GHL & Marketing Automation Specialist (Remote)

Role Overview

We are seeking a GHL & Marketing Automation Specialist to own the architecture build and ongoing operation of our GoHighLevel implementation. This is a high-autonomy systems-first role. You will not be handed tasks you will own the platform proactively identify gaps build the automations that move leads through our pipelines and ensure the GHL environment serves the origination team the business development team and leadership without friction.

This role reports to the Operations Manager and works in close day-to-day coordination with the Growth & Digital Manager (paid media SEO strategy and overall digital performance) and the Graphic Designer (brand assets and creative templates). You are the technical layer that connects the marketing teams strategy to execution the Growth & Digital Manager drives traffic; the GHL Specialist ensures the system captures qualifies nurtures and reports on every lead that traffic generates.

While your core function is GHL architecture and automation you will also provide supporting capability in two adjacent areas when needed: paid media campaign execution (assisting during peak periods or campaigns) and quick-turn design execution (simple asset updates template implementation and minor visual fixes alongside the Graphic Designer to avoid bottlenecks on time-sensitive requests). These are not primary responsibilities they are supporting skills that make you a more valuable member of a lean high-output team.

You also serve as the internal GHL subject matter expert training the broader team building the reference documentation and driving adoption across origination underwriting and business development.

You will own five critical functions:

• 1. GHL Architecture CRM & Pipeline Management 25%
• 2. Websites Landing Pages & Funnel Builder 25%
• 3. Marketing Automation & Nurture Campaigns 20%
• 4. AI Agents Inbound & Outbound Voice 20%
• 5. Attribution Reporting & Integrations 10%

This Role Is Not For

• Candidates who have used GHL as a basic CRM without building automations pipelines and multi-page websites from scratch.
• Candidates who have never deployed both an inbound AI agent AND an outbound voice or SMS campaign.
• Candidates who cannot build and maintain a multi-page website inside GHLs site builder.
• Candidates who need daily direction and cannot self-manage a multi-pipeline multi-brand GHL environment independently.
• Candidates without experience managing GHL in a regulated industry (financial services compliance constraints apply).
• Candidates who treat CRM hygiene as optional.
• Candidates who cannot document workflows clearly for non-technical users.
• Candidates without hands-on experience connecting GHL to external tools via webhooks Zapier or Make.

Key Responsibilities

1. GHL Architecture CRM & Pipeline Management 25%

Pipeline Architecture

• Own and maintain all GHL pipelines across multiple business lines:
  • Residential Private Lending
  • Commercial Brokerage
  • Reverse Mortgage
  • Investor Inquiries (routed to Investor Relations)

CRM Hygiene & Contact Management

• Maintain clean contact records across all pipelines (tagging deduplication segmentation)
• Build and enforce tagging taxonomy across brokers borrowers investors and partners
• Configure custom fields for deal data broker registration consent and loan parameters
• Maintain newsletter segmentation (broker vs investor communications) with CASL compliance

Team Onboarding & Training

• Serve as GHL SME for the entire organization
• Run onboarding sessions for all departments
• Build and maintain GHL documentation and SOPs
• Conduct quarterly system audits and present remediation plans

2. Websites Landing Pages & Funnel Builder 25%

Website Ownership (GHL Hosted)

• Maintain the primary B2B financial services website inside GHL
• Publish and update all core pages (services broker registration deal submission compliance pages)
• Build and maintain city landing pages for multiple regions (Ontario Alberta BC rollout)
• Manage all forms routing logic and CRM integrations

Consumer Reverse Mortgage Website

• Maintain separate consumer-facing website with distinct brand identity and pipeline
• Manage consultation booking system and AI chat integration
• Ensure accessibility standards for 55 audience (WCAG compliance readability usability)

Funnels & Templates

• Build reusable landing page templates (city pages paid media funnels webinars broker pages)
• Implement design assets from Graphic Designer into GHL pages
• Run A/B testing and report conversion performance
• Manage domains subdomains SSL and redirects

3. Marketing Automation & Nurture Campaigns 20%

Lead Capture & Routing

• Build automation workflows for all lead sources (paid organic referral direct)
• Configure immediate response flows for consumer and broker inquiries
• Build broker registration and deal submission automation flows
• Ensure all outbound automation is compliance-approved before launch

Nurture Campaigns

• Build segmented nurture campaigns (brokers borrowers investors)
• Coordinate content with Content & Brand Coordinator
• Build re-engagement workflows for dormant leads
• Manage newsletter automations and scheduling

Calendar & Booking Automation

• Maintain consultation booking systems
• Configure reminders follow-ups and post-call sequences

4. AI Agents Inbound & Outbound Voice 20%

Inbound AI Agents

• Deploy AI chat and voice agents (GHL AI VAPI Retell AI)
• Build qualification flows for borrowers and brokers
• Route leads into correct pipelines with full conversation logging
• Write and maintain system prompts aligned to compliance requirements
• Monitor transcripts and improve performance based on drop-off analysis

Outbound AI Campaigns

• Build outbound voice and SMS automation for re-engagement and reminders
• Define call flows escalation logic and human handoff triggers
• Run A/B tests on scripts and timing
• Ensure full CASL/TCPA compliance for outbound campaigns
• Maintain consent verification logic inside all outbound systems

5. Attribution Reporting & Integrations 10%

Lead Attribution

• Implement full UTM capture into CRM
• Maintain accurate source tracking across all campaigns
• Ensure Meta Google Ads and GHL conversion alignment

Reporting & Dashboards

• Build dashboards for leadership operations and marketing teams
• Deliver weekly performance summaries proactively
• Track pipeline movement automation health and lead quality

Integrations & Infrastructure

• Maintain integrations (Zapier Make Twilio email systems)
• Ensure webhook reliability across all forms and systems
• Troubleshoot integration failures independently

Required Qualifications

• 36 years of hands-on GoHighLevel experience (advanced level required)
• Proven experience building pipelines automations websites and funnels in GHL
• Experience deploying AI chat or voice agents outbound AI campaigns
• Strong CRM architecture and workflow design experience
• Webhook/Zapier/Make integration experience
• UTM tracking and attribution experience
• Understanding of CASL and outbound compliance requirements
• Strong documentation discipline
• Ability to independently manage complex systems

Supporting Skills (Nice to Have)

• Meta Ads or Google Ads operational familiarity
• Canva or Figma for quick design implementation
• GHL page builder HTML/CSS familiarity
• SEO or SearchAtlas integration exposure
• GTM implementation experience
• Voice AI tools (ElevenLabs VAPI etc.)

Preferred Qualifications

• Experience in financial services mortgage lending or regulated industries
• GHL agency or multi-subaccount experience
• WCAG accessibility knowledge
• API or webhook-heavy workflow experience
• Experience with AI agents in production environments

What Makes This Role Unique

• You own the entire GHL ecosystem end-to-end
• You connect marketing sales AI and CRM into one system
• You operate in a regulated multi-brand financial services environment
• You build systems that directly influence revenue and compliance
• You are both architect and operator of the companys lead infrastructure
• Clear path to expanded scope as the company scales

Ideal Candidate Profile

You are the person who:

• Fixes broken automations before anyone notices
• Thinks in pipelines UTMs and workflows by default
• Has strong opinions on CRM hygiene and structure
• Writes clear documentation others can actually use
• Treats compliance as part of system design not an afterthought
• Builds systems that run without needing constant supervision
• Thinks in terms of ownership not tasks

Required Experience:

IC