Position Overview
Kowboy Fence Company is seeking an experienced, creative, and forward-thinking Head of Marketing to lead our marketing efforts as we continue to grow and expand into new markets.
This executive-level position will be responsible for developing and executing the company's overall marketing strategy, strengthening brand recognition, driving lead generation, and identifying new opportunities for business growth.
We're looking for someone who brings both creativity and strategy to the table. From Google advertising, artificial intelligence, and digital marketing to commercials, billboards, branded merchandise, and community partnerships, this individual will oversee all aspects of Kowboy's marketing presence.
The ideal candidate is a strong leader who can think outside the box, bring innovative ideas to life, and turn marketing investments into measurable results. This person will play a key role in shaping the future of the Kowboy brand while ensuring marketing initiatives support the company's overall vision and revenue goals.
Key Responsibilities
Marketing Strategy & Executive Leadership
- Develop, implement, and oversee the company's overall marketing strategy across all locations and markets.
- Establish short- and long-term marketing objectives aligned with company growth, revenue goals, and expansion plans.
- Lead the planning and execution of marketing campaigns that strengthen brand recognition and generate qualified leads.
- Collaborate with executive leadership, sales teams, and operational leaders to ensure marketing initiatives align with business objectives.
- Oversee internal marketing resources, external agencies, creative partners, and advertising vendors.
- Identify emerging marketing trends, technologies, and opportunities to maintain a competitive advantage.
- Develop scalable marketing strategies to support new market launches and continued company expansion.
- Take ownership of marketing performance, departmental priorities, and strategic decision-making.
Brand Development & Creative Direction
- Lead the overall creative vision, brand positioning, and identity of Kowboy Fence Company.
- Develop innovative campaigns that differentiate Kowboy from competitors and strengthen customer recognition.
- Oversee the creative direction of all advertising, marketing materials, and branded content.
- Ensure consistent branding and messaging across all locations, platforms, and customer touchpoints.
- Direct photography, videography, graphic design, and other creative content initiatives.
- Oversee branded merchandise and apparel, including hats, shirts, polos, jackets, promotional products, and company giveaways.
- Manage the design and branding of vehicle wraps, building signage, office displays, and other physical marketing materials.
- Identify creative opportunities to strengthen brand recognition, customer loyalty, and employee engagement.
Digital Marketing, Google & Search Visibility
- Oversee Google Ads, Google Local Services Ads, Google Business Profiles, and other paid digital advertising channels.
- Develop and manage search engine optimization (SEO) strategies to increase organic website traffic and qualified leads.
- Strengthen local search visibility and Google Maps rankings across all company locations.
- Oversee website strategy, design, content, performance, and conversion optimization.
- Develop market-specific digital advertising campaigns based on customer demand, competition, and revenue opportunities.
- Monitor advertising performance, including cost per lead, conversion rates, customer acquisition costs, and return on investment.
- Oversee online reputation management, customer reviews, and digital brand presence.
- Utilize Google Analytics, Google Search Console, and other reporting tools to evaluate performance and identify growth opportunities.
- Work with outside advertising agencies and digital marketing partners to ensure campaigns meet company expectations.
Artificial Intelligence & Marketing Innovation
- Identify and implement AI-powered tools and technologies to improve marketing efficiency, creativity, and performance.
- Develop strategies to increase Kowboy's visibility across AI-powered search platforms, including ChatGPT, Google AI Overviews, and other emerging search technologies.
- Utilize AI to support content development, campaign optimization, customer engagement, and marketing analytics.
- Explore AI-driven marketing automation, lead nurturing, and customer communication strategies.
- Identify opportunities to streamline marketing processes through automation and technology.
- Leverage AI-powered insights to evaluate customer behavior, market trends, and advertising performance.
- Stay informed on emerging AI technologies and digital marketing trends to ensure the company remains competitive.
- Establish appropriate standards for AI-generated content, brand accuracy, and customer data protection.
Advertising, Commercials & Media
- Develop and oversee advertising strategies across digital, television, radio, print, and outdoor media.
- Lead the creative development and production of commercials, including concepts, scripting, filming, editing, and final execution.
- Identify and manage billboard advertising opportunities in existing and emerging markets.
- Coordinate media buying, advertising placement, and promotional campaigns.
- Negotiate advertising contracts and partnerships to maximize marketing investments.
- Develop integrated campaigns that connect traditional advertising with digital marketing and lead generation.
- Evaluate advertising effectiveness and adjust strategies based on market performance and business objectives.
Social Media & Content Strategy
- Develop and oversee the company's social media strategy across relevant platforms, including Facebook, Instagram, LinkedIn, YouTube, and emerging channels.
- Direct content creation that showcases completed projects, company culture, employees, customer experiences, and community involvement.
- Establish content calendars and creative campaigns that support brand awareness and customer engagement.
- Identify opportunities to utilize video marketing, storytelling, and emerging content trends.
- Ensure all content aligns with company branding, messaging, and marketing objectives.
- Monitor social media performance and identify opportunities for continued growth.
Merchandise, Sponsorships & Community Engagement
- Oversee the development, sourcing, and distribution of company-branded merchandise and promotional products.
- Manage vendor relationships for apparel, promotional materials, signage, and branded items.
- Identify strategic sponsorship opportunities, including local sports teams, community events, and regional partnerships.
- Develop marketing initiatives around sponsorships, trade shows, grand openings, and company events.
- Coordinate community engagement campaigns that strengthen Kowboy's presence in individual markets.
- Create promotional opportunities that support brand awareness, recruiting, customer relationships, and company culture.
- Evaluate sponsorships and promotional investments to ensure alignment with company goals.
Lead Generation & Revenue Growth
- Develop marketing strategies that consistently generate qualified leads across all company locations.
- Partner with sales leadership to align marketing campaigns with sales targets and revenue objectives.
- Analyze lead quality, customer acquisition costs, and conversion rates to improve marketing effectiveness.
- Utilize CRM systems, including HubSpot, to track marketing performance and lead attribution.
- Identify opportunities to improve customer engagement and lead conversion through marketing automation.
- Develop targeted campaigns for underperforming markets and new business opportunities.
- Monitor competitor activity, customer trends, and market conditions to identify growth opportunities.
- Ensure marketing efforts contribute to measurable revenue growth and business profitability.
Budget Management & Performance Analytics
- Develop, manage, and oversee marketing budgets across all locations and advertising channels.
- Allocate marketing investments strategically based on business priorities, market opportunities, and campaign performance.
- Establish measurable marketing goals and key performance indicators.
- Track advertising expenditures, lead generation, customer acquisition costs, and return on investment.
- Provide regular marketing performance reports, insights, and recommendations to executive leadership.
- Evaluate vendor and agency performance to ensure accountability and results.
- Identify opportunities to improve marketing efficiency, reduce unnecessary spending, and maximize return on investment.
Qualifications
- 5+ years of progressive experience in marketing, brand development, digital advertising, or related fields.
- Demonstrated experience leading marketing strategy, creative campaigns, budgets, vendors, or teams.
- Proven ability to develop and execute marketing initiatives that drive brand awareness, lead generation, and business growth.
- Strong understanding of Google Ads, Google Business Profiles, SEO, and digital marketing strategy.
- Experience with traditional advertising, creative production, brand campaigns, or media partnerships.
- Familiarity with artificial intelligence, AI-powered marketing tools, and marketing automation.
- Experience managing multiple marketing channels and coordinating campaigns across different markets.
- Strong knowledge of marketing analytics, performance reporting, and budget management.
- Experience with CRM platforms, preferably HubSpot.
- Exceptional creativity, strategic thinking, and problem-solving abilities.
- Strong leadership, communication, and organizational skills.
- Ability to manage multiple projects, priorities, and deadlines in a fast-paced environment.
- Experience in construction, home services, home improvement, or multi-location businesses preferred.
- Bachelor's degree in Marketing, Business, Communications, or a related field preferred; equivalent professional experience considered.
Key Performance Indicators (KPIs)
Brand Awareness & Market Growth
- Increased brand recognition and visibility across company markets.
- Growth in website traffic, search visibility, and digital engagement.
- Successful execution of advertising campaigns, sponsorships, and brand initiatives.
- Effective marketing support for new location launches.
Lead Generation & Revenue
- Qualified leads generated by location and marketing channel.
- Marketing-generated revenue and return on marketing investment.
- Cost per qualified lead and customer acquisition cost.
- Lead conversion rates and overall marketing contribution to sales growth.
Digital Marketing & Innovation
- Google Ads and Local Services Ads performance.
- Organic search rankings and Google Business Profile visibility.
- Website conversion rates and digital campaign effectiveness.
- Successful implementation of AI tools and marketing automation.
- Improvements in marketing efficiency and campaign performance.
Leadership & Operational Performance
- Marketing budget management and return on investment.
- Successful execution of marketing initiatives and campaigns.
- Vendor and agency performance.
- Consistent branding and marketing execution across all locations.
- Achievement of departmental goals and company growth objectives.
What We're Looking For
We're looking for someone who can take ownership of the Kowboy brand and help bring it to the next level.
This person should be creative, ambitious, and willing to challenge the status quo. Someone who sees opportunities where others don't, stays ahead of industry trends, and isn't afraid to bring bold ideas to the table.
The right candidate will understand that great marketing is about more than advertising. It's about building a recognizable brand, creating meaningful connections with customers, supporting sales growth, and positioning the company for long-term success.
As Kowboy Fence Company continues to expand, the Head of Marketing will play an essential role in shaping our identity, strengthening our presence in every market, and driving the next chapter of our growth.
