Lead Pipeline & Conversion Manager

What You'll Do

• Monitor every inbound lead source and ensure new leads enter the appropriate system correctly

• Verify lead-source attribution and CRM accuracy

• Monitor speed-to-lead and identify leads that haven't been contacted

• Identify leads without a clear owner or next action and make sure leads don't disappear between systems, departments, or team members

• Establish escalation procedures when lead-response standards aren't met

• Track and report pipeline metrics including leads by source, cost per lead, contact rate, speed-to-lead, appointment-set rate, confirmation rate, cancellation rate, no-show rate, sit/demo rate, lead-to-sale conversion, appointment-to-sale conversion, revenue by source, average contract value, cost per appointment, customer acquisition cost, lost-lead reasons, reactivation performance, and recovered revenue

• Analyze the quality and conversion performance of each lead source — comparing marketing sources based on appointments, sales, and revenue, not just raw lead volume

• Identify sources producing low-quality or poorly converting opportunities and high-performing sources that may justify additional investment

• Work with leadership and Marketing to improve attribution and campaign visibility

• Ensure every unsold opportunity has a defined next step and build structured follow-up processes

• Manage SMS, email, phone, and CRM nurture campaigns and identify leads requiring personal follow-up

• Audit whether sales follow-up is actually occurring and develop processes for cancelled appointments and no-shows

• Develop long-term nurture strategies for homeowners who aren't ready today

• Build database reactivation campaigns targeting previous unsold estimates, old leads, cancelled appointments, no-shows, unreachable homeowners, deferred projects, previous repair customers, and existing customers eligible for additional exterior services

• Maintain visibility into the complete lead lifecycle and audit CRM data quality

• Identify broken workflows and automation failures and work with leadership and technology partners to improve automations

• Build dashboards showing pipeline health in real time and ensure lead statuses have clear definitions

• Ensure every active opportunity has an owner and next action and reduce duplicate, incomplete, improperly categorized, and abandoned records

• Bring the data to cross-department conversations between Sales, Marketing, Office Operations, and Executive Leadership to determine where breakdowns actually occur and help leadership fix them

What You Bring

• Experience managing leads, CRM systems, sales operations, marketing operations, appointment setting, revenue operations, or a similar function

• Strong analytical ability and advanced comfort working with spreadsheets, dashboards, CRM reporting, and performance metrics

• Ability to identify patterns within large amounts of data

• Experience with CRM and marketing automation platforms strongly preferred

• Understanding of SMS, email, automated nurture, and customer reactivation campaigns

• Strong organizational and process-building ability

• Ability to hold others accountable while maintaining productive working relationships

• Strong written and verbal communication and comfort presenting performance data to company leadership

• Ability to move between strategy and hands-on execution

• High sense of urgency and obsessive attention to detail

• Extreme ownership

• Home-improvement, roofing, construction, call-center, high-ticket sales, or performance-marketing experience strongly preferred but not required for an exceptional candidate