Director of Lead Generation and Marketing Operations

About Mars Roofing

Mars Roofing is a rapidly growing exterior restoration and roofing company serving Maryland, DC, and Northern Virginia. We specialize in residential and commercial roofing, siding, gutters, windows, storm restoration, and exterior improvements.

At Mars Roofing, we are building a high-performance organization focused on professionalism, operational excellence, accountability, customer advocacy, and growth.

We are looking for a driven, analytical, and operationally minded leader to oversee and optimize our entire lead generation ecosystem.

This is not a traditional “marketing manager” role.

This position is responsible for the full lifecycle of lead generation, from digital marketing and inbound lead management to canvassing operations, call center performance, appointment generation, and marketing ROI.

Position Summary

The Director of Lead Generation & Marketing Operations will oversee all lead generation channels and appointment-setting operations for the company.

This role owns the performance, accountability, reporting, optimization, and growth of:

• Digital marketing
• PPC campaigns
• Local Service Ads (LSA)
• Website conversion
• SEO/vendor management
• Call center operations
• Lead handling
• Appointment setting
• Canvassing operations
• CRM reporting
• Lead attribution
• Marketing ROI

This individual will work closely with executive leadership, sales leadership, and operations teams to maximize profitable demo generation and revenue growth.

The ideal candidate is highly analytical, KPI-driven, operationally strong, and experienced in home services or high-volume lead generation environments.

Responsibilities Digital Marketing Oversight

• Manage and oversee all lead generation channels
• Oversee PPC, Google Ads, LSAs, SEO, website optimization, and digital campaigns
• Manage outside marketing vendors and agencies
• Hold agencies accountable for performance and ROI
• Improve website conversion rates and lead flow
• Oversee call tracking, attribution, and reporting systems
• Analyze campaign effectiveness and optimize spend allocation
• Develop strategies to increase qualified lead volume

Lead Management & CRM Oversight

• Ensure all leads are properly tracked, assigned, and followed up on
• Improve lead attribution accuracy
• Develop dashboards and reporting systems
• Monitor speed-to-lead performance
• Reduce lead fallout and unworked leads
• Improve lead conversion processes across departments
• Work with CRM systems and automation tools to improve operational efficiency

Call Center Leadership

• Oversee inbound and outbound call center operations
• Monitor booking percentages and appointment quality
• Improve call handling processes and scripting
• Implement QA and call review systems
• Reduce cancellations and no-shows
• Improve reset recovery systems
• Ensure proper staffing and accountability

Canvassing Department Oversight

• Oversee canvassing team performance and accountability
• Track territory performance and lead quality
• Monitor demos generated per canvasser/team
• Improve canvassing operational systems and reporting
• Work with leadership to improve recruiting and retention
• Analyze performance trends and optimize deployment strategies

Reporting & KPI Management

• Develop and maintain daily, weekly, and monthly KPI dashboards
• Track:
• Lead volume
• Cost per lead
• Cost per demo
• Demo rates
• Booking rates
• Close rates by source
• Revenue by source
• No-show rates
• Reset percentages
• Marketing ROI
• Present reporting and strategic recommendations to leadership

QualificationsRequired

• 5+ years experience in lead generation, marketing operations, or revenue operations
• Experience managing digital marketing campaigns and vendors
• Experience with CRM systems and lead tracking
• Strong analytical and reporting skills
• Experience managing teams and holding accountability
• Experience improving operational systems and workflows
• Strong communication and leadership abilities
• Highly organized and detail-oriented
• KPI and performance driven mindset

Preferred

• Experience in roofing, home services, restoration, HVAC, solar, windows, or similar industries
• Experience managing call centers
• Experience overseeing canvassing or field marketing operations
• HubSpot, Salesforce, or home service CRM experience
• Understanding of sales operations and appointment-setting environments
• Experience with call tracking and attribution software

What Success Looks Like

Success in this role means:

• Increased qualified demos
• Improved lead conversion
• Reduced lead waste
• Better marketing ROI
• Stronger call center accountability
• Increased canvassing efficiency
• Improved reporting visibility
• Faster lead response times
• Scalable operational systems
• Revenue growth

Core Traits We’re Looking For

• Competitive
• Operationally minded
• Analytical
• Organized
• Accountable
• Process driven
• Results focused
• Strong communicator
• High urgency
• Problem solver
• Team-oriented
• Growth-minded

Why Join Mars Roofing?

• Fast-growing company with strong leadership
• Quarterly Performance Bonus
• Opportunity to build and shape systems
• High-impact leadership role
• Top performers can exceed 175k+
• Performance-driven culture
• Opportunity for long-term career growth
• Work directly with executive leadership
• Be part of building a market-leading roofing and exterior brand

Pay: $100,000.00 - $130,000.00 per year

Benefits:

• 401(k)
• 401(k) matching
• Dental insurance
• Health insurance
• Paid time off
• Vision insurance

People with a criminal record are encouraged to apply

Work Location: In person