Senior Director of Marketing

Responsibilities

• Develop and execute company-wide marketing strategies aligned with revenue growth, customer acquisition, lead generation, brand positioning, and growth objectives.
• Oversee and optimize a $35M–$50M annual marketing budget, ensuring investments are aligned with company objectives and deliver measurable returns.
• Continually optimize marketing budget to improve lead volume, lead quality, cost efficiency and ROI.
• Lead marketing across paid search, Google Local Service Ads, SEO, paid social, display, OTT/streaming, local TV and radio, email, SMS, direct mail, third-party lead providers, creative and other acquisition channels.
• Optimize campaigns, creative, targeting and channel mix to improve lead volume and lead quality, as well as set, issue, demo and close rates.
• Strengthen brand awareness and market share in both established and emerging markets, tailoring the approach based on market maturity, consumer behavior and competitive landscape.
• Partner with sales to forecast lead demand, evaluate lead quality and improve downstream sales performance.
• Build and optimize customer journeys across email, SMS, retargeting, and other lifecycle marketing channels to improve engagement and conversion.
• Evaluate agency, media, and vendor performance, negotiate contracts and hold external partners accountable for results.
• Assess and execute on the appropriate balance of internal capabilities, agencies and external partners, building scalable in-house expertise where it improves performance, speed or cost efficiency.

Requirements

• 7+ years of progressive B2C marketing experience.
• Demonstrated marketing leadership within the home improvement industry, ideally in roofing, baths, windows, siding, remodeling, or residential renovation services.
• Experience managing large-scale marketing budgets, ideally $25M+ annually, with accountability for performance, efficiency, and ROI.
• Extensive experience in direct-response marketing, demand generation, performance marketing, and customer acquisition.
• Demonstrated success connecting marketing strategy and investment to measurable lead growth, sales performance, and revenue outcomes.
• Experience managing significant multi-channel marketing budgets with accountability for ROI, customer acquisition cost, lead cost, or similar performance metrics.
• Strong understanding of digital and traditional advertising, paid media, lifecycle marketing, and lead generation.
• Experience with budget forecasting, marketing attribution, campaign analytics, cost-per-lead analysis, conversion metrics, and return on marketing investment.
• Ability to collaborate with Sales and executive leadership to align marketing initiatives with lead demand, sales capacity, conversion performance, and revenue goals.
• A track record of leading marketing teams, developing talent, and building high-performing organizations.