Role: Director of Digital Marketing

Location: Kansas City 

Investor: General Atlantic

About Flint Group

Headquartered in Kansas City and founded in 2019 by industry veterans Collin Hathaway (Chairman) and Trevor Flannigan (CEO), Flint Group is a leading platform providing high-quality HVAC, plumbing and electrical (“HVAC+”) services to residential customers. Today, Flint is comprised of 11 longstanding market-leading brands across 9 primary markets in the U.S., including Seattle, Portland, Houston, Boston, Denver, Philadelphia, St. Louis, Kansas City, and Phoenix. The Company will continue to acquire and grow best-in-class local HVAC+ brands.  

The HVAC+ residential services industry is estimated to be a ~$150B+ growing at a ~5% CAGR. The sector is largely non-discretionary due to the mission-critical nature of HVAC and plumbing systems. The HVAC+ market is highly fragmented with 70%+ of the market being served by independent contractors and mom & pop providers. 

Flint has a proven track record of driving topline and earnings growth post-acquisition at the local level through: (i) investing in the local leadership team, facility and technology, (ii) optimizing business mix (e.g., adding service lines) and improving lead flow, (iii) leveraging economies of scale (e.g., OEM agreements, group purchasing), (iv) sharing best practices to improve performance, and (v) leveraging technology and analytics to measure KPIs, drive insights and increase accountability.   

Position Overview

Reporting directly to Flint’s VP of Marketing, the Director of Digital Marketing will oversee all aspects of PPC (Pay-Per-Click) and SEO (Search Engine Optimization) for Flint’s brands across multiple markets. This role will be responsible for monitoring digital campaign performance, working closely with external digital vendors to optimize PPC and SEO strategies, and ensuring a cohesive approach to Flint’s digital marketing efforts. The Director will also lead the development and implementation of digital marketing strategies to maximize traffic, conversions, and ROI.

Role and Responsibilities:

PPC and SEO Performance Monitoring 

• Monitor and analyze PPC campaign performance, focusing on key metrics such as CTR, CPC, CPA, conversion rates, and ROAS. 
• Oversee SEO performance across Flint’s brands, ensuring that search visibility, keyword rankings, and organic traffic are consistently improving. 
• Work with external digital vendors and internal brand managers to drive continuous improvement in both paid and organic search efforts. 
• Ensure proper tracking and reporting mechanisms are in place to evaluate campaign success and identify optimization opportunities. 

Digital Strategy Development

• Lead the development of a comprehensive digital marketing strategy across PPC and SEO for Flint’s brands, ensuring alignment with overall business objectives.
• Work closely with General Managers and internal marketing teams to create strategies that drive brand growth and lead generation.
• Identify opportunities for improvement in both PPC and SEO performance, focusing on maximizing organic traffic and paid campaign results.

Collaboration and Vendor Management

• Collaborate with digital vendors and agencies to optimize PPC and SEO campaigns. Provide data-driven recommendations and work closely with vendors to implement strategies that drive performance.
• Manage relationships with third-party vendors and tools, ensuring campaigns are running smoothly and hitting performance targets.
• Lead cross-functional meetings to discuss digital marketing performance, initiatives, and alignment with broader marketing goals.

Budget Management and Optimization 

• Manage the digital marketing budget for PPC and SEO, ensuring resources are allocated effectively to drive maximum ROI.
• Recommend adjustments to budget allocations based on campaign performance, shifting spend to high-performing channels when necessary.
• Continuously review the performance of campaigns to optimize budget usage and ensure efficient lead generation.

Reporting and Insights

• Provide detailed reports and analysis of PPC and SEO performance to internal stakeholders, highlighting key metrics, trends, and areas of improvement.
• Communicate the progress of ongoing initiatives to the leadership team, recommending actions for optimizing future performance.
• Develop insights based on campaign data, using those insights to drive ongoing improvements across both paid and organic channels.

Target Profile

We seek a strategic and growth-oriented candidate with extensive experience in both PPC and SEO, strong analytical skills, and the ability to manage multiple campaigns and vendors.

Key Experience

• 7+ years of experience in digital marketing, with a strong emphasis on managing and optimizing both PPC and SEO strategies.
• Expertise in Google Ads, Microsoft Ads, Meta Ads, Google Analytics, and SEO tools such as SEMrush, Moz, Ahrefs, etc.
• Ability to manage relationships with external vendors and partners to achieve marketing goals.
• Experience developing and executing comprehensive digital marketing strategies across multiple markets and brands.
• Ability to collect, analyze, and interpret data to provide actionable insights and recommendations.
• Strong communication skills, with the ability to effectively communicate progress, results, and recommendations.
• Experience in the home service space is valuable but not necessary.

Desired Competencies

As the Director of Digital Marketing, you will be the key driver in ensuring Flint’s brands achieve success across both paid and organic search channels. Your role will be central to shaping the digital presence of Flint’s portfolio and driving lead generation and conversions through thoughtful strategy and execution. By collaborating closely with external vendors and internal teams, you will have the opportunity to create and implement innovative digital marketing approaches that propel the company’s growth across diverse markets.

• Analytical Skills: Proficiency in analyzing PPC and SEO data to drive informed decision-making and optimizations.
• Collaboration: Strong interpersonal skills for working with digital vendors, internal marketing teams, and executive leadership.
• Attention to Detail: Ensuring accuracy in campaign setup, budget management, and reporting.
• Results-Driven: Commitment to achieving measurable outcomes in PPC and SEO performance.
• Adaptability: Ability to thrive in a fast-paced, dynamic environment and adapt to changing digital marketing trends and platform updates.
• Technical Aptitude: Strong familiarity with digital marketing tools and platforms, with the ability to stay up-to-date on industry trends and emerging technologies.
• Strategic Thinking: Capacity to see the big picture and drive long-term digital marketing strategies across multiple brands.