Director of Digital Marketing

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<div class="isg-job-description“>Overview

The Director of Digital Marketing will lead digital marketing strategies across a premier, multi-location platform in the Home Services/Field Services industry. In this fast-paced and highly collaborative role, you will oversee the digital strategy for the entire branch portfolio, driving hyper-local SEO, lead generation, and a dominant digital presence to support a rapidly growing enterprise. The Director of Digital Marketing will manage a team of Digital Marketing Managers, work closely with executive leadership, and provide some marketing execution as needed. The role will comprise about 75% marketing strategy and 25% marketing execution.

This role is ONSITE in Charlotte, NC 4 days per week (Mon-Thurs); Fridays are WFH.

Benefits: This position offers excellent benefits including medical, dental, vision, unlimited PTO, eligbility for 20% annual bonus, 401K with company match, and much more!

Key Responsibilities

• Team Leadership: Direct and motivate an in-house team of digital marketing managers, removing barriers and driving high-performance outcomes across all branch locations.
• Web & Conversion Optimization: Manage branch websites to ensure consistent brand standards while implementing local customization, geo-specific content, and location-based UX to maximize conversions.
• Local SEO Mastery: Oversee a comprehensive local SEO strategy, including Google Business Profile optimization, citation consistency, local pack rankings, and location-specific page development.
• Field Collaboration: Balance corporate efficiency with local market needs by collaborating with branch General Managers to align digital strategies with specific business objectives.
• Automation & CRM: Implement and optimize lead nurturing workflows in HubSpot, managing lead scoring, segmentation, and sales handoff processes.
• Data Strategy & CDP: Partner with marketing operations to optimize Tealium CDP for unified customer data management and cross-channel orchestration.
• Analytics & Engineering: Collaborate with data engineering teams on Snowflake implementations, developing dashboard PoCs and defining marketing analytics requirements.
• Paid Media Oversight: Provide strategic oversight for PPC campaigns across Search, Display, Google Local Service Ads (LSAs), and emerging channels.
• Performance Tracking: Meet or exceed KPIs focused on Cost Per Lead (CPL), lead quality, and revenue generation across the portfolio.
• Testing Culture: Establish a robust test-and-learn environment, working with Operations and CSR teams to improve conversion rate optimization (CRO) across the funnel.
• Financial Stewardship: Own the digital marketing budget, making agile adjustments to maximize ROI across all branches.

Qualifications

• experience: Minimum of 8 years of marketing direction experience and about 10-15 years of professional marketing experience
• Industry Expertise: Direct experience in home services or field services (HVAC, plumbing, electrical, or related trades) OR marketing agency experience is preferred
• Local SEO fluency: Deep expertise in managing Google Business Profiles and ranking multiple locations at scale using tools like Yext, SOCi, or BrightLocal.
• Tech Stack Proficiency: * Hands-on experience with HubSpot (Workflows, CRM integration).

  • Experience with Enterprise CDPs (Tealium, Segment, mParticle).

  • Familiarity with Data Warehousing (Snowflake, BigQuery, or Redshift).
• Paid Media Mastery: Exceptional understanding of Google Ads, Bing Ads, and Local Service Ads.
• Analytical Rigor: Strong mindset with the ability to use SQL and Excel to evaluate performance and drive data-backed decisions.
• Communication: Ability to influence stakeholders at all levels, moving seamlessly between high-level strategy and tactical execution.
• Culture Fit: A “we-not-me” mentality with the ability to operate effectively under ambiguity.

Benefits: This position offers excellent benefits including medical, dental, vision, unlimited PTO, eligbility for 20% annual bonus, 401K with company match, and much more!

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