Growth Marketing Specialist at Pika Earth
Built the paid acquisition engine and analytics infrastructure — helping Pika Earth generate qualified leads and gain clear visibility into what was driving pipeline growth.
The Company
What is Pika Earth?
Pika Earth is a B2B SaaS startup founded in 2023 that provides HVAC, plumbing and electrical contractors with AI-powered tools to automate back-office workflows — including rebate filing, permitting and in-home sales proposals. Trusted by contractors across 31 states, Pika Earth helps tradespeople eliminate administrative burden, capture revenue that would otherwise be lost, and close more deals through a smarter, data-driven sales process.
Visit Pika EarthNorth Star Metric (NSM)
My Objective
Brought in as Growth Marketing Specialist to build the paid acquisition engine and analytics infrastructure — helping Pika Earth generate qualified leads and gain clear visibility into what was driving pipeline growth. Scope covered LinkedIn Ads and Meta Ads campaign management, HubSpot attribution, GA4 and Google Tag Manager implementation, and Google Data Studio dashboards covering paid performance, lead volume and channel attribution.
Optimised Metrics
Results
Execution
Tasks & Responsibilities
Tasks
- 1Set up and managed LinkedIn Ads and Meta Ads campaigns to generate qualified leads — defining campaign structure, audience targeting, ad formats and messaging aligned to Pika Earth's ICP of HVAC, plumbing and electrical contractors.
- 2Helped the team implement tracking and attribution in HubSpot, ensuring leads from paid channels were correctly captured, attributed and visible throughout the sales funnel.
- 3Implemented web analytics using GA4, setting up accurate event tracking and conversion measurement across the website and key funnel touchpoints.
- 4Configured and managed tags via Google Tag Manager, enabling reliable tracking of user behaviour and paid channel conversions without relying on developer resources.
- 5Built dashboards and reports in Google Data Studio, providing the team with clear, real-time visibility into paid performance, lead volume and channel attribution.
- 6Delivered ongoing reporting and insights to inform campaign optimisation and budget allocation decisions.
Responsibilities
- 1Responsible for paid acquisition across LinkedIn Ads and Meta Ads aligned to Pika Earth's contractor ICP.
- 2Responsible for tracking and attribution in HubSpot across the paid-to-sales funnel.
- 3Responsible for the GA4 and Google Tag Manager analytics stack covering events and conversions.
- 4Responsible for Google Data Studio dashboards and ongoing reporting feeding optimisation and budget decisions.
Transparency
Successes & Failures
Successes
Failures
Marketing Areas
Areas at Pika Earth
Paid Acquisition
LinkedIn Ads and Meta Ads campaign structure, targeting and messaging aligned to the HVAC, plumbing and electrical contractor ICP.
CRM Attribution
HubSpot tracking and attribution so paid leads are captured and visible across the sales funnel.
Web Analytics
GA4 implementation with accurate event tracking and conversion measurement across the funnel.
Tag Management
Google Tag Manager setup for user behaviour and paid channel conversion tracking without developer dependencies.
Reporting & Insights
Google Data Studio dashboards plus ongoing reporting to inform campaign optimisation and budget allocation.
Marketing Technology Stack
Tools at Pika Earth
Time Commitment
Time at Pika Earth
Remote freelance engagement supporting Pika Earth's team in New York City. Async collaboration across time zones with regular syncs to align paid media, analytics and reporting with the broader GTM agenda.
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