Director - Digital Marketing and Web Strategy

Armstrong Group•Warrendale, PA

About The Position

The Director of Digital Marketing & Web Strategy owns Guardian’s digital marketing engine and web properties end-to-end across residential and commercial channels. This leader drives awareness into qualified interest, and qualified interest into lead opportunities for sales - optimizing residential digital spend for return on investment, and ensuring the commercial digital experience reflects the premium, consultative sophistication our business buyers expect. The Director sets the vision for SEO, GEO, paid media, website conversion, and analytics, and is accountable for measurable, compounding results.

Requirements

10+ years of digital marketing leadership across the full channel mix (paid, SEO, web, email, social, analytics)
Proven track record of profitably scaling digital lead generation - volume, quality, conversion, and CPA improving together
Experience leading digital for both B2C / residential and B2B / commercial audiences under one strategy
Demonstrated ownership of a digital marketing budget of $2M or more, with clear ROI accountability
Deep, hands-on understanding of organic search strategy, including emerging AI-driven and generative search environments, including SEO, GEO, paid media, CRO, analytics, attribution, and martech - including platforms such as Google Analytics, Google Ads, Meta Ads Manager, HubSpot, and comparable tools
Demonstrated ability to leverage AI tools and automation to improve campaign execution, content production, reporting, and operational efficiency
Fluency in AI-driven and generative search visibility - understanding how brands appear within LLM environments and how to influence that presence
Ownership of funnel dashboards and weekly executive reporting, with a sharp eye for ensuring correct source attribution to drive smarter channel investment decisions
Comfort level regularly presenting performance insights and investment recommendations to executive leadership
Strong command of A/B and multivariate testing methodology
Experience managing agencies and vendors with rigor - accountable to outcomes, not activity
Experience leading a team and combined organizational structure of both in-house staff and agencies or vendors
Equally comfortable setting strategy and rolling up your sleeves - this is a hands-on leadership role that balances strategy and execution
Bachelor’s degree required; demonstrated ability to think strategically and communicate to executive leadership

Nice To Haves

MBA a plus
Considered-purchase, multi-channel industry experience (security, home services, telecom, insurance) strongly preferred

Responsibilities

Digital marketing and website P&L - strategy, budget, channel mix, and results
Awareness-to-lead funnel across both residential and commercial channels
Residential digital economics - paid and owned spend optimized for return on investment
Paid media program - ensures disciplined measurement and accountability with every dollar measured and accountable to acceptable economics
Organic search strategy, including emerging AI-driven and generative search environment, SEO (Search Engine Optimization) and GEO marketing - Guardian’s discoverability across traditional and AI-driven search, including visibility within leading LLMs such as ChatGPT, Perplexity, and Google Gemini
The website end-to-end - UX, CRO, performance, content, and the testing roadmap
Commercial / B2B digital experience - premium, consultative, and credible to business buyers
Marketing data layer - tracking, source attribution, and reporting that hold every channel accountable and inform smart investment decisions
Agency and vendor relationships - managed against economic outcomes, not activity
Partners closely with Sales and other areas of Marketing (Product and Brand) to align digital strategy with revenue priorities