Director of Marketing

Who Are We?

EverSmith Brands is a rapidly growing platform of franchise brands serving the commercial facilities services sector. We have aggressive goals to become the premier franchisor in commercials services, providing growth opportunities for our franchisees and our home office team alike. EverSmith Brands is a portfolio company of the private equity firm Riverside Company, which has an extensive history as a growth investor in franchising businesses.

U.S. Lawns is a leading commercial landscaping franchise specializing in grounds care, landscape enhancements, irrigation, snow and ice management, and facility-focused exterior services for commercial properties across the United States. As a franchise-driven organization, U.S. Lawns is focused on helping franchise owners grow profitable businesses through operational excellence, sales leadership, local marketing support, and national brand initiatives.

Position Summary:

The Director of Marketing is responsible for leading and executing the overall marketing strategy for the U.S. Lawns franchise system. This role will oversee brand marketing, lead generation, franchisee marketing support, digital strategy, communications, and customer engagement initiatives designed to drive systemwide revenue growth and strengthen brand awareness nationally and locally.

This position requires a strategic and hands-on marketing leader with strong B2B marketing experience, franchise system understanding, and a passion for helping franchise owners grow their businesses. The ideal candidate understands how to blend national brand strategy with local market execution while leveraging modern marketing technologies, automation, analytics, and AI-driven tools.

Key Responsibilities:

Strategic Marketing Leadership

• Develop and execute integrated marketing strategies that support brand growth, lead generation, customer retention, and franchisee revenue growth.
• Lead all brand marketing efforts across digital, social, CRM, website, email, regional/local marketing, trade shows, events, public relations, and strategic partnerships.
• Develop annual marketing calendars, campaigns, and initiatives aligned with company growth objectives.
• Develop structured regional and seasonal marketing calendars that align local marketing initiatives with sales priorities, market demand, and business development efforts.
• Build scalable marketing programs that can be effectively deployed across franchise territories nationwide.
• Develop messaging and positioning that strengthens the U.S. Lawns brand within the commercial landscaping and facility services industry.

Lead Generation & Revenue Growth

• Partner closely with franchise owners and business development teams to support local lead generation efforts and sales growth initiatives.
• Develop B2B marketing campaigns focused on property managers, facility managers, HOAs, municipalities, and commercial real estate decision-makers.
• Support account-based marketing strategies and targeted outreach campaigns that generate qualified commercial leads.
• Identify new customer segments, marketing channels, and partnership opportunities that drive growth.
• Collaborate with the national accounts team to support strategic account marketing initiatives and customer acquisition efforts.
• Align marketing initiatives with business development and sales growth objectives through measurable lead generation programs and campaign performance tracking.

Franchisee Marketing Support

• Train and support franchise owners on marketing systems, best practices, playbooks, local marketing strategies, and campaign execution.
• Develop easy-to-use marketing toolkits, templates, sales collateral, presentations, digital assets, and local campaigns for franchisees.
• Build scalable local marketing programs that franchisees can easily execute within their territories while maintaining brand consistency.
• Assist franchise owners in developing localized marketing plans and revenue-driving initiatives.
• Gather and incorporate franchisee feedback to continuously improve marketing tools, campaigns, communication, and system support.
• Lead marketing-related webinars, conference sessions, and franchise training programs.
• Maintain brand consistency and compliance across all franchise territories and marketing channels.

Digital Marketing & Technology

• Lead website strategy, content management, SEO, local SEO, PPC, paid social, email marketing, and marketing automation initiatives.
• Oversee website optimization focused on lead generation, local SEO performance, customer experience, and franchisee visibility within local markets.
• Manage CRM and marketing automation platforms including workflows, reporting dashboards, lead tracking, and campaign performance.
• Utilize analytics, reporting, and KPI measurement tools to optimize marketing effectiveness and ROI.
• Identify opportunities to integrate AI, automation, and emerging technologies into the marketing organization.
• Oversee social media strategy, content calendars, reputation management, and audience engagement efforts.
• Develop structured social media strategies and content calendars that support both national branding and localized market engagement.

Brand Communications & Events

• Manage internal marketing communications across the franchise system.
• Support development of conference materials, presentations, sponsorship opportunities, promotional campaigns, and event marketing initiatives.
• Lead marketing strategy and execution for national conferences, trade shows, and industry events.
• Partner with strategic vendors, agencies, and suppliers to maximize marketing performance and efficiencies.

Budgeting & Performance Management

• Develop and manage the national marketing fund budget and associated marketing investments.
• Track, analyze, and report on marketing KPIs, campaign performance, lead generation metrics, and ROI.
• Present marketing performance updates, strategic recommendations, and growth opportunities to executive leadership.
• Manage marketing vendors, agencies, freelancers, and external partners.

Required Qualifications:

• Bachelor’s degree in Marketing, Communications, Business, or related field
• 7+ years of progressive marketing experience
• Experience in B2B marketing environments required
• Experience in franchise, commercial services, facility services, landscaping, restoration, home services, or multi-location business models strongly preferred
• Strong understanding of lead generation, CRM systems, marketing automation, SEO, PPC, social media, email marketing, and digital marketing strategy
• Experience managing marketing budgets and measuring campaign ROI
• Strong project management and organizational skills
• Excellent written, verbal, presentation, and communication skills
• Experience working cross-functionally with operations, sales, franchise owners, and executive leadership
• Proficiency in Microsoft Office, Canva, CRM systems, marketing automation platforms, and analytics/reporting tools
• Experience with HubSpot, WordPress, AI marketing tools, and franchise management systems preferred
• Ability to manage multiple priorities in a fast-paced growth environment
• Self-motivated, collaborative, and solutions-oriented mindset
• Up to 10–15% travel for conferences, franchise visits, training, and industry events

Ideal Candidate:

• Strategic thinker with strong execution capabilities
• Revenue-focused and data-driven decision maker
• Strong franchisee relationship and communication skills
• Ability to balance brand standards with local market flexibility
• Entrepreneurial mindset with strong business acumen
• Comfortable leading initiatives, presenting ideas, and driving accountability
• Strong listener who values franchisee feedback and collaborative problem solving
• Ability to balance strategic thinking with hands-on execution in a fast-paced franchise environment
• Experience creating scalable systems, processes, and marketing structure across multi-location organizations
• Passion for helping franchise owners grow and succeed

Benefits:

• Full time position
• Competitive salary
• Annual performance bonus
• Paid time off
• Paid holidays
• Medical, dental, vision insurance
• Company paid life and disability insurance
• 401K with company match
• Great working environment (energetic, fun, friendly, casual, and collaborative)
• Growth opportunities
• Cell phone reimbursement
• Employee assistance program
• Flexible spending account
• Health savings account

Physical Requirements:

The physical demands described here are representative of those that must be met to successfully perform the essential functions of this job. The employee should be able to stand, sit at an office space, see, hear and understand speech, communicate, lift computer equipment, supplies and materials, use office equipment and computers. The employee is exposed to typical office working conditions. If requested by an applicant or employee, we may provide reasonable accommodations to enable individuals with disabilities to perform the essential job functions. The above statements are intended to describe the general nature and level of work performed. They are not intended to be construed as an exhaustive list of all duties required of personnel so classified. We have the exclusive right to alter this job description at any time without notice.

EverSmith Brands is committed to Equal Employment Opportunity and to attracting, retaining, developing and promoting the most qualified employees without regard to their race, gender, color, religion, sexual orientation, national origin, age, physical or mental disability, citizenship status, veteran status, or any other characteristic prohibited by federal or state law. We are dedicated to providing a work environment free from discrimination and harassment, and where employees are treated with respect and dignity.