Director of Digital Marketing

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.

• Medical, dental, vision
• Unlimited PTO
• Eligibility for 20% annual bonus
• 401K with company match
• And more

• 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 Hub Spot, 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.

• 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 Bright Local.
• Tech Stack Proficiency:
  • Hands‑on experience with Hub Spot (Workflows, CRM integration).
  • Experience with Enterprise CDPs (Tealium, Segment, mParticle).
  • Familiarity with Data Warehousing (Snowflake, Big Query, 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.

Multi-location home service/field service provider.

MUST be able to work onsite in Charlotte, NC (Monday‑Thursday). Fridays are remote days.