VP Marketing - Portfolio Assessment & Transformation

We're seeking a senior marketing operator who can step into a complex, fast-moving turnaround and immediately drive performance across our trades retail portfolio (4 brands, ~$120-130M combined revenue, 9 company-owned locations). This is a player-coach role requiring someone who can both think strategically and roll up their sleeves to fix tactical blocking and tackling.

You'll work directly with our Fractional CMO to assess, stabilize, and rebuild our marketing operations ahead of peak season (March-April), while developing playbooks that will scale across our franchise system.

This is not a brand-building role. This is a performance marketing + RevOps + systems optimization role for someone who thrives in "fix-it-fast" environments.

Compensation & Logistics

• Remote-first with occasional Atlanta travel and in-office collaboration
• Start in February 
• Estimated 30-35 hrs/week 
• Expected engagement: 6-8 months with strong potential to extend
• Rate: $90-120/hr

Your Role 

You will own the end-to-end marketing assessment and stabilization plan for your assigned brand(s). This is a high-intensity diagnostic and turnaround engagement — not steady-state marketing management. You’ll work under a fractional CMO leading the overall transformation, alongside other brand leads assessing the portfolio in parallel, with specialized triage SMEs supporting your work.

What You'll Do

Phase 1: Rapid Discovery

• Lead comprehensive marketing assessment across your assigned brand(s)
• Conduct stakeholder interviews (internal teams, leadership, vendors/agencies)
• Evaluate vendor ecosystem and performance against benchmarks
• Audit demand generation channels, attribution systems, and conversion paths
• Assess CRM workflows, data infrastructure, and reporting capabilities
• Map customer journey friction points impacting lead quality and conversion
• Identify and document immediate quick wins for triage activation during assessment

Phase 2: Stabilization

• Build prioritized action roadmap (start / stop / fix / sequence framework)
• Develop vendor rationalization recommendations (retain / recalibrate / exit)
• Create KPI framework and reporting dashboard requirements
• Design revenue operations handoff improvements (marketing → sales → ops)
• Present executive readout with diagnostic findings and prioritized interventions

Phase 3: Team & System Buildout

• Design recommended org structure (internal + external) with short- and long-term solutions
• Systematize processes and tech stacks for repeatable execution
• Support hiring and onboarding of permanent resources as needed
• Transition from intervention mode to sustainable operating rhythm

Throughout the Engagement

• Coordinate with triage SMEs (SEO, paid media, CRM, data, telephony) on deep-dive assessments
• Participate in weekly cross-pod syncs to share learnings across brands
• Use standardized assessment toolkit to ensure consistent outputs across pods
• Activate quick wins and triage fixes as issues surface during discovery

What You Bring

Required:

1. Assessment Mindset - This is Priority #1
You know how to walk into complexity and figure out what’s actually broken vs. what’s just messy. You’ve conducted marketing assessments, agency audits, or turnaround diagnostics before. You can distinguish between symptoms and root causes, and you build defensible points of view that enable executive decision-making.

2. Full-Funnel Conversion Marketing Expertise
Deep expertise in demand generation across channels (paid search, SEO/GEO, local presence, content, attribution). You understand how lead gen works as a system, not just individual tactics. Experience with urgency-based or emergency services marketing is a plus.

3. Revenue Operations Understanding 
You understand how marketing connects to sales and operations. You've evaluated CRM architecture, lead routing workflows, speed-to-lead, and system integrations. You think about the full revenue engine, not marketing in isolation.

4. Data Management & Reporting 
Data-driven but not paralyzed by imperfect data. You can audit existing dashboards, identify measurement gaps, define KPIs that drive behavior, and design reporting systems that create accountability.

5. Strong Communicator & Synthesizer  
You can conduct tough stakeholder conversations, synthesize complex findings into clear recommendations, and present to executives with confidence. You make complexity simple.

5. Home Services/Franchise Experience - Nice to have
Understanding of franchise operations, trades/field services, local market dynamics, or urgency-based purchasing. Don't let lack of this experience stop you from applying.

Ideal Background

• 12–15+ years in marketing, including 5+ years in senior leadership roles (Director, Senior Director, VP)
• Experience conducting marketing assessments, audits, or turnarounds
• Performance marketing and demand generation expertise across paid, organic, and conversion optimization
• Vendor and agency management experience — evaluating, rationalizing, and holding partners accountable
• Multi-location or multi-brand portfolio experience preferred
• Home services, franchise, or PE-backed company experience a plus but not required
• Comfortable operating in ambiguity with incomplete data and evolving priorities

What You Don’t Need to Be

You are not expected to be an expert in every channel or system. Triage SMEs will handle deep-dive execution in areas like SEO, paid media, CRM, data analytics, and telephony. Your job is to orchestrate the assessment, ask the right questions, synthesize the findings, and build the roadmap.

Why This Role Matters

This isn't about building a brand from scratch or running a steady-state marketing org. This is about fixing what's broken, fast, building a foundation for scale, and proving that the right systems and talent can turn around a struggling retail business.

If you're energized by assessment work, turnaround situations, and building order out of chaos - let's talk.

Team Structure

You’ll be embedded within a pod model alongside other senior professionals:

• Fractional CMO — Overall strategy, orchestration, PE/board interface
• Program Manager — Cross-pod coordination, reporting cadence, deliverable management
• Client Service Directors — We Are Rosie leadership managing the overall engagement
• Pod-Level Project Manager — Part-time PM supporting your brand pod’s day-to-day execution
• 2 Other VP-Level Brand Leads — Assessing other brands in parallel
• 4 Triage SMEs per pod — Flexibly deployed specialists (SEO, paid media, CRM, data analytics, design, UX etc.)

We Are Rosie is an equal opportunity employer. We do not discriminate on the basis of race, color, religion, age, national origin, ancestry, physical or mental disability, medical​​​ condition, pregnancy, genetic information, gender, sexual orientation, gender identity or ​expression, veteran status, marital status, or any other status protected under federal, state, or local law.