Director of Digital Marketing & SEO

Job Description

The Senior Director of Digital Marketing & SEO will report directly to the Chief Marketing Officer and will lead NearU's digital marketing strategies across its multi-location home services platform. NearU is a PE-backed provider of residential HVAC, plumbing, and electrical services operating through 24 branch locations. As Senior Director of Digital Marketing, this role will oversee digital strategy for all branch websites, driving hyper-local SEO, lead generation, and digital presence across NearU's growing portfolio.

This role is based in Charlotte, NC.

Responsibilities

• Serve as the Senior Director of Digital Marketing, overseeing and motivating an in-house team of digital marketing managers while driving outcomes and solving barriers across 24 branch locations.
• Manage and optimize 24 branch websites, ensuring consistent brand standards while allowing for local customization, geo-specific content, and location-based user experiences that drive conversions.
• Oversee comprehensive local SEO strategy including Google Business Profile optimization, local directory management, citation consistency, local pack rankings, and location page development across all markets.
• Drive hyper-local digital marketing initiatives that balance corporate efficiency with individual market needs, collaborating with branch General Managers to align digital strategies with local business objectives.
• Implement and optimize lead nurturing workflows in HubSpot, including automated communications, lead scoring, segmentation, and sales handoff processes to maximize lead-to-customer conversion rates.
• Partner with marketing operations to implement and optimize Tealium CDP for unified customer data management, personalization, and cross-channel orchestration.
• Collaborate with data engineering teams on Snowflake data platform implementation, developing dashboard and reporting proof-of-concepts that define marketing analytics requirements for technical implementation.
• Provide strategic oversight and potential direct management of PPC campaigns across search, display, Google Local Service Ads, and emerging paid channels.
• Develop a fast-moving, engaged, and high-performing internal marketing team that owns the execution of digital initiatives for the portfolio.
• Meet or exceed KPIs and targets focused on cost per lead, lead quality, conversion rates, and revenue generation across all locations.
• Establish a test-and-learn culture within the organization, working collaboratively with Operations and CSR teams to build testing roadmaps that improve conversion rate.
• Cultivate strong and effective relationships with key vendor partners and identify new technology, capabilities, features, and opportunities to ensure seamless integration across the marketing stack.
• Actively identify best practices and important opportunities in multi-location digital marketing and local services lead generation.
• Act as an industry thought leader, bringing new and emerging ideas and capabilities to the team while staying current on innovation and trends in home services digital marketing.
• Own the development of the digital marketing budget and validate agile adjustments to maximize business outcomes across all branches.
• Qualifications
• Minimum of 8 years of direct experience managing multi-location digital marketing with a proven track record of driving strong ROAS and lead generation at scale.
• Direct experience with multi-location home services or field services marketing required, preferably HVAC, plumbing, electrical, or related trades. Experience working with local field operations or branch-based business models is essential.
• Deep expertise in local SEO, including Google Business Profile management, local pack optimization, citation management, location page development, and ranking multiple business locations at scale.
• Hands-on experience with HubSpot marketing automation, workflow creation, lead nurturing campaigns, and CRM integration.
• Experience with customer data platforms, preferably Tealium or similar enterprise solutions such as Segment, mParticle, or Adobe CDP.
• Experience working with enterprise data warehouses such as Snowflake, BigQuery, or Redshift to define marketing reporting requirements, build dashboard proof-of-concepts, and translate business needs into technical specifications for data teams.
• Exceptional understanding of digital marketing and analytics, especially paid search, display, retargeting, and local service ads.
• Proven track record of delivering lead generation and revenue goals in a multi-location environment.
• Experience using tools and platforms including HubSpot, Google Ads, Bing Ads, Google Search Console, Google Business Profile, Local Service Ads, and business listing management platforms such as Yext, SOCi, BrightLocal, or similar tools.
• Experience with marketing technology stack integration, particularly HubSpot-to-CDP connections and multi-platform attribution.
• Ability to move effectively between high-level strategy and day-to-day tactical execution.
• Strong analytical mindset with comfort using SQL and Excel to evaluate performance and support decisions.
• Demonstrated curiosity, experimentation, and commitment to a culture of strategic testing.
• Ability to operate well under ambiguity, respond well to feedback, and grow with the business.
• Excellent oral and written communication skills with the ability to build strong cross-functional followership.
• Ability to influence at all levels while remaining empathetic and attentive to both customer needs and stakeholder concerns.
• Experience with budget creation and management across monthly, quarterly, and annual planning cycles, with a proven ability to prioritize effectively.
• Positive intent and a we-not-me mentality.