Job Description

Sears Home Services Overview:
Sears Home Services is the nation's largest appliance repair company, serving American homes with close to 3,000 technicians nationwide that complete more than 4 million repairs annually. We are the leading experts in appliance repair, replacement, and maintenance, dedicated to becoming America's trusted home manager.

Job Overview:
Sears Home Services is seeking a dynamic and innovative Senior Manager of Demand Generation to lead customer acquisition efforts on a local level and drive sustainable growth across both online and offline channels. This role will report to the Head of Performance Marketing and is responsible for developing creative marketing strategies, working closely with our field/sales teams, and implementing scalable campaigns that balance growth with strong unit economics. This role requires someone with experience in planning, launching, and scaling hyper-local marketing programs with a thoughtful and measurable approach.

Responsibilities/Skills/Experience Requirements

Key Responsibilities:
Innovative Acquisition Strategies:

• Develop and execute non-traditional customer acquisition initiatives, leveraging both online and offline channels.
• Implement grassroots and hyperlocal marketing campaigns that can scale nationally through a rigorous test-and-learn approach.
• Leverage core value propositions to create capital-efficient local marketing acquisition strategies that produce long-term value through customer loyalty.

Strategic Partnerships:

• Build partnerships with property management companies, home warranty providers, and related industries to unlock new customer segments.
• Establish relationships with local communities, influencers, and professionals to expand brand reach.

Field and Sales Collaboration:

• Partner closely with the field and sales organization to align marketing demand with technician capacity and performance.
• Monitor and adjust campaigns to ensure a balanced flow of demand that supports field operations and minimizes capacity bottlenecks.
• Collaborate on workforce planning initiatives to address regional or seasonal variations in technician availability.

Data-Driven Decision-Making:

• Utilize data-driven models to ensure marketing efforts are optimized for regional performance and customer needs.

• Analyze and optimize attribution models to evaluate the true ROI of multi-channel marketing efforts.

• Use service data to identify PR opportunities and establish thought leadership in home services.

Creative Marketing Initiatives:

• Design guerrilla marketing campaigns utilizing service vans, technicians, and other assets for local brand activation.

• Develop innovative referral programs to transform satisfied customers into loyal brand advocates.

• Launch experimental offline-to-online funnels leveraging QR codes, SMS, and geotargeted advertising.

Content and Brand Development:

• Build a content strategy that highlights the expertise of technicians to boost local search rankings and enhance social media presence.
• Design and execute micro-influencer programs with key community figures such as property managers and real estate professionals.

Agility in Demand Generation:

• Create "rapid-response" marketing programs to address underperforming markets and generate immediate demand.

Qualifications:

• 7+ years of experience in demand generation, customer acquisition, or growth marketing; preferably for a home services business.
• Proven ability to drive growth in both online and offline environments with a data-centric approach.
• Strong analytical skills with experience in attribution modeling and performance analysis.

• Exceptional creativity, leadership, and problem-solving abilities.

• Experience managing hyperlocal or community-based marketing campaigns is a plus.