Responsibilities

• Audit the existing plan by market and channel, identifying where investment, lead volume, appointments, cost of acquisition, and sales are misaligned.
• Design the appropriate local, regional, and national structure across linear TV, CTV/OTT and video, paid search, and Meta, including where pooled buying improves or obscures local performance.
• Evaluate market-level video pressure through GRPs, reach and frequency, flighting, inventory quality, premium and direct-response placements, and targeted heavy-ups.
• Reconcile quarterly MMM; weekly branch-and-channel outcomes; daily lead and call-center signals; last-click reporting; Google Analytics; Meta; and Switch Growth conversion data.
• Build a staged test-and-transition roadmap that protects lead flow and sales, clearly separating immediate changes from longer-term optimization.
• Lead decision-oriented discussions for analytical marketing leaders and founder/franchise operators, while working constructively with incumbent and activation partners.

Requirements

• Deep local broadcast and video planning experience , paired with strong working knowledge of paid search and paid social.
• Experience with multi-location, franchise, dealer, or branch-based businesses where media must deliver market-level outcomes.
• Experience with high-consideration, appointment-driven or offline sales journeys; home improvement or home services is valuable but not required.
• A track record of inheriting a live plan, testing changes in stages, and improving the strategy without putting near-term revenue at risk.
• Comfort personally conducting the analysis, building the recommendation, and guiding both analytically sophisticated marketers and commercially focused operators.

Preferred

• Preferred: Google Analytics; Google Ads/paid search; Meta; Switch Growth or similar conversion feedback; MMM; and TV attribution.