Summary:
The Director of Field Marketing position will be responsible for creating marketing strategies that optimize sales channels, increase revenue growth, drive customer acquisition, inspire customer loyalty, and foster customer advocacy for HomeTown Services' family of brands and locations in the US. This position will lead a regional marketing team and collaborate with departments including media, digital, contact center, dispatch, creative, customer relationship management, public relations, social media, sales, operations, and third-party partners to ensure each location achieves their operational priorities. This role will support the Chief Marketing Officer, and other senior leaders, to develop and execute marketing strategy and lead generating initiatives.
Essential Functions & Responsibilities:
- Coordinates team member selection and development and ensures team members comply with appropriate policies and procedures.
- Build and foster trusted partnerships with senior leaders to drive the alignment and prioritization of brand direction and marketing strategies.
- Promotes each location and the HomeTown Services family of brands, acts as the direct point of contact for all field marketing initiatives, and serves as the key liaison between HomeTown business leaders and corporate marketing.
- Develop marketing plans and campaigns for each location, state and region focused on customer acquisition, retention and advocacy.
- Travels to each location to understand the market, competitive landscape, needs of the business and to build relationships and identify opportunities to help achieve revenue goals.
- Collaborate with business leaders to set priorities, establish marketing goals and budgets, and implement marketing initiatives to support Operations in meeting revenue goals.
- Serves as a key member of the marketing leadership team as the voice of the field and provides input for the overall marketing strategy and strategic plan.
- Collaborates with social, digital, and media teams on strategy and tactical planning, provides requirements for teams to effectively execute and deliver the field marketing vision.
- Sets marketing campaign and program goals, measures, analyzes and reports on effectiveness; makes immediate adjustments as necessary to ensure campaigns meet revenue goals and projections.
- Partner with call center to 1) keep them informed of all ongoing promotions and brand promises and 2) leverage CSR outbound activity for lead gen as needed.
- Manage and optimize print advertising campaigns, including newspaper ads, magazine placements, brochures, and direct mail.
- Collaborate with agency partners to plan and execute a media channel plan (offline and online) with the optimal budget distributions.
- Gathers input and provides recommendations for the annual department budget and allocation of resources.
- Works closely with Operations to understand occupancy, revenue, and other key performance indicators.
Requirements:
- Bachelor's degree in Marketing, Advertising, Business or a related field from an accredited institution.
- Proven experience in managing marketing for multiple locations and brands, preferably in a similar role or industry. This includes managing multiple locations with varying budgets and marketing plans. Preference for this role will be for a focus on multi-site and/or multi-state regions within the home services industry (or a related field/trade).
- Previous managerial experience and a servant approach to leadership is also critical for success in this role.
- Strong understanding of traditional and digital marketing channels and best practices.
- Ability to travel (up to 50%) by auto and plane with overnight stays.
- Comfortable working in a highly self-directed manner, with the ability to work independently and as part of a collaborative team.
- Excellent time management skills with a keen eye for detail and the ability to prioritize effectively.
- Effective communication skills, with the ability to build and nurture long-term relationships with key, internal stakeholders and cross-functional teams. Adept at conveying ideas clearly and effectively to diverse audiences.
- Strong analytical and problem-solving skills, with a proven ability to manage multiple priorities simultaneously and deliver results under pressure. Adept at identifying solutions and driving efficiency in complex situations.
This position description is intended to be dynamic and subject to change. Position requirements and essential functions may be altered from time to time based upon the needs of the organization and department. This position may be required to execute special projects or other related duties on occasion.
