Director of Search Marketing — Charlotte Metro

Director of Paid Media

Location: Charlotte, NC

Reports To: Chief Marketing Officer

About pvrb2

pvrb2 is a growing, private equity-backed home services platform delivering residential HVAC, plumbing, and electrical services through a portfolio of local brands and branch locations. With a focus on revolutionizing the home services industry through training and technology, pvrb2 combines local market expertise with the resources, capabilities, and operational support of a growing multi-location organization.

pvrb2 is committed to a people-centric, process-driven culture that empowers local teams, strengthens customer relationships, and drives continuous improvement across the business.

Position Summary

The Director of Paid Media will own qxcc7'H paid acquisition engine: the strategy, budget, execution, and results of every biddable and partner channel across qxcc7'H growing portfolio of brands and branch locations. Reporting to the Chief Marketing Officer, this role is accountable for generating qualified, booked demand for HVAC, plumbing, and electrical services at a cost of marketing that supports profitable growth.

This is a high-impact, high-ownership role: you'll set the strategy, own the budget, grow the team, and stay in the platforms doing the work. This is a player-coach role, not a desk job: with a small team, you will personally build, launch, and optimize campaigns alongside leading the function. You are first and foremost a paid digital expert, but you think like an investment manager across every channel you touch, from paid search and Google Local Services Ads to paid social, programmatic, paid YouTube, and emerging platforms. You measure success on downstream lead quality and booked jobs, not click-through rate, and you're excited about using AI to produce and test creative at scale.

This role isn't about managing agency relationships or reporting on what happened last week. It's about building a best-in-class, in-house paid media capability inside a fast-growing, PE-backed, multi-location home services company.

Key Responsibilities

• Paid Media Strategy & Investment: Own end-to-end paid acquisition strategy across paid search, Google Local Services Ads, paid social, programmatic/display, and paid YouTube, and lead the testing of emerging paid platforms such as Reddit, OpenAI, and others. Set channel-level investment frameworks, scaling criteria, and cost-per-booked-job guardrails, and shift capital dynamically across channels, markets, and trades to the highest-returning outcome.

• Budget Ownership: Manage a multi-million-dollar paid media budget with accountability for pacing, forecast accuracy, cost of marketing as a percent of revenue, and return on ad spend. Build annual, quarterly, and seasonal plans that reflect HVAC, plumbing, and electrical demand cycles, weather, and branch capacity.

• Lead Quality & Booked Revenue: Measure performance on the full funnel, from impression to call or form, to booked appointment, to completed job and revenue, not on clicks or raw leads. Partner with the call center and branch leadership to match lead volume to technician capacity and to improve booking rates on marketing-sourced calls.

• Market- and Branch-Level Execution: Develop market-specific paid media plans that account for local competition, seasonality, service mix, and branch sales capacity across qxcc7'H brands and branch locations. Partner with the Field & Local Marketing team to align local budgets, geo-targeting, and offers.

• Hands-On Channel Management: Personally manage campaigns day to day in Google Ads, LSA, Meta, and programmatic platforms, including builds, launches, bid and budget changes, testing, and troubleshooting. This is not a delegate-only role; you are expected to be in the accounts regularly. Set and enforce standards for account structure, bidding, keyword and search term management, audience strategy, and budget pacing.

• Creative & Landing Page Testing: Build and run a high-velocity testing engine across offers, ad creative (static and video), and landing pages, with a documented methodology for hypotheses, results, and scaling winners. Use AI tools to accelerate creative production and testing at scale. Partner with Creative and Web teams to improve conversion rates and call quality.

• Measurement & Attribution: Ensure every paid media dollar can be traced to a call, a booked appointment, and a completed job. Own call tracking, conversion tracking, and attribution across ad platforms, HubSpot, and the field service management platform, and bring incrementality testing and holdouts to pvrb2 so leadership knows which spend is truly driving new business.

• Platform Partnerships: Serve as qxcc7'H primary point of contact for Google, Meta, and other ad platforms. Build strong working relationships with platform representatives to secure early access to betas, dedicated account support, training, and co-investment opportunities, and hold them accountable for the performance and support they commit to.

• Team & Cross-Functional Leadership: Lead, coach, and develop the paid media team, currently one specialist, with the opportunity to grow the team as the business scales. Set clear priorities and performance expectations. Just as important, lead beyond the team: build strong working relationships with Data, Call Center, Field & Local Marketing, Digital, and IT, bring a dynamic, visible presence to cross-functional work, and rally those partners around what paid media needs to succeed.

• Executive Reporting: Translate campaign performance into clear, executive-ready narratives that connect channel metrics to business outcomes: cost per lead, cost per booked job, revenue per lead, cost of marketing, and contribution margin. Present results and recommendations to the CMO and executive leadership.

• Integration & Scale: Build the playbooks, tracking standards, and onboarding process to bring newly acquired brands and branches onto qxcc7'H paid media platform quickly and consistently.

• Innovation: Stay at the forefront of paid media, AI-driven automation, and home services marketing best practices, and translate new opportunities into tests, training, and stronger performance.

Qualifications

• Minimum of 8 years of performance marketing experience with a lead generation focus, including at least 3 years leading a paid media function or team.

• Hands-on experience personally managing multi-million-dollar annual paid media budgets across Google Ads, Google Local Services Ads, Meta, and programmatic/display; this is a hands-on operator role, and you must be comfortable doing the work yourself, not only directing others.

• Proven track record of profitable, ROI-positive paid media in lead generation, ideally for high-consideration, locally delivered services. Home services experience in HVAC, plumbing, electrical, or related trades is strongly preferred; eCommerce- or brand-only backgrounds are not the right fit.

• Experience managing paid media across multiple markets, locations, or brands, including allocating budget against local capacity and seasonality.

• Deep command of what makes paid search and paid social work: account structure, bidding mechanics, audience strategy, creative diagnosis, and the ability to distinguish a creative problem from a targeting problem from a measurement problem.

• Strong analytical mindset with experience in call tracking, conversion tracking, attribution, incrementality testing, and forecasting. Proficiency with Excel and performance reporting; experience with HubSpot, ServiceTitan or similar FSM platforms, CallRail or similar call tracking, and GA4 is strongly preferred.

• Experience building a high-velocity creative and landing page testing program, and enthusiasm for using AI tools to produce and test creative at scale.

• Experience testing and scaling new paid platforms (e.g., Reddit, OpenAI, emerging AI-driven ad channels) and negotiating vendor and agency agreements.

• Demonstrated ability to build, lead, and develop in-house paid media team, including coaching paid media specialists.

• Excellent written and verbal communication skills, with the ability to explain performance and recommendations clearly to executives and branch leaders.

• Comfortable operating in a dynamic, PE-backed, growth-oriented environment, navigating ambiguity, responding to feedback, and driving continuous improvement.

• A collaborative, solutions-oriented mindset that prioritizes shared success, customer experience, and a “we-not-me” approach.

• Bachelor's degree in marketing, business, analytics, or a related field, or equivalent experience. Google Ads and Meta certifications are a plus.

What Success Looks Like

• Leadership knows which channels, markets, and vendors produce booked jobs, what it costs to generate them, and where opportunities are being lost.

• Qualified lead volume and booking rates grow while cost per booked job and cost of marketing as a percent of revenue fall.

• Paid media spend moves quickly across channels, trades, and branches based on performance, seasonality, and technician capacity.

• Creative, offers, and landing pages are tested continuously, with a documented record of what won and why.

• Call tracking, conversion tracking, and attribution are accurate and trusted across HubSpot, the FSM platform, and ad platforms.

• A high-performing in-house paid media team delivers consistent results, cross-functional partners see paid media as a trusted driver of growth, and new acquisitions are onboarded onto the paid media platform within weeks.

pvrb2 is an equal opportunity employer.