Marketing Director - Lead Generation

Job Title: Marketing Director, Lead Generation
ACA Status: Full-Time

Pay Class: Salary

Exempt Status: Exempt

Department: Corp Marketing
Location: Remote

Work Environment: Remote/Home Office with Occasional Travel

Reports To: Senior Director of Marketing
Direct Reports: N/A

About Windows USA

Windows USA® is a leading manufacturer and provider of premium, energy-efficient vinyl windows. With decades of experience in home improvement, we pride ourselves on delivering exceptional quality and service to our customers, fostering a culture of innovation and customer satisfaction.

Position Summary

Windows USA is seeking a results-driven Marketing Director, Lead Generation to lead the strategy, execution, optimization, and scaling of our lead generation programs. This individual will own the performance of marketing channels that drive qualified homeowner leads, appointments, and ultimately installed sales revenue.

The Marketing Director will initially oversee Paid Search, Paid Social, Organic Search and SEO, Email & SMS Nurture, Landing Pages, and Lead Capture Experiences, while helping build the foundation for future expansion into owned and offline media channels, including Television and other performance-focused marketing initiatives.

This role is accountable for delivering lead volume and marketing efficiency, with success measured by qualified leads, appointment conversion rates, Marketing Cost per Installed Sale, and overall return on marketing investment.

The successful candidate will work with the Senior Director of Marketing, Business Intelligence, and IT to ensure tracking and reporting are automated and accurate. The ideal candidate is highly analytical, deeply experienced in performance marketing, comfortable managing agency and vendor relationships, and focused on connecting marketing spend directly to business outcome.

Key Responsibilities

Lead Generation Strategy and Channel Ownership

• Own the lead generation strategy for Windows USA across digital and emerging marketing channels.
• Develop annual, quarterly, and monthly lead generation plans aligned with company revenue and installation goals.
• Allocate marketing budgets across channels to maximize installed sales and marketing return on investment.
• Continuously test, measure, and optimize channel performance to improve lead quality and efficiency.
• Build scalable acquisition strategies that support expansion into new markets and geographies.
• Establish a disciplined test-and-learn culture focused on measurable business impact.
• Oversee Paid Search, including Google Ads, Local Services Ads, Bing, and related platforms; Paid Social, including Meta, Instagram, YouTube, and emerging platforms; SEO and Organic Search; Email and SMS Marketing; and Landing Pages and Lead Capture Experiences.
• Support future expansion into Television and Connected TV, Retargeting and Display, Direct Mail, and other Owned Media Channels

Revenue, Funnel Optimization, Analytics and Reporting

• Partner closely with Sales Operations, the Contact Center, and Marketing leadership to align marketing activities and volume with sales capacity and optimize the entire customer acquisition funnel.
• Monitor and improve Lead-to-Contact Rate, Contact-to-Appointment Rate, Appointment-to-Sale Rate, Sale-to-Installation Rate, and Marketing Cost per Installed Sale.
• Analyze lead quality by source and market to identify scalable opportunities and eliminate inefficiencies.
• Ensure marketing decisions are driven by downstream sales outcomes, not simply cost per lead.
• Develop executive-level dashboards and reporting that connect marketing activity to revenue results.
• Establish clear key performance indicators and accountability measures across channels and vendors.
• Forecast lead volume, appointment volume, marketing spend, and expected returns, and recommend budget reallocations based on results.
• Partner with Finance, Business Intelligence, and IT to improve attribution and measurement frameworks and ensure tracking and reporting are automated and accurate

Vendor, Agency and Team Leadership

• Manage external agencies, consultants, media buyers, and lead generation partners; negotiate contracts and hold partners accountable to performance targets.
• Evaluate new channels, technologies, and vendors through disciplined pilot programs and drive continuous improvement from existing partnerships.
• Provide leadership, coaching, and accountability for lead generation resources.
• Collaborate cross-functionally with Sales, Finance, IT, Customer Experience, and Executive Leadership.
• Build processes and systems that support sustainable growth and operational excellence and contribute to long-term marketing strategy and organizational capability development.

PERFORMANCE EXPECTATIONS / SUCCESS METRICS

Primary Metrics

• Total Qualified Lead Volume
• Total Appointment Volume
• Installed Sales Attributed to Marketing
• Marketing Cost per Installed Sale
• Marketing Return on Investment (MROI)

Supporting Metrics

• Cost per Appointment
• Lead-to-Appointment Conversion Rate
• Appointment-to-Sale Conversion Rate
• Channel-Level Efficiency Metrics
• Budget Accuracy and Forecasting
• Growth of New Marketing Channels