Director of Marketing in West Bridgewater, Massachusetts at Easton Pool & Spa Inc
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Job Description
Position Summary
The Director of Marketing is responsible for driving customer acquisition, revenue growth, lead generation, customer retention, and market expansion across Easton Select Group and its portfolio of brands. This role serves as the company's senior marketing leader focused on accelerating profitable B2C growth through data-driven marketing strategies, demand generation programs, customer lifecycle marketing, and conversion optimization.
The Director partners closely with executive leadership, operations, sales, customer success, and business unit leaders to develop growth strategies that increase market share, maximize customer lifetime value, improve conversion performance, and drive measurable revenue outcomes across all consumer-facing brands.
About Easton Select Group
Easton Select Group is a leader in pool construction, service, renovation, retail, and backyard leisure solutions. Built on a 50-year legacy as a second-generation family business, Easton Select Group continues to grow through strategic acquisitions while delivering exceptional customer experiences and operational excellence across a diversified portfolio of brands.
Key Responsibilities
Revenue Growth & Customer Acquisition
- Own B2C revenue growth goals and marketing-driven sales performance across all Easton Select Group brands
- Develop and execute customer acquisition strategies that increase qualified leads, appointments, sales opportunities, and revenue
- Create scalable growth marketing programs focused on increasing market share, customer penetration, and brand demand
- Drive lead generation performance through paid media, search marketing, local marketing, referral programs, partnerships, and customer engagement initiatives
- Optimize marketing funnels to improve lead conversion rates, appointment-setting performance, sales close rates, and customer acquisition costs
- Develop customer segmentation strategies to increase marketing effectiveness and improve return on investment
Customer Retention & Lifetime Value
- Develop customer retention, loyalty, referral, and reactivation programs that increase repeat business and customer lifetime value
- Build customer journey strategies across pool construction, service, renovation, retail, and outdoor living divisions
- Partner with Customer Success and Operations teams to improve customer satisfaction and retention metrics
- Growth Strategy & Market Expansion
- Identify new market opportunities, customer segments, service offerings, and geographic expansion opportunities
- Support acquisition growth initiatives through customer transition planning and brand integration strategies
- Develop localized growth plans for individual markets while maintaining enterprise-wide marketing alignment
Performance Marketing Leadership
- Lead all performance marketing initiatives including digital advertising, SEO, AEO, paid search, social media advertising, email marketing, website optimization, and marketing automation
- Establish growth-focused KPIs and dashboards tied directly to revenue, customer acquisition, conversion rates, and profitability
- Oversee attribution modeling and marketing analytics to ensure investments are optimized for maximum business impact
Leadership & Organizational Development
- Build and lead a high-performing growth marketing team focused on measurable business outcomes
- Establish a culture of accountability, testing, optimization, and continuous improvement
- Manage agency partners, technology vendors, and marketing investments to maximize performance and efficiency
Partnership
- Serve as a strategic advisor to executive leadership on growth opportunities, customer trends, market dynamics, and revenue strategies
- Present growth performance, customer acquisition metrics, and revenue forecasts to executive leadership
- Align marketing initiatives with company growth objectives, acquisition strategy, and long-term business goals
Branding
- Develop and administer the rollout efforts for the new ESG service brand
- Lead the development and execution of the organization's brand strategy, ensuring a consistent and compelling brand identity across all channels and touchpoints.
- Drive brand awareness, reputation, and engagement initiatives that strengthen both employee and customer experiences while supporting business growth and organizational objectives.
Qualifications:
Minimum Requirements
- Bachelor's degree in Marketing, Business, Communications, or related field
- 10+ years of marketing experience with a strong focus on consumer acquisition and revenue growth
- 5+ years leading marketing teams and growth initiatives
- Demonstrated success driving measurable B2C revenue growth
- Strong understanding of customer acquisition, conversion optimization, customer lifecycle marketing, and marketing analytics
- Proven track record of building, evolving, and managing successful brands in a complex organization or competitive market.
- Demonstrated ability to translate business objectives into impactful brand initiatives that drive measurable results.
Preferred Qualifications
- Experience within home services, construction, retail, outdoor living, consumer services, or multi-location organizations
- Experience managing a marketing budget
- Experience with CRM platforms, marketing automation, attribution reporting, and customer data analytics
Details
- Compensation: $90,000–$110,000
- Work model: Hybrid (1 remote day per week)
- Office Location: West Bridgewater, MA
What We Offer
- Participation in ESG SHARE program
- 9 paid holidays
- Paid vacation and sick time
- Employer-matched 401(k)
- Employer-paid life insurance
- Optional supplemental life insurance
- Medical, dental, and vision insurance plans
Equal Opportunity Employer
We are proud to be an Equal Opportunity Employer and are committed to fostering a diverse, equitable, and inclusive workplace. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity or expression, national origin, age, disability, veteran status, or any other protected characteristic.