Senior Director of Marketing

Job Description

Job Description

The Senior Director of Marketing owns marketing strategy, budget and results for every brand in the Cascade Services portfolio of residential HVAC, plumbing and electrical service companies across Florida, Texas and Virginia. This role protects what makes each local brand trusted in its market while building shared programs, data and agency partnerships that are focused on driving call volume, incremental leads and revenue growth for each branch. The Senior Director leads the internal marketing team, including the Director of Marketing and Manager of Marketing, and holds third-party marketing firms accountable for performance.

Essential Duties and Responsibilities

The essential functions include, but are not limited to, the following:

• Building and owning the annual marketing plan for the portfolio, with lead, booked-call and revenue goals by brand, market and service line (HVAC, plumbing, electrical), set with brand general managers and operations leadership.
• Owning the total marketing budget and its allocation by brand, market and channel, and shifting spend as seasonal demand and market conditions change. Total marketing spend for the platform has been around 6% of revenue but varies by branch. 
• Setting brand standards and guidelines for each brand, keeping local names and identities strong, and deciding which programs should be shared across brands and which should stay local.
• Leading marketing integration for newly acquired brands, including websites, phone tracking, listings, reviews and CRM setup.
• Ensuring advertising, promotions, licensing disclosures and consumer-protection practices comply with the rules in each state where the company operates.
• Selecting, contracting and managing third-party marketing firms, including digital, paid search, SEO, web, media buying, creative and call-tracking partners.
• Setting scopes of work, fees, service levels and KPIs for each agency; reviewing agency performance at least quarterly; and consolidating or replacing vendors where it improves cost or results.
• Reviewing and approving agency invoices against budget and confirming spend is charged to the correct brand.
• Reporting cost per lead, cost per booked job, return on ad spend and customer acquisition cost to executive leadership, using shared dashboards and attribution that compare results across brands.
• Overseeing online reviews, listings and local search presence for every location.
• Driving retention and Maintenance Membership marketing in partnership with operations teams.
• Working with the call center and Customer Service Department so marketing campaigns convert into booked jobs.
• Carrying out additional duties assigned by the CEO / CRMO.

Supervisor Responsibilities of this Role

Oversees the marketing function, directly supervising the Director of Marketing and the Manager of Marketing and managing third-party marketing firms through their contracts. Carries out supervisory responsibilities in accordance with organization policies and applicable laws. Responsibilities include staff selection, establishing expectations/goals, employee development, planning, assigning, and directing work; appraising performance; rewarding, and resolving employee concerns.

• Directly responsible for the Director of Marketing and Manager of Marketing, and indirectly for staff reporting to them.
• Responsibilities include interviewing, hiring, and training employees; planning, assisting, and directing work; appraising performance; rewarding and disciplining employees; addressing complaints and resolving problems.
• Defines clear ownership between direct reports, such as the Director leading strategy and execution across brands or regions and the Manager running campaigns, content, reporting and day-to-day agency coordination.
• Approves team schedules, time off, expenses and spending within delegated authority.
• Meets with appropriate staff on a timely basis for one-on-ones, performance evaluations and communication of Company goals.

Success Factors and Performance Indicators

The Senior Director of Marketing’s success will be measured by many factors pertaining to the job, including, but not limited to:

• Leadership:  Demonstrated ability to lead leaders and get results through others.
• Planning – Ability to set an annual plan and adjust it quarterly across brands and markets.
• Management – Ability to manage multiple brands, campaigns and vendors at once.

• Vendor Management – Holds agencies and vendors to agreed scopes, KPIs and budgets.
• Data-driven decision making at both strategic and tactical levels.
• Commitment to Company values.

They will have primary responsibility for the following KPIs set by the CEO / CRMO:

1. Lead Volume and Booked Jobs by Brand
2. Cost per Lead and Cost per Booked Job
3. Marketing-Sourced Revenue and Return on Ad Spend

1. Agency Performance Against KPIs
2. Review Ratings and Local Search Visibility
3. Marketing Team Retention

Minimum Qualifications

• Bachelor’s degree in marketing, business, communications or related field, or equivalent experience
• 10+ years of marketing experience, including 5+ years leading teams with managers reporting to you
• Experience running marketing for multiple brands, locations or states
• Proven track record managing third-party marketing agencies and vendors
• Valid Driver’s License

• Ownership of a multimillion-dollar marketing budget measured on leads, acquisition cost and revenue
• Strong command of local digital marketing: paid search, local SEO, listings, reviews, websites, call tracking and CRM
• Home services (HVAC, plumbing, electrical) or multi-location roll-up experience preferred; ServiceTitan experience a plus
• Excellent oral, written, and interpersonal communication skills

Physical Demands and Work Environment

Physical Demands:

• Sitting for long periods of time
• Typing for long periods of time
• Talking on the telephone for long periods of time
• Needs use of voice, eyesight both near and distance

Working Environment:

• Normal Conditioned Office environment
• Regular travel to brand locations in Florida, Texas and Virginia (approx. 30%)
• Occasional evening or weekend work during peak season, launches or acquisitions

This job description in no way states or implies that these are the only duties to be performed by the employee(s) incumbent in this position. Employees will be required to follow any other job-related instructions and to perform any other job-related duties requested by any person authorized to give instructions or assignments. All duties and responsibilities are essential functions and requirements and are subject to possible modification to reasonably accommodate individuals with disabilities. To perform this job successfully, the incumbents will possess the skills, aptitudes, and abilities to perform each duty proficiently. Some requirements may exclude individuals who pose a direct threat or significant risk to the health or safety of themselves or others. The requirements listed in this document are the minimum levels of knowledge, skills, or abilities. This document does not create an employment contract, implied or otherwise, other than an “at will” relationship.