Marketing Manager

At Service Minds, we are driven by a bold mission: to Change Lives through the Skilled Trades. We offer exceptional benefits, a competitive incentive pay structure, and an entrepreneurial culture that empowers our team to thrive. With a strong commitment to helping our communities and fostering a culture of open communication and empowerment, we create an environment where everyone can grow and succeed.

Our story began in 1996 when Patrick Kennedy founded Mister Sparky, inspired by his Irish heritage and the term “sparky,” a nod to electricians in Dublin. Since then, we’ve grown into one of the largest residential contractors in the United States, proudly operating over 40 locations across the Southeast under our trusted trade brands: Mister Sparky Electric, One Hour Heating & Air Conditioning, and Benjamin Franklin Plumbing.

About the Role:

The Marketing Manager plays a key role in executing comprehensive marketing strategies to increase brand awareness and drive call volume across the network. This position is responsible for maintaining cross-departmental relationships, coordinating marketing efforts that align with the vision for each brand, and implementing demand generation strategies. The role also focuses on managing PPC, LSA, and direct mail campaigns

Responsibilities:

• Implement and optimize reputation management best practices to enhance brand perception.
• Manage all programs, platforms and implement and optimize best practices to ensure the highest possible reviews and ratings of all brands.
• Respond to poor reviews (1-2-3 star) and work with field teams as needed at the branch level to maintain ratings, specifically working to ensure a Google Profile rating of 4.8 or better for each location.
• Manage and oversee PPC campaigns, including Google SEM, ensuring optimal performance and ROI. – lets remove for now – PPC specialist will handle.
• Implement and refine Local Service Ad (LSA) strategies to increase visibility and conversions in local markets.
• Oversee the development and execution of direct mail and shared mail campaigns, collaborating with vendors to ensure effective targeting and design. This includes running various types of campaigns targeting older systems, specific household incomes and other demographic data to maintain a 4X ROAS or better on all campaigns.
• Determine branch level performance through matchback or ST integration to optimize campaign types to branches and DMAs to increase performance.
• Measure success of campaigns versus control DMAs and retail performance.
• Analyze marketing data, extract meaningful insights, and present findings to support data-driven decision-making.
• Collaborate with Call Center and Field Sales as needed to drive high quality leads, monitor Cost Per Booking numbers, “Book ability” metrics and utilization rates to insure that leads are converting to sales.
• Optimize based on these full funnel metrics as needed and with feedback from Field Sales.
• Establish KPIs, track performance metrics, and optimize strategies based on data-driven insights. Specifically, demand generation is responsible to ensure as laid out in a monthly, quarterly and annual marketing plans and incentive plans 1) a number of leads into the brands/branches; 2) reach or beat Cost Per Lead goals; 3) drive high quality leads as measured by conversion rates to booked jobs at a identified cost per booking; 4) reach or beat Return on Ad Spend (ROAS) goals.

Qualifications

• Demand Generation Expertise: Strong experience in SEO, PPC, Reputation Management, LSA, and direct and shared mail campaigns within a franchise environment.
• 5 years of relevant marketing experience
• Demonstrated success with Google SEM, Local Service Ads, and direct mail campaigns.
• Franchise and/or home service marketing experience strongly preferred.
• Strong Excel skills and understanding of managing data-driven campaigns.
• Strong vendor management skills.
• Willingness to Learn: Eager to continuously enhance skills and knowledge.
• Motivated: Proactively driven to achieve goals and meet deadlines.
• Team Player: Able to collaborate effectively with team members and key leaders.
• Multi-tasker: Skilled in project management and prioritizing multiple tasks.

Equal Employment Opportunity (EEO) and Pro Diversity Statement

Our company is an Equal Employment Opportunity employer. We celebrate diversity and are committed to creating an inclusive environment for all employees. We encourage all qualified individuals to apply regardless of race, color, religion, sex, sexual orientation, gender identity, national origin, disability, or veteran status. We believe that diverse perspectives and backgrounds are crucial to our success and strive to create a workplace where everyone feels valued and respected.