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Direct Mail Marketing Manager

OX Floors – Concrete Coatings

Position Summary

OX Floors is seeking a results-driven Direct Mail Marketing Expert to develop, manage, optimize, and scale direct mail campaigns that generate qualified leads and booked appointments for our concrete coating business.

This person will own the direct mail channel from strategy and audience targeting through creative, mailing, tracking, reporting, and optimization. The ideal candidate understands how to use direct mail to reach homeowners at the right time, in the right neighborhoods, with the right offer—and can clearly measure the return on every campaign.

Key Responsibilities

Direct Mail Strategy

• Develop and execute direct mail strategies to generate residential concrete coating leads.
• Identify high-value neighborhoods, ZIP codes, homeowner demographics, and target markets.
• Build mailing strategies around home value, age of home, property characteristics, and other relevant data.
• Develop campaigns for new markets, existing markets, and reactivation of previous customers and leads.
• Create testing strategies for offers, messaging, formats, frequency, and audiences.

Campaign Management

• Manage the entire direct mail process from list selection through delivery.
• Coordinate with mail houses, printers, list providers, designers, and other vendors.
• Manage campaign calendars, budgets, quantities, and mailing schedules.
• Ensure mail pieces are accurate, compelling, professionally designed, and delivered on schedule.
• Manage recurring and segmented mail campaigns based on market and customer data.

Creative & Offers

• Develop direct-response messaging designed to generate calls, form submissions, and appointments.
• Test postcards, letters, oversized mailers, flyers, magnets, and other direct mail formats.
• Develop and test promotional offers, calls-to-action, guarantees, financing messaging, and seasonal campaigns.
• Work closely with the marketing team to maintain OX Floors branding while maximizing response rates.

Data & Targeting

• Analyze customer and lead data to identify the highest-performing geographic areas.
• Build and maintain accurate mailing lists.
• Segment audiences based on homeowner characteristics and previous campaign performance.
• Use data to identify neighborhoods with the highest potential for concrete coating projects.
• Continuously improve targeting based on actual sales and revenue data.

Tracking & Analytics

• Establish tracking systems for every direct mail campaign.
• Track leads, calls, appointments, estimates, sales, revenue, cost per lead, cost per appointment, and ROI.
• Use unique phone numbers, URLs, QR codes, promo codes, landing pages, and other tracking methods.
• Provide weekly and monthly performance reports.
• Identify underperforming campaigns and make immediate recommendations for improvement.
• Measure campaigns based on revenue and profitability—not just response rate.

Optimization & Growth

• Continuously A/B test mail pieces, offers, audiences, and mailing frequency.
• Identify winning campaigns and scale them into additional markets.
• Determine the ideal mailing frequency for different customer segments.
• Work with sales and call center teams to ensure direct mail leads are properly tracked and followed up.
• Develop strategies to improve lead quality and appointment conversion.

Performance Metrics

The Direct Mail Marketing Expert will be responsible for improving and tracking:

• Qualified leads generated
• Calls generated
• Appointments booked
• Cost per lead
• Cost per appointment
• Appointment-to-sale conversion
• Revenue generated
• Customer acquisition cost
• Return on ad spend (ROAS)
• Campaign profitability
• Response rate
• Revenue per mailing list segment

Qualifications

• 3+ years of hands-on direct mail marketing experience preferred.
• Proven experience managing direct-response marketing campaigns.
• Strong understanding of mailing lists, audience segmentation, geographic targeting, and data analysis.
• Experience working with USPS/direct mail vendors and print/mail fulfillment companies.
• Strong understanding of marketing attribution and campaign tracking.
• Experience with CRM systems and lead-tracking platforms.
• Strong analytical and problem-solving skills.
• Ability to manage multiple campaigns, vendors, deadlines, and budgets.
• Excellent written communication and copywriting skills.
• Experience in home improvement, construction, flooring, roofing, remodeling, or other home-service industries is a major plus.

Ideal Candidate

The ideal candidate is data-driven, highly analytical, creative, and focused on ROI. You understand that a beautiful postcard isn't successful unless it produces profitable customers.

You should be comfortable looking at a neighborhood, analyzing the homeowner data, determining who OX Floors should target, creating the offer, launching the campaign, tracking the results, and then making decisions based on the numbers.

Position Type

Full-Time

Company: OX Floors
Industry: Concrete Coatings / Home Improvement
Department: Marketing
Reports To: Chief of Marketing