Vice President of Demand Generation (Marketing/Sales)

Position Overview:

The Vice President of Demand Generation will be responsible for developing and executing a comprehensive marketing strategy aimed at driving demand and generating high-quality leads for our automotive repair services. This individual will lead a team of marketing professionals and collaborate closely with sales, operations, and technology teams to ensure alignment between marketing campaigns and business objectives. The VP of Demand Generation will focus on building and optimizing campaigns across multiple digital and offline channels, enhancing brand visibility, and increasing conversion rates in key markets.

Key Responsibilities:

• Demand Generation Strategy: Develop and implement a holistic demand generation strategy that leverages a mix of digital, traditional, and grassroots marketing tactics to drive leads and conversions. Ensure strategies are scalable and adaptable to different regional markets.
• Lead Generation Campaigns: Create and manage multi-channel lead generation campaigns, including paid media, SEO, SEM, email marketing, social media, and content marketing. Optimize these campaigns to maximize customer acquisition and retention.
• Conversion Optimization: Work closely with sales teams to optimize the lead funnel and improve conversion rates from lead generation to booked appointments. Implement A/B testing, landing page optimization, and personalized marketing tactics to improve results.
• Performance Marketing: Drive paid acquisition efforts, including PPC, display ads, and paid social media, ensuring campaigns deliver strong ROI and cost-effective customer acquisition across markets.
• Customer Segmentation and Targeting: Develop and maintain customer segmentation models to target specific audience groups with personalized and relevant marketing messages. Understand key customer personas and tailor campaigns to different audience needs.
• Brand Awareness: Elevate the brand’s presence in key markets by building awareness campaigns through traditional advertising, partnerships, sponsorships, and community engagement efforts that drive local and regional visibility.
• Data-Driven Insights: Use data analytics and reporting tools to track performance, measure the success of campaigns, and continuously refine marketing efforts. Provide regular reports to the executive team, highlighting key metrics such as customer acquisition cost (CAC), lifetime value (LTV), and return on ad spend (ROAS).
• Partnerships and Collaborations: Identify and develop partnerships with industry influencers, local businesses, and media outlets to enhance reach and drive community-based marketing initiatives.
• Cross-Functional Collaboration: Work closely with operations, sales, and product teams to ensure marketing strategies align with overall business objectives, customer service goals, and operational capabilities.
• Team Leadership and Development: Build and manage a high-performing demand generation team. Mentor and develop team members, fostering a culture of innovation, accountability, and continuous improvement.
• Market Expansion Support: Partner with leadership to support the company’s expansion into new states and markets. Design tailored marketing strategies that fit each region’s unique needs and customer base.
• Budget Management: Oversee the demand generation budget, ensuring resources are allocated effectively to achieve revenue and growth targets while maximizing ROI on marketing spend.
• CRM & Martech Optimization: Manage and optimize marketing technologies, including CRM systems, automation tools, and analytics platforms, to improve campaign efficiency and lead tracking.

Qualifications:

• Education: Bachelor’s degree in Marketing, Business, or a related field. MBA or advanced degree preferred.
• Experience: 8+ years of experience in demand generation, marketing, or customer acquisition, with a focus on multi-location or service-based businesses. Experience in the automotive industry or home services is a plus.
• Leadership: Proven experience in leading and developing marketing teams and driving cross-functional collaboration.
• Digital Marketing Expertise: Strong knowledge of digital marketing channels, including paid search, social media advertising, SEO, email marketing, and content marketing.
• Analytical Skills: Data-driven with expertise in using marketing analytics tools (e.g., Google Analytics, HubSpot, Marketo) to track performance, measure KPIs, and optimize marketing efforts.
• Lead Generation: Expertise in designing and executing successful lead generation campaigns that drive measurable growth.
• Customer-Centric Mindset: Understanding of customer journeys and the ability to create marketing campaigns that meet customer needs and improve satisfaction.
• Regional Marketing: Experience managing marketing campaigns across multiple regions or states, tailoring strategies to local markets.
• Communication: Excellent written and verbal communication skills, with the ability to influence stakeholders at all levels of the organization.
• Project Management: Strong organizational and project management skills, with the ability to manage multiple campaigns and initiatives simultaneously.
• Technology Proficiency: Experience with CRM, marketing automation, and martech tools to drive efficiency in demand generation.