Vertical Marketing Manager, Home Services

CallRail•Atlanta, GA

4d•Hybrid

About The Position

CallRail is a lead engagement platform that helps businesses track marketing efforts driving calls, forms, and chats, and assists them in managing these leads. The company is seeking a Vertical Marketing Manager to lead its Home Services market. This role is akin to a general manager for the home services vertical, responsible for strategy, performance, and market expertise. The manager will develop personas, positioning, and messaging tailored to the home services audience, collaborating with various teams like demand generation, customer marketing, content, sales, product, and leadership. The role involves both strategic planning and hands-on execution. Recognizing that home services is diverse (e.g., roofers, HVAC contractors, remodelers, landscapers), the position requires developing distinct strategies for priority sub-verticals rather than a single generic approach.

Requirements

BS/BA degree
4–6 years of experience in a strategic marketing role
Direct experience in home services tech or the trades
Direct experience in field service software
Proven track record of owning a strategy end-to-end and being accountable for results
Strong analytical instincts and comfort with data, able to derive insights and build cases from metrics
Excellent written and verbal communication skills
Confidence and presence to represent points 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 for this role.

Nice To Haves

Experience in field service software

Responsibilities

Act as an owner for the home services line of business, understanding its performance, risks, and opportunities, and carrying accountability.
Represent home services in cross-functional and leadership discussions with an informed point of view grounded in customer insights, data, and competitive analysis.
Advocate for market needs by building cases for necessary resources or changes and championing them to decision-makers.
Demonstrate deep curiosity and continuous learning about the home services industry, its buyers, and market trends.
Develop and own the go-to-market strategy for CallRail's home services business, including subvertical prioritization, positioning, messaging, and plans to achieve acquisition and revenue goals.
Monitor key business metrics such as customers, new MRR, churn, ARPU, conversion rate, and product adoption, identifying trends and developing action plans.
Report on performance to leadership, providing insights and executive presence to explain changes and proposed actions.
Serve as CallRail's subject matter expert on the home services market, including buyers, workflows, operational realities, vendor landscape, and business economics.
Own the home services buyer personas, value propositions, positioning, and messaging.
Continuously track the competitive landscape, identifying strengths, weaknesses, and strategic implications for CallRail.
Surface market trends 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.
Determine which subverticals to invest in and in what order, considering market size, traction, and competitive positioning.
Build distinct strategies, positioning, and messaging for each priority subvertical, understanding their unique operational differences and buying behaviors.
Develop subvertical-specific proof points, including customer stories, benchmarks, and ROI framing.
Act as a liaison between sales, product marketing, customer marketing, demand generation, and product development, sharing market insights and ensuring alignment.
Serve as the messaging authority for home services, consulting on campaign and content development.
Evaluate marketing efforts against customer pain points, competitive position, segment resonance, and measurable results.
Partner with product development teams as the voice of the home services customer, influencing the product roadmap.
Enable sales and support teams by training them on customer problems and collaborating on internal tools and external collateral.
Leverage AI technologies to streamline operations, solve problems, and stay ahead of industry benchmarks.