Director of Marketing

Description

Checkmate Coatings is seeking a hands-on, results-driven Director of Marketing to lead and execute the Company's marketing function across a growing multi-location organization.

This position will serve as the internal owner of the Checkmate Coatings brand and overall marketing function, with direct responsibility for brand strategy, SEO and local SEO, social media, content creation, website strategy, local-market marketing, lead generation, marketing analytics, and new-market launches.

The Director of Marketing will also work closely with Checkmate Coatings' specialized paid-media partners on Google Ads and Meta advertising, serving as the Company's internal marketing lead for these relationships. This person will collaborate on strategy, provide creative and market direction, review performance, evaluate lead quality and return on spend, and ensure paid-media campaigns remain aligned with the Company's broader marketing and growth objectives.

The ideal candidate combines strategic marketing leadership with hands-on execution. We are looking for someone who can develop the strategy and then actively help bring it to life. This person should be equally comfortable analyzing marketing performance, improving SEO, managing the website and brand, building a content calendar, shooting content at a job site, launching a new market, and presenting marketing results to executive leadership.

A major focus of this position will be building a strong, recognizable Checkmate Coatings brand across every market while creating an internal marketing function capable of supporting the Company's continued expansion.

• Serve as the primary internal owner of the Checkmate Coatings brand and marketing strategy.
• Develop and execute the Company's overall brand strategy across multiple locations and geographic markets.
• Establish and maintain clear brand standards for messaging, visual identity, tone, positioning, and customer-facing communications.
• Ensure brand consistency across websites, social media, advertising, vehicles, signage, uniforms, printed materials, promotional items, events, and other customer touchpoints.
• Develop campaigns and creative concepts that strengthen brand recognition and differentiate Checkmate Coatings within its markets.
• Own the development and coordination of Company marketing materials and branded assets.
• Continually evaluate how the Checkmate brand is presented to customers and identify opportunities to strengthen its positioning.
• Work closely with executive leadership to translate Company growth objectives into marketing and brand initiatives.

• Own and execute the Company's SEO and local SEO strategy across all Checkmate Coatings locations.
• Perform keyword research and identify opportunities to improve organic search visibility.
• Optimize website pages, service pages, location pages, titles, descriptions, internal linking, and other on-page SEO elements.
• Develop and coordinate new website content based on search demand, services, and geographic expansion.
• Monitor organic keyword rankings, website traffic, search impressions, click-through rates, conversions, and other SEO metrics.
• Manage and optimize Google Business Profiles across all Company locations.
• Develop strategies to improve local map rankings and geographic search visibility.
• Coordinate strategies to increase customer reviews and strengthen each location's online reputation.
• Identify technical SEO issues and coordinate appropriate corrections.
• Utilize Google Search Console, Google Analytics, and other SEO and analytics platforms to identify opportunities and evaluate performance.
• Monitor competitors' organic and local search strategies.
• Help position Checkmate Coatings for visibility across emerging AI-driven search and recommendation platforms.

• Take direct ownership of Checkmate Coatings' organic social media presence across Instagram, Facebook, Tik Tok, You Tube, and other relevant platforms.
• Develop and maintain a consistent company-wide social media and content calendar.
• Regularly visit job sites, company locations, events, and customer projects to capture original photo and video content.
• Capture before-and-after transformations, installation footage, customer testimonials, employee and crew content, educational videos, Company culture, new-location activity, and other brand-building material.
• Develop concepts and scripts for reels, short-form videos,…