Director of Marketing

Job Description

Job Description

At Basepoint Building Automations, we don't just install control systems—we create smarter, more efficient buildings.

We're growing and looking for a Director of Marketing. This role will leads the company’s integrated marketing strategy, bringing together brand, messaging, demand generation, external communications, and HubSpot-based marketing operations into a unified, high-performing function.

This role is responsible for driving marketing’s contribution to the sales funnel and revenue pipeline, ensuring consistent storytelling and messaging alignment across all channels, and maintaining a strong, cohesive brand identity. The Director partners with external agencies to optimize digital performance, collaborates closely with Sales and Operations, and develops a strategic marketing roadmap that supports the company's long-term growth objectives.

Essential Duties

Strategy & Leadership

• Develop and execute the company's Marketing strategy, including annual plans, budgets, forecasts, resource planning, and quarterly priorities aligned with business objectives.
• Leverage customer insights, analytics, market trends, and emerging risks to inform strategy, messaging, and campaign priorities.
• Build strong cross-functional partnerships and represent Marketing in leadership discussions, providing recommendations, performance updates, and strategic guidance that supports organizational goals.

Demand Generation & Marketing Operations

• Oversee demand generation strategies across digital marketing, paid media, email, events, website content, and nurture campaigns to drive qualified leads and marketing-sourced pipeline.
• Manage HubSpot Marketing Hub strategy and governance, including lifecycle management, campaign tracking, marketing automation, reporting, data integrity, and compliance.
• Develop dashboards and monitor marketing performance, using data to optimize campaigns, improve lead quality, increase conversions, and measure marketing's contribution to revenue.
• Partner with Sales to ensure effective lead qualification, handoff, attribution, and alignment throughout the customer journey.

SEO & Digital Marketing

• Lead the company's GEO, SEO, and AEO marketing strategies, overseeing technical optimization, keyword strategy, content strategy, and performance reporting to improve search visibility and business outcomes.
• Ensure website structure, content, user experience, and digital assets support brand standards, ideal customer profiles (ICPs), optimization priorities, and measurable growth in traffic and lead generation.

Brand & Communications

• Establish the company's external communications strategy, ensuring messaging is clear, consistent, and aligned with the company's brand, culture, and strategic priorities.
• Oversee brand positioning, messaging, visual identity, and governance to ensure consistent application across all communications, marketing materials, templates, signage, and digital platforms.
• Lead major marketing, branding, and communications initiatives while directing day-to-day execution through the Marketing Coordinator and external partners.

Team & Vendor Leadership

• Supervise, coach, and develop the Marketing Coordinator by establishing goals, setting priorities, providing performance feedback, and ensuring high-quality deliverables.
• Manage external agencies, vendors, and cross-functional project teams to ensure work is delivered on time, within budget, and aligned with strategic objectives and brand standards.

Organizational Excellence

• Foster a culture of safety, quality, collaboration, accountability, and customer service excellence.
• Perform other duties as assigned.

Requirements

• Bachelor's degree in Marketing, Communications, Business Administration, or a related field.
• 8+ years of progressive marketing and communications experience, including at least 2 years in a leadership or people management role.
• Proven success developing and executing integrated, multi-channel marketing strategies across digital, email, paid media, social, web, content, events, and account-based marketing (ABM) initiatives.
• Advanced experience with marketing automation and CRM platforms, including HubSpot (Marketing Hub, Sales Hub, CMS, and reporting), with expertise in lifecycle marketing, lead scoring, segmentation, workflows, nurture campaigns, forms, landing pages, campaign attribution, and dashboard reporting.
• Experience optimizing lead generation, demand generation, and customer lifecycle programs using automation, personalization, A/B testing, and performance analytics.
• Working knowledge of website CMS platforms (including HubSpot CMS or Webflow), landing page builders, AEO, GEO, and SEO best practices, AI tools and their governance, Google Analytics (GA4), and digital marketing technologies.
• Demonstrated experience managing external agencies, creative partners, technology vendors, and marketing budgets to deliver measurable business results.
• Strong analytical skills with the ability to interpret campaign performance data, develop actionable insights, monitor KPIs, and make data-driven recommendations for continuous improvement.
• Excellent written, verbal, and executive-level communication skills, with the ability to develop compelling messaging for internal and external audiences.
• Proven ability to translate organizational goals into strategic marketing and communications plans that drive brand awareness, engagement, pipeline growth, and business outcomes.
• Highly organized with exceptional project management, prioritization, and time management skills, capable of managing multiple initiatives in a fast-paced environment.
• Results-driven leader with a strong sense of ownership, accountability, collaboration, and continuous improvement.
• Adaptable and comfortable working in a dynamic environment with evolving priorities, competing deadlines, and cross-functional stakeholders.

Physical Requirements

• Valid driver's license and ability to operate a motor vehicle for business travel.
• Capability to walk through various work environments including offices, warehouses, and field location.
• Capability to lift and carry materials up to 15 pounds occasionally.
• Prolonged periods of sitting at a desk and working on a computer.
• Capability to communicate effectively in person, by phone, and through digital platforms.

Why Basepoint Building Automations:

Basepoint was built on the belief that the best companies are owned by the people who show up every day to do the work.  As an employee-owned building automation company, we approach every project with a long-term mindset, shared accountability, and pride in doing the work right. Our people are owners, which means higher standards, stronger teamwork, and a long-term mindset. When the company succeeds, we all succeed—and