Director of Brand Marketing, Consumer & Home Services

MarketPro has been retained by a high-growth, private equity–backed company in the consumer services sector to lead the search for a Director of Brand Marketing. Backed by a top-tier consumer-focused investment firm, the company is executing an aggressive acquisition-led growth strategy, rapidly scaling a portfolio of 18+ established local brands across the U.S. With significant capital investment and a best-in-class performance and analytics infrastructure already in place, the organization is now making a deliberate investment in building a top-tier Brand function. The Role The Director of Brand Marketing will define and execute the brand strategy across a portfolio of local operating brands, ensuring consistent positioning, stronger market differentiation, and measurable impact on demand generation. This leader will operate at both the strategic and execution level—partnering cross-functionally while building scalable systems that translate brand into performance. Key Responsibilities: Brand Strategy & Positioning Define and evolve brand architecture and messaging across a multi-brand platform Develop differentiated positioning that breaks through in highly commoditized markets Lead annual brand planning aligned to revenue and growth objectives Local Market Activation Translate brand strategy into effective, localized execution across diverse markets Enable field teams with clear frameworks, tools, and creative assets Ensure consistency while maintaining local relevance and resonance Media & Investment Strategy Oversee $10M+ in brand media investment across traditional and digital channels Partner with analytics teams on media mix modeling (MMM), incrementality testing, and ROMI optimization Continuously refine channel mix based on evolving consumer behavior Creative & Content Leadership Lead creative direction to build trust, emotional connection, and clarity of value Develop scalable creative systems and asset libraries across brands Manage agency partners and internal creative resources Growth & Integration Support onboarding and integration of newly acquired brands Ensure continuity of demand while evolving brand positioning post-acquisition Contribute to employer brand initiatives to support technician recruitment and retention What Success Looks Like: Increased branded search, direct traffic, and inbound demand Improved marketing efficiency (CAC, ROMI, payback) Stronger local brand equity and customer trust Reduced reliance on high-cost lead generation channels A scalable brand system that supports continued acquisition and growth Requirements The Ideal Candidate: We are seeking a strategic, hands-on brand leader who has successfully operated in multi-location, consumer-facing businesses and understands how to connect brand investment to measurable business outcomes. Required Experience 8–12+ years in brand marketing leadership roles Proven experience in multi-location, franchise, or distributed service models Experience managing meaningful media budgets ($10M+) and working with data/analytics teams Track record of building or evolving brand systems that drive measurable growth Preferred Industry Backgrounds Strong preference for candidates with experience in: Home Services (HVAC, plumbing, electrical, restoration, etc.) Consumer Services (pest control, home improvement, field services, automotive services) Multi-Location / Franchise Models (retail, fitness, healthcare services, dental/DSO, veterinary) Private Equity–Backed or High-Growth Platforms Additional consideration for candidates from: Scrappy consumer/lifestyle brands with experience scaling brand across markets Leadership Profile Balances creative instinct with analytical rigor Comfortable operating in a fast-paced, high-growth, PE-backed environment Able to influence across C-suite, field operators, and agency partners Brings a builder mindset—capable of creating structure, not just managing it Thrives in environments that require speed, adaptability, and accountability