Job Description

Chief Marketing Officer

About the role
Own demand generation and brand growth across multi-location HVAC and Plumbing businesses. Youll lead a high-performing team, scale local market playbooks, and build a data-driven engine that turns marketing dollars into booked jobs and profitable revenuewhile managing to a budget.

Key responsibilities

• Strategy & P&L impact
  • Build the annual/quarterly marketing plan tied to revenue, bookings, and CAC/LTV goals; allocate budget by market and channel.
  • Create local market entry/growth playbooks (geo expansion, offer strategy, seasonality planning, weather-driven campaigns).
• Full-funnel demand & channels
  • Scale paid media (Google Ads, Local Services Ads , Meta), organic (SEO, Google Business Profiles , content), email/SMS, and field marketing (home shows, sponsorships, fleet/yard signage, D2D/direct mail).
  • Stand up review-generation and reputation programs; improve star ratings and response SLAs across locations.
  • Ensure conversion excellence: landing pages, CRO, scheduling CTAs, offer testing, and A/B experimentation.
• Local marketing operations
  • Standardize location pages, NAP consistency, listings, service-area structure, and geo-targeted campaigns.
  • Partner with Ops/Call Center to raise lead-to-booked and booked-to-completed rates (scripting, routing, after-hours coverage).
• Data, tech, and attribution
  • Own the marketing data stack (GA4/GTM, dashboards, call tracking, CRM/ServiceTitan) and multi-touch attribution for calls, forms, chats, and LSAs.
  • Define KPIs and cadence: daily/weekly scorecards by market, channel, and offer; act on insights fast.
• Brand & communications
  • Evolve brand architecture and guidelines; ensure consistent creative across trucks, uniforms, site, and ads.
  • Lead content/editorial calendar (seasonal education, financing offers, maintenance plans).
• People & partners
  • Recruit, coach, and performance-manage a hybrid team; select and oversee agencies/vendors with clear SLAs and ROAS targets.
• Compliance & risk
  • Ensure TCPA/CAN-SPAM/SMS compliance, privacy standards, and platform policies across all programs.

Requirements

• 7+ years in senior marketing leadership; 5+ years owning acquisition for multi-location residential services (HVAC/Plumbing preferred).
• Proven track record hitting revenue and CAC/LTV targets across paid search/LSA, local SEO/GBP, social, email/SMS, and direct mail.
• Strong command of GA4/GTM, attribution, call tracking (e.g., CallRail/Invoca/WhatConverts), and CRM/ ServiceTitan (strongly preferred).
• Team builder with agency/vendor management experience and disciplined budget ownership.
• Analytical, experiment-driven operator with excellent communication and change-management skills.
• Working knowledge of TCPA, CAN-SPAM, and platform ad policies.

PIdc048fc36863-38003-38744285

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