One of our Companies is recruiting for a VP Marketing
Company Overview:
OGD (Overhead Garage Door) is a fast-growing, private-equity-backed platform in the home services industry, built through a combination of organic growth and strategic acquisitions. Our family of brands currently includes OGD Overhead Garage Door, Garage Doors of Indianapolis, Door Tech Garage Doors, Mid-Georgia Garage Doors, Madisonville Garage Doors, and Halls Garage Doors, with additional companies joining the platform as we continue to execute an active M&A growth strategy. Each acquired brand retains its local market identity and reputation while gaining the benefit of shared operational infrastructure, best practices, and centralized leadership support.
As OGD continues to scale through acquisition, we are building a single, platform-level marketing function that owns customer-acquisition strategy and standards for every brand and market across the organization — while local brands retain their identity, reputation, and local presence.
Position Overview:
OGD is seeking a VP of Marketing at the platform level to drive consistent, scalable, cost-efficient customer acquisition and brand equity across every current and future brand.
This role owns platform-wide lead generation. Revenue across the OGD platform is fed by a decentralized, multi-brand field, sales, and call-center organization, and marketing is the engine that supplies it with high-quality, cost-efficient demand. A primary lever for success is the mastery of lead volume and cost per lead: the VP of Marketing will own the channel mix, budget, and attribution required to grow qualified leads while driving down customer acquisition cost across brands and markets.
A defining priority for this role is channel diversification. A central mandate of the VP of Marketing is to diversify the channel mix and reduce dependence on Google Ads — principally by building durable, lower-cost local digital lead generation in every market we serve, so that each brand becomes a locally dominant digital presence and our growth is resilient and efficient.
The ideal candidate has led performance and demand-generation marketing across a multi-brand and multi-location home services business; has personally built local digital lead generation beyond paid search (local search, Local Services Ads, local social, and reputation); has a documented track record of improving qualified-lead volume and cost per lead while diversifying the channel mix; and has integrated the marketing of newly acquired brands onto a unified platform strategy.
Key Responsibilities:
Strategy & Program Build
- Manage OGD's platform-wide marketing and customer-acquisition strategy, built to scale across every brand and market.
- Build the platform's demand-generation engine across paid, organic, and local channels, with standardized processes, benchmarks, and channel-level KPIs that flex across brands while maintaining local market relevance.
- Establish budget and ad-spend allocation frameworks tied to lead volume, cost per lead, and customer acquisition cost (CAC) targets by brand and channel.
- Stand up the marketing technology, web, and creative operations needed to execute at scale.
Local Digital Lead Generation & Channel Diversification
- Reduce OGD's dependence on Google Ads by building a diversified, resilient channel mix, deliberately shifting demand toward durable, lower-cost local digital sources.
- Build best-in-class local digital lead generation in every market — local SEO and Google Business Profile optimization across all locations, Local Services Ads (LSA), localized landing pages, and local paid social.
- Treat online reviews, ratings, and reputation as a core lead-generation and trust asset across every brand and location.
- Develop community, referral, partnership, and directory/marketplace strategies (e.g., Angi, Yelp, Nextdoor) that generate qualified local demand outside of standard paid search.
- Set channel-diversification targets and track the share of leads and revenue coming from each source, steadily lowering blended cost per lead.
Demand Generation & Channel Management
- Own and balance the full channel mix — local search and Local Services Ads, organic and local SEO, paid social (Meta), retargeting, and paid search (Google and Microsoft) — treating paid search as one channel within a diversified portfolio rather than the primary source of demand.
- Manage lead volume and cost per lead by channel to budget, across both residential and commercial demand.
- Own agency, vendor, and partner relationships, holding each accountable to clear performance standards.
Platform-Wide & Multi-Brand Leadership
- Serve as the single point of accountability for marketing standards, lead metrics, and CAC optimization across all current brands and future acquisitions.
- Balance platform-level standardization with the flexibility each brand needs to serve its local market and protect its identity.
Brand & Web
- Steward brand positioning, creative assets, and brand websites across the portfolio.
- Ensure consistent, high-converting web properties and localized landing pages for every market.
M&A Integration
- Build and execute a repeatable playbook for integrating acquired brands' marketing — immediately diagnosing their trailing lead sources and CAC and migrating them onto OGD's optimized channels, tracking, and creative frameworks.
Systems, Tools & Reporting
- Drive full adoption of the platform's marketing and attribution stack, including call tracking, web analytics (GA4), lead sources, and centralized reporting.
- Ensure leads, sources, and spend are tracked so that cost per lead and CAC are perfectly comparable across brands.
- Use reporting cadences and dashboards that give ownership and the executive team clear, real-time visibility into lead volume, CAC, and channel ROI.
Cross-Functional Partnership — Sales & Call Center
- Partner tightly with platform sales executives to convert lead flow into booked, high-value opportunities and improve lead-to-close performance.
- Prioritize high-ROI opportunities and continuously reduce wasted marketing spend.
Enablement & Culture
- Build a data-driven, test-and-learn marketing culture and a set of shared standards across brands, earning buy-in from brand General Managers and field leaders rather than relying on direct authority.
Required Experience:
- 6+ years of progressive marketing leadership experience, with at least 3–5 years in a VP, Head of Marketing, or equivalent senior leadership role.
- Proven experience driving performance and demand-generation marketing within the residential/commercial trades or home services industry (e.g., garage doors, HVAC, roofing, plumbing, or similar), or another local, lead-driven business.
- Experience leading marketing across multiple brands, locations, or business units simultaneously.
- Strong analytics and attribution fluency, with the ability to turn data into decisions.
- A documented track record of driving measurable improvements in qualified-lead volume and reductions in cost per lead and customer acquisition cost.
- Deep, hands-on expertise across local SEO and Google Business Profile, Local Services Ads, paid social, and paid search, with P&L ownership of significant advertising budgets.
- Proven experience managing substantial PPC budgets across multi-location businesses.
- Demonstrated success diversifying a channel mix and reducing dependence on a single platform (such as Google Ads) while maintaining or growing qualified-lead volume and lowering cost per lead.
- Excellent influence, relationship-building, and change-management skills — able to drive results through partnership with brand and field leaders rather than direct authority.
Preferred Experience:
- Experience in a private-equity-backed, roll-up, or M&A-heavy environment, including integrating acquisitions.
