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Vice President of Marketing - Home Services

Vice President of Marketing - Home Services

Leap BrandsAtlanta, GA, US
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Position Overview :

  • The Vice President of Marketing will be responsible for developing and executing a comprehensive marketing strategy that drives lead generation, brand awareness, and customer retention.
  • This individual will lead a marketing team and work closely with sales and operations to align marketing initiatives with business goals.
  • The VP of Marketing will utilize a combination of digital, traditional, and grassroots marketing tactics to support the company’s growth and ensure consistent messaging across all channels.

Key Responsibilities :

  • Marketing Strategy Development : Develop and implement a data-driven marketing strategy that aligns with business goals, focusing on customer acquisition, retention, and brand growth across all service areas.

    • Lead Generation & Customer Acquisition :

  • Design and execute multi-channel marketing campaigns to drive high-quality leads.
  • Optimize campaigns across digital channels (SEO, SEM, social media, email) as well as traditional channels like direct mail, print, and TV.

    • Brand Management :

  • Oversee the development and consistent implementation of the company’s brand across all marketing efforts, ensuring a strong and recognizable brand presence in the turf management industry.

    • Digital Marketing :

  • Lead the company’s digital marketing strategy, including paid advertising, content marketing, social media, and website optimization to enhance the online customer experience and improve conversion rates.

    • Customer Retention :

  • Develop loyalty programs, referral initiatives, and personalized marketing strategies to retain customers and increase lifetime value.
  • Work with the customer service team to identify opportunities for engagement and customer satisfaction improvements.

    • Performance Analytics :

  • Utilize data analytics to track and measure the effectiveness of marketing campaigns, optimizing them for improved performance.
  • Provide regular reports on KPIs such as lead generation, conversion rates, customer acquisition cost (CAC), and return on marketing investment (ROMI).

    • Partnerships & Sponsorships :

  • Identify and establish strategic partnerships and sponsorships that enhance brand visibility and create marketing opportunities in key markets.
  • Collaborate with local businesses, influencers, and community organizations to drive grassroots marketing efforts.

    • Team Leadership :

  • Build and lead a high-performing marketing team, fostering a culture of collaboration, innovation, and accountability.
  • Mentor and develop team members to support professional growth and drive marketing success.

    • Market Expansion Support :

  • Support the company’s geographic expansion by designing tailored marketing strategies for new service areas.
  • Conduct market research to understand customer needs and local competition in each new market.

    • Budget Management :

  • Oversee the marketing budget, ensuring resources are allocated efficiently to achieve business goals.
  • Manage expenditures for paid advertising, sponsorships, events, and other marketing initiatives to maximize ROI.

    • Cross-Functional Collaboration :

  • Collaborate with the sales, operations, and customer service teams to align marketing strategies with business objectives.
  • Work closely with sales to ensure marketing efforts drive qualified leads and support revenue growth.

    • Customer Insights & Research :

  • Leverage customer data and market research to understand customer behavior, preferences, and trends in turf management.
  • Use insights to develop targeted marketing campaigns that resonate with key customer segments.

    • Qualifications :

  • Education : Bachelor’s degree in Marketing, Business, or a related field required.
  • MBA or advanced degree is preferred.

    • Experience :

  • Minimum of 8-10 years of experience in marketing leadership roles, preferably within the home services or green industry (turf management, lawn care, landscaping).

    • Marketing Expertise :

  • Proven track record in developing and executing successful multi-channel marketing campaigns.
  • Strong knowledge of digital marketing, SEO, PPC, and social media.

    • Leadership :

  • Experience leading and developing a marketing team, with a focus on driving performance and innovation.

    • Branding & Customer Acquisition :

  • Demonstrated ability to build and manage a brand while driving effective customer acquisition and retention strategies.

    • Data-Driven Decision Making :

  • Strong analytical skills with the ability to use data and metrics to evaluate campaign effectiveness and make informed decisions.

    • Communication :

  • Excellent communication and interpersonal skills, with the ability to influence stakeholders and collaborate across teams.

    • Project Management :

  • Strong organizational and project management skills with the ability to manage multiple campaigns and initiatives simultaneously.

    • Technology Proficiency :

  • Experience with marketing automation tools, CRM systems, and analytics platforms.
  • Proficiency in Google Analytics, HubSpot, or similar tools.
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