Vice President Advertising Jobs in Silver Spring, MD

EmpowerHome is seeking a strategic, analytical, and execution-focused Vice President of Marketing to lead our marketing department and strengthen the systems that help us serve more families.

EmpowerHome already has significant marketing investments, established lead-generation channels, and multiple initiatives operating across our locations. This leader is not being hired simply to create more activity or replace everything already in place. They will evaluate what is currently working, improve what can perform better, protect the initiatives producing results, and identify new opportunities for growth.

The VP of Marketing will own the company’s marketing strategy, lead-generation planning, marketing performance, content strategy, direct-response messaging, vendor relationships, and the leadership and development of the marketing team.

This person must be able to move fluidly between strategy and execution. They should be comfortable studying data, developing campaigns, improving messaging, creating systems, leading people, and ensuring that marketing initiatives move from concept to launch without unnecessary delays.

This role does not own sales conversion or client-service execution. However, the VP of Marketing will work closely with sales, inside sales, operations, and executive leadership to determine whether performance challenges are caused by lead volume, lead quality, messaging, follow-up, or conversion.

Success will be measured by the quality, consistency, and business impact of the opportunities marketing generates.

The VP of Marketing will be successful when:

• Existing lead-generation initiatives continue producing and improve over time.

• EmpowerHome generates a consistent and growing volume of qualified opportunities/leads.

• The company has better visibility into which marketing investments are working and why.

• Leadership can clearly identify whether challenges originate in marketing, lead quality, follow-up, or sales conversion.

• Marketing campaigns have stronger offers, clearer messaging, and more effective calls to action.

• The department moves initiatives from idea to launch faster and with fewer unnecessary approval delays.

• Marketing priorities are clearly connected to company goals.

• Vendors are accountable to measurable results.

• Team members understand what they own and are increasingly empowered to make decisions.

• The marketing department operates proactively rather than primarily responding to requests.

• Marketing helps EmpowerHome gain market share, attract talent, and serve more families.

• Competitive executive-level base salary based on experience and demonstrated results.

  • Range: $100,000 - $150,000 

• Performance-based incentive compensation tied to clearly defined marketing and business outcomes.

• Comprehensive health and wellness benefits.

• 401(k) and company-sponsored retirement benefits.

• Paid time off and company holidays.

• Professional development and leadership-growth opportunities.

• The opportunity to help shape the future of a nationally growing, mission-driven organization.

This is a hands-on, forward-thinking environment. The right leader will appreciate the opportunity to build, improve, create, and contribute beyond the narrow boundaries of a traditional corporate role.

$100,000 - $150,000

• Develop and lead the overall marketing strategy in alignment with EmpowerHome’s growth goals and mission.

• Build annual, quarterly, and monthly marketing plans that create clear priorities for the department.

• Translate company goals into specific marketing initiatives, campaigns, budgets, timelines, and measurable outcomes.

• Ensure the department is focused on the initiatives most likely to generate qualified opportunities and measurable business growth.

• Bring proactive ideas and recommendations rather than waiting for leadership to assign every project.

• Evaluate the competitive landscape, changing consumer behavior, and market conditions to identify opportunities and potential threats.

• Oversee marketing strategies designed to generate qualified seller, buyer, recruiting, referral, and database opportunities.

• Protect, monitor, and improve the lead-generation initiatives already producing results across EmpowerHome.

• Ensure established programs, including reverse-prospecting initiatives, continue generating measurable leads and opportunities.

• Identify where existing campaigns can be optimized.

• Develop new lead-generation strategies when there is a clear business need or market opportunity.

• Apply strong direct-response marketing principles to offers, headlines, calls to action, landing pages, emails, direct mail, digital advertising, and other campaigns.

• Ensure marketing materials do more than share information. They must create interest, communicate value, and give the consumer a compelling reason to respond.

• Develop and refine marketing offers that stand out in the real estate marketplace and support EmpowerHome’s unique value propositions.

• Regularly evaluate lead volume, lead quality, cost per lead, cost per opportunity, appointment generation, campaign response, conversion trends, and return on marketing investment.

Use data to determine whether a performance issue is primarily:

• A lead-volume problem

• A lead-quality problem

• A messaging or offer problem

• A marketing-execution problem

• A sales-conversion or follow-up problem

• Partner with sales and inside-sales leadership to understand what happens to marketing-generated opportunities after they are delivered.

• Provide clear recommendations based on facts and trends rather than assumptions or isolated feedback.

• Identify underperforming initiatives quickly and recommend whether they should be improved, repositioned, scaled back, or discontinued.

• Evaluate competitor activity, messaging, offers, market share, and marketing strategies.

• Lead the company’s strategic content planning across consumer, recruiting, database, brand, and internal marketing.

• Create clear messaging frameworks that help the team consistently communicate why a consumer or candidate should care.

• Establish campaign themes, offers, calls to action, content priorities, and execution standards.

• Ensure content supports business objectives rather than existing simply to fill a calendar.

• Build appropriate messaging cadences and marketing systems for different audiences and lead sources.

• Review and improve the way marketing campaigns are planned, approved, produced, launched, and measured.

• Maintain brand consistency while allowing the department to move quickly within established guardrails.

• Ensure marketing reflects the warmth, mission, credibility, and family-centered culture of EmpowerHome while also producing measurable action.

• Lead the execution of the strategic marketing plan from concept through launch and performance review.

• Create systems that allow marketing pieces to move through development and approval more quickly.

• Clarify decision rights so team members understand what they can approve independently, what requires departmental approval, and what must be elevated to executive leadership.

• Reduce unnecessary bottlenecks, repetitive revisions, and dependence on one person for routine approvals.

• Establish timelines, owners, deliverables, and accountability for major marketing projects.

• Ensure the department balances speed with quality and does not allow perfection, excessive consensus, or people-pleasing to delay important work.

• Build repeatable processes for recurring initiatives while preserving room for creativity and experimentation.

• Prioritize initiatives according to business impact, not simply urgency or the volume of requests received.

• Lead and manage third-party marketing agencies, technology partners, consultants, media relationships, and other vendors.

• Establish clear expectations, deliverables, timelines, performance standards, and accountability for outside partners.

• Evaluate whether each vendor is producing sufficient value and measurable results.

• Make recommendations regarding contract renewals, renegotiations, expanded investments, or vendor changes.

• Oversee the marketing budget and ensure resources are being allocated to the highest-impact opportunities.

• Maintain visibility into marketing expenditures and their connection to lead generation and business results.

• Lead, coach, and develop EmpowerHome’s marketing team.

• Understand the strengths, talents, interests, and growth goals of each team member.

• Create clarity around roles, responsibilities, standards, priorities, and measurable expectations.

• Ensure responsibilities are assigned based on both business needs and individual strengths whenever possible.

• Build a department that thinks proactively, analyzes problems, creates solutions, and takes ownership.

• Develop future leaders and increase the team’s ability to make appropriate decisions without unnecessary escalation.

• Encourage healthy debate, direct communication, creativity, accountability, and continuous improvement.

• Build a culture where people care about the outcome of the work, not only the completion of the task.

• Significant leadership experience in marketing, growth, direct response, or a related field.

• Proven ability to lead a marketing department, agency, or cross-functional team.

• Demonstrated success generating measurable consumer leads and business growth.

• Strong understanding of direct-response marketing, offer development, campaign strategy, consumer psychology, and conversion-focused messaging.

• Experience evaluating marketing data and translating it into actionable business decisions.

• Experience managing significant marketing budgets and third-party vendors.

• Ability to build systems, improve processes, and lead complex initiatives from idea through execution.

• Strong people-leadership skills with experience coaching and developing team members.

• Excellent judgment, communication, prioritization, and problem-solving abilities.

• Experience in consumer services, real estate, home services, multi-location businesses, or other lead-driven organizations is preferred but not required.

• Familiarity with marketing automation, CRM systems, artificial intelligence, digital advertising, database marketing, direct mail, content marketing, and emerging search platforms is strongly preferred.

This role is best suited for someone who:

• Thinks strategically but is willing to roll up their sleeves.

• Naturally studies the numbers and asks what they are telling us.

• Can protect a successful initiative rather than changing it simply to make it their own.

• Knows how to improve existing programs while also identifying new opportunities.

• Understands the difference between generating activity and generating results.

• Is comfortable making decisions and respectfully challenging assumptions.

• Creates clarity where there is confusion.

• Moves work forward without requiring perfect information.

• Cares deeply about people and knows how to lead, coach, and hold others accountable.

• Is not limited by people-pleasing and can give clear, direct feedback when needed.

• Is highly collaborative but does not confuse collaboration with needing universal agreement.

• Understands the consumer real estate space or is eager to learn it deeply.

• Has meaningful direct-response marketing experience and believes marketing should inspire measurable action.

EmpowerHome is a family-owned and operated company with a mission to serve more families and make a meaningful difference in the communities where we live and work.

We care deeply about clients, our team members, our partners, and the results we create together. We value humility, ownership, growth, accountability, service, and teamwork.

At times, an important company initiative requires people from multiple departments and leadership levels to work together. We do not operate with a “that’s not my job” mentality.

We believe that titles clarify responsibility, but they should never prevent someone from helping the team succeed. When the mission requires us to come together, we step in, solve problems, and work alongside one another to get the initiative across the finish line.

EmpowerHome Team is one of the fastest-growing real estate organizations in the country and has helped over 10,000 families nationwide.