General Manager, Form Leads

Position: General Manager, Form Leads

Reports to: CEO

Level: Director-VP

Location: Remote

eLocal is a rapidly growing leader in connecting consumers with service professionals through a sophisticated pay-per-call platform. We are now strategically expanding our business to include a high-value form leads division. We seek an entrepreneurial and experienced leader to build, launch, and scale this new venture. This role represents an opportunity to drive significant enterprise value by establishing a new core business line that is poised to be as large as, if not larger than, our existing call leads business.

The General Manager, Form Leads will be responsible for the full P&L, strategy, and execution required to establish and rapidly scale eLocal's new form leads business. Leveraging expertise from the most successful companies in the performance marketing and lead generation space, this leader will define the go-to-market strategy, build the publisher network, secure key buyers, and establish the operational framework necessary for high-volume, high-quality form lead generation.

Key Responsibilities:

Strategy & P&L Ownership

• Define and Execute Strategy: Develop the comprehensive three-year strategy and execution roadmap for the form leads business, ensuring alignment with eLocal's overall growth and enterprise value objectives.
• Full P&L Management: Own the budget, revenue, and profitability of the form leads division, driving aggressive growth targets.
• M&A Support: Utilize experience to identify, evaluate, and potentially integrate strategic bolt-on acquisitions to accelerate market entry and expansion.

Go-to-Market (GTM) & Business Development

• Publisher/Supply Strategy: Build and manage a high-quality publisher network and media mix across various verticals to ensure sustainable, compliant, and scaled supply of form leads.
• Buyer/Demand Strategy: Identify, onboard, and manage relationships with key buyers and suppliers across new and existing categories.
• Vertical Expansion: Identify and prioritize new high-potential verticals and categories for form lead penetration that complement or expand beyond eLocal's current call leads footprint.

Operations & Team Leadership

• Matrix Management: Successfully leverage eLocal’s existing shared services (e.g., Finance, Engineering, BI, Media, Sales, Legal) to support the form leads business while building out direct or matrixed resources necessary for accelerated scaling.
• Technology & Data: Define the technology stack, data flows, and quality assurance protocols (ping/post, verification, compliance) to ensure leads are high-integrity and delivered efficiently.
• Compliance & Risk: Implement best-in-class compliance and risk management protocols to meet all regulatory and buyer-specific requirements for form lead generation.
• Team Building: Recruit, mentor, and lead a high-performance team dedicated to form lead operations, sales, and publisher management.

Qualifications & Experience

• 7+ years of leadership experience in the performance marketing or lead generation industry, with direct experience scaling a form leads business (ideally to $50M+ annual revenue).
• Proven track record of P&L ownership and strategic decision-making in a high-growth environment.
• Deep, demonstrable understanding of the form leads ecosystem, including publisher management, media mix (native, paid search, display), ping/post technology, compliance (TSR, TCPA, state regulations), and data quality best practices.
• Strong professional network across both the supply (publisher) and demand (buyer/advertiser) sides of the form leads industry.
• Experience operating in a matrixed or shared services environment is highly desirable.
• M&A experience (due diligence, integration) is a significant plus.

The Ideal Candidate

The ideal candidate is an A-Player with an entrepreneurial spirit who views this as an opportunity to build a multi-hundred-million-dollar business within an established, well-capitalized company. This person must be strategic, hands-on, and capable of operating effectively with executive leadership, technology teams, and external partners.

Are you ready to build the next core business line for a market leader? Apply Today.

Rapidly growing company expanding into form leads division.