Director of Marketing

Atlanta Flooring Design Centers is seeking a strategic, hands-on Director of Marketing to build and lead the marketing function for our multi-unit, multi-brand enterprise. This role owns the development and execution of a unified marketing strategy across all business units, geographic markets, and brand names under our corporate umbrella - balancing the efficiency of shared enterprise infrastructure with the distinct positioning each local brand and business line requires.

This is a developing role for AFDC. The ideal candidate has led marketing for a multi-location or multi-brand company (retail, home services, building products, or B2B/B2C hybrid preferred), is comfortable operating at both the strategic and execution level, and can bring structure, measurement, and brand discipline to a growing organization.

Why This Role Exists

As Atlanta Flooring Design Centers has grown across multiple business units and geographic markets - some operating under different business names - marketing has largely developed independently at the local or unit level. This role is being created to bring those efforts together under one enterprise strategy: consistent brand standards where it matters, local flexibility where it counts, shared systems and data, and a clear framework for measuring what marketing investment actually returns.

Key Responsibilities

1. Enterprise Marketing Strategy

• Develop and own a multi-year enterprise marketing strategy and annual marketing plan aligned to overall business growth goals, revenue targets, and each business unit's priorities.
• Translate enterprise strategy into unit-level and market-level marketing plans that reflect local competitive dynamics, customer base, and growth stage.
• Set enterprise marketing KPIs (lead generation, cost per lead/acquisition, showroom traffic, brand awareness, pipeline contribution, customer retention) and report performance to executive leadership.
• Own the enterprise marketing budget - build the annual budget, allocate spend across business units and channels, and manage ROI/ROAS across the portfolio.

2. Multi-Brand & Multi-Unit Brand Architecture

• Define and maintain a brand architecture strategy that clarifies how the parent brand (Atlanta Flooring Design Centers) relates to business units operating under different names - including when to unify, when to differentiate, and how to manage brand equity across the portfolio.
• Establish and enforce brand standards, visual identity, messaging guidelines, and tone-of-voice across all units while allowing appropriate local/regional flexibility.
• Build brand and marketing playbooks/toolkits that business unit leaders and local teams can use consistently.

3. Demand Generation & Digital Marketing

• Lead enterprise-wide digital marketing strategy: SEO, SEM/paid media, paid social, email/CRM marketing, marketing automation, and website strategy across all brands and business units.
• Oversee management (in-house and/or agency) of websites, local SEO/Google Business Profiles, and online reputation/reviews across every location and brand.
• Build scalable, repeatable local-market and showroom marketing programs (grand openings, promotions, community/builder/designer trade relationships, sponsorships, events) that can be deployed across multiple locations.
• Develop and manage lead generation and lead nurture strategy in partnership with sales leadership, including MQL/SQL definitions and lead-to-close tracking.

4. Content, Creative & Communications

• Direct the creative and content strategy - photography/video, product content, showroom collateral, digital assets, and campaigns - across residential, commercial, and trade/builder audiences as applicable.
• Oversee public relations, community relations, and internal/corporate communications as needed.
• Manage vendor and manufacturer co-op marketing programs and relationships where applicable to flooring industry partners.

5. Marketing Operations, Data & Technology

• Select, implement, and manage the enterprise marketing technology stack (CRM, marketing automation, analytics, reporting dashboards) to create a single source of truth across business units.
• Establish consistent tracking, attribution, and reporting standards so performance can be compared apples-to-apples across brands, markets, and channels.
• Build repeatable processes and SOPs so marketing scales efficiently as new locations, business units, or brands are added (including acquisitions).

6. Team & Vendor Leadership

• Build and lead the internal marketing team as the function grows, including hiring, development, and performance management.
• Manage relationships with external agencies, freelancers, and vendors (digital, creative, media, PR) and hold them accountable to strategy and ROI.
• Serve as a cross-functional partner to sales, operations, and business unit leaders, ensuring marketing plans reflect real field conditions and priorities.

Required

• Bachelor's degree in Marketing, Business, Communications, or related field (MBA a plus).
• 7+ years of progressive marketing experience, including 3+ years leading marketing strategy for a multi-location, multi-unit, or multi-brand organization.
• Demonstrated experience building and executing an enterprise-level marketing strategy from the ground up or through significant maturation.
• Strong command of digital marketing, local SEO, marketing automation/CRM platforms, and performance measurement/attribution.
• Proven ability to balance centralized brand strategy with the needs of decentralized/local business units.
• Experience managing a marketing budget and being accountable for marketing-driven ROI.
• Excellent written, verbal, and executive-level presentation skills.

Preferred

• Experience in flooring, home improvement, building products, home services, or another consideration-heavy, showroom/retail-plus-project-sales business model.
• Experience with brand architecture and portfolio management (multiple business names/brands under one parent company).
• Experience supporting both B2C (residential/retail) and B2B (commercial, builder, designer, property management) audiences.
• Familiarity with franchise, dealer, or multi-entity marketing co-op structures.