Marketing Manager, Non Trades

Authority Brands•Atlanta, GA

About The Position

The Marketing Manager – Non Trades Brands develops and executes marketing plans for Mosquito Squad and Lawnsquad. The role translates each brand’s positioning and growth priorities into coordinated campaigns for corporate-owned locations that build awareness, generate customer demand, and support Authority Brands’ growth. Working with brand leadership, local General Managers, the Digital Center of Excellence, and agency partners, the Marketing Manager oversees local campaign planning, creative customization, and market-specific media execution. The role prioritizes market responsiveness and revenue performance over strict national governance, refining strategies based on local competition, seasonal demand, and market-level ROI. The Marketing Manager develops local strategies for corporate locations, adapts national messaging and creative to local markets, and monitors trends and consumer behavior to identify revenue opportunities. The role designs and executes tailored, multichannel lead-generation campaigns, manages local advertising budgets and channel allocations, and coordinates with General Managers and field operations so initiatives match operational capacity and local service offerings. The role also works with the Digital Center of Excellence to improve lead-generation efficiency, monitors location-specific performance metrics, analyzes market-level results, and reports actionable insights, campaign results, 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 preserve distinct brand identities while creating efficiencies across a portfolio.
Experience building campaigns that support new-customer acquisition, cross-selling, retention, and effective use of 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 relevant assets across corporate-owned locations.
Monitor local market trends, consumer behavior, and media habits to identify revenue opportunities.
Design and execute tailored, multichannel lead-generation campaigns aligned with each location’s 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 TV, and community events, to maximize lead quality and ROI.
Coordinate with local General Managers and field operations to align marketing initiatives with operational capacity, technician availability, and local service offerings.
Partner with the Digital Center of Excellence to improve lead-generation efficiency, including evaluating new or existing media partners.
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.