Director Of Marketing Programs Jobs in Decatur, GA

Homewatch CareGivers seeks a Director of Marketing to lead brand strategy, brand awareness, and customer acquisition for one of the largest and most established home care franchise systems in the country. This role is responsible for shaping and stewarding the brand at a national level while also driving data-driven, multi-channel marketing programs that generate qualified leads, improve conversion, and support system-wide revenue growth.

As the senior marketing leader for a single, scaled brand, the Director of Marketing will balance long-term brand-building initiatives with short- and mid-term performance goals, ensuring Homewatch CareGivers continues to grow awareness and preference among consumers, referral partners, and franchisees. This person works in partnership with executive leadership, franchise operations, field sales, and agency partners to align marketing strategy with business objectives and franchise needs.

Experience in field sales marketing, healthcare services, franchise marketing, or referral-driven local marketing is a plus.

Key Responsibilities:

Brand Strategy & Stewardship

• Own and evolve the Homewatch CareGivers marketing strategy, ensuring clarity, consistency, and differentiation across all consumer and franchise touchpoints.
• Build a dominant national reputation for expert care that gives local owners the 'halo effect' they need to close leads in their specific territories.
• Champion a consistent and resonant brand experience that builds immediate trust with families, whether they first encounter us through a local referral or a global search.
• Identify high-impact opportunities to validate our expertise through clinical outcomes and success stories, positioning Homewatch CareGivers as the safest, most reliable choice for both anxious families and high-stakes referral partners.
• Collaborate with Sales, Operations and other cross-functional stakeholders to translate brand values into tangible talking points that increase lead conversion and improve caregiver retention across the franchise network.

Demand Generation & Customer Acquisition

• Lead development and optimization of multi-channel lead generation strategies designed specifically to attract private-pay home care clients, including SEO, targeted PPC, display, remarketing, and other digital channels.
• Optimize the full privatepay customer journey, including inquirytoconsultation and consultationtostartofcare, using analytics, testing, and conversion optimization to improve quality and close rates at the local level.
• Partner closely with operations and field sales to align marketing programs with inquiry intake, followup processes, and sales best practices unique to home care.

Local Referral Marketing & Field Enablement

• Own the national strategy for local referral marketing, recognizing referrals as a primary driver of sustainable growth in home care.
• Develop scalable, franchiseready referral marketing frameworks that support relationships with hospitals, rehabilitation facilities, physicians, senior living communities, social workers, care managers, and other professional referral sources.
• Create and maintain toolkits, messaging, presentations, leavebehind materials, and campaign guidance that franchise owners and field sales teams can use in local referral outreach.
• Partner closely with field sales and franchise operations to align marketing strategy with referral sales processes, local market realities, and caregiver capacity.
• Improve referral visibility and credibility through local reputation management, reviews, local SEO, and thought leadership content.

• Translate national brand and growth strategy into practical, scalable franchise marketing programs, playbooks, and activation plans that support private-pay home care growth, local referral development, and community credibility
• Provide clear guidance to franchise owners on local marketing priorities, including digital demand vs. referral investment for channel mix, medical and professional outreach support, community marketing, and budget allocation.
• Partner with franchise advisory councils, operations leaders, and field teams to gather feedback and continuously refine marketing programs to reflect realworld home care challenges and opportunities.

Analytics, Insights & Optimization

• Establish clear KPIs across brand health, demand generation, referral marketing effectiveness, lead quality, conversion, and ROI.
• Deliver actionable insights and reporting to executive leadership and franchise owners, clearly connecting marketing efforts to business outcomes.

People and Collaborative Leadership

• Build a high-performing marketing team, fostering a culture of accountability, collaboration, and professional development to meet evolving brand and demand goals.
• Manage and optimize external agency partnerships across creative, media, and digital strategy, ensuring vendor performance aligns with growth objectives.
• Drive cross-functional alignment by partnering with executive leadership, operations, and sales to ensure marketing initiatives directly support business priorities and franchise success.
• Champion organizational excellence by identifying opportunities for process improvements, new capabilities, and portfolio optimization across the enterprise.

Required

• Bachelor’s degree in Business Administration, Marketing, or related field.
• 7+ years of progressive leadership with a proven track record in multi-location, franchise, or high-touch healthcare services.
• Expertise in brand development, positioning, and awareness measurement.
• Expertise in digital marketing channels and analytics, including SEO, SEM/PPC, remarketing, and display.
• Dynamic executive presence with ability to influence cross-functional stakeholders and translate complex marketing analytics into clear business outcomes.

Preferred

• Experience in home care, senior care, healthcare services, or other trust-based consumer services.
• Field sales or local marketing experience supporting referral-driven growth.
• Experience building and evolving a brand at scale.
• Experience developing direct reports.