Marketing Manager Job Description for Contractors (Free Template)

Nearly every marketing manager job description a contractor posts came from a template written for a software company. It asks for "brand stewardship" and "cross-functional storytelling," and then the owner is surprised when the person they hire can't tell them what a booked job costs.

A contractor's marketing role is different in one specific way: the job is not awareness, it's booked calls at a price you can afford. Everything in the description below is written backward from that. Copy it, fill in the brackets, and delete anything you're not willing to hold someone accountable for.

Before You Post: Pick the Level

Titles cost money. If you post "Marketing Manager" but need someone to publish photos, request reviews, and update service pages, you'll pay 30–50% more than the work requires — and you'll lose the person within a year because the job is smaller than the title promised.

• Marketing Coordinator — executes a plan someone else sets. Right for most $1M–$3M contractors.
• Marketing Manager — owns the plan, budget, vendors, and the lead number. Realistic past roughly $5M, multiple locations, or several service lines.
• Marketing Director — manages people and multi-brand or multi-market strategy. Rare under $15M.

If you're not sure, read How to Hire Your First In-House Marketing Manager first — it walks through the readiness test and pay ranges in detail.

The Template (Copy This)

Job title

Marketing Manager — [Company Name] | [City, State] | Full-Time, In-House

About the company

[Company] has served [service area] since [year]. We run [X] trucks, employ [Y] people, and specialize in [HVAC / plumbing / electrical / roofing / garage door / landscaping] service and replacement work. We're building our marketing in-house because we want decisions made in hours, not in an agency's next reporting cycle — and because we want every dollar traced to a booked job.

Role summary

You own demand. Your job is to generate enough qualified calls, forms, and booked appointments to keep [X] trucks full — at or below a target cost per booked job — and to prove it with numbers every week.

Responsibilities

• Local search: own our Google Business Profile(s), service-area pages, citations, and the review generation system.
• Paid acquisition: run or manage Google Ads and Local Services Ads to a cost-per-booked-job target, including seasonal budget shifts.
• Website and conversion: keep service pages, offers, and booking paths current; test and improve the phone/form path.
• Database marketing: email and text campaigns to past customers, maintenance members, and unsold estimates.
• Content and proof: capture job-site photo and video, publish customer stories, and keep our credibility assets fresh.
• Tracking and reporting: maintain call tracking and lead-source attribution in [CRM]; deliver a one-page weekly scorecard.
• Vendors: brief, manage, and grade any outside partners against the same targets.
• Seasonality: plan promotions ahead of shoulder seasons so we're not reacting to a slow week.
• Recruiting support: help us market for technicians, not just customers.

Scorecard (how we'll measure you)

• Qualified leads per week by source.
• Booked appointments and booking rate.
• Cost per lead and cost per booked job.
• Revenue from marketing-sourced jobs, and return on ad spend.
• New reviews per month and average rating.
• Percentage of leads with a correctly attributed source.

Set targets before day one. A marketing role without a number becomes a "brand" role by month four.

Requirements

• 2+ years running campaigns with real budgets and reporting on results.
• Hands-on with Google Business Profile, Google Ads, and website content edits.
• Comfortable with numbers, spreadsheets, and attribution — you'd rather show a table than a mood board.
• Clear writer who can sound like a local contractor, not a corporation.
• Willing to ride along with technicians, listen to call recordings, and talk to customers.
• Valid driver's license; able to be on job sites occasionally.

Nice to have

• Experience in the trades, home services, or another local service business.
• Local Services Ads and call-tracking platform experience.
• Basic video editing for short vertical content.
• Familiarity with [ServiceTitan / Housecall Pro / Jobber / your CRM].

First 90 days

• Days 1–30: learn the trade — ride-alongs, call recordings, every review, and a full map of lead sources. No new campaigns.
• Days 31–60: fix tracking and fundamentals; ship the weekly scorecard.
• Days 61–90: improve one channel with measured results and present next quarter's plan and budget.

Compensation and details

$[range] base, plus a performance bonus tied to booked jobs or marketing-sourced revenue. [Health / retirement / PTO / vehicle or mileage]. Reports to [Owner / GM]. Weekly one-on-one with [name]. [On-site / hybrid] in [City].

For pay ranges, check public wage percentiles for your own state and metro before you publish a number — the U.S. Bureau of Labor Statistics publishes them for Advertising, Promotions, and Marketing Managers and Marketing Specialists. Posting a range also raises application volume; leaving it out mostly filters out good candidates.

How to apply

Send a résumé and a short note answering one question: "Our phone rings [60] times a week and we book [22]. What would you look at first?" We read that answer before the résumé.

Coordinator Variation (Swap These Lines)

For a coordinator-level hire, keep the company section and the scorecard, but change three things: remove budget ownership, remove vendor management, and make the responsibilities executional.

• Role summary: "You execute our marketing plan consistently and on time, and you keep our lead tracking accurate."
• Responsibilities: publish content and job photos, send review requests, update service pages, send scheduled email and text campaigns, maintain lead-source logging, assemble the weekly scorecard.
• Requirements: 0–2 years experience, extremely organized, strong writer, coachable.
• Scorecard: tasks completed on schedule, review volume, data accuracy — not cost per booked job, which they don't control.

Director Variation

• Add people management: hire and develop coordinators and specialists.
• Add multi-market or multi-brand planning and annual budget building.
• Add pricing/offer strategy input and coordination with sales and dispatch capacity.
• Shift the scorecard toward blended cost per booked job, market share of voice, and revenue growth by service line.

What to Delete From Corporate Templates

• "Bachelor's degree required" — it filters out excellent operators. Make it preferred, or drop it.
• "Brand stewardship," "storytelling," "thought leadership" as standalone duties — unmeasurable at your size.
• "Manage social media presence" with no outcome attached. Tie it to reviews, recruiting, or leads or cut it.
• "5–7 years agency experience" for a $70K role — you'll get no qualified applicants.
• Long lists of software you don't use. It signals a copied post.
• Anything you won't review in a weekly one-on-one.

Two Mistakes That Waste the Hire

1. Hiring strategy you can't supervise. If you can't tell whether a plan is good, you can't manage the person executing it. Either learn the fundamentals yourself or put a coach or fractional leader above the role for the first year.

2. Hiring before the phone works. If you book 22 of 60 calls, more leads mostly buy more missed opportunities. Fix the booking path first — that's usually a bigger win than any campaign a new hire could launch.

The Bottom Line

A good contractor marketing job description does three things: it names the level honestly, it lists a scorecard the person can actually control, and it deletes every corporate line you'd never hold someone to. Post that, and you'll attract operators instead of résumés.

About the Author

Chris Heidlebaugh

Chris Heidlebaugh is a former construction worker turned Digital Marketing Coach with 25+ years of experience helping home service businesses — contractors, roofers, plumbers, HVAC, electricians, landscapers, and remodelers — build in-house marketing systems they actually own. He spent 18+ years on the job site while building a web and marketing company on the side, so he speaks both languages. He's also a former college professor who has taught 20,000+ students, the author of Digital Marketing for DIYers, host of the Digital Marketing Coach Podcast, and creator of the Insourced Marketing Blueprint.

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