, and data partnerships. 

Cross-Functional Leadership 

• Act as the connective tissue between Sales/Agent Operations, Product, Engineering, Marketing, and Data/Analytics to ensure the leads business is resourced and prioritized appropriately. 

• Represent the leads business in executive-level planning, reporting on performance, risks, and opportunities with clear, data-backed narratives. 

• Partner closely with the SVP of Agent Operations and SVP of Product to align commercial priorities with product and engineering execution, regardless of formal reporting line. 

Automation & AI-Enabled Operations 

• Lead the transition away from manual, one-off setup, management, and optimization of each customer account and each leads product toward scalable, automated operations. 

• Identify, evaluate, and implement automation and AI platforms to improve operational efficiency and maximize advertising spend performance across channels. 

• Use AI as a core tool and resource for building new leads and advertising products, and for transitioning existing platforms and workflows onto new, AI-enabled infrastructure. 

What You Bring 

• 7+ years in digital advertising, lead generation, or performance marketing, ideally with direct P&L or business-unit ownership experience. 

• Demonstrated expertise in one or more core lead-gen channels (paid search/SEM, paid social, portal/marketplace lead delivery, or programmatic display) and working knowledge across the rest. 

• Track record as a product owner or general manager who has taken products from idea to scaled, profitable performance — comfortable owning outcomes, not just outputs. 

• Strong quantitative fluency: cost-per-lead, conversion/delivery rates, LTV/CAC, cohort and retention analysis; able to work directly in data to find the story, not just review dashboards built by others. 

• Deep curiosity about consumer behavior, with experience translating research and data into product and marketing decisions. 

• Real estate, proptech, or other high-consideration/local-services lead-gen experience is a strong plus. 

• Operator mentality: high ownership, comfortable with ambiguity, moves fast, and builds credibility through results. 

• Excellent cross-functional communication skills; able to influence without relying solely on formal authority given the dual-reporting/partnership nature of this role. 

• Hands-on experience implementing automation and AI-powered platforms — campaign optimization, bid management, workflow orchestration, or similar — to replace manual processes and improve efficiency and ROI. 

• Comfortable evaluating and adopting new AI tools quickly, with a track record of using AI to build new products or migrate existing ones onto more efficient, scalable infrastructure. 

What Success Looks Like 

• Improved lead volume and lead quality across Social Leads, SEM/Website Leads, and HouseValues.com, with clear, defensible unit economics. 

• A living roadmap for the leads & advertising business that balances optimization of current products with a credible pipeline of new product opportunities. 

• At least one new leads/advertising product or significant product evolution taken from concept to market within the first 6 -12 months. 

• A tight, trusted operating partnership with Agent Operations, Product, and Engineering leadership. 

• Measurable reduction in manual, one-off account and product setup/management work, replaced by automated, AI-enabled workflows — with clear gains in advertising spend efficiency and team capacity.