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One of the most interesting performance marketing jobs we’ve worked on in years — and it has almost nothing to do with selling things in a shopping cart.

ALLAN’S COMMENTS: We are working with a confidential client in their search for a Director of Marketing. And before I lose you with the word “roofing,” let me explain what’s really going on here — because I’ve been recruiting marketers for 15 years and this is genuinely one of the more interesting platform plays I’ve seen in a while.

About the Business. Our client is a private equity-style roll-up in the residential roofing space. Think of it like what’s happened in dermatology clinics, veterinary practices, and HVAC companies over the last decade — an experienced team identifies a highly fragmented, underdigitized industry, acquires the best regional operators, and builds a centralized platform underneath them. They have done exactly that in roofing, quietly assembling five well-established regional roofing brands across multiple U.S. markets. Combined, these brands are generating upper-eight to lower-nine figures in annual revenue, with low-eight-figure EBITDA. This is not a startup. It is a scaled, cash-flowing business that is still in the early innings of its build-out.

Now here’s where it gets interesting. Every one of the legacy brands generates leads the old-fashioned way: Google Search ads, Local Service Ads, organic map-pack SEO, some Meta. A salesperson calls the lead, schedules an appointment, a rep drives out to the house, climbs on the roof, and writes an estimate. It works, but it’s expensive, slow, and the conversion variability is enormous — because it depends on how good the sales rep is once they get face-to-face.

The leadership team has been experimenting with a more digitally native approach — using technology and data to streamline the quoting process so that more of the customer journey happens online, before anyone rolls a truck. Early results on this model are very promising, and the mandate for this role is to help refine, scale, and roll out these more efficient digital flows across the entire portfolio — and across however many more companies they acquire between now and their target exit.

I know what you’re thinking. “Allan, I’m a marketer. I don’t know anything about roofing.” Here’s the thing: neither does our client’s incoming marketing leader, and he doesn’t care. He comes from the ecommerce and digital growth world. His take — which I agree with completely — is that this is a form-fill-to-phone-call funnel optimization problem, and anyone who has managed DTC acquisition funnels at scale already understands 80% of what this business requires. If you’ve ever obsessed over CPL, watched Meta video creatives drive someone to a landing page, tested lead form variants, or managed an agency’s paid search account for a multi-SKU brand — you know how to think about this. The roofing part you can learn in 30 days.

About the Customer: The end buyer is a homeowner whose roof needs replacing — either because a hailstorm just blew through their neighborhood (insurance-driven storm claim) or because the roof is 20+ years old and starting to fail (age-driven cash replacement). Average job value is in the tens of thousands of dollars. It is not a repeat purchase — most homeowners replace a roof once every 20–30 years — which means this is a pure top-of-funnel, high-intent lead generation business. Get the right person to the right form at the right moment. That’s the game.

Why a great marketer should want this role: Three reasons, in descending order of how much I think they’ll matter to you in five years.

First, the equity. The founding team has structured meaningful equity participation for this hire. They have a deliberate, time-bounded plan to build significant enterprise value through this platform, and the team members who help get them there will participate in that outcome in a meaningful way. This isn’t a lifestyle business — the investors and operators behind this are building toward a real exit, and the equity is structured to reward the people who make it happen.

Second, the platform. You would be the first marketing hire at the parent company level. You’re not inheriting a finished machine and being asked to optimize at the margins. You are building the centralized marketing function, the tech stack, the unified WordPress theme, the CRM architecture, the attribution model, the agency selection and management framework, and the acquisition playbook that gets used every time they buy a new company. In a year, this role likely owns those things as a formal department head. The upward trajectory is real.

Third, the team. The CEO of this platform is a seasoned operator who previously helped scale one of the largest residential roofing companies in the country. He’s done this before, at scale, from the operational side. The principal investor personally seeded this venture with significant capital after previously building and selling a home services company. The deal and acquisition lead comes from the PE world and has run a similar roll-up in another services vertical. And the marketing lead you’d be working directly under built his career in ecommerce growth, understands DTC funnel mechanics cold, and is the kind of person who leads from the front rather than delegating vision. I talked to him for an hour and came away genuinely impressed.

ABOUT THE ROLE

This is a newly created platform-level role at a PE-backed residential roofing company with five brands and strong revenue across multiple markets. Your mission will be:

• Take over the day-to-day management of marketing across all five brands by building relationships with the existing agencies and in-brand marketing resources at each company.
• Work directly with the marketing lead to design and implement a unified digital marketing stack — one WordPress theme, one CRM, one attribution engine, shared best practices — that replaces the current hodgepodge of five disconnected setups.
• Help refine and scale the more efficient digital quoting and conversion flows that are showing strong early results, rolling them out across the rest of the portfolio.

THIS IS NOT a managing-down role — there are no direct reports to start. You will lead through influence, agency management, and the authority that comes from being the platform’s center of marketing gravity.

YOU WON’T BELIEVE HOW MUCH WE KNOW ABOUT THIS SEARCH!

We spent a ton of time on the phone with this client teasing out exactly what you’ll need to KNOW and DO to hit the ground running in this role. Some of the things we can share with highly qualified candidates include …

• The “real” background requirements for this position, along with the top five things all resumes MUST have to be considered for the role.
• The top five problems that exist due to this position being open. These are the little brush fires you will be expected to put out during your first month on the job. Every job has these — and this one’s no different.
• What your average day / week will look like in this role. There’s what you read in the standard job posting … then there’s reality. We’ve got the reality.
• The leading and lagging KPI’s that will determine your success in this role. In a nutshell: How you keep score.
• The major projects you’ll need to complete by Day 100 to be considered a home-run in this position. We’ve got the lowdown on how you can plug-and-play and drive REAL value in this job.

We have a massive amount of proprietary intel to share with qualified candidates. Our industry research for this assignment exceeds 75 pages! Be sure to TEXT Allan Seibert at (706) 318-1196 for this info. Or simply use the email link when you apply for the role below.

AREAS OF OVERSIGHT

Multi-Brand Digital Acquisition

• Manage paid search and Local Service Ad (LSA) campaigns across five roofing brands simultaneously, coordinating with existing agencies and internal marketing contacts at each brand to ensure budgets are allocated, campaigns are optimized, and CPL benchmarks are being hit.
• Own the Google Business Profile strategy across all portfolio brands, including map-pack ranking initiatives, review management, and local citation consistency — the foundation of the organic lead flow for service-area businesses.
• Oversee Meta (Facebook/Instagram) campaign strategy and agency execution across brands, with specific attention to video ad creative approaches that have demonstrated strong conversion potential and should be adapted and rolled out across the portfolio.
• Evaluate TikTok as a supplementary acquisition channel using video creative approaches that have shown early traction in the residential services space.

Funnel Architecture & Conversion Optimization

• Own landing page and lead form optimization across five WordPress properties, using A/B testing to improve form completion rates, reduce friction in the quote request flow, and increase the percentage of submitted leads that convert to booked appointments.
• Partner with the marketing lead and the call center team to close the attribution loop: tracking not just cost-per-lead but cost-per-sold-roof, so that campaign decisions are tied to actual revenue outcomes rather than vanity metrics.
• Lead the rollout of more streamlined digital quoting flows — coordinating website development, data integrations, and form optimization — across brands that are currently running the legacy in-person estimate process.
• Identify and test lead magnet strategies (guides, instant quote tools, educational content) to capture email addresses from visitors who don’t convert immediately on the first visit.

Platform Consolidation & Tech Stack

• Audit the current WordPress implementation at each of the five brands, then lead the migration to a unified, conversion-optimized WordPress theme that preserves each brand’s local identity while standardizing the underlying funnel architecture.
• Lead the CRM consolidation project: evaluate options, make a recommendation, and manage the implementation of a single platform-level CRM that gives the marketing team full visibility into the lead-to-close pipeline across all five brands.
• Build and manage the platform’s SEO infrastructure: site audits, technical health corrections, keyword strategy for local map-pack rankings, and content roadmap for high-intent informational searches (insurance claims, roof age, storm damage).
• Develop the Marketing Acquisition Playbook — a repeatable, documented process for onboarding a newly acquired roofing brand onto the platform’s marketing stack, so that each new acquisition can be integrated in weeks rather than months.

Agency & Vendor Management

• Evaluate and rationalize the current agency relationships across the portfolio — the brands currently have a mix of full-service agencies, shared internal resources, and contractor/founder-managed marketing — and make a recommendation on consolidation, specialization, or in-sourcing as the platform matures.
• Establish reporting cadences, KPI scorecards, and accountability structures for all external partners — so that agency performance is measured against revenue outcomes, not just campaign metrics.
• Source and manage any new agency relationships or freelance resources needed to fill gaps in the current vendor ecosystem.

Email & Lifecycle Marketing

• Design and implement a basic lifecycle email program using the platform’s CRM — including a lead nurture sequence for unconverted form fills (functionally analogous to an abandoned cart flow), post-job follow-up sequences, and seasonal storm-trigger campaigns.
• Test and iterate on direct mail as a data-driven acquisition channel, leveraging third-party APIs that provide roof age data and storm event data to build targeted direct mail lists by neighborhood.

QUALIFICATIONS

Education & Certification

• Bachelor’s degree in Marketing, Communications, Business, or equivalent professional experience.

Functional Competencies — Skills, Knowledge & Experience

• 5+ years of hands-on digital marketing experience, with demonstrated ability to manage multiple brands, properties, or clients simultaneously — not just depth in a single account.
• Multi-brand paid media management at $1.5M–$4M annual spend, across Google Search Ads and Meta — managing budgets, creative testing, and agency relationships, not just reporting on them; current platform spend is approximately $100K/month and scaling; target CPL varies by brand in the $100–$200 range, with the longer-term goal of closing the attribution loop from lead source all the way to closed job.
• Local Service Ads (LSA) fluency — specific experience with the LSA product for service-area businesses is a strong differentiator; this is a must-have, not a nice-to-have.
• Services marketing background — experience in industries where the conversion is a phone call or form fill leading to an in-home appointment (home services, healthcare, financial services, legal, insurance) rather than a direct ecommerce transaction; pure ecommerce backgrounds with no services exposure will require strong supplementary evidence of transferability.
• WordPress proficiency — must be comfortable editing pages, managing plugins, and making structural changes in WordPress without needing a developer for routine tasks; experience does not need to be recent (within the past five years is fine).
• Local SEO experience — Google Business Profile management, map-pack optimization, citation building, and review strategy for service-area businesses.
• Agency management experience — has led, evaluated, and held accountable at least one external marketing agency; ideally has experience navigating the decision to retain, replace, or restructure an agency relationship.
• Attribution and analytics fluency — can connect marketing spend to revenue outcomes through CRM integration, UTM architecture, and analytics tooling; Google Analytics, call tracking, and CRM-level lead source reporting experience expected.
• Familiarity with email marketing platforms (Klaviyo, HubSpot, Mailchimp, or equivalent) at a campaign-build and flow-logic level.
• WordPress-based A/B testing experience (landing pages, lead forms, call-to-action placement) is a plus.
• AI tool fluency and curiosity — the marketing leader is actively integrating AI into his own workflow and expects the same from this hire; the ideal candidate uses AI to execute faster and think sharper, not as a substitute for domain judgment; be prepared to discuss specific tools you’ve tested, workflows you’ve built (agency briefing templates, reporting narratives, creative brief generators, campaign briefs), and how you distinguish useful AI output from average output; candidates who treat AI as a research toy rather than a revenue tool will not be a fit.

Leadership & Management / Behavioral Competencies

• Operates effectively without an org chart beneath them — this is a “lead through influence” role, not a command-and-control role; success requires the ability to direct agencies and in-brand marketing resources who do not formally report to you.
• Communicates clearly and simply with non-marketing stakeholders — the roofing operators in the portfolio are world-class at their trade and appropriately skeptical of corporate marketing speak; the ability to earn their trust by explaining strategy in plain terms is genuinely important.
• Structures ambiguity rather than being paralyzed by it — the first 60–90 days will involve mapping a landscape that is not fully documented; this person must be able to operate with incomplete information while building the documentation behind them.
• Builds processes as they go — not just executing tasks but reverse-engineering each project into a repeatable playbook that can be applied to the next acquisition.

Personal Characteristics

• High integrity — this is a small team with significant equity at stake; trust is the currency.
• Self-directed and self-motivated — fully remote role with no micromanagement; you are expected to bring your own structure.
• Intellectually curious about how things work — the digital quoting model, the attribution architecture, the local SEO dynamics of a storm-driven market — this is a role for someone who enjoys figuring out novel problems.
• Entrepreneurial orientation — you are more excited by the equity and the build than by the title and the org chart.
• Competitive without being political — you want to win market share in each local market and you track the numbers that tell you whether you are.
• Strong written and verbal communicator — you can run an agency review call, write a brief, and explain campaign performance to a CEO all in the same day.
• Resilient — roll-ups are messy in the early innings; you don’t confuse chaos with failure.

Applications for this position are being coordinated by Allan Seibert. Candidates, please be sure to email Allan for a packet of market research and company / competitive intel that will differentiate you in your candidacy. Due to the intensely competitive nature of this search, thorough preparation for these interviews with this proprietary material is strongly recommended.