Marketing Manager, Trades

Authority Brands•Atlanta, GA

About The Position

The Marketing Manager – Trades Brands develops and executes marketing plans for Mister Sparky, Benjamin Franklin Plumbing, One Hour Heating & Air, and Dry Medic. The role translates each brand’s positioning and growth priorities into coordinated campaigns for corporate-owned locations to build awareness, generate customer demand, and support Authority Brands’ growth. The manager works with brand leadership, local General Managers, the Digital Center of Excellence, and agency partners to oversee local campaign planning, creative customization, and market-specific media execution. The role prioritizes market responsiveness and revenue performance, refining strategies based on local competition, seasonal demand, and market-level return on investment. The position develops local marketing strategies based on market dynamics, competitor landscapes, customer demographics, and seasonal booking cycles. It adapts national messaging and creative for local markets and identifies reusable assets across corporate-owned locations. The manager designs and executes tailored, multi-channel lead-generation campaigns aligned with each location’s capacity and sales goals, collaborates with General Managers and marketing partners, and manages local advertising budgets and channel allocations. The manager partners with local operations to align marketing with current capacity, technician availability, and service offerings. In coordination with the Digital Center of Excellence, the role evaluates media partners and monitors location-specific performance, including cancellations, cost per lead, lead quality, booking conversion rates, and return on ad spend. It analyzes market-level results and reports actionable insights, campaign outcomes, and budget forecast adjustments to Retail leaders.

Requirements

Bachelor’s degree in marketing, communications, business, or a related field, or equivalent experience.
Seven years of marketing experience, including responsibility for planning and executing campaigns across multiple channels.
Demonstrated ability to manage an integrated editorial calendar across web, email, social media, video, and direct mail.
Experience developing brand messaging and creative guidelines that maintain distinct brand identities while creating efficiencies across a portfolio.
Experience building campaigns that support new customer acquisition, cross-selling, retention, and effective advertising spend.
Strong understanding of campaign performance measures and ability to use results to improve content, channel mix, and future plans.
Ability to identify relevant changes in creative formats, media, and customer behavior and turn them into practical marketing recommendations.

Nice To Haves

Experience supporting multiple brands.
Experience in franchising, home services, or another multi-location service business.

Responsibilities

Develop local marketing strategies for corporate locations based on market dynamics, competitors, customer demographics, and seasonal booking cycles.
Adapt national messaging and creative to local markets and identify applicable assets across corporate-owned locations.
Monitor local market trends, consumer behavior, and media consumption to identify immediate revenue opportunities.
Design and execute tailored, multi-channel lead-generation campaigns aligned with location capacity and sales goals.
Collaborate with General Managers, internal marketing teams, digital media agencies, and local vendors to address local marketing challenges.
Manage local advertising budgets and channel allocations, including PPC, Local Services Ads, local radio and television, and community events, to maximize high-quality leads and immediate ROI.
Coordinate with local General Managers and field operations so marketing aligns with operational capacity, technician availability, and local service offerings.
Partner with the Digital Center of Excellence to evaluate or change media partners to improve lead-generation efficiency.
Monitor location-specific cancellations, cost per lead, lead quality, booking conversion rates, and return on ad spend.
Analyze market-level performance and report actionable insights, campaign results, and budget forecast adjustments to Retail leaders.