Director of Marketing

Solid Ground Solutions is looking to recruit an experienced and commercially minded Director of Marketing to lead the marketing practice of a PE-backed business that is on an aggressive growth trajectory. The Director of Marketing will be the main custodian of our brand’s identity and perception in the market as well as play a central role in the growth of the business through effective ownership and management of all marketing channels.

Solid Ground Solutions is a leader in the Foundation Repair and Basement Waterproofing market. The company deploys a House of Brands strategy with each of its divisions retaining their local brand identity. The company has five divisions today with plans to grow to 30 divisions in the next four years.

This role’s primary responsibility is managing the relationship between the divisional Marketing Coordinators & General Managers and our Strategic Marketing Partner. Lead generation is the lifeblood of our industry and optimizing the digital and traditional marketing strategy for each of our regional businesses is crucial to ensure our continued growth.

Responsibilities

Brand and Marketing Strategy

• Develop and implement comprehensive integrated marketing strategies that align with the company's commercial objectives and drive sustainable contribution to topline growth
• Oversee brand management and ensure consistent messaging across all marketing channel (above the line and digital) Integrated Marketing Planning and Execution
• Develop comprehensive and integrated marketing plans that balance always-on marketing programs and campaign activity across all paid, owned and earned channels
• Oversee the efficient and impactful execution of marketing programs and campaigns on a quarterly and annual basis
• React to the needs of the business in the short term and oversee the deployment of tactical marketing activity in short lead times
• Coordinate annual marketing planning with other functions in the business

Marketing Channel Management

• Oversee the planning and buying activities for traditional / above the line marketing channels e.g. TV, out-of-home, radio and print
• Oversee the planning, setup / buying and delivery of digital marketing channels e.g. Google / Meta PPC, digital display, video on demand, affiliates and SEO
• Oversee the ongoing performance management of digital performance / lead generation channels e.g. SEM, performance display, email marketing and SEO
• As the company grows we intend to take ownership of our digital footprint / presence (i.e. website design, Google listings, social media, and reviews are all ultimately under them). The Director of Marketing will lead this evolution.

Customer Management

• Oversee the strategy and delivery of customer management initiatives through CRM and multichannel interaction with a focus on end-to-end customer lifecycle management
• Oversee the buildout and ongoing management of creative content for traditional and digital channels
• Work with content production providers to curate and build brand-aligned creative and messaging assets that can be scaled and reused across marketing activity
• Own the brand voice and identity on behalf of the business Market and Customer Insight
• Oversee the sourcing and curation of multiple first and third-party data to produce high-impact marketing and customer insights to inform marketing planning and execution
• Champion and lead the execution of innovative marketing analytics and insights

Financial Stewardship

• Own the investment of between $5M of marketing budget across active / working marketing channels and passive / non-working marketing operations
• Manage the marketing budget, ensuring efficient allocation of resources to maximize return on marketing investment and topline growth
• Maximize the performance and impact of investment into third party agencies

Performance Measurement

• Own the definition and maintenance of key performance indicators to measure the effectiveness of marketing activity and investment. Cost-effective quality lead generation is a primary metric. Others include ACOS, TACoS and other measures of marketing efficiency as a percentage of sales.
• Identify and deliver best-practice marketing attribution capability to enable the business to best understand the impact of marketing on wider commercial performance. Must work closely with Sales to establish the necessary preconditions that increase close rates and drive top line growth.
• Drive effective performance analytics and campaign optimization cycles with the senior leadership team and Divisional General Managers
• Lead and mentor the marketing team, enabling a culture of problem solving, creativity, data centricity and high performance

Desired Skill Set

• Strong internal and external collaborator who can position marketing as a key commercial function with other stakeholders and manage the outcomes of third-party partners
• Ability to build less obvious relationships across the business e.g. finance, procurement, supply chain, field forces etc.
• Deep understanding of customer and marketing analytics
• Experience with technology used in B2C marketing such as CRM, Google Analytics, Hubspot, and others. Service Titan experience a big plus.
• In-depth knowledge of digital and above the line / traditional marketing channels
• Proficiency in translating technical domain specific marketing data into meaningful insight and commercial implications
• Excellent verbal and written communication skills
• Brand management and messaging development

Desired Attributes

• Innovative and creative mindset with an openness to embrace new types of analytics, data strategies, technologies and methodologies
• Flexibility and adaptability to changing market conditions and outside forces
• Customer focused with a specific eye on needs and preferences to deliver the best possible customer experience
• Results and ROI orientated
• Collaborative in nature both internally and with third party agencies / suppliers
• Commitment to ethical marketing practices and maintaining the company’s reputation

Experience Requirements

• Minimum of 10 years in marketing roles with progressive responsibility, including at least 5 years in a management position e.g. Marketing Manager or Director titles
• Proven track record in developing and executing successful marketing strategies
• Experience in managing marketing budgets of $5 to $15 million
• B2C experience is required; experience in home services is preferred (HVAC, Roofing, etc)
• Bachelor’s degree in marketing, business administration, communications or commerce
• An advanced degree (MBA) or master’s is desired but not essential