Marketing Manager in Bradenton, Florida at SERVICE MINDS LLC

The Marketing Manager plays a key role in shaping and 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, preferably within a franchise environment, to drive call volume for our 40 locations across three brands throughout the Southeast.

General Accountabilities

• 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, “Bookability” 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. Specifially, demand generation is responsible to ensure as laid out in a monthy, 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.
• Lead and foster collaboration within the marketing team and cross-functionally with Division leaders to align efforts with operational goals.
• Act as the primary point of contact for marketing initiatives, ensuring seamless coordination and communication.
• Oversee the development of creative collateral for brands and locations, aligning with marketing strategy and local needs.
• Proactively assist in the development and execution of overarching marketing strategies to attract and retain customers.
• Manage marketing budgets, approvals, and monthly billing, negotiating with local vendors to maximize efficiency.
• Create and delegate content creation tasks for marketing efforts, ensuring consistency across platforms.
• Maintain consistency and relevance of content on branded and company sites, collaborating with the SEO Specialist and Franchisor as needed.
• Identify areas for improvement in marketing processes and implement best practices to enhance efficiency and effectiveness.
• Keep abreast of the latest marketing trends, technologies, and methodologies by attending workshops, seminars, and industry events.

Required Competencies & Qualifications:

• Demand Generation Expertise: Strong experience in SEO, PPC, Reputation Management, LSA, and direct and shared mail campaigns within a franchise environment.
• 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.
• Attention to Detail: Meticulous and thorough in executing tasks and analyzing data.
• Committed to Excellence: Dedicated to maintaining high standards and delivering quality results.
• 5+ years of relevant marketing experience or related degree.
• 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.
• Excellent written and verbal communication skills.

Physical Demands

• Hybrid/ In office 3-4 days per week in Bradenton
• Office work – seated or standing for extended periods, use of general office equipment.
• Some travel required.

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.

The company reserves the right to add or change duties at any time.