Senior Manager of Field Marketing, Virginia Lead

Our client is actively seeking a dynamic and results-driven individual to fill the newly created position of

Sr Manager of Demand Generation, Regional Lead . This role presents a unique opportunity for an innovative leader with a proven track record in crafting transformative strategies that yield significant business outcomes. As an entrepreneurial, strategic, and customer-centric leader, you excel in devising scalable, impactful solutions. A key player in our organization, you will thrive in our experimental and fast-paced environment, where autonomy and subject matter expertise are crucial to building and adjusting processes to foster business growth.

Your experience should showcase your proficiency in launching and managing successful marketing and operational strategies. We highly value experience in local service or field-based businesses, highlighting your ability to adapt to region-specific environments with diverse marketing landscapes.

As the

Sr Manager of Demand Generation , you will hold a pivotal role in optimizing technician utilization and appointment scheduling across our multi-location business. This position is instrumental in ensuring our local branches efficiently maximize their technician workforce, directly impacting our overall success. Reporting to the Chief Marketing Officer, with a dotted line to the Regional Vice President (RVP) and collaborating closely with corporate digital marketing leaders and local Customer Service Representatives (CSRs), your key responsibilities include creating and executing demand generation strategies for your assigned region. This role presents an exciting opportunity for a motivated and entrepreneurial individual to impact demand and technician utilization across our decentralized heating and air conditioning branches.

If you are passionate about achieving tangible results in a dynamic environment, and possess the skills and experience outlined above, we invite you to apply and become a valuable member of our team. By joining us, your expertise will help shape the future of our business and contribute to our ongoing success.

This role is based in Virginia and will require 50-60% travel to branches in the Virginias territory.

Responsibilities:

Demand Strategy Development:

Collaborate closely with the corporate marketing team and RVP and CSR teams to develop, implement, and continuously refine demand generation strategies tailored to the unique needs and challenges of each local branch within the region. Assume the role of the ultimate decision maker for region-specific strategies and focus.

Technician Utilization:

Take ownership of optimizing the core KPI of technician utilization, ensuring each technician's schedule efficiently meets customer demand while maintaining high efficiency.

Local Business Integration:

Develop an in-depth understanding of each branch's unique challenges through active integration into day-to-day operations to enhance demand generation strategies. This involves attending weekly management meetings, conducting frequent branch visits, and maintaining a strong on the ground presence with an estimated 50-60% travel within the region (the Virginias).

Collaboration with Local CSRs:

Build strong relationships with local CSRs to ensure a seamless flow of leads and appointments. Provide them with the necessary tools, training, and support to maximize appointment bookings.

Data Analysis:

Utilize data-driven insights to identify opportunities and areas for improvement in demand generation efforts, continuously monitoring and adjusting strategies to meet and exceed goals.

Marketing Liaison:

Act as a real-time liaison between the local branches and corporate marketing teams, coordinating marketing campaigns and initiatives to drive demand in the region.

Budget Management:

Effectively manage, track, and allocate budget resources to support demand generation efforts while measuring ROI for various marketing channels.

Reporting and Accountability:

Provide regular reports, along with justifications and Return on Ad Spend (ROAS) assessments for expenditure and deliver updates on regional demand generation performance to the RVP, corporate leadership, and local branches.

Process Improvement:

Identify and implement process improvements to streamline appointment scheduling, enhance customer experience, and drive revenue growth.

Market Research:

Stay updated on industry trends, competitor activities, and local market dynamics to adapt strategies accordingly.

Performance KPIs:

Meet or exceed key performance indicators (KPIs) and targets, primarily focusing on Cost Per Lead (CPL) and lead quality.

Test and Learn Culture:

Establish and promote a data-driven test and learn culture, collaborating with Operations and CSR teams to build testing roadmaps that improve conversion rates.

Best Practices:

Actively work to identify and implement best practices that access important opportunities.

Industry Thought Leadership:

Act as an industry thought leader, bringing new and emerging ideas and capabilities to the team and staying informed about innovation and trends.

Why we are excited to work with you:

Proven Leadership:

Minimum of 5 years of leadership experience, preferably in marketing, sales, or demand generation.

Entrepreneurial Mindset:

Demonstrated track record of innovation, initiative, and driving results in a dynamic, decentralized business environment.

Direct Experience:

Experience working in a portfolio roll-up or with local field operations/marketing, especially in the realm of local services.

Analytical Skills:

Strong analytical and data-driven decision-making skills, leveraging data to identify trends and make informed recommendations.

Team Collaboration:

Proven ability to collaborate effectively with cross-functional teams, spanning corporate marketing to local Customer Service Representatives (CSRs).

Marketing Expertise:

Proficiency in marketing principles and hands-on experience implementing marketing campaigns, preferably within local or decentralized contexts.

Budget Management & Expertise:

Successful experience in managing marketing budgets and optimizing expenditures for maximum ROI. Experience with budget creation and management at various timeframes (monthly, quarterly, and yearly rollups). Proven ability to do more with less and effectively prioritize projects.

Communication Skills:

Exceptional communication and presentation skills, with the ability to influence and build strong relationships across all organizational levels. Demonstrate executive presence and adapt communication styles from war room to boardroom.

Ownership Mentality:

Strong sense of ownership and accountability for achieving and surpassing demand generation goals.

Adaptability:

Ability to quickly adapt to changing circumstances and market conditions, with a capacity to shift between high-level strategic thinking and hands-on tactical execution. Advocate for a culture of strategic experimentation that balances incremental progress and bold initiatives. Tolerate failure and extract valuable lessons from experiences.

Innovation-Driven:

Motivated by problem-solving, continuous innovation, and proactive adjustments to meet branch and customer needs.

Positive Attitude:

Bring optimism, positive intent, and a collaborative 'we-not-me' mentality to your work. by Jobble

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