Marketing Director

Bath Planet-posted 3 months ago

Full-time • Senior

Grand Rapids, MI

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Bath Planet of West Michigan is a premier provider of high-quality, affordable bath remodeling solutions. Known for exceptional craftsmanship and customer service, we are a fast-growing company seeking an accomplished and strategic Marketing Director to lead our marketing operations and drive sustained business growth through targeted lead generation initiatives. The Marketing Director will play a critical leadership role, overseeing the strategy, execution, and performance of all marketing initiatives. This individual will be responsible for generating consistent, high-quality leads through a combination of field marketing, event management, call center coordination, and multimedia advertising. We are looking for a data-driven, results-oriented marketing professional with proven success in both traditional and non-traditional lead generation channels—particularly within the home services or remodeling industry.

Lead, manage, and develop the marketing department, including canvassing teams, event staff, and internal personnel.
Design and execute a comprehensive, multi-channel marketing strategy focused on generating qualified leads and appointments.
Oversee a high-performing canvassing program, ensuring consistent performance and measurable results.
Direct the planning and execution of home shows, expos, and community events, ensuring strong brand representation and lead capture effectiveness.
Collaborate closely with the call center to align on lead flow, scripting, and campaign performance.
Manage advertising initiatives across traditional channels (TV, radio, print, direct mail) and digital platforms (Google Ads, Meta, programmatic, etc.).
Monitor, analyze, and report on key performance metrics including cost per lead (CPL), conversion rates, and return on marketing investment.
Ensure brand consistency and quality across all marketing touchpoints.
Identify new opportunities for market expansion and campaign innovation.

Minimum of 5 years’ experience in a senior marketing role, preferably within the home remodeling, home improvement, or related consumer services industries.
Demonstrated success in managing a diverse array of marketing initiatives, and direct-response advertising.
Strong leadership skills with experience in team development, vendor management, and cross-functional collaboration.
Deep understanding of marketing analytics, budgeting, and performance measurement.
Proficiency with digital marketing platforms, CRM systems, and lead tracking technologies.
Excellent communication, organizational, and project management skills.
Bachelor’s degree in Marketing, Business, Communications, or a related field required.

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