The opportunity
eLocal is looking for a Director of B2B Marketing to build our B2B marketing function from the ground up. This is a hands-on, build-it-yourself role: there is no existing marketing budget, no established playbook, and no legacy channel mix to maintain. You will define the strategy, make the case for where dollars should go, and build the team and infrastructure to execute it. We don't just sell leads; we sell customers, and your job is to make eLocal the premier lead-generation partner for local service businesses and national brands in the home services space.
This role reports directly into executive leadership and will have significant influence over how eLocal invests in growth going forward. If you know the home services world and have a defined point of view on B2B marketing, this is your chance to bring that playbook to eLocal and make it your own.
What You'll Own
- Build the marketing function from scratch: define the strategy, structure, tools, and eventually the team needed to support eLocal's B2B growth.
- Own the marketing budget conversation. eLocal has not yet allocated a fixed marketing budget - you will assess channels, run tests, and bring us a data-backed point of view on where spend is justified and what return we should expect.
- Bring fresh thinking on channel mix. We're open to any combination of paid, organic, event, partner, and content channels - you don't need to work within a pre-set list, but you do need to show your reasoning.
- Recommend which industry conferences and trade shows are worth eLocal's presence and at what level - booth, sponsorship, speaking, or attendance only - based on expected ROI.
- Design and run multi-channel B2B campaigns (LinkedIn, email, webinars, and others you identify) that move prospects from "who are they?" to "get me a proposal."
- Articulate the value of eLocal's Pay-Per-Lead/Call model to SMB owners and national marketing teams.
- Partner with sales to track performance from first touch through signed contract and use that data to inform future investment decisions.
- Turn internal performance metrics into case studies, whitepapers, and success stories that prove eLocal's leads convert.
- Explore high-scale inbound campaigns using search and industry-specific trade platforms to keep the sales funnel full of high-intent prospects.
- Arm the sales team with decks and collateral tailored to the pain points of local business owners and national marketing teams alike.
- Act as eLocal's internal brand manager, ensuring all collateral and creative maintain a consistent look and feel.
The Ideal Profile
- 8-10 years in B2B marketing, ideally with direct experience in home services, local services, or a related vertical.
- Experience either building a marketing function from the ground up, or operating inside one at a competitor or comparable company where you had a firm grasp of the budget, channel mix, and strategy behind a successful playbook - and can bring that thinking to eLocal.
- Comfortable owning budget recommendations: you can build a business case for spend, defend it with data, and adjust course when a channel isn't performing.
- Equally comfortable discussing CPA and LTV as you are planning how to make the biggest impact at a trade event.
- You know how to reach small business owners (SMBs) and corporate marketing managers where they live.
- You can take complex performance data and turn it into a simple, persuasive narrative about growth.
- You have a sales-oriented mindset: We have a lot of successful client stories amidst our teams and you will be persistent in the pursuit of gathering the information.
- Proven ability to mentor a small team of specialists while remaining a "player-coach."
Benefits
- Medical, Dental & Vision (company-paid medical premiums ranging from 82-95%)
- Company-paid Short-Term Disability, Long-Term Disability, and Life/AD&D Insurance
- 401(k) with company match
- Flexible Paid Time Off
- Volunteer Time Off Program
- Dedicated time each month for Learning and Development
- Monthly wellness stipend
- Remote work environment
