Director of Marketing & Lead Operations

Director of Marketing & Lead Operations Position Overview

We are seeking a highly organized, analytical, and proactive Director of Marketing & Lead Operations to lead our marketing strategy, qualified lead generation, CRM performance, and alignment between marketing, the call center, and sales.

This role is designed for a marketing leader with direct experience in an appointment-driven business, where marketing success is measured by more than lead volume or cost per lead. The Director will be accountable for generating quality leads that convert into scheduled appointments, completed demos, sales, and revenue.

This will be the company’s key marketing position. Initially, the Director will work both strategically and hands-on, with the opportunity to build and lead a larger marketing team as the company grows. The ideal candidate takes ownership, identifies opportunities, solves problems, and moves initiatives forward without waiting for step-by-step direction.

The Director will also provide strategic oversight of the call center. A Call Center Supervisor will manage daily call-center activities and team execution, while the Director will partner with the Supervisor to ensure marketing campaigns, lead quality, scripts, workflows, follow-up processes, and performance standards support the company’s appointment and revenue goals.

Core Accountability

The Director’s primary responsibility is to create a consistent pipeline of qualified sales opportunities.

Generating leads alone is not enough. Success requires attracting the right prospects, ensuring those prospects are contacted and nurtured effectively, and improving their progression through each stage of the funnel:

Lead → Contact → Appointment → Completed Demo → Sale → Revenue

The Director must be able to evaluate the entire journey and determine whether performance issues originate with targeting, lead quality, campaign messaging, call-center follow-up, appointment availability, CRM processes, sales execution, or another part of the customer experience.

Key ResponsibilitiesAppointment-Driven Marketing Strategy

• Develop and execute marketing strategies that generate qualified leads and support company appointment, demo, sales, and revenue goals.
• Build annual, quarterly, and monthly marketing plans based on revenue targets, sales capacity, seasonality, service areas, and appointment availability.
• Forecast expected lead volume, appointments, completed demos, sales, revenue, and acquisition costs by marketing channel.
• Evaluate marketing performance based on downstream results—not lead volume or cost per lead alone.
• Identify which channels, audiences, offers, services, and geographic areas produce the highest-quality appointments and revenue.
• Adjust targeting, messaging, offers, budgets, and channel mix based on lead quality and full-funnel performance.
• Partner with leadership, the Call Center Supervisor, and sales leadership to ensure marketing efforts match the company’s operational and sales capacity.
• Identify new channels, customer segments, service areas, partnerships, and campaigns that can generate additional qualified appointments.

Digital Marketing and Lead Generation

• Manage marketing channels including Meta advertising, Google Ads, SEO, Google Business Profile, email, SMS, social media, website initiatives, lead vendors, referral programs, and other digital and traditional campaigns.
• Oversee campaign strategy, audience targeting, creative direction, offers, landing pages, forms, tracking, and conversion paths.
• Establish an ongoing testing program for advertisements, audiences, messaging, offers, landing pages, forms, and follow-up sequences.
• Optimize campaigns for qualified appointments, completed demos, sales, and revenue—not simply the lowest cost per lead.
• Monitor lead quality by source and use call-center and sales feedback to improve campaign performance.
• Manage third-party agencies, freelancers, media partners, and lead vendors.
• Hold outside partners accountable for lead quality, appointment results, deliverables, budgets, timelines, and performance goals.
• Pause, renegotiate, or reallocate spending when a channel produces low-quality leads or insufficient downstream revenue.

Funnel Analytics and Reporting

• Track performance from the original marketing source through contact, appointment, completed demo, sale, and revenue.
• Build reporting that clearly shows lead quality and return by channel, campaign, audience, service, and geographic area.
• Analyze conversion rates at every stage of the funnel to identify performance gaps and opportunities.
• Distinguish between marketing challenges and operational challenges, such as slow response time, low contact rates, limited appointment availability, poor show rates, or weak sales conversion.
• Maintain accurate lead attribution and data integrity across advertising platforms, call-tracking systems, the CRM, and internal reports.
• Provide leadership with regular performance reports, forecasts, insights, and recommendations.
• Use historical performance to establish realistic lead, appointment, demo, sales, and revenue projections.
• Communicate performance concerns early and recommend specific corrective actions.

CRM Ownership and Optimization

• Serve as the primary business owner of the company’s CRM system, preferably GoHighLevel.
• Ensure the CRM effectively supports marketing, call-center, sales, and operational teams.
• Optimize lead routing, pipelines, workflows, automations, notifications, integrations, attribution, and follow-up sequences.
• Ensure leads are accurately tracked, assigned, contacted, and moved through every stage of the customer journey.
• Develop systems that reduce missed opportunities and improve speed to lead, contact rates, appointment setting, show rates, and long-term nurture.
• Support users across departments by troubleshooting issues, improving processes, coordinating technical support, and maintaining documentation.
• Develop CRM procedures, reporting standards, training materials, and data-quality expectations.
• Evaluate and manage marketing technology, call tracking, phone systems, integrations, and automation tools.

Call-Center Strategy and Alignment

• Provide strategic oversight of call-center performance while the Call Center Supervisor manages daily staffing, scheduling, coaching, and execution.
• Partner with the Call Center Supervisor to ensure leads are contacted quickly, consistently, and professionally.
• Collaborate with the Supervisor to align scripts, workflows, objection handling, follow-up procedures, and performance expectations with the company’s vision and marketing strategy.
• Establish call-center goals with the Supervisor and monitor results such as speed to lead, contact rate, appointment rate, show rate, and appointment quality.
• Provide the Supervisor with the campaign information, reporting, tools, and strategic direction needed to manage the team successfully.
• Ensure the call center has advance visibility into promotions, campaign changes, lead-volume expectations, targeting, and messaging.
• Create a consistent feedback loop between marketing, the call center, and sales regarding lead quality and customer intent.
• Use call recordings, disposition data, appointment outcomes, and sales feedback to identify opportunities for improvement.
• Respect the Call Center Supervisor’s ownership of daily execution while providing clear strategic direction and accountability.

Brand, Content, and Customer Marketing

• Maintain consistent brand messaging, positioning, visual standards, and customer experience across all channels.
• Oversee website content, social media, email, SMS, project photography, testimonials, promotional campaigns, and marketing materials.
• Manage and maintain the company website through a CMS such as WordPress, including landing pages, forms, content, and conversion paths.
• Develop customer lifecycle campaigns, including lead nurture, reactivation, referral, review generation, and past-customer marketing.
• Oversee online reputation initiatives across Google, Yelp, social media, and other relevant platforms.
• Ensure advertising, promotional offers, financing language, email, text messaging, and customer-data practices follow company and applicable regulatory requirements.

Leadership and Team Development

• Lead the company’s overall marketing function while remaining willing to work hands-on where needed.
• Take ownership of initiatives from strategy through execution and proactively identify opportunities for improvement.
• Collaborate effectively across marketing, call-center, sales, operations, and leadership teams.
• Establish clear processes, responsibilities, reporting standards, and performance expectations.
• Build the foundation for a growing marketing department and help identify, hire, train, and lead future team members.
• Manage external agencies and vendors as an extension of the internal marketing function.
• Address performance concerns directly, professionally, and promptly.
• Foster a collaborative environment with proactive communication, shared accountability, and continuous improvement.

Key Performance Indicators

Success will be measured by the Director’s ability to generate and improve qualified sales opportunities throughout the complete customer journey.

Primary KPIs include

• Number of qualified leads generated
• Lead-to-contact conversion rate
• Lead response time
• Contact rate
• Lead-to-appointment conversion rate
• Appointment show rate
• Appointment-to-completed-demo conversion rate
• Demo-to-sale conversion rate
• Cost per lead
• Cost per qualified lead
• Cost per appointment
• Cost per completed demo
• Cost per sale/customer acquisition
• Total qualified appointments scheduled
• Total completed demos delivered to the sales team
• Lead quality and revenue by marketing source
• Marketing-generated sales and revenue
• Marketing spend as a percentage of revenue
• Return on marketing investment

The Director will be expected to identify performance gaps, determine their likely causes, and work with the appropriate team leaders to implement corrective strategies.

Qualifications

• 3+ years of marketing leadership experience.
• Direct experience leading marketing for an appointment-driven business in which leads are contacted, qualified, scheduled, and converted by a call center or sales team.
• Demonstrated success generating quality leads that convert into appointments, completed consultations or demos, sales, and revenue.
• Strong understanding of the complete lead-to-sale funnel and the factors that influence conversion at every stage.
• Proven ability to optimize marketing based on appointment quality and downstream revenue—not lead volume alone.
• Experience creating forecasts and performance reports for leads, appointments, demos, sales, acquisition costs, and revenue.
• Strong working knowledge of Meta advertising, Google Ads, SEO, email, SMS, social media, and lead-generation strategy.
• Experience working with website content management systems, preferably WordPress.
• Experience working with CRM platforms, preferably GoHighLevel.
• Ability to optimize CRM workflows, automations, attribution, lead routing, reporting, and follow-up processes.
• Strong analytical skills and the ability to interpret marketing, call-center, CRM, sales, and revenue data.
• Experience leading a team and managing third-party agencies, vendors, or contractors.
• Experience partnering with a call center, appointment-setting team, or inside-sales operation.
• Experience in home services, home improvement, remodeling, construction, or another appointment-based consumer-services business is strongly preferred.
• Previous experience working successfully in a remote environment.
• Highly organized, detail-oriented, and capable of managing multiple priorities, projects, and deadlines.
• Self-directed and proactive, with a strong sense of ownership and accountability.
• Comfortable working independently and moving initiatives forward without constant direction.
• Strong leadership, communication, project-management, and problem-solving skills.
• Willing and able to initiate difficult but necessary performance conversations.

Schedule and Work Environment

This is a remote position requiring consistent availability Monday through Friday from 8:00 a.m. to 5:00 p.m. Pacific Time.

The Director must be accessible during these hours to collaborate with leadership, support the marketing team, partner with the Call Center Supervisor, assist CRM users, communicate with vendors, and respond to time-sensitive business needs.

Occasional availability outside regular business hours may be required for special events, urgent campaigns, system issues, or other business priorities.

Compensation and Benefits

• Annual salary: $80,000–$100,000, based on experience and qualifications
• Health benefits
• Paid time off
• Remote work environment

What Success Looks Like

Success in this role means creating a consistent and scalable pipeline of qualified leads that become scheduled appointments, completed demos, sales, and revenue.

The successful candidate will understand that a low cost per lead is not meaningful if those leads do not answer, qualify, schedule, show, or buy. They will use marketing data, CRM reporting, call-center insights, and sales outcomes to continuously improve lead quality and conversion throughout the funnel.

They will also create strong alignment between marketing, call-center leadership, and sales; ensure the CRM supports every department; provide the Call Center Supervisor with the strategy and systems needed for successful daily execution; and build the foundation for a high-performing marketing team as the company grows.

Pay: $80,000.00 - $100,000.00 per year

Benefits

• Health insurance
• Paid time off

Application Question(s)

• Are you able to work consistently 8am to 5pm PST Monday through Friday?
• How many years of direct experience do you have leading marketing for an appointment-driven business where leads are contacted, qualified, scheduled, and converted by a call center or sales team?
• Briefly describe an appointment-driven marketing funnel you have managed. Which KPIs did you track, and what specific action did you take to improve the number or quality of appointments delivered to the sales team?

Work Location: Remote