Director of Digital Marketing

Job Description

Job Description

Summary:

The Director of Digital Marketing is responsible for directing and controlling digital marketing strategies that engage and attract customers for HomeTown Services’ family of brands through a unique brand experience while meeting company goals. They direct and control all online digital marketing channels, the digital marketing team, and are accountable for delivering all assigned digital assets within the creative development process. This role will support the Chief Marketing Officer, and other senior leaders, to develop and execute marketing strategy and lead generating initiatives.

Essential Functions & Responsibilities:

• Coordinates team member selection and development and ensures team members comply with appropriate policies and procedures.

• Leads and directs digital marketing strategies designed to bring qualified traffic, increase leads, improve ROAS and customer acquisition across online channels including but not limited to SEM, paid ads, and website platforms.

• Oversees digital marketing channels ensuring user and interface design deliver a best-in-class customer experience, conversion rate and supports the overall marketing strategies.

• Evaluates email and digital media channels to effectively direct optimization efforts, including producing analysis to measure campaign effectiveness, identify customer behavior trends and provide ROI & KPIs on marketing initiatives.

• Leads and develops digital media planning and oversees implementation of SEO and SEM initiatives.

• Maintains digital marketing budgets for all brands and negotiates contracts with media and digital platform vendors.

• Provides input on the marketing strategy and strategic plan as a key member of the marketing leadership team.

• Leads and applies forward-thinking ideas on digital trends, innovations, and technologies to build and maintain a strong company digital presence.

• Partners with vendors and internal departments on digital strategy, execution, web development initiatives and defines requirements, including providing input on performance measures and quality control processes.

• Leads digital marketing and technology teams to resolve digital channel production issues, concerns and improvements.

• Implements and manage digital channel measurements to ensure campaign tracking and statistics are captured for all initiatives.

• Build and foster trusted partnerships with senior leaders to drive the alignment and prioritization of brand direction and marketing strategies.

• Partner with field marketing to develop marketing plans and campaigns for each location, state and region focused on customer acquisition, retention and advocacy.

• Collaborate with business leaders to set priorities, establish marketing goals and budgets, and implement marketing initiatives to support Operations in meeting revenue goals.

• Sets marketing campaign and program goals, measures, analyzes and reports on effectiveness; makes immediate adjustments as necessary to ensure campaigns meet revenue goals and projections.

• Partner with call center to 1) keep them informed of all ongoing promotions and brand promises and 2) leverage CSR outbound activity for lead gen as needed.

• Gathers input and provides recommendations for the annual department budget and allocation of resources.

• Works closely with Operations to understand occupancy, revenue, and other key performance indicators.

Requirements:

• Bachelor’s degree in Marketing, Advertising, Business or a related field from an accredited institution.

• Proven experience in managing marketing for multiple locations and brands, preferably in a similar role or industry. This includes managing multiple locations with varying budgets and marketing plans. Preference for this role will be for a focus on multi-site and/or multi-state regions within the home services industry (or a related field/trade).

• Previous managerial experience and a servant approach to leadership is also critical for success in this role.

• Strong understanding of traditional and digital marketing channels and best practices.

• Ability to travel (up to 50%) by auto and plane with overnight stays.

• Comfortable working in a highly self-directed manner, with the ability to work independently and as part of a collaborative team.

• Excellent time management skills with a keen eye for detail and the ability to prioritize effectively.

• Effective communication skills, with the ability to build and nurture long-term relationships with key, internal stakeholders and cross-functional teams. Adept at conveying ideas clearly and effectively to diverse audiences.

• Strong analytical and problem-solving skills, with a proven ability to manage multiple priorities simultaneously and deliver results under pressure. Adept at identifying solutions and driving efficiency in complex situations.

This position description is intended to be dynamic and subject to change. Position requirements and essential functions may be altered from time to time based upon the needs of the organization and department. This position may be required to execute special projects or other related duties on occasion.