Vice President of Marketing - Home Services

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.