Director of Digital Marketing will lead digital marketing strategies across a premier, multi-location platform in the Home Services/Field Services industry. In this fast-paced and highly collaborative role, you will oversee the digital strategy for the entire branch portfolio, driving hyper‑local SEO, lead generation, and a dominant digital presence to support a rapidly growing enterprise. The Director of Digital Marketing will manage a team of Digital Marketing Managers, work closely with executive leadership, and provide some marketing execution as needed. The role will comprise about 75% marketing strategy and 25% marketing execution .
This role is ONSITE in Charlotte, NC 4 days per week (Mon‑Thurs); Fridays are WFH.
Benefits
- Medical, dental, vision
- Unlimited PTO
- Eligibility for 20% annual bonus
- 401K with company match
- And more
Key Responsibilities
- Team Leadership: Direct and motivate an in‑house team of digital marketing managers, removing barriers and driving high‑performance outcomes across all branch locations.
- Web & Conversion Optimization: Manage branch websites to ensure consistent brand standards while implementing local customization, geo‑specific content, and location‑based UX to maximize conversions.
- Local SEO Mastery: Oversee a comprehensive local SEO strategy, including Google Business Profile optimization, citation consistency, local pack rankings, and location‑specific page development.
- Field Collaboration: Balance corporate efficiency with local market needs by collaborating with branch General Managers to align digital strategies with specific business objectives.
- Automation & CRM: Implement and optimize lead nurturing workflows in HubSpot, managing lead scoring, segmentation, and sales handoff processes.
- Data Strategy & CDP: Partner with marketing operations to optimize Tealium CDP for unified customer data management and cross‑channel orchestration.
- Analytics & Engineering: Collaborate with data engineering teams on Snowflake implementations, developing dashboard PoCs and defining marketing analytics requirements.
- Paid Media Oversight: Provide strategic oversight for PPC campaigns across Search, Display, Google Local Service Ads (LSAs), and emerging channels.
- Performance Tracking: Meet or exceed KPIs focused on Cost Per Lead (CPL), lead quality, and revenue generation across the portfolio.
- Testing Culture: Establish a robust test‑and‑learn environment, working with Operations and CSR teams to improve conversion rate optimization (CRO) across the funnel.
- Financial Stewardship: Own the digital marketing budget, making agile adjustments to maximize ROI across all branches.
Qualifications
- Experience: Minimum of 8 years of marketing direction experience and about 10-15 years of professional marketing experience.
- Industry Expertise: Direct experience in home services or field services (HVAC, plumbing, electrical, or related trades) OR marketing agency experience is preferred.
- Local SEO Fluency: Deep expertise in managing Google Business Profiles and ranking multiple locations at scale using tools like Yext, SOCi, or BrightLocal.
- Tech Stack Proficiency:
- Hands‑on experience with HubSpot (Workflows, CRM integration).
- Experience with Enterprise CDPs (Tealium, Segment, mParticle).
- Familiarity with Data Warehousing (Snowflake, BigQuery, or Redshift).
- Paid Media Mastery: Exceptional understanding of Google Ads, Bing Ads, and Local Service Ads.
- Analytical Rigor: Strong mindset with the ability to use SQL and Excel to evaluate performance and drive data‑backed decisions.
- Communication: Ability to influence stakeholders at all levels, moving seamlessly between high‑level strategy and tactical execution.
- Culture Fit: A “we‑not‑me” mentality with the ability to operate effectively under ambiguity.
Client Description
Multi-location home service/field service provider.
Other Requirements
MUST be able to work onsite in Charlotte, NC (Monday‑Thursday). Fridays are remote days.
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