Sr. Field Marketing Manager

NearU, and Affiliate Regional HVAC Branches•Charlotte, NC

11d•Onsite

About The Position

The Senior Manager, Field & Local Marketing will lead NearU’s field marketing team and oversee local marketing strategy and execution across its growing portfolio of brands and branch locations. Reporting to the Chief Marketing Officer, this role will partner closely with branch General Managers, field leadership, Operations, and the corporate marketing team to develop and execute localized marketing plans that generate qualified leads, strengthen brand awareness, and drive revenue growth. This hands-on leadership role oversees local media, digital marketing, SEO, community events, sponsorships, and marketing budgets while balancing corporate brand standards with the unique needs of individual markets. The ideal candidate is an effective relationship builder who can translate business objectives into measurable marketing results, empower local teams, and scale best practices across a growing home services platform.

Requirements

Minimum of 5 years of experience in field, local, or multi-location marketing, with a demonstrated record of generating leads and driving business results.
Prior experience in account management or a client-facing role within an agency, media company, or multi-unit organization.
Experience supporting branch-based or field operations; home services experience in HVAC, plumbing, electrical, or related trades is strongly preferred.
Demonstrated experience planning and managing local media campaigns, vendor negotiations, community events, sponsorships, and local marketing programs.
Strong understanding of local digital marketing, including SEO, Google Business Profile, Google Local Services Ads, and location-based marketing.
Experience with HubSpot or similar CRM and marketing automation platforms, including campaign tracking, lead attribution, and reporting.
Proven ability to manage budgets, evaluate marketing performance, and optimize spending against lead generation and revenue goals.
Strong project management and analytical skills, including proficiency with Excel and marketing performance reporting.
Ability to balance strategic planning with hands-on execution across multiple locations and competing priorities.
Demonstrated ability to lead, develop, and influence teams while building strong relationships with branch leaders and cross-functional partners.
Comfortable operating in a dynamic, growth-oriented environment, navigating ambiguity, responding to feedback, and driving continuous improvement.
Excellent written and verbal communication skills, with the ability to influence stakeholders at all levels.
A collaborative, solutions-oriented mindset that prioritizes shared success, customer experience, and a “we-not-me” approach.

Nice To Haves

Home services experience in HVAC, plumbing, electrical, or related trades is strongly preferred.

Responsibilities

Lead, develop, and motivate the field marketing team, establishing clear priorities, accountability, and performance expectations across branch locations.
Serve as the primary marketing partner to branch General Managers and field leadership, aligning local marketing strategies with branch growth objectives and customer demand. Travel regularly to branch locations as needed.
Oversee planning, buying, and performance measurement for radio, television, print, direct mail, out-of-home advertising, and community sponsorships. Negotiate with vendors to maximize market impact and return on investment.
Plan and execute home shows, community events, sponsorships, grand openings, and other local initiatives that increase brand visibility and generate leads.
Oversee local website content, location pages, and digital experiences, maintaining consistent brand standards while supporting market-specific messaging and conversion opportunities.
Lead local SEO initiatives, including Google Business Profile optimization, business directory management, citation consistency, and location-based search visibility.
Partner with the digital marketing team to align local budgets and campaigns, including Google Local Services Ads, geo-targeted search, and display advertising.
Leverage HubSpot or similar CRM platforms to track campaign performance, ensure accurate lead attribution, and support effective lead follow-up and sales handoffs.
Establish and monitor KPIs for lead volume, cost per lead, lead quality, conversion rates, and revenue contribution. Partner with Operations and Customer Service teams to improve campaign effectiveness and lead conversion.
Develop and manage local marketing budgets by branch, monitor spending against plan, and reallocate resources based on performance and business priorities.
Build productive relationships with local media partners, agencies, and event vendors to improve execution, negotiate value, and identify new growth opportunities.
Identify successful local marketing strategies, test new approaches, and share proven practices across NearU’s brands and markets.
Stay current on emerging marketing technologies, local market trends, and home services industry best practices to strengthen NearU’s competitive position.