Director of Marketing

This is your marketing program. Director of Marketing Midland, TX $130K–$150K base + up to 20% annual bonus $1.5M budget 4 brands 3 markets

The opportunity.

Our client is a home services and construction company and has been a trusted name in home services across the Permian Basin since 1949. 800,000+ problems solved. An A+ BBB rating. Readers' Choice recognition year after year. Four brands serving Midland, Odessa, and Kerrville.

They're looking for an exceptional Marketing Director who can walk in, tell them honestly what's working and what isn't, and take it from there.

That's the job. Build the marketing program this company has earned the right to have.

Why this role is different.

Real budget authority. $1.5M annually — and it's regularly underspent. Leadership will spend it when the ROI case is clear. You'll be the one making that case.	A brand worth protecting. The company doesn't need to build a reputation — it has one. Your job is to modernize how it shows up, not construct it from scratch. That's a very different and much more interesting creative challenge.
Leadership that gets out of the way. Leadership aren't looking for someone to manage. They're looking for someone to trust. Come in with a point of view, show the work, and they'll back you.	Performance that pays. Up to 20% annual bonus tied directly to revenue growth and campaign performance. Your results show up in your paycheck. That's how it should work.
A real blank canvas — with structure. A brand refresh, a new web vendor, an AI revenue attribution platform in implementation, and co-op programs across five manufacturer partners. The infrastructure exists. It needs someone to drive it.	West Texas. For real. This isn't a company that will ask you to post generic stock photos of HVAC equipment. The company is community. If that matters to you — if you want to build something that's authentically rooted in where it operates — this is it.

What you'll own.

This role covers the full marketing function — strategy, brand, digital, traditional, content, reputation, analytics, and budget — across four brands. Here's how it breaks down:

Area	Your Responsibility
Brand & Refresh	Own a near-term visual identity modernization across four brands — logos, color, signage, vehicle graphics, letterhead, and collateral. Manage graphic designers and creative vendors as a client who knows what good looks like.
Digital & SEO	Own SEO, Google LSA, paid search, Meta advertising, and local listings — manage directly or direct agency partners with authority. Read the reports, challenge the numbers, and give leadership a clear picture of reality.
Website & Vendor	Oversee the incoming website vendor transition and ongoing management. Ensure the site reflects the company's actual identity — not clip art and generic content from a firm that's never been to West Texas.
Retention Marketing	Design campaigns that deepen relationships with our loyal repeat customer base — the company's primary growth lever. Build the email, CRM, and lifecycle marketing infrastructure that keeps customers engaged between service calls.
Analytics & Revenue	Work alongside our AI-based revenue attribution platform (Avoca/Netik) to tie marketing spend to actual booked revenue — not algorithmic estimates. Report in plain language. Be the person in the room who knows what the numbers actually mean.
Traditional & Community	Manage radio, TV, print, direct mail, and billboard spend. Leverage manufacturer co-op programs across Lennox, Mitsubishi Electric, Kohler, Rheem, and Noritz. Lead authentic community involvement — not sponsored ad campaigns dressed up as charity.
Budget	$1.5M annually across four brands. Allocate it, track it, and defend every line with ROI data.
Kerrville	Develop a market-specific strategy for a competitive landscape that's different from Midland-Odessa. Our operational depth is the differentiator there — make sure the market knows it.

Who you are.

You know what a good SEO report looks like — and you know when you're being handed a bad one. You've managed agencies, and you've held them accountable. You don't need someone to explain Google Local Services Ads to you, and you don't need a month to figure out what's wrong with a brand's digital presence.

You're also not just a digital marketer who got a big title. You understand that a prominent home services brand in West Texas needs to be real — community-embedded, locally authentic, and trustworthy — and that no amount of paid search spend replaces that.

You come in with a point of view. You can walk into a room with leadership, tell them what they're doing wrong without sugarcoating it, and then show them exactly what you'd do instead. That's what this company is hoping for from the first interview.

You'll need:

• 5–7 years of progressive marketing experience, with 1–3 years owning a marketing function at a management or director level.
• A degree in marketing, advertising, graphic design, communications, or a related field — required.
• Hands-on experience with digital advertising (Google Ads/LSA, Meta), SEO, email marketing, social media, and reputation management.
• Proven ability to manage budgets, agencies, media partners, and multiple simultaneous campaigns with clear ROI accountability.
• Experience with CRM systems, lead attribution, and call tracking — and the ability to connect marketing inputs to revenue outputs.
• Multi-location or multi-brand marketing experience.
• Strong project management and communication — organized, accountable, and self-directed.

It's a bonus if you have:

• Home services industry experience — HVAC, plumbing, electrical, pest control, or similar residential service businesses.
• Familiarity with AI-based revenue attribution platforms (Avoca, Netik, CallRail, or similar).
• Experience managing a brand refresh or visual identity project.
• Experience with customer retention, membership, and maintenance agreement marketing programs.
• Knowledge of manufacturer co-op and MDF programs.
• Bilingual (English/Spanish) skills.
• Ties to the Midland-Odessa or West Texas market.

What the interview looks like.

Our client is going to ask you to walk them through what they're doing wrong. Not hypothetically — they'll show you their current marketing, and they want your honest read. Come prepared to give it.

The candidates who impress in this process are the ones who do their homework on the company before they walk in the door, and who can speak to both the big picture and the specific execution details without skipping between the two. If you can only do one or the other, this probably isn't the right fit.