Vertical Marketing Manager, Home Services

CallRail•Atlanta, GA

4d•Hybrid

About The Position

CallRail is a lead engagement platform that helps businesses track marketing sources, answer, qualify, and route leads. This role is for a Vertical Marketing Manager to own the home services market, acting as a general manager for this segment. The manager will set strategy, drive business performance, and be the company's expert on this market. Key responsibilities include building home services personas, positioning, and messaging, and verticalizing the go-to-market narrative. This involves partnering with demand generation, customer marketing, and content teams, and collaborating with sales, product, and leadership. The role requires a blend of strategy and execution, with a focus on developing distinct strategies for priority subverticals within home services (e.g., roofing, HVAC, remodeling, landscaping) rather than a single generic approach.

Requirements

BS/BA and 4–6 years of experience in a strategic marketing role.
Direct experience in home services tech, the trades, or field service software.
Track record of owning a strategy end to end and being accountable for results.
Strong analytical instincts and comfort with data to derive insights and build cases.
Excellent written and verbal communication skills.
Confidence and presence to represent point of view to senior leaders and external audiences.
Demonstrated ability to influence and align cross-functional partners without formal authority.
Comfort operating in a fast-moving environment, prioritizing, making tradeoffs, and shifting between strategic thinking and hands-on execution.
Continuous adoption of AI technologies is essential; expected to leverage AI platforms to streamline operations, solve complex problems, and stay ahead of industry benchmarks.

Responsibilities

Act like an owner for the home services line of business, understanding its performance, risks, and opportunities.
Represent home services in cross-functional and leadership conversations with an informed point of view grounded in expertise.
Advocate for market needs by building cases for necessary changes and championing them.
Deeply understand the home services industry, its buyers, and shaping forces, continuously learning and refining strategies.
Own the home services strategy and business performance, including go-to-market strategy, subvertical prioritization, positioning, messaging, and hitting acquisition and revenue goals.
Monitor key business metrics (customers, new MRR, churn, ARPU, conversion rate, product adoption), identify trends, and develop action plans.
Report on performance to leadership with insights and executive presence.
Serve as the subject matter expert on the home services market, including buyers, workflows, seasonal realities, vendor landscape, and business economics.
Own home services buyer personas, value propositions, positioning, and messaging.
Continuously track the competitive landscape, identifying strengths, weaknesses, and strategic implications.
Surface market headwinds and tailwinds and translate them into strategic implications.
Validate market requirements through customer interviews, surveys, win/loss analysis, sales insights, and usage data.
Represent CallRail at industry events, trade shows, speaking engagements, webinars, panels, and podcasts.
Decide on subvertical investment priorities based on market size, traction, and competitive positioning.
Build distinct strategies, positioning, and messaging for each priority subvertical, including relevant customer stories and ROI framing.
Serve as the hub between sales, product marketing, customer marketing, demand generation, and product development, ensuring alignment.
Act as the messaging authority for home services, consulting on campaign and content development.
Ensure marketing efforts address customer pain points, strengthen competitive position, resonate with target segments, and drive measurable results.
Partner with product development as the voice of the home services customer, influencing the roadmap.
Enable sales and support teams through training on home services buyer problems and developing internal tools and external collateral.