Director of Marketing / CMO

Location: Dallas/Fort Worth, TX Salary: Competitive with performance-based bonuses

Position Summary

Oversees all marketing operations across three fast-growing home-service brands. This role owns lead generation, channel profitability, reporting accuracy, creative direction, paid media, SEO, content strategy, lifecycle marketing, and vendor management.

The CMO removes all execution burden from the CEO by running a fully independent, accountable, data-driven marketing organization. They are responsible for delivering predictable, profitable job volume across all markets while aligning marketing output with Sales and Operations capacity.

Key Responsibilities

Own total daily lead volume across PPC, Google Local Services Ads, SEO, Google Maps, Meta, retargeting, email, direct mail, and marketplace platforms

Maintain target CPL, CPJ, CAC, and ROAS across all paid and organic channels

Manage and optimize seven-figure ad budgets across multiple brands and markets

Own PPC strategy with deep hands-on oversight of Google Ads structure, bidding, budgets, keywords, ad copy, and conversion performance

Oversee Google Maps and local search optimization to maintain market dominance at the city and service-area level

Direct SEO strategy, including on-page, technical, local, and content fundamentals

Own email marketing execution, including lifecycle campaigns, promotions, reactivation, and database monetization

Oversee direct mail and direct response initiatives, including targeting, messaging, tracking, and ROI measurement

Approve all creative assets (ads, videos, graphics, landing pages) and enforce strict brand consistency

Direct monthly creative refresh cycles and oversee all photo/video asset production

Ensure flawless tracking and attribution across GA4, GTM, UTMs, pixels, GHL, CRM, and CallRail

Maintain accurate dashboards and reporting with midweek and end-of-week KPI visibility

Conduct bi-monthly ROAS reviews, monthly vendor deep-dives, and quarterly KPI meetings

Hold all marketing vendors accountable to strict KPIs and replace underperformance proactively

Collaborate daily with Sales and Operations to align lead flow with technician capacity and close-rate reality

Align budgets, forecasting, and performance expectations with the COO and CFO

Maintain all marketing SOPs, enforce adherence, and build scalable, repeatable systems

Lead and develop the internal marketing team (PPC, SEO/Web, Content, Creative, Social)

Operate independently, identifying and correcting issues before they impact revenue

Required Experience & Skills

10+ years in senior marketing leadership across performance, growth, and demand generation

Proven success scaling revenue in the home services industry or similar high-velocity, direct-response environments

Strong, measurable PPC experience with deep expertise in Google Ads and Google Local Services Ads

Advanced understanding of Google Maps and local search optimization

Solid SEO fundamentals, including technical SEO, on-page optimization, local SEO, and content strategy

Experience executing email marketing campaigns tied directly to revenue and job volume

Experience with direct mail and direct response marketing, including attribution and ROI tracking

Expertise across Meta Ads, retargeting, landing pages, CRO, and analytics

Proven ability to manage seven-figure marketing budgets and complex multi-vendor ecosystems

Strong command of Looker Studio, GA4, GHL, CallRail, CRM/automation tools, and performance dashboards

Ability to build SOPs, reporting frameworks, scalable systems, and high-performing marketing teams

Highly analytical, data-driven, and disciplined in KPI management

Capable of running a fully autonomous marketing division with minimal CEO involvement

Performance Scorecard (What the CMO Is Accountable For)

Total leads generated (all brands, all channels)

CPL, CPJ, CAC by channel

ROAS and profit per channel

Paid search visibility and impression share

Google Maps and local SEO ranking improvement

Landing page conversion rates

Website and funnel performance

Channel-level traffic growth

Lead attribution accuracy

Brand consistency across all creative outputs

Zero lost, untagged, delayed, or untracked leads

The CMO Monitors but Does Not Execute

Review velocity (Operations)

Lead follow-up accuracy (Sales / Operations)

Role Expectations

Operate without daily CEO guidance

Detect and solve problems proactively

Maintain strict organizational discipline and system cleanliness

Communicate clearly, accurately, and without surprises

Uphold company core values: Ethics, Growth, Others First

Deliver measurable improvements within the first 90 days