Marketing Director - Williamsburg, MI - $75,000 - $95,000

Company: Midwest Exteriors LLC and Interiors by Midwest

Position: Marketing Director

Location: Williamsburg, MI and Grand Rapids, MI

Employment Type: Full-Time

Schedule: Full-time; flexibility may be required for evenings, weekends, events, and business needs.

Compensation: $75,000 - $95,000 a year

About Midwest Exteriors LLC and Interiors by Midwest

Midwest Exteriors LLC and Interiors by Midwest are growing home-improvement companies committed to providing homeowners with quality products, exceptional craftsmanship, and outstanding customer service.

With a 4.8-star Google rating, our reputation is built on trust, professionalism, and delivering an exceptional customer experience. We are not your typical home-improvement company. We believe in putting the right people in the right positions, leading by example, and creating an environment where employees feel respected, appreciated, and supported in their professional growth.

Position Overview

The Marketing Director is responsible for developing, directing, and executing the company's overall marketing strategy to generate qualified leads, support sales growth, strengthen brand awareness, and expand market presence.

This position provides strategic and operational leadership for all marketing functions, including inbound and outbound marketing, digital advertising, lead generation, brand management, events, community outreach, and marketing technology.

The Marketing Director oversees marketing budgets, vendor relationships, team development, and department performance while ensuring marketing initiatives align with company objectives and revenue goals.

The ideal candidate is a strategic, results-driven marketing leader with a strong understanding of both traditional and digital marketing. This individual must be able to develop effective strategies, analyze performance data, manage multiple marketing channels, lead and develop teams, and identify opportunities to improve efficiency and return on investment.

The Marketing Director will work closely with company leadership and the sales department to ensure marketing efforts consistently generate quality opportunities and contribute to the company's continued growth.

Key ResponsibilitiesMarketing Strategy & Department Leadership

• Develop, implement, and oversee comprehensive marketing strategies aligned with company growth, sales, and revenue objectives.
• Establish annual and quarterly marketing goals, budgets, KPIs, and performance expectations in collaboration with company leadership.
• Direct and oversee all marketing functions, including inbound and outbound marketing, digital advertising, events, brand management, and lead generation.
• Evaluate marketing performance, identify opportunities for improvement, and adjust strategies based on results, market conditions, and business priorities.
• Analyze industry trends, customer behavior, competitor activity, and target markets to identify opportunities for expansion.
• Lead, develop, and hold marketing team members accountable for individual and departmental performance.
• Establish a professional, productive, and team-oriented department culture built on communication, accountability, and continuous improvement.

Lead Generation & Sales

Support

• Develop and oversee marketing initiatives designed to generate qualified leads and maintain a consistent pipeline of sales opportunities.
• Monitor lead volume, lead quality, appointment-setting performance, conversion rates, and cost per lead.
• Work closely with sales leadership to align marketing campaigns with sales capacity, scheduling needs, target markets, and revenue objectives.
• Evaluate lead sources and marketing channels to determine effectiveness and return on investment.
• Identify opportunities to improve lead quality, appointment rates, customer engagement, and overall marketing efficiency.
• Provide company leadership with regular reporting on marketing results, lead performance, campaign effectiveness, and growth opportunities.

Inbound & Outbound Marketing

• Oversee inbound marketing operations, including lead aggregators, incoming inquiries, lead management, email campaigns, newsletters, and lead-nurturing initiatives.
• Develop strategies to improve inbound lead response, follow-up, appointment setting, and conversion performance.
• Oversee outbound marketing initiatives, including direct mail, door-to-door marketing, community outreach, promotional campaigns, and other lead-generation activities.
• Evaluate advertising channels such as radio, print, outdoor advertising, signage, and other traditional media.
• Ensure marketing campaigns are coordinated with sales objectives and company priorities.
• Establish processes to track lead sources, campaign results, and overall channel effectiveness.

Digital Marketing, SEO & Technology

• Develop and oversee digital marketing strategies that strengthen brand visibility, increase website traffic, generate leads, and improve customer engagement.
• Maintain a strong working knowledge of Search Engine Optimization (SEO), including keyword research, local SEO, website content optimization, and search performance.
• Oversee digital advertising and promotional campaigns across search engines, social media, email, websites, and other relevant platforms.
• Monitor website analytics, online traffic, lead sources, advertising performance, and campaign results to identify opportunities for improvement.
• Evaluate emerging marketing platforms, technologies, and advertising channels to maintain a competitive digital presence.
• Research, test, and implement marketing tools and technologies that improve efficiency, lead generation, automation, and reporting.
• Identify opportunities to incorporate Artificial Intelligence (AI) into marketing strategy, content development, analytics, automation, and daily operations.
• Utilize AI and other technologies responsibly while maintaining accuracy, brand consistency, and company standards.

Brand Management, Events & Community Outreach

• Maintain a consistent company brand, messaging, and visual identity across all marketing channels and customer touchpoints.
• Oversee the development and coordination of promotional materials, advertising content, and creative assets.
• Ensure all marketing communications accurately represent the company's products, services, reputation, and values.
• Direct the planning and execution of home shows, trade shows, workshops, community events, and other promotional activities.
• Establish expectations for event preparation, staffing, scheduling, presentation, and lead collection.
• Develop relationships with local organizations, businesses, community groups, and industry partners.
• Identify opportunities to expand brand awareness and generate leads through community involvement and local partnerships.
• Represent the company professionally at industry and community events as needed.

Team Leadership, Training & Development

• Evaluate departmental staffing needs based on lead volume, marketing performance, sales schedules, market expansion, and company goals.
• Communicate staffing needs and position requirements to the company recruiter to support timely hiring.
• Participate in candidate interviews and provide input regarding candidate qualifications, experience, and departmental fit as needed.
• Oversee onboarding, departmental orientation, and training for new marketing employees.
• Establish training standards and ensure marketing representatives are properly trained on company systems, procedures, scripts, appointment-setting expectations, and performance requirements.
• Provide ongoing coaching, cross-training, and additional training when needed.
• Ensure employees understand and consistently utilize approved scripts, word tracks, appointment forms, handbooks, and other company resources.
• Monitor individual and team performance, establish realistic performance benchmarks, and address performance concerns appropriately.
• Identify leadership development opportunities and build a strong, capable marketing team.

Budget, Vendor &

Partner Management

• Develop and manage marketing budgets in alignment with company objectives and approved spending guidelines.
• Monitor marketing expenses, advertising costs, campaign performance, and return on investment.
• Evaluate marketing vendors, advertising partners, agencies, and service providers based on performance, cost, and business value.
• Negotiate vendor agreements, advertising rates, and project deliverables within authorized guidelines.
• Maintain strong vendor relationships and hold external partners accountable for agreed-upon services, timelines, and results.
• Identify opportunities to reduce unnecessary marketing expenses while maintaining or improving campaign effectiveness.
• Ensure marketing projects are completed accurately, efficiently, on schedule, and within established budgets.

Performance, Compliance & Accountability

• Establish and maintain consistent department standards for attendance, scheduling, communication, documentation, and performance.
• Ensure marketing employees follow company policies, procedures, approved messaging, appointment standards, and training requirements.
• Monitor team schedules and ensure employees attend assigned meetings, events, trainings, and appointments as expected.
• Ensure marketing activities and appointment information are accurately documented and entered into the appropriate company systems.
• Address performance concerns, policy violations, and unprofessional conduct in accordance with company policies.
• Report serious or repeated policy violations and significant employee concerns to appropriate company leadership.
• Review marketing performance records and provide supporting documentation for commission or pay-related discrepancies when requested.
• Maintain accurate departmental records, reporting, budgets, campaign information, and performance documentation.
• Promote a professional, accountable, and productive work environment.

Management & Communication

• Work closely with company leadership and sales management to align marketing priorities with overall business objectives.
• Provide regular updates regarding departmental performance, marketing expenses, lead generation, staffing, and strategic initiatives.
• Communicate marketing opportunities, challenges, and recommendations to company leadership.
• Coordinate with other departments to support effective lead management, customer communication, and company operations.
• Perform other management and marketing-related duties as assigned.

Qualifications & Requirements

• Proven experience in marketing management, marketing leadership, or a similar senior marketing role.
• Demonstrated ability to develop and execute marketing strategies that generate measurable business results.
• Strong understanding of inbound and outbound marketing, lead generation, digital advertising, and brand management.
• Working knowledge of SEO, website analytics, social media marketing, email marketing, and digital advertising platforms.
• Experience managing marketing budgets, evaluating campaign performance, and measuring return on investment.
• Demonstrated ability to lead, coach, develop, and hold employees accountable.
• Strong analytical, organizational, communication, and problem-solving skills.
• Ability to interpret marketing data, identify trends, and make informed business decisions.
• Experience managing vendors, agencies, advertising partners, and external business relationships.
• Proficiency with CRM systems, marketing platforms, analytics tools, Microsoft Office, and other standard business software.
• Ability to manage multiple projects, deadlines, and departmental priorities.
• Must be results-driven, self-motivated, dependable, and comfortable working in a performance-focused environment.

Preferred Qualifications

• Experience directing a multi-channel marketing department with both inbound and outbound functions.
• Previous experience in residential construction, home improvement, remodeling, or related industries.
• Experience overseeing marketing teams across multiple locations or markets.
• Knowledge of lead aggregators, marketing automation, CRM integrations, and lead management systems.
• Experience with local SEO, paid search campaigns, website optimization, and digital analytics.
• Experience planning and managing home shows, trade shows, community events, and local partnerships.
• Experience incorporating AI and emerging technologies into marketing operations.
• Track record of improving lead generation, reducing marketing costs, increasing conversion rates, and strengthening brand awareness.

What We Offer

• Competitive compensation with opportunities for performance-based incentives.
• Paid time off and company benefits.
• Professional development and leadership growth opportunities.
• The opportunity to lead and shape the marketing direction of a growing company.
• A supportive management team that values accountability, communication, and teamwork.
• The opportunity to make a direct impact on company growth, brand recognition, and revenue performance.
• A company culture built on respect, appreciation, craftsmanship, and customer satisfaction.

Equal Opportunity

Statement

Midwest Exteriors LLC and Interiors by Midwest are equal opportunity employers. We are committed to providing a professional and inclusive work environment where employees are valued for their skills, experience, and contributions. Employment decisions are based on qualifications, merit, and business needs.

General Employment Expectations

The Marketing Director is expected to perform the duties and responsibilities associated with the position while following all Midwest Exteriors LLC policies, procedures, standards, and expectations. The employee will work under the general supervision and direction of company leadership and may be assigned additional reasonable duties consistent with the position and the needs of the business.

Midwest Exteriors LLC reserves the right to reasonably modify job duties, responsibilities, policies, procedures, and performance expectations as business needs evolve and in accordance with applicable law.

Pay: $75,000.00 - $95,000.00 per year

Benefits:

• Dental insurance
• Employee discount
• Health insurance
• Life insurance
• Paid time off
• Vision insurance

Work Location: In person