Sr. Director, Field Marketing

Brothers Lawn Squad LLC; Atlanta (GA); On-site; USD 180,000 - 240,000; Full time

Job summary

Brothers Lawn Squad LLC in Atlanta seeks a Senior Director, Field Marketing to lead the enterprise field marketing strategy and connect national brand priorities to local execution across the franchise system.

You will oversee the Field Marketing Manager team, partner with operations, and drive measurable growth through disciplined planning, analytics, local playbooks, and strong agency relationships. Location is Atlanta with substantial travel.

Qualifications

• 10+ years of progressive marketing leadership experience in franchising or multi-location services.
• Translate enterprise brand strategy into practical local marketing playbooks and seasonal campaigns.
• Proven experience leading, coaching, and scaling field marketing teams and setting performance expectations.
• Strong understanding of local demand generation channels including paid search, local SEO, and reviews.

Responsibilities

• Lead the enterprise field marketing strategy and connect national brand priorities to local execution across the franchise system.
• Oversee Field Marketing Manager team and drive measurable growth via disciplined planning and analytics.
• Partner with Operations leadership to align marketing initiatives with franchisee goals and communicate through FBCs and FMMs.
• Direct relationships with agencies managing Google Local Services Ads, GBP, PPC, paid social, and local lead sources.
• Manage local playbooks for hyper-local programs and ensure partner accountability with cost-per-booked-job benchmarks.

Skills

Marketing leadership

Franchise marketing

Team coaching

Job description

The Senior Director, Field Marketing is responsible for leading the enterprise field marketing strategy that connects national brand priorities to effective local market execution across the franchise system. This role oversees the Field Marketing Manager team, strengthens franchisee marketing performance, manages key agency and channel partnerships, and drives measurable growth through disciplined planning, analytics, local playbooks, and close alignment with operations. Serving as a senior advisor to franchise owners, operations leaders, and executive stakeholders, the Senior Director ensures marketing investments translate into qualified demand, booked jobs, stronger market share, and sustainable revenue growth.

Key Responsibilities

Executive Strategy & Franchise Growth Engine

• Trade & Seasonality Strategy: Build scalable, full-funnel field marketing playbooks tailored to home services dynamics—balancing shoulder-season demand generation with peak-season dispatch capacity.
• National-to-Local Playbooks: Translate national brand campaigns into actionable local execution packages (e.g., HVAC shoulder-season tune-up promos, spring plumbing campaigns, emergency storm response protocols).
• Executive Visibility: Report systemwide field marketing health, marketing fund adoption rates, lead volume trends, cost-per-booked-job, and Return on Marketing Investment (ROAS) to the C-suite and Franchise Advisory Council (FAC).
• Franchise Operations & FBC Alignment: Partner closely with Operations leadership to ensure marketing initiatives align with franchisee business goals and is communicated effectively via Franchise Business Consultants (FBCs) and Field Marketing Managers (FMMs).

Team Leadership & Field Marketing Coaching

• Manage & Scale the FMM Team: Lead, mentor, and establish operational rhythms for Field Marketing Managers consulting local franchise territories.
• Franchisee Consulting Standards: Standardize how FMMs guide owners on annual/quarterly budget planning, multi-channel mix, and local market share capture.
• High-Stakes Turnarounds & Multi-Unit Owners: Serve as the senior consulting partner for multi-unit operators, major market expansions, or underperforming territories needing aggressive lead-volume turnarounds.
• Home Services Channel & Agency Management
• Local Digital Ecosystem Management: Direct corporate relationships and SLAs with marketing agencies managing Google Local Services Ads (LSA), Google Business Profiles (GBP), PPC, paid social, local SEO, and lead aggregators (e.g., Angi, Thumbtack).
• Neighborhood & Boots-on-the-Ground Programs: Oversee systemwide frameworks for hyper-local field programs—including yard signs, vehicle wrap standards, technician leave-behinds, and review generation strategies.
• Vendor Accountability: Hold digital partners accountable to strict lead-quality metrics, budget pacing, transparent call-tracking attribution, and cost-per-booked-job benchmarks.

Qualifications

• 10+ years of progressive marketing leadership experience, preferably in franchising, multi-location services, home services, field marketing, or other distributed local-market operating models.
• Demonstrated ability to translate enterprise brand strategy into practical local marketing playbooks, seasonal campaigns, and execution standards that franchise owners and field teams can adopt consistently.
• Proven experience leading, coaching, and scaling high-performing field marketing, local marketing, or franchisee-facing teams, including setting operating rhythms, consulting standards, and performance expectations.
• Strong understanding of local demand generation channels, including paid search, Google Local Services Ads, Google Business Profiles, local SEO, paid social, review generation, lead aggregators, direct mail, neighborhood marketing, and referral programs.

Primary brand(s), portfolio, or enterprise scope: Enterprise

Location and travel expectations: 200 Galleria Parkway SE, Suite 1900, Atlanta, GA 30339 (25-50% travel)