Director, Marketing

Shack Shine is a premium exterior home services brand with a growing franchise network across North America. We've built something exciting, and now we're building the marketing infrastructure to scale it. This is the most senior marketing position in the business. You'll report directly to the Managing Director, own key marketing decisions, and steward a dedicated ad fund on behalf of our Franchise Partner network and partner with leadership to drive Franchise Development marketing. Our immediate mandate is highly focused and budget-efficient, but designed for rapid scale. We need a sharp, analytical

full-funnel marketer who can diagnose growth bottlenecks across the entire funnel

from top-of-funnel awareness to local performance marketing conversion and roll up their sleeves to deploy the right solutions.

To achieve this, we expect this role to aggressively leverage modern AI workflows to multiply output and maximize our reach.

As our network grows, the fund grows, your scope expands, and your career trajectory accelerates alongside the brand. Our ad fund is continually evolving to maximize impact
- focusing on foundational brand-level marketing functions: website, SEO/AEO/GEO, creative, national campaigns, and vendor management. Because transparency is central to our culture, you will collaborate periodically with our Franchise Advisory Council to review fund performance. The ideal candidate is a true hybrid leader, equally comfortable presenting growth strategies to a room of passionate business owners as they are briefing a freelance designer or auditing AI-driven search performance. In this role, you are simultaneously the strategist, the executor, and the stakeholder manager. As our network scales toward ambitious growth targets, you will build the track record and the platform to elevate your career right alongside the brand. YOUR IMPACT AT SHACK SHINE

Full-Funnel Marketing: Own the customer journey end-to-end (B2C). Continuously monitor and diagnose funnel drop-off, whether it’s a traffic generation issue, landing page drop-off, low conversion rate, Cost to Acquire, or poor local retention, and quickly architect and test concrete solutions. Capitalize on opportunities to scale quickly. Franchise Development Marketing: Leverage storytelling, earned media, and brand positioning to grow and scale Shack Shine across North America. Build marketing assets, campaigns, and funnels designed to attract, nurture, and convert qualified prospective Franchise Partners into the network. Creative & Branding: Leverage storytelling, customer strategy, and brand positioning to elevate the Shack Shine brand across North America as we aspire to become a household name. Brief, manage, and quality-control freelancers across campaign creative, local assets, and brand collateral. Work with Operations to ensure brand compliance in the field. You will actively integrate AI tools to streamline content production, scale localized creative, and maintain brand compliance in the field without multiplying costs. Ad fund stewardship: Manage the annual budget, present actuals and plans to the Franchise Advisory Committee (FAC), and be accountable for what is being spent. Support Franchise Marketing Strategy: Serve as a strategic advisor to franchise partners by developing tailored marketing plans, partnering with Operations to track performance metrics, and creating tools to coach teams on operational compliance and strategy execution. Website: End-to-end ownership of our digital front door. Hosting, maintenance, UX, and conversion optimization through external vendors. You notice when something's off, and you fix it; you also own the vision and the roadmap for the future. SEO, AEO & GEO: Set the strategy, source the right vendors, and hold them accountable to output. You understand that the search landscape has fundamentally changed; you will optimize our digital footprint not just for traditional search engines, but for AI answer engines (AEO) and generative search experiences (GEO). Local visibility matters directly to Franchise Partners. National campaigns: A focused awareness budget that will set the foundation for how we will operate at scale. Vendor and access management: Central authority over preferred vendor relationships, Google Ads and Analytics structures, and access control across the network. Franchise Partner communication: Primary marketing contact for our FP network, FAC and Operations team. You build trust through transparency, regular communication, and results. WHAT PEOPLE SAY ABOUT YOU

You are a full-funnel marketer & master problem solver. You don't just run ads or look at top-of-funnel reach; you look at the entire engine. When lead flow or franchisee acquisition stalls, you systematically diagnose whether it’s an awareness, channel, creative, friction, or conversion problem—and deploy the fix. You blend B2C local acquisition with B2B franchise growth. You under