Lead Pipeline & Conversion Manager

The Role

Veterans Roofing is looking for a Lead Pipeline & Conversion Manager to own one of the most important systems in our company: the flow of opportunities into our sales calendar. This isn't a basic marketing position, call-center position, or administrative CRM role. You will be responsible for understanding where our leads come from, what they cost, how quickly they're contacted, whether they're converted into appointments, whether those appointments actually run, what ultimately becomes a sale, and what happens to every opportunity that doesn't convert the first time. Your job is simple to describe and difficult to execute: make sure Veterans Roofing gets maximum value from every opportunity we generate. You will have visibility across Marketing, Sales, CRM systems, lead sources, appointment setting, follow-up campaigns, previous customers, unsold estimates, and long-term nurture. If leads are being lost, we expect you to find out why. If a lead source stops performing, we expect you to see it in the numbers. If hundreds of previous opportunities are sitting untouched in our database, we expect you to build the system that brings them back to life. This is a high-accountability position for someone who wants ownership, measurable responsibility, and a direct impact on company growth.

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