Digital Marketing Director

The Digital Marketing Director is responsible for driving performance across all digital marketing channels for the Any Hour Group and its partner brand locations. These channels include Paid Search, Lead Aggregators, Local Services Ads, Google Business Profiles, Search Engine Optimization, and website performance.

Success in this role means consistently improving lead volume, lead quality, and other KPIs across all digital programs. This role requires a deep understanding of performance levers, the ability to manage vendor relationships, and the confidence to make data-informed decisions that help each location hit its lead volume and revenue budgets.

Key Responsibilities

1. Oversee Digital Channels & Strategy

You own the strategy, execution, and performance of all digital marketing channels.

• Lead the planning, optimization, and reporting for Google Ads (Search, Display, Retargeting), Bing Ads, LSAs, GBP optimization, SEO efforts, and owned web properties.

• Work closely with vendor partners to ensure campaigns are optimized, accountable, and aligned with business objectives.

• Monitor platform changes, industry trends, and competitor benchmarks to keep our strategy current and competitive.

• Maintain alignment with Marketing Shared Services and Regional Marketing Coordinators to integrate digital efforts into the broader marketing strategy.

• Evolve SEO and content strategies to account for AI-generated overviews and LLM driven search behavior, including publishing Q&A-style content and engaging with user-generated platforms favored by large language models.

2. Drive Performance, Measure & Improve KPIs

Your core responsibility is to deliver results—improving lead generation, lead quality, and efficiency.

• Build and maintain dashboards or reports that track digital marketing KPIs (cost per lead, conversion rate, RoAS (Return on Ad Spend), etc.).

• Conduct regular performance reviews with vendors and internal stakeholders to review trends, opportunities, and required course corrections.

• Prioritize performance metrics that align with business needs and revenue budgets, not just vanity metrics.

• Set monthly and quarterly targets to ensure consistent performance improvements.

• Improve website performance, including page speed, mobile responsiveness, intuitive navigation, SEO health, and on-site conversion rates.

3. Vendor Management & Accountability

Hold external partners to high standards of execution and transparency.

• Define expectations and scorecard metrics for each vendor partner.

• Ensure vendors provide proactive communication, detailed performance analysis, and strategic recommendations.

• Regularly evaluate whether each partner is a good long-term fit, based on performance, expertise, and responsiveness.

• Facilitate a quarterly business review (QBR) with key vendors to assess performance, alignment, and future planning.

4. Cross-Team Collaboration & Communication

Serve as the primary digital point of contact for internal teams and a strategic partner to the broader marketing and operational teams.

• Collaborate with Regional Marketing Coordinators to align digital efforts with local lead volume budgets, campaign objectives, seasonal needs, and market shifts.

• Share digital insights in a clear, actionable format to help drive decision-making across the organization.

• Provide regular updates to the CMO on wins, challenges, and changes in strategy.

5. Platform Ownership & Access Security

You are responsible for ensuring secure, centralized ownership and access control across all digital platforms.

• Maintain administrative ownership of all critical digital accounts including Google Ads, Bing Ads, LSAs, GBP, lead aggregators, and any connected software or marketing platform accounts.

• Create and manage a centralized system for controlling internal and external access to all platforms—ensuring access is granted only to the appropriate users and revoked when no longer needed.

• Partner with IT or relevant departments to implement secure credentials, password protocols, and two-factor authentication where possible.

• Maintain clear documentation of who has access to what and regularly audit account access levels.

• Proactively mitigate security risks by staying ahead of platform vulnerabilities and enforcing best practices.

Success in This Role Looks Like

• All paid digital channels (Google PPC, Bing, LSA, GBP, etc.) are hitting or exceeding their KPIs targets for each location.

• Organic digital channels (SEO, website content, and GBP profiles) are improving month over month in visibility, engagement, and lead generation.

• Marketing dollars spent on digital are driving quantifiable results and can be clearly justified by performance metrics.

• Marketing vendors are being held accountable to clear KPIs, SLAs, and performance standards—with consistent reviews, proactive collaboration, and adjustments.

• RMCs, GMs, and RVPs feel supported, informed, and confident in the digital strategy and outcomes for their locations.

• Website and landing page performance are regularly reviewed and iterated upon to improve lead flow, conversion rate, and user experience.

• Cross-functional marketing initiatives are cohesive, timely, and consistent with the brand’s goals and creative direction.

• Digital strategy evolves as the business evolves, with strong documentation and communication to support change management.

Note:

This job description is not intended to be a complete or exhaustive list of responsibilities. Duties and expectations may evolve over time to meet the needs of the business. The person in this role needs to be flexible, proactive, and willing to jump in where needed to help the team succeed.