Regional Marketing Director

Reports to

Chief Marketing Officer

Department

Marketing

Scope

6-9 locations per region

Headcount

3-4 roles total (one per region)

Classification

Full-time, exempt

Position summary

The Regional Marketing Director serves as the primary connection between Horizon's marketing organization and its local General Managers. This role exists because local markets have distinct needs, competitive dynamics, and growth opportunities that require a dedicated marketing partner. The RMD translates corporate marketing strategy into locally relevant execution while ensuring that field intelligence flows back into how we build plans, allocate budgets, and develop offers.

The RMD is an accountable partner with defined responsibilities on both sides of the relationship - representing marketing to the field and representing the field back to marketing.

CORE RESPONSIBILITIES

Performance visibility & reporting

• Own and deliver the weekly performance report to each GM in the region - spend, leads, ROAS and key trends
• Serve as the named point of contact for GM questions on marketing performance
• Partners with GMs and provide training on how to interpret and use the data

Market strategy & channel planning

• Lead quarterly market reviews with each GM covering channel mix, budget pacing, audience targeting, and local competitive landscape
• Translate market-level insights into recommended plan adjustments and bring those recommendations back to the performance media team
• Identify market-specific opportunities (e.g., seasonal demand shifts, local competitor moves) and flag them proactively

Campaign activation & pacing

• Manage turn-on / turn-off decisions for market-level campaigns (e.g., FTB) in coordination with the weekly spend management process.
• Advocate for local market needs when budgets flex or priorities shift at the corporate level
• Coordinate with the performance media team to ensure regional execution aligns with GM expectations

Local activation input

• Represent local market context in OOH placement, media channel, and geo-targeting decisions, formalized in the quarterly market review
• Channel GM input into promo, offer, and messaging development
• Brief the inhouse team on locally-driven creative needs; review outputs on behalf of the region

Competitive & market intelligence

• Curate and deliver relevant competitive intelligence to GMs through the competitive insights tool
• Surface emerging market threats and local opportunities from the field back to the corporate marketing team on a regular cadence
• Maintain awareness of local competitor activity, pricing changes, and new market entrants across the region

Offer strategy & promotional calendar

• Own the regional offer strategy and promotional calendar in partnership with GMs and central marketing leadership
• Work with GMs to surface local demand signals, competitive pricing pressures, and seasonal opportunities that should inform offer development
• Collaborate with the corporate leadership to shape offers that are both margin positive sound and locally relevant
• Ensure the regional promo calendar is communicated clearly to GMs in advance, with enough lead time to plan operationally

Voice of the field

• Ensure that GM perspective is represented in corporate planning processes: budget cycles, campaign planning, creative briefing
• Build trusted relationships with each GM in the region; become their go-to for anything marketing-related
• Identify patterns across the region that indicate broader strategic gaps or opportunities and bring them forward to marketing leadership

QUALIFICATIONS

Required

• 5+ years of experience in marketing, with meaningful exposure to local or field marketing
• Demonstrated ability to build credibility and trusted relationships with non-marketing stakeholders
• Fluency in full funnel marketing channels: paid search, paid social, display, local SEO, etc.
• Strong analytical skills; comfortable working in performance dashboards and translating data into clear recommendations
• Excellent communication skills: the ability to make complex marketing concepts accessible to operators
• Highly organized with the ability to manage multiple markets and stakeholders simultaneously

Preferred

• Experience in home services, multi-location, or franchise marketing environments
• Familiarity with Power BI or similar business intelligence platforms
• Background working within a centralized marketing structure with field-facing responsibilities
• Experience in a high-growth, operationally-driven business where speed and adaptability matter