Director of Marketing

Company Overview

Lovewell Fencing Inc. is a 100% employee-owned home-improvement company with a 40 year track record of profitability. The company operates several businesses, two of which this position supports. Lovewell Fence and Deck's Residential Division designs and installs fences, decks, and pergolas for homeowners throughout the Quad Cities, Iowa City, and Cedar Rapids. Heartland Pergolas is a nationwide brand that markets and sells pergolas and shade structures to residential and commercial customers. The company is committed to quality craftsmanship, dependable service, and sustained growth across both brands.

Position Summary

Lovewell Fencing Inc. is seeking a Director of Marketing to lead all marketing, advertising, and promotional activity for both Lovewell Fence and Deck and Heartland Pergolas. This newly created position will own marketing strategy and execution across paid media, content creation, social media, search, email, web, and promotions, and will manage the combined annual advertising budgets of both brands.

The Director of Marketing will operate as the company's sole marketing professional, partnering closely with the department heads of the Lovewell Residential Division and Heartland Pergolas. The successful candidate will make extensive, daily use of artificial intelligence (AI) tools to plan, produce, analyze, and scale marketing work, and will continually adopt new tools and best practices to maximize efficiency and results.

Key ResponsibilitiesStrategy & Planning

• Develop and execute annual and quarterly marketing plans for each brand, aligned with company revenue and growth objectives.
• Differentiate strategy between a national, direct-to-consumer brand (Heartland Pergolas) and a local, service-area lead-generation brand (Lovewell Fence and Deck).
• Plan and execute seasonal campaigns, promotions, and product launches in coordination with sales and operations leadership.

Paid Media & Budget Management

• Plan, build, launch, and optimize paid campaigns across Google Ads (Search, Performance Max, Display, YouTube), Meta (Facebook and Instagram), ChatGPT Ads (OpenAI), and other relevant platforms.
• Manage and allocate the combined annual advertising budget, maximizing return on ad spend (ROAS) and minimizing cost per lead (CPL).
• Conduct ongoing audience, creative, and copy testing; reallocate spend based on performance data.

Content, Creative & Social Media

• Produce and oversee photo, video, written, and graphic content for advertising, social media, websites, and email.
• Manage organic social media channels for both brands, maintaining a consistent content calendar and brand voice.
• Develop and maintain brand standards for each brand.

Web, SEO & Local Presence

• Oversee website content, landing pages, and conversion rate optimization for both brands.
• Drive organic search performance through on-page SEO, content strategy, and technical best practices.
• Manage Google Business Profiles, local listings, and online review generation and response.

AI Integration & Marketing Operations

• Integrate generative AI tools into daily workflows for content production, ad creative development, research, data analysis, and reporting.
• Build and document repeatable, AI-assisted processes, templates, and automations that enable a single marketer to operate at the output of a full team.
• Evaluate emerging AI and marketing technologies and recommend adoption where they improve efficiency or results.

Analytics & Reporting

• Establish tracking and attribution using Google Analytics 4 (GA4), Google Tag Manager, and CallRail data.
• Maintain a performance dashboard and deliver monthly reports to leadership covering spend, lead volume, CPL, ROAS, and revenue attribution.
• Translate performance data into clear, actionable recommendations.

Qualifications Required

• 3 years of hands-on digital marketing experience, including direct management of paid media campaigns on Google Ads and/or Meta.
• Demonstrated, current professional use of generative AI tools (e.g., ChatGPT, Claude, Gemini, Midjourney, or Canva AI) for marketing tasks, with specific examples available upon request.
• Working knowledge of AI applications in marketing, including content generation, creative testing, audience research, analytics, and workflow automation.
• Proficiency with campaign performance metrics and analytics platforms (e.g., GA4, Google Ads, Meta Ads Manager).
• Strong written communication, copywriting, and visual design judgment.
• Exceptional organizational skills, with a demonstrated ability to keep communications, tasks, and projects well managed and current, including maintaining an organized inbox in order to identify and act on priorities quickly.
• Highly responsive communicator who provides timely replies to leadership, team members, vendors, and customers.
• Proactive working style: anticipates needs, identifies opportunities and problems early, and initiates action without waiting for direction, rather than operating in a purely reactive mode.
• Proven ability to self-direct, prioritize, and manage multiple concurrent projects across two brands with minimal supervision.
• Demonstrated ability to independently learn new platforms, tools, and techniques and apply industry best practices.
• Bachelor's degree in Marketing, Communications, Business, or a related field, or equivalent professional experience.

Preferred

• 5 years of digital marketing experience, including management of annual ad budgets of $250,000 or more.
• Experience in home improvement, construction, outdoor living, or other lead-generation-driven industries.
• Experience marketing both national direct-to-consumer and local service businesses.
• Google Ads and/or Meta Blueprint certifications.
• Video production and editing experience.
• Experience with Google Tag Manager and marketing automation tools.

Tools & Technology

Candidates should be proficient in, or able to quickly become proficient in, the following:

• Advertising: Google Ads, Meta Ads Manager, Google Local Services Ads, ChatGPT Ads Manager
• Analytics: Google Analytics 4, Google Tag Manager, Google Search Console
• AI Tools: ChatGPT, Claude, Gemini, or comparable generative AI platforms; AI image and video tools
• Content & Design: Canva, Adobe Creative Suite, CapCut, or similar
• Business Systems: CallRail, Microsoft Office / Google Workspace

Performance Objectives

• First 90 days: Complete a full audit of active campaigns and channels; deliver a marketing plan for each brand; implement a leadership-facing performance dashboard.
• First 12 months: Achieve measurable reductions in cost per lead and improvements in lead volume and quality; establish consistent brand presence across channels; implement documented, AI-assisted marketing workflows.

Compensation & Benefits

• Base salary of $80,000–$120,000, commensurate with experience and demonstrated results
• Employee Stock Ownership Plan (ESOP): Lovewell is 100% employee-owned. The ESOP is a fully company-funded retirement benefit that requires no employee contribution, with vesting based on years of service.
• Health benefits (ICHRA): $470 per month ($5,640 per year) company contribution toward the employee's choice of more than 30 individual health plans.
• Paid time off and paid holidays
• Dental and vision coverage plans available
• Company-provided AI tools and marketing software subscriptions
• Hybrid work eligibility based on performance

Work Environment

This position is based on-site at the company's Davenport, Iowa office during normal business hours, with occasional visits to job sites for photo and video content capture. Hybrid scheduling may be granted following an initial period of demonstrated performance.

Pay: $80,000.00 - $120,000.00 per year

Benefits:

• 401(k)
• Dental insurance
• Employee discount
• Health insurance
• Paid time off
• Retirement plan
• Vision insurance

Application Question(s):

• Describe a specific marketing task you completed using AI within the last 30 days. Identify the tool(s) used, your approach, and how you refined the output before use.
• Summarize a paid advertising campaign you managed or closely analyzed, including results, lessons learned, and what you would change.

Work Location: In person

Salary : $80,000 - $120,000