VP Digital Marketing

The Opportunity

Vaco has partnered with a home services company located in Rossville, IN to hire a VP of Digital Marketing. This is a brand-new role that is focusing on performance and growth marketing. The client is making a deliberate pivot away from relying on outside lead aggregators and agencies, and moving toward owning marketing and lead generation in-house.

This is a primarily onsite position. Candidates should be able to commute to and

work in the office in Rossville, IN.

What You’ll Do

Design and run small-scale tests across lead generation channels — including digital ads, streaming TV, direct mail, email campaigns, social media, and more — to identify what works for our audience and geography

Analyze performance data and bring clear, actionable recommendations to leadership

Scale what works: once a channel or approach proves effective, systematically expand it

Execute campaigns with a high standard of accuracy and attention to detail — every phone number, link, and send is tested before it goes live

Manage and ultimately rebuild the existing marketing support team; identify the right people and processes to support a growing lead gen operation

Work closely with leadership to refine strategy as new data comes in

Hand off generated leads to our call center team, who set appointments for the field sales team

What We’re Looking For

Must-haves:

10+ years of experience, including 5+ years leading and building marketing teams (not just executing as an Individual Contributor )

Direct experience in multi-location home services, contractor, or franchise environments — foundation repair, waterproofing, roofing, HVAC, plumbing, restoration, or similar. PE-backed rollup experience is a strong plus.

Experience with owning a marketing P&L and managed paid media budgets of $1M+ annually

Proven experience scaling Google Business Profile programs across 50+ locations

Comfortable directing technical/automation resources and integrating AI into marketing operations

Can speak credibly to lead-to-close attribution, CAC, LTV, and marketing's contribution to EBITDA

Prior B2C marketing or lead generation experience — our customer is a homeowner who doesn’t think about foundation repair until they have a problem; understanding that mindset is essential

A data-first orientation: you make decisions based on results, not intuition or aesthetics

Creative problem-solving ability — you come up with new ways to reach people and test ideas, not just new ways to make an ad look good

Exceptional attention to detail: campaigns go out right the first time

Comfort with ambiguity and a builder’s mentality — this role requires someone who can operate without a fully-formed playbook

Nice-to-haves

Experience with WordPress, Google Analytics, and/or Google Ads

Familiarity with high-volume B2C lead gen environments (we’re targeting ~50,000 leads per year)

Experience leading or developing small teams