SVP of Growth Marketing

The Senior Vice President (SVP) of Growth Marketing is an executive leadership position responsible for directing the entire growth and retention engine across all portfolio brands. Reporting to C‑Suite leadership, this role oversees an expanded growth organization of 30 cross‑functional team members structured across four core verticals: Performance Marketing (Director + 4 Analysts), SEO, AEO & WebOps (Director + 4 team members), Field Marketing (1 Senior Director, 3 Senior FMMs, + 9 Field Marketing Managers), and Customer Marketing (Director + 2 CRM & Email Marketing Analysts, 1 Loyalty/Membership Marketing Analyst, and 3 Print & Direct Mail Campaign Analysts). The SVP owns portfolio‑wide budget allocation, full‑funnel acquisition, customer lifecycle retention, digital infrastructure governance, and local franchise growth enablement across 1,100+ franchise locations and 15+ brand properties. By unifying top‑of‑funnel acquisition, organic discovery, multi‑tenant web architecture, local field execution, and repeat‑customer LTV initiatives, the SVP ensures every marketing dollar and customer touchpoint drives sustainable lead volume, booked jobs, customer retention, and enterprise revenue.

Responsibilities

• Executive Portfolio Leadership & Team Governance: Lead, mentor, and scale a 30-person growth organization across four direct report verticals: Director of Performance Marketing, Director of SEO, AEO & WebOps, Senior Director of Field Marketing, and Director of Customer Marketing; establish cross-functional accountability, team SOPs, and operational SLAs across all functional groups.
• Budget Allocation & Full-Funnel Growth Strategy: Direct multi-million-dollar acquisition and retention budgets across paid channels (SEM/LSA, Paid Social, Programmatic, CTV, Audio, OOH, local lead aggregators) and direct-to-customer channels (Email, SMS, Direct Mail, Loyalty Programs) to optimize return on ad spend (ROAS) and customer acquisition cost (CAC).
• Customer Lifecycle & Retention Marketing (CRM/Direct Mail/Loyalty): Oversee the overarching customer marketing engine, driving customer lifetime value (LTV), repeat booked jobs, membership/loyalty program adoption, localized print/direct mail campaigns, and automated CRM email/SMS workflows across all brand databases.
• Enterprise SEO, AEO & Web Architecture Governance: Oversee national, enterprise, and local search strategies, generative AI discovery (AEO/GEO), multi-site web governance across 15+ brand sites, and digital location infrastructure (1,100+ Google Business Profiles, citation networks, and automated review platforms).
• Hyper-Local & Field Marketing Integration: Partner with Field Marketing leadership to translate enterprise acquisition and lifecycle retention campaigns into actionable, full-funnel local marketing plans across 1,100+ franchise locations, bridging digital demand generation with boots‑on‑the‑ground execution.
• Attribution, Analytics & Technology Infrastructure: Establish centralized data measurement frameworks, media mix modeling (MMM), multi-touch attribution (MTA), and martech stack governance across CRM, email automation, call tracking, and field operational tools (e.g., GA4, FranConnect, Callcap, Marchex, Yext, ServiceTitan).
• Agency & Vendor Governance: Hold third-party paid media agencies, print house vendors, tech platforms, and software vendors accountable for SLA compliance, contract negotiations, budget pacing, and delivery against performance KPIs.
• Cross-Functional Executive Collaboration: Serve as the primary growth strategist across the enterprise, collaborating closely with Brand Marketing, Operations, Finance, IT, Legal, and Franchise Advisory Councils to align growth and retention initiatives with operational capacity and financial targets.

Success Measures (KPIs)

• System-Wide Growth, Retention & LTV: Portfolio-wide growth in net-new leads and repeat customer volume, booked jobs, overall customer lifetime value (LTV), and revenue across all 1,100+ franchise locations.
• Budget & Acquisition Efficiency: Achievement of target ROAS, Cost Per Lead (CPL), and Customer Acquisition Cost (CAC) through cross-channel budget rebalancing and media mix optimization.
• Customer Retention & Lifecycle ROI: Measurable increase in customer repeat booking rates, loyalty/membership program penetration, email/SMS engagement, and ROI on localized direct mail print campaigns.
• Local Market Adoption & Performance: High franchisee adoption of recommended full-funnel marketing plans, local scorecard benchmarks, and budget compliance.
• Digital Ecosystem Health: Maintenance of >90+ Core Web Vitals scores, 99.9% site uptime, strict privacy compliance, and top-tier Local Map Pack impression share.

Experience & Qualifications

• 12–15+ years of progressive growth marketing leadership experience managing multi-channel acquisition and customer lifecycle retention budgets; at least 6+ years directly leading multi-tiered teams and director-level reports.
• Demonstrated success leading marketing across a multi-brand, franchise, or multi-location network supporting 500+ locations.
• Deep domain expertise spanning paid performance media (SEM, LSA, Social, Programmatic), technical SEO/AEO and web architecture, field/local marketing, and customer marketing (CRM, email, SMS, loyalty programs, direct mail).
• Advanced proficiency with GA4, Looker Studio/Power BI, enterprise CMS, attribution frameworks, call tracking platforms, CRM platforms, and home services field management software (e.g., FranConnect, ServiceTitan).
• Bachelor’s degree in Marketing, Business Analytics, Finance, or related quantitative field.