Marketing Manager - Lead Aggregation & Reactivation

The Lead Aggregation & Reactivation Manager is responsible for maximizing the value of every lead the business generates—past and present. This role owns the end-to-end strategy and execution of inbound lead aggregation and outbound reactivation programs, ensuring no opportunity is lost, market capacity is efficiently utilized, and historical demand is consistently converted into revenue.

Sitting at the intersection of performance marketing, CRM, lifecycle automation, and revenue operations, this role transforms dormant demand into booked jobs through intelligent segmentation, compliant multi-channel outreach, and continuous optimization across email, SMS, and call-based follow-up.

• Centralize and manage lead aggregation across all sources, including paid media, LSAs, organic, referrals, partnerships, direct mail, and offline channels
• Ensure accurate lead routing, tagging, attribution, and lifecycle status within CRM and reporting systems
• Partner with Performance Marketing and Operations to align lead volume with market capacity and staffing
• Identify and eliminate lead leakage, duplication, attribution gaps, and quality issues

• Design and execute multi-channel reactivation strategies targeting dormant and aging leads, past estimates not converted, lapsed customers, seasonal, deferred, or capacity-driven demand
• Build segmentation strategies based on time since last contact, service type, market needs, customer value, and job history
• Own outbound messaging frameworks, cadence, channel mix, and testing roadmaps to maximize response and booking rates

• Serve as the primary owner for vendors supporting lead aggregation, reactivation, CRM, automation, and outbound programs
• Actively manage vendor performance, deliverables, timelines, and spend—ensuring partners are meeting SLAs and driving measurable ROI
• Lead regular vendor check-ins, performance reviews, and optimization discussions
• Push back when needed—challenging recommendations, costs, and scope creep to protect budget and outcomes
• Hold vendors accountable to contracts, commitments, and results, escalating issues quickly when performance falls short
• Partner with Finance and Performance Marketing to manage vendor budgets, forecasts, and cost efficiency
• Identify opportunities to consolidate tools, renegotiate contracts, or replace underperforming vendors
• Ensure vendors align to internal priorities, compliance requirements, and operational workflows—not the other way around

• Own the strategy and execution of all email and SMS programs tied to lead reactivation and lifecycle engagement
• Build and optimize automated and manual campaigns, including lead follow-up and nurture flows, estimate recovery campaigns, lapsed customer win-back programs, seasonal and capacity-fill initiatives, and continuously test subject lines, copy, CTAs, timing, sequencing, and personalization
• Ensure full compliance with TCPA, CAN-SPAM, opt-in, and data governance standards

• Build and maintain email, SMS, and call-based workflows within CRM and marketing automation platforms
• Partner closely with Sales Ops and Call Center teams to ensure clear ownership of follow-up actions, seamless handoffs from automation to human engagement, SLAs are defined, tracked, and consistently met, and maintain high standards for CRM hygiene, including statuses, timestamps, dispositions, notes, and suppression logic

• Track and report on reactivation rates by channel, cost per reactivated lead, conversion to booked jobs, revenue influenced and generated by outbound programs, build dashboards and recurring insights to inform market capacity planning, campaign prioritization, and budget allocation, drive continuous improvement through structured testing, iteration, and post-campaign analysis

• Work closely with Performance Marketing, Sales Operations, Call Center teams, and Market Leadership
• Serve as the single owner of lead lifecycle integrity—from…