Marketing Manager, Non Trades

Summary: The Marketing Manager – Non Trades Brands develops and executes marketing plans for Mosquito Squad and Lawnsquad. This role translates each brand’s positioning and growth priorities into coordinated campaigns for our corporate owned locations that build awareness, generate customer demand, and support Authority Brands’ growth. Working with brand leadership, local General Managers, the Digital Center of Excellence, and agency partners, the Marketing Manager oversees local campaign planning, creative customization, and market-specific media execution.

This role prioritizes market responsiveness and revenue performance over strict national governance—continually refining strategies based on local competition, seasonal demand, and market-level ROI. Local Brand Strategy & Market Planning Develop local marketing strategies for corporate locations that address specific market dynamics, local competitor landscapes, customer demographics, and seasonal booking cycles. Adapt national messaging and creative to resonate with local market while identifying applicable assets across corporate-owned locations.

Monitor local market trends, consumer behavior, and media consumption habits to capitalize on immediate revenue opportunities. Campaign Development & Market-Level Execution Design and execute tailored, multi-channel lead-generation campaigns aligned with each corporate location’s capacity and sales goals. Collaborate daily with General Managers to translate challenges into action with internal marketing teams, digital media agencies, and local vendors.

Manage local advertising budgets and channel allocations (PPC, Local Services Ads, local radio/TV, community events) to maximize high-quality leads and immediate ROI. Partner directly with local General Managers and field operations to ensure marketing initiatives align with real-time operational capacity, technician availability, and local service offerings. Performance, Optimization & Operational Agility Partner closely with digital center of excellence to pivot to new or existing media partners that can gain lead generation efficiency.

Monitor location-specific performance metrics including cancellations, cost per lead (CPL), lead quality, booking conversion rates, and return on ad spend (ROAS). Analyze performance data at the market level and regularly report actionable insights, campaign results, and budget forecast adjustments to Retail leaders. Qualifications Bachelor’s degree in marketing, communications, business, or a related field, or equivalent experience. 7 years of marketing experience, including responsibility for planning and executing campaigns across multiple channels; experience supporting multiple brands preferred.

Demonstrated ability to manage an integrated editorial calendar across web, email, social media, video, and direct mail. Experience developing brand messaging and creative guidelines that maintain each brand’s distinct identity while creating efficiencies across a portfolio. Experience building campaigns that support new customer acquisition, cross-selling, retention, and effective use of advertising spend. Strong understanding of campaign performance measures and the ability to use results to improve content, channel mix, and future plans.

Ability to identify relevant changes in creative formats, media, and customer behavior and turn them into practical marketing recommendations. Experience in franchising, home services, or another multi-location service business preferred.