Director of Marketing

Job Description

Job Description

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.

Key Responsibilities:
Brand Strategy & Ownership

• 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.

SEO, Local SEO & Search Visibility

• 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.

Social Media & Content Creation

• Take direct ownership of Checkmate Coatings' organic social media presence across Instagram, Facebook, TikTok, YouTube, 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, social posts, stories, advertisements, and other content.
• Shoot, edit, organize, schedule, and publish social media content.
• Work with sales representatives, installers, Operations Managers, and leadership to continually identify strong content opportunities.
• Develop content that can be repurposed across organic social media, paid advertising, websites, email, recruiting, and other marketing channels.
• Monitor engagement, reach, follower growth, content performance, and other social media metrics.
• Maintain an organized Company-wide library of photography, video, testimonials, creative assets, and marketing content.

Content creation and social media management will be a significant hands-on component of this position. The Director of Marketing should be comfortable getting into the field and actively creating content rather than relying exclusively on outside resources.

Paid Media & Advertising Partnerships

• Serve as Checkmate Coatings' internal marketing lead for Google Ads, Meta Ads, and other paid-media initiatives.
• Work collaboratively with specialized paid-media partners to develop campaign strategies that align with Company objectives and individual market needs.
• Provide direction regarding Company priorities, geographic markets, promotions, messaging, creative, services, and growth objectives.
• Review campaign performance across Google, Facebook, Instagram, and other paid channels.
• Analyze advertising budgets, lead volume, lead quality, cost per lead, conversion rates, customer acquisition costs, and return on advertising spend.
• Work with paid-media partners to identify opportunities for campaign optimization and improved performance.
• Provide and coordinate creative assets, project content, offers, landing-page messaging, and other materials needed to support advertising campaigns.
• Work closely with sales and operations to determine whether paid campaigns are producing qualified leads and revenue, rather than evaluating performance solely based on lead volume.
• Ensure appropriate conversion tracking, attribution, and reporting are in place.
• Recommend budget allocations across markets and channels based on performance and Company growth priorities.
• Maintain a strong working knowledge of Google Ads and Meta advertising sufficient to effectively evaluate strategy, reporting, campaign structure, and performance.

Website & Digital Presence

• Own the marketing strategy, messaging, content, and overall customer experience of the Checkmate Coatings website.
• Ensure Company services, locations, promotions, messaging, and brand positioning are accurately represented online.
• Create and optimize landing pages for markets, services, campaigns, and promotions.
• Monitor website traffic, conversion rates, user behavior, and lead-generation performance.
• Continuously identify opportunities to improve website conversion rates and customer experience.
• Coordinate website updates, new pages, design improvements, and technical development as necessary.
• Ensure website content supports SEO, paid advertising, organic traffic, and overall Company branding.
• Conduct ongoing testing of messaging, calls-to-action, offers, forms, and landing-page elements where appropriate.

Marketing Analytics & Lead Performance

• Develop and maintain marketing dashboards and reporting for Company leadership.
• Establish and track key marketing KPIs across locations and channels.
• Track lead sources from initial customer interaction through estimate, conversion, booked job, and revenue whenever possible.
• Work with CRM, call-tracking, sales, and operational data to understand which marketing channels generate the strongest opportunities.
• Analyze marketing performance by location, channel, campaign, service, and lead source.
• Monitor marketing spend against budgets and growth objectives.
• Analyze customer acquisition costs and overall return on marketing investment.
• Identify trends, opportunities, and performance issues and develop actionable recommendations.
• Provide regular marketing performance updates to executive leadership.

Multi-Location & Growth Marketing

• Develop marketing strategies supporting Checkmate Coatings' continued geographic expansion.
• Lead marketing launches for new Checkmate Coatings locations and markets.
• Develop pre-launch and market-entry campaigns to build brand awareness and generate leads in new territories.
• Support marketing and brand integration related to acquisitions.
• Coordinate local sponsorships, community events, partnerships, trade shows, and promotional initiatives.
• Develop and execute email, SMS, referral, promotional, and customer-retention campaigns.
• Identify opportunities to build relationships with builders, partners, communities, and other local organizations.
• Monitor competitors and market conditions across Company territories.
• Create scalable marketing processes that can be replicated as Checkmate Coatings enters additional markets.

Marketing Strategy & Leadership

• Develop and execute the Company's overall marketing plan in coordination with executive leadership.
• Establish annual, quarterly, and monthly marketing priorities.
• Develop and manage marketing budgets across locations and channels.
• Recommend how marketing resources should be allocated based on performance and Company growth objectives.
• Develop marketing initiatives supporting Company revenue targets and expansion plans.
• Evaluate new marketing channels, technologies, platforms, and customer-acquisition strategies.
• Establish scalable marketing processes and standards as the Company grows.
• Maintain ownership and organization of Company marketing platforms, accounts, creative assets, analytics, and reporting.
• Present marketing performance, initiatives, challenges, and recommendations to executive leadership.
• Help build the Company's long-term internal marketing capabilities and determine future personnel and resources needed as the organization scales.

Requirements:

 

• Strong experience in marketing, digital marketing, brand management, or lead generation.
• Demonstrated ability to own and execute marketing initiatives from strategy through implementation.
• Strong working knowledge of SEO and local SEO.
• Experience performing keyword research and implementing on-page SEO strategies.
• Experience managing and optimizing Google Business Profiles.
• Experience with Google Analytics and Google Search Console.
• Strong working knowledge of Google Ads and Meta Ads and the ability to effectively evaluate campaign strategy and performance.
• Experience collaborating with paid-media specialists or partners.
• Ability to analyze cost per lead, lead quality, customer acquisition costs, conversion rates, and return on advertising spend.
• Strong experience managing social media across Instagram, Facebook, TikTok, YouTube, and similar platforms.
• Experience shooting photo and video content and producing short-form social media content.
• Comfortable regularly visiting job sites, customer projects, Company locations, and events to capture content.
• Experience developing social media and content calendars.
• Strong understanding of website strategy, conversion optimization, and landing-page performance.
• Strong understanding of marketing attribution, conversion tracking, and lead-source reporting.
• Ability to interpret marketing data and translate results into specific actions.
• Ability to manage multiple markets, campaigns, projects, and priorities simultaneously.
• Strong written and verbal communication skills.
• Highly organized, creative, analytical, and results-focused.
• Proactive and comfortable taking ownership without constant direction.
• Comfortable working in a fast-growing, entrepreneurial organization where strategies and processes continue to evolve.
• Willing to personally execute while also thinking strategically about the Company's long-term marketing function.
• Passionate about building a recognizable multi-location brand.

Preferred Qualifications

• Experience leading marketing for a multi-location organization or managing marketing across multiple geographic markets.
• Experience in construction, home services, field services, home improvement, or another lead-driven local service business.
• Experience with Jobber, CallRail, Google Analytics, Google Search Console, Google Ads, Meta Business Suite, or similar platforms.
• Experience connecting CRM, call-tracking, and marketing data to sales and revenue.
• Experience with photography, videography, Canva, Adobe Creative Suite, CapCut, or similar content-creation tools.
• Experience managing websites and developing or optimizing landing pages.
• Experience supporting new-market launches and geographic expansion.
• Experience with email and SMS marketing.
• Experience developing marketing budgets, dashboards, and KPI reporting.
• Experience building or scaling a marketing function within a growing organization.