Director Marketing

About the Role

Key Responsibilities

• Develop and execute high-impact, data-driven campaigns across digital (PPC, paid social, email, SMS), offline (direct mail, canvassing, broadcast), and direct-to-consumer (D2C) channels to drive immediate homeowner engagement, qualified lead volume, and appointment setting for the sales team.
• Own the end-to-end demand generation engine focused on acquiring new customers. Leverage audience segmentation, geo-targeting, and offer testing to generate in-home consultations and maximize conversion rates, ensuring a steady pipeline of high-intent leads for sales follow-up.
• Manage and allocate multi-channel marketing budgets with a focus on cost per lead (CPL), customer acquisition cost (CAC), and return on ad spend (ROAS), continually optimizing for downstream sales impact, lead-to-close efficiency, and revenue generation.
• Partner with sales leadership to ensure lead quality and alignment across the buyer journey. Implement nurturing strategies to improve appointment show rates, reduce no-shows, and increase sales close ratios through stronger marketing-sales handoff processes.
• Lead the design and implementation of direct response campaigns tailored to homeowner pain points-focused on urgency, special offers, and localized messaging to drive response and accelerate sales outcomes.
• Monitor performance daily across all channels. Use A/B testing, attribution models, and funnel metrics to identify growth opportunities, drive qualified lead volume, and uncover insights that directly support sales productivity.
• Build and lead a high-performing team and manage external partners (media buyers, creative agencies, list providers) to support aggressive lead and revenue targets, ensuring all outputs are aligned to sales objectives and timelines.
• Direct development of landing pages, ad creative, emails, and video content that are conversion-optimized and aligned with the brand's value proposition-enabling sales to engage, persuade, and close more effectively.
• Deploy hyper-local marketing tactics such as radius targeting, event marketing, yard sign promotion, and neighborhood-specific outreach following completed installations-generating warm leads and referrals for the sales team to quickly capitalize on.

Requirements

• 10+ years in marketing roles with a strong focus on B2C and direct response marketing, ideally within home improvement, home services, or high-ticket consumer sales industries.
• Demonstrated success in building and scaling customer acquisition programs across paid media, direct mail, email/SMS, and other performance channels.
• 10+ years of experience leading high-performing marketing teams and cross-functional partners.
• Hands-on experience managing large, multi-channel marketing budgets with deep knowledge of CPL, CAC, ROAS, and funnel metrics to drive efficiency and profitability.
• Proficient in using CRM systems, attribution tools, marketing automation platforms, and data analytics to optimize campaign performance and lead quality.
• Strong understanding of A/B testing, funnel optimization, landing page best practices, and crafting compelling calls-to-action for B2C audiences.
• Expertise in integrating digital, offline, and field marketing efforts to maximize local market response and appointment volume.
• Exceptional written and verbal communication skills with the ability to influence stakeholders and work closely with sales, creative, and external partners.

Nice to Have

• Master's degree or MBA, with emphasis in marketing analytics, digital strategy, or business growth.

Qualifications

• Bachelor's degree in Marketing, Business, Communications, or a related field.

Benefits & Perks

• Competitive compensation
• Career advancement opportunities
• Medical coverage
• Dental coverage
• Tuition reimbursement
• 401k matching
• Profit sharing
• Paid time off
• Volunteer time off