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
Compensation: $100,000.00 per year
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