Director of Marketing

EZ Pro Express is growing its presence in the bath remodeling market and needs a hands-on marketing leader to run strategy, execution, and performance across every channel. This onsite role in Cary, NC owns end-to-end marketing planning, budget management, team leadership, and measurable results that translate into qualified appointments and marketing-sourced revenue.

The Director of Marketing will be evaluated on lead volume, CPL (cost per lead), CPA (cost per acquisition), and the revenue generated from marketing efforts.

What you’ll own

• Lead the full lead-generation engine across paid search, paid social, streaming/OTT, local TV, radio, direct mail, home shows and events, SEO, and referral programs.
• Set and hit monthly targets for qualified leads and booked in-home appointments that keep the sales calendar full and align with the company’s revenue plan.
• Manage and continuously optimize CPL and CPA across all channels, reallocating spend toward what is producing results.
• Build and refine the lead-to-appointment funnel in partnership with sales, including speed-to-lead follow-up, nurture sequences, and no-show reduction.
• Test and scale new channels and offers while managing seasonal demand so lead flow matches installation capacity.
• Steward EZ Pro Express branding across positioning, messaging, voice, and visual identity to differentiate from national competitors and local remodelers.
• Direct content across the website, landing pages, email, social media, video, before-and-after galleries, and sales collateral.
• Own online reputation and reviews (Google, Yelp, BBB, and social), turning satisfied customers into a steady flow of five-star reviews and referrals.
• Maintain a consistent, high-trust customer experience from first ad impression through the in-home consultation and post-install follow-up.
• Produce converting creative, including offers, promotions, and financing messaging, without eroding brand or margin.
• Lead, coach, and grow the marketing team, hiring to fill gaps and build a bench as the business scales.
• Own the marketing budget end-to-end by planning, defending, and managing spend to agreed CPL/CPA and ROI targets.
• Select and manage external partners, including media agencies, creative and web vendors, direct-mail, and event partners, holding them accountable to measurable outcomes.
• Partner closely with sales and operations to align lead flow with selling and installation capacity and close the loop on lead quality.
• Serve as the marketing voice on the leadership team by translating goals into plans and reporting results to the CEO/owner.
• Build and own a reporting system that ties spend to leads, appointments, sales, and revenue by channel and campaign.
• Establish clean attribution and tracking including call tracking, form tracking, UTM discipline, and CRM integration so each dollar is measurable.
• Report weekly on leading indicators and build monthly ROI reporting to drive budget and channel decisions.
• Maintain a KPI dashboard covering CPL, CPA, appointment rate, marketing-influenced close-rate contribution, marketing-sourced revenue, and ROAS.
• Forecast lead volume and marketing spend, flagging risks to targets early.

Required qualifications

• 3+ years of marketing experience with at least 1 year leading a team and owning a budget.
• Proven track record generating leads and revenue in a high-consideration, locally driven business, ideally home services, home improvement, remodeling, or a comparable consumer category.
• Hands-on command of paid digital (Google, Meta) plus demonstrated success managing traditional/local media (TV, radio, direct mail) at scale.
• Strong analytical skills with comfort owning CPL, CPA, ROAS, and attribution and making budget decisions from data.
• Experience managing agencies and vendors and holding them to measurable outcomes.
• Excellent leadership and cross-functional communication, especially working alongside a sales organization.

Technologies

• Google
• Meta
• UTM

Benefits

• 401(k)
• 401(k) matching
• Dental insurance
• Health insurance
• Health savings account
• Life insurance
• Paid time off
• Vision insurance

Preferred

• Experience with an in-home sales or lead-to-appointment model.
• Familiarity with CRM and marketing platforms, call-tracking tools, and dashboarding.
• Experience marketing financing or promotional offers in a considered-purchase category.
• Bachelor’s degree in marketing, business, or a related field, or equivalent experience.

What success looks like

• First 90 days: Learn the business and numbers, audit every channel and vendor, and deliver a prioritized plan to reduce CPL and improve lead quality.
• 6 months: A working attribution and reporting system is live; budget is reallocated toward the highest-ROI channels; lead volume and appointment rate trend upward.
• 12 months: Predictable, scalable lead flow at or below target CPA; stronger brand presence and review presence; and a marketing team and dashboard that enable leadership to forecast growth with confidence.