VP of Growth Marketing, Residential Services Platform

Build the marketing engine behind a PE-backed residential services platform before the playbook is written.

Vice President of Marketing

Location: Dallas-Fort Worth required

Company: Confidential PE-backed residential services platform

If you have scaled local service brands, turned messy branch-level marketing into a real operating system, and know that growth is measured in calls, appointments, estimates, CAC, CPL, conversion, reviews, and revenue—not vanity metrics—this is the role.

Urrly is connecting with senior marketing leaders for a confidential VP of Marketing opportunity tied to a PE-backed residential services platform in Dallas-Fort Worth.

This is not a polished corporate marketing seat. It is a builder role for someone who wants to sit close to the business, inspect the data, pressure-test agencies, partner with operators, and turn trusted local brands into a scalable platform without stripping away what made them work.

About the Company

This confidential opportunity is tied to a sponsor-backed residential services platform with a growing portfolio of respected local brands.

The business operates in a practical, high-intent consumer services category where homeowners choose providers based on trust, reputation, responsiveness, local presence, and clear execution.

The company is early in its platform journey. That means the next marketing leader will have room to shape the operating system before it hardens.

The company name and specific brand details will be shared later in the process with qualified candidates.

Why This Role Matters Now

The company is moving from local-brand strength to platform-level scale.

That creates real marketing complexity:

• Multiple local brands.
• Multiple branches and markets.
• Different levels of marketing maturity.
• Agency and vendor performance to inspect.
• Data, attribution, and CRM workflows to clean up.
• Growth decisions tied to capacity, seasonality, and local demand.

The opportunity calls for a senior marketing operator who can bring discipline to that complexity without stripping away the local reputation that made each business valuable.

The work is not just demand generation. It is platform building.

What You Will Build

• Build a multi-brand marketing strategy across local markets.
• Own qualified leads, booked appointments, CAC, CPL, and ROI.
• Improve paid search, paid social, SEO, local SEO, and email.
• Strengthen reviews, reputation, referrals, landing pages, and conversion.
• Create one marketing scorecard across brands and markets.
• Build executive reporting that shows what is working and why.
• Audit agency, vendor, martech, CRM, and attribution performance.
• Improve call tracking, campaign measurement, and CRM hygiene.
• Build the marketing playbook for acquisitions and new markets.
• Protect local brand equity while building platform-level leverage.
• Partner with sales, operations, finance, customer experience, and branch leaders.
• Build and lead the marketing team over time.

What Success Looks Like in Year One

• Clear baseline by brand, branch, market, and channel.
• Weekly marketing operating cadence with reliable dashboards.
• Better visibility into spend, leads, appointments, CAC, CPL, and ROI.
• Stronger paid media efficiency and local SEO performance.
• Better review generation and reputation management.
• Higher landing-page and appointment conversion.
• Clear agency and vendor accountability.
• First version of the acquisition integration marketing playbook.
• Smarter growth decisions by market, branch capacity, and seasonality.

What You Bring

• 10+ years of progressive marketing experience.
• Senior marketing leadership experience.
• Proven B2C or local services lead-generation experience.
• Home services, residential services, construction services, specialty trade services, field services, or adjacent multi-location consumer services experience preferred.
• Experience in PE-backed, multi-site, franchise, founder-led, or acquisition-heavy environments preferred.
• Deep performance marketing and marketing operations fluency.
• Strong understanding of Google, Meta, Bing, SEO, PPC, and local SEO.
• Fluency with analytics, CRM, martech, call tracking, attribution, and reporting.
• Experience managing meaningful marketing budgets.
• Strong agency and vendor management discipline.
• Ability to build a team and personally inspect the work.
• Clear executive communication and cross-functional operating rhythm.
• DFW location or strong willingness to be based in or near DFW.

Who Will Thrive Here

You will likely thrive here if you have built through complexity before.

You know how to turn scattered brands, uneven data, mixed agencies, and different local markets into a clearer operating system. You can sit with a branch leader, inspect a campaign, review a call-tracking report, challenge an agency, and explain the growth story to executives.

This role is not for a pure brand marketer who has not owned lead and revenue outcomes. It is not for someone who only knows one national brand and has not managed local market complexity. It is not for someone who wants agencies to own the hard parts.

You should be fluent in CAC, CPL, appointment conversion, attribution, call tracking, local SEO, and sales-to-operations handoff.

Compensation and Benefits

Expected base salary range: $180,000-$225,000, with annual performance bonus opportunity and potential long-term incentive/equity participation tied to platform growth and value creation. Final compensation will reflect experience, scope fit, and demonstrated ability to build a scalable multi-brand marketing engine.

Benefits details will be shared during the interview process.

Equal Opportunity Statement

Urrly is committed to running a fair, job-related recruiting process. Candidate evaluation is based on qualifications, experience, business needs, and role-related requirements—not race, color, religion, sex, sexual orientation, gender identity, national origin, age, disability, veteran status, or any other protected status.

At Urrly, fairness matters. We use AI to review every application against the same clear requirements for the role. This means every candidate is evaluated on job-related factors like skills, certifications, and experience—not on personal attributes such as gender, race, age, or background. Our goal is to create a more objective, consistent, and equal opportunity hiring process for all applicants.

Apply Today to build the marketing engine for a confidential residential services platform while the playbook is still yours to shape.