Director of Marketing Performance / Customer Acquisition

RooterPLUS•Cumming, GA

1d•$60,000 - $80,000•Onsite

About The Position

We are a large, established plumbing, septic, and water restoration company serving Metro Atlanta and surrounding markets. We provide residential and commercial service and repair and generate a significant volume of business through digital advertising, paid search, Local Services Ads, referrals, and other lead sources. We invest more than $3 million annually in advertising, with the majority of that investment going toward Google PPC and Local Services Ads. We are looking for an experienced marketing leader who can take ownership of our customer-acquisition strategy, marketing performance, reporting, vendor management, and accountability. This is not a social media or traditional marketing coordinator position. The successful candidate will be responsible for understanding exactly where our marketing dollars are going, what business those dollars are producing, and whether the resulting customers are profitable. The Director of Marketing Performance will serve as the company's internal owner of marketing performance. This person will oversee outside advertising partners, including our PPC/Google advertising provider, and will be responsible for holding them accountable for results. The Director will work closely with ownership, operations, dispatch and call center leadership to connect advertising spend to actual business results. The ideal candidate is analytical, financially minded, highly organized, assertive, and comfortable challenging outside vendors when the data does not support their recommendations.

Requirements

5+ years of digital marketing / paid acquisition experience.
Significant hands-on experience with Google Ads.
Experience with Local Services Ads or comparable lead-generation platforms.
Experience managing substantial advertising budgets.
Strong understanding of paid search economics.
Experience managing outside marketing agencies or vendors.
Strong analytical and financial skills.
Experience with call tracking and marketing attribution.
Excellent Excel/Google Sheets skills.
Ability to communicate complex marketing information clearly to ownership.
Strong organizational and project-management skills.
Willingness to challenge vendors and make difficult decisions.

Nice To Haves

Experience in plumbing, HVAC, electrical, restoration, roofing, pest control, home services, or another high-volume service business.
Experience managing $1 million+ annual advertising budgets.
Experience with multi-location or large service-area businesses.
Experience connecting advertising data to CRM, call-tracking, dispatch, and accounting data.
Experience improving lead-to-booking conversion rates.
Experience evaluating marketing based on revenue and gross profit rather than leads alone.
Experience with Service Titan Home Services Software

Responsibilities

Develop and manage the company's overall customer-acquisition strategy.
Oversee an annual advertising budget exceeding $2 million.
Recommend allocation of budget among Google PPC, Local Services Ads, SEO, other paid search, referral programs, and other lead sources.
Identify opportunities to increase profitable customer acquisition.
Identify and eliminate wasted advertising spend.
Develop testing strategies for new markets, services, campaigns, and lead sources.
Monitor seasonality and adjust budgets accordingly.
Oversee the company's Google PPC and LSA performance.
Hold outside PPC partners accountable for agreed-upon goals.
Review campaign structure, search terms, negative keywords, geographic targeting, bidding strategy, landing pages, and conversion tracking.
Analyze performance by service, geography, campaign, device, time of day, and other meaningful variables.
Determine whether increased advertising spend is justified by incremental profitable revenue.
Challenge agency recommendations when the data does not support them.
Develop and maintain a reliable marketing attribution system that tracks: Advertising source → lead → qualified opportunity → booked job → completed job → revenue.
Monitor incoming marketing-generated calls.
Review call quality and lead quality.
Identify missed calls and opportunities lost because of call handling.
Analyze booking rates by lead source.
Identify low-quality or inappropriate leads.
Work with call center leadership to improve conversion rates.
Report marketing-generated opportunities that are not being converted.
Manage relationships with advertising agencies and other marketing vendors.
Establish measurable expectations for each vendor.
Conduct regular performance reviews.
Require vendors to explain significant changes in performance.
Maintain accountability for budgets, deliverables, deadlines, and results.
Recommend replacement of vendors when performance does not justify continued investment.
Create a weekly executive marketing dashboard showing: Advertising spend, Leads, Qualified leads, Calls, Booked jobs, Completed jobs, Revenue, Gross profit where available, Cost per lead, Cost per booked job, Cost per acquired customer, Return on advertising investment, Performance by marketing channel, Performance by service, Performance by geographic market.
Reports should clearly identify what is working, what is not working, and what actions are being taken.
Work closely with: Ownership, Operations, Dispatch, Call center / customer service, Sales, Outside marketing vendors.
Marketing performance should be evaluated based on actual business results rather than isolated advertising metrics.