Fractional Marketing Director

Fractional Marketing Director / Growth Marketing Lead for Growing Home-Service Company

NOTE: Candidates must have proven experience independently managing a company’s marketing strategy and execution, preferably within the home services industry.

About the Role

Cultivate House Detailing is looking for an experienced, highly accountable Fractional Marketing Director / Growth Marketing Lead to take ownership of our lead-generation strategy.

We are a growing home-service company based in Colorado Springs, Colorado. Our services include window cleaning, gutter cleaning, pressure washing, holiday lighting, permanent lighting, screen repair, and other exterior home services.

Our primary marketing challenge is simple:

We need to consistently generate more qualified leads at a profitable cost.

We are not looking for someone who only posts on social media, runs a few ads, or gives us a list of recommendations. We need someone who can look at the entire marketing system, identify the biggest opportunities, create a focused plan, and ensure that the work gets completed.

This may begin as a fractional position. We care more about measurable results, ownership, and communication than a specific number of hours worked.

Your Mission

Build and manage a predictable marketing system that produces qualified leads for Cultivate throughout the year.

You will be responsible for answering questions such as:

• Where should our next marketing dollar go?
• Which services, offers, and geographic areas should we prioritize?
• Why are campaigns succeeding or failing?
• What should we test next?
• Where are leads falling out of the funnel?
• How do we reduce our dependence on any single lead source?
• How do we prepare marketing campaigns ahead of our seasonal demand?

What You Will Own

Marketing Strategy

• Develop and maintain Cultivate’s overall marketing plan.
• Create quarterly, monthly, and weekly marketing priorities.
• Build campaigns around our seasonal service calendar.
• Identify the highest-impact opportunities for generating leads.
• Recommend appropriate budgets based on expected returns.
• Help develop stronger offers, hooks, promotions, and positioning.
• Turn leadership’s ideas into organized campaigns with deadlines and ownership.

Paid Advertising

• Manage or oversee Google Ads and Meta advertising.
• Review campaign structure, keywords, targeting, creative, landing pages, and conversion tracking.
• Monitor cost per lead, cost per booked job, lead quality, and return on advertising spend.
• Create a structured testing process for ads, offers, audiences, and landing pages.
• Scale successful campaigns without allowing performance to deteriorate.
• Quickly identify and correct campaigns that are wasting money.

Local Search and SEO

• Improve our visibility in Colorado Springs, Monument, Black Forest, Woodland Park, and surrounding service areas.
• Develop a practical local SEO plan.
• Improve service pages and location pages.
• Help manage our Google Business Profile strategy.
• Identify content opportunities that can generate qualified local traffic.
• Coordinate review-generation and reputation-marketing efforts.

Website and Conversion Optimization

• Review the customer journey from the first click through booking.
• Improve landing pages, quote forms, calls to action, and conversion rates.
• Help launch and market our instant window-cleaning quote system.
• Work with our team or outside developers to implement website improvements.
• Make decisions using customer behavior and conversion data rather than personal preference.

Email , SMS, and Database Marketing

• Build campaigns that generate additional revenue from our existing customer and lead database.
• Create seasonal reactivation, cross-sell, upsell, referral, and follow-up campaigns.
• Improve lead nurturing for customers who request an estimate but do not immediately book.
• Develop campaigns that introduce existing customers to additional services.
• Coordinate messaging through Housecall Pro, OpenPhone, or other systems as appropriate.

Content and Creative Direction

• Develop a practical content plan tied to lead generation and brand awareness.
• Create clear briefs for advertisements, videos, email s, landing pages, and social content.
• Help us find better advertising hooks and angles.
• Review creative work and provide specific, useful feedback.
• Personally write or edit important marketing copy when necessary.
• Coordinate freelancers, designers, editors, or other specialists when appropriate.

Tracking and Reporting

• Make sure marketing attribution and conversion tracking are accurate.

• Develop a simple weekly marketing scorecard.

• Track metrics such as:

• Leads by source
• Qualified leads
• Cost per lead
• Cost per booked job
• Booking rate
• Revenue by lead source
• Return on advertising spend
• Website conversion rate
• Speed to lead
• Customer acquisition cost

• Send a concise weekly report explaining:

• What happened
• Why it happened
• What was completed
• What is being tested
• What needs leadership’s attention
• What will happen next

We do not want reports that only show traffic, impressions, followers, or activity. Reporting must connect marketing work to leads, booked jobs, and revenue.

Strategy and Execution

This is not a purely advisory role.

You should be able to operate at three levels:

1. Strategy: Determine what Cultivate should do and why.
2. Management: Organize projects, assign work, and ensure deadlines are met.
3. Execution: Personally complete important work when hiring another specialist would be unnecessary or inefficient.

You do not need to be the world’s best specialist in every channel. You must, however, understand each major channel well enough to make good decisions, evaluate performance, and manage specialists effectively.

What Success Looks Like

During Your First 30 Days

• Learn our services, customer base, service area, seasonality, brand, and current sales process.
• Audit our current advertising, website, SEO, tracking, content, CRM, and follow-up systems.
• Identify immediate waste, broken tracking, and missed opportunities.
• Establish a simple marketing scorecard.
• Present a prioritized 90-day marketing plan.
• Begin implementing the highest-impact improvements.

Within 60 to 90 Days

• Establish dependable campaign planning and reporting.
• Improve our ability to identify which channels produce booked work.
• Launch structured tests across our highest-priority channels.
• Improve lead follow-up and database reactivation.
• Build an organized campaign calendar for our major services.
• Demonstrate measurable progress in lead volume, lead quality, booking rate, or customer acquisition cost.

Long-Term

• Build a diversified and predictable lead-generation system.
• Help Cultivate plan marketing proactively rather than reactively.
• Reduce wasted spending.
• Increase qualified leads and booked revenue.
• Create repeatable systems that can support the company as it grows.

Required Experience

We are looking for someone who has:

• At least 4 years of meaningful digital marketing experience.
• Experience owning marketing outcomes, not merely completing assigned tasks.
• Strong working knowledge of Google Ads and Meta Ads.
• Experience with local SEO and Google Business Profiles.
• Experience improving landing pages and conversion rates.
• Experience with email and SMS marketing.
• Strong copywriting and offer-development skills.
• Experience reading marketing data and explaining it clearly.
• Experience managing multiple campaigns and deadlines.
• Excellent written and spoken English.
• Strong judgment, initiative, organization, and attention to detail.
• A history of working independently without needing constant instruction.

Experience marketing a home-service company, local service business, franchise, or appointment-based company is strongly preferred.

Helpful Experience

These are not all required, but they would be valuable:

• Housecall Pro or another home-service CRM
• Google Analytics 4
• Google Tag Manager
• Looker Studio
• Call tracking
• WordPress
• Facebook and Instagram content
• YouTube or short-form video
• Direct mail or neighborhood marketing
• Referral programs
• Reputation management
• Seasonal campaign planning
• Managing designers, video editors, copywriters, or advertising specialists
• Using AI tools to improve speed without sacrificing quality

Who Will Succeed in This Role

You may be a strong fit if you:

• Think like a business owner rather than a task-based freelancer.
• Ask good questions before spending money.
• Focus on revenue and qualified leads rather than vanity metrics.
• Are comfortable making recommendations and respectfully challenging weak ideas.
• Can create structure in an environment where many opportunities compete for attention.
• Communicate problems early rather than hiding them.
• Can explain complex marketing decisions in plain English.
• Know how to prioritize rather than attempting ten initiatives at once.
• Are equally comfortable analyzing numbers and developing creative ideas.
• Take responsibility for outcomes while being honest about what marketing can and cannot control.

Who Should Not Apply

This role is probably not a fit if you:

• Only specialize in social media posting.
• Require detailed instructions for every task.
• Primarily measure success through followers, impressions, or engagement.
• Create strategies but depend on others to organize and implement everything.
• Cannot show examples of campaigns connected to leads, sales, or revenue.
• Take on more clients than you can properly support.
• Frequently miss deadlines or disappear when a project becomes difficult.
• Use generic AI-generated marketing plans without understanding the business.

Schedule and Working Arrangement

This is a remote, flexible, results-based posi