Director, Marketing

Shack Shine is a premium exterior home services brand with a growing franchise network across North America. We've built something exciting, and now we're building the marketing infrastructure to scale it.

This is the most senior marketing position in the business. You'll report directly to the Managing Director, own key marketing decisions, and steward a dedicated ad fund on behalf of our Franchise Partner network and partner with leadership to drive Franchise Development marketing.

Our immediate mandate is highly focused and budget-efficient, but designed for rapid scale. We need a sharp, analytical full-funnel marketer who can diagnose growth bottlenecks across the entire funnel—from top-of-funnel awareness to local performance marketing conversion—and roll up their sleeves to deploy the right solutions. To achieve this, we expect this role to aggressively leverage modern AI workflows to multiply output and maximize our reach. As our network grows, the fund grows, your scope expands, and your career trajectory accelerates alongside the brand.

Our ad fund is continually evolving to maximize impact- focusing on foundational brand-level marketing functions: website, SEO/AEO/GEO, creative, national campaigns, and vendor management. Because transparency is central to our culture, you will collaborate periodically with our Franchise Advisory Council to review fund performance. The ideal candidate is a true hybrid leader, equally comfortable presenting growth strategies to a room of passionate business owners as they are briefing a freelance designer or auditing AI-driven search performance.

In this role, you are simultaneously the strategist, the executor, and the stakeholder manager. As our network scales toward ambitious growth targets, you will build the track record and the platform to elevate your career right alongside the brand.

💼 YOUR IMPACT AT SHACK SHINE

• Full-Funnel Marketing: Own the customer journey end-to-end (B2C). Continuously monitor and diagnose funnel drop-off, whether it’s a traffic generation issue, landing page drop-off, low conversion rate, Cost to Acquire, or poor local retention, and quickly architect and test concrete solutions. Capitalize on opportunities to scale quickly.
• Franchise Development Marketing: Leverage storytelling, earned media, and brand positioning to grow and scale Shack Shine across North America. Build marketing assets, campaigns, and funnels designed to attract, nurture, and convert qualified prospective Franchise Partners into the network.
• Creative & Branding: Leverage storytelling, customer strategy, and brand positioning to elevate the Shack Shine brand across North America as we aspire to become a household name. Brief, manage, and quality-control freelancers across campaign creative, local assets, and brand collateral. Work with Operations to ensure brand compliance in the field. You will actively integrate AI tools to streamline content production, scale localized creative, and maintain brand compliance in the field without multiplying costs.
• Ad fund stewardship: Manage the annual budget, present actuals and plans to the Franchise Advisory Committee (FAC), and be accountable for what is being spent.
• Support Franchise Marketing Strategy: Serve as a strategic advisor to franchise partners by developing tailored marketing plans, partnering with Operations to track performance metrics, and creating tools to coach teams on operational compliance and strategy execution.
• Website: End-to-end ownership of our digital front door. Hosting, maintenance, UX, and conversion optimization through external vendors. You notice when something's off, and you fix it; you also own the vision and the roadmap for the future.
• SEO, AEO & GEO: Set the strategy, source the right vendors, and hold them accountable to output. You understand that the search landscape has fundamentally changed; you will optimize our digital footprint not just for traditional search engines, but for AI answer engines (AEO) and generative search experiences (GEO). Local visibility matters directly to Franchise Partners.
• National campaigns: A focused awareness budget that will set the foundation for how we will operate at scale.
• Vendor and access management: Central authority over preferred vendor relationships, Google Ads and Analytics structures, and access control across the network.
• Franchise Partner communication: Primary marketing contact for our FP network, FAC and Operations team. You build trust through transparency, regular communication, and results.

📢 WHAT PEOPLE SAY ABOUT YOU

• You are a full-funnel marketer & master problem solver. You don't just run ads or look at top-of-funnel reach; you look at the entire engine. When lead flow or franchisee acquisition stalls, you systematically diagnose whether it’s an awareness, channel, creative, friction, or conversion problem—and deploy the fix.
• You blend B2C local acquisition with B2B franchise growth. You understand how to drive local residential leads for franchisees, while simultaneously understanding how to position Shack Shine as an attractive investment opportunity for prospective franchise owners.
• You come from an agency or startup where you built, moved fast, and did more with less. You understand that building a national brand takes time, and you're energized by the early stages of that work, not frustrated by them.
• You are an AI-native practitioner. You don't just experiment with AI occasionally; you genuinely integrate AI tools into your daily workflows to automate the mundane and supercharge your strategic output. You stay ahead of where AI is heading in marketing and bring that innovative thinking to everything you do.
• You have an instinctive, sophisticated eye for brand. You understand how positioning, visual identity, and messaging work together to build long-term brand equity — and you care about getting it right at every touchpoint, even when the budget is lean.
• You're commercially-minded to connect brand investment to business outcomes, but your focus is top-of-funnel, building the awareness and brand trust that makes everything downstream work better.
• You hold your own in a room full of franchise owners with strong opinions and real money on the line. You don't fold under pressure, but you know how to listen and bring people with you. You don't wait to be briefed or managed, you own the outcome.

🎯 WHAT YOU BRING TO THE TABLE

• 7+ years in marketing — agency, startup, franchise, or multi-location brand environments all relevant
• Managed a marketing budget with real accountability for spend and results
• Owned website operations at a practical level, not just strategy
• Proven understanding of the evolving search landscape, with experience building or managing SEO, AEO, and GEO programs through external vendors with enough mastery to hold them accountable.
• Hands-on experience embedding AI tools into marketing operations (e.g., content generation, workflow automation, campaign planning, or data analysis).
• Managed freelance creative talent while maintaining brand standards
• Worked with Google Ads and Analytics at an operational level
• Communicated regularly with franchisees, clients, or advisory committees with real stakes in the outcome

You'll stand out if:

• You've worked in a franchise system and understand the franchisor-franchisee dynamic
• You can point to a specific period of significant revenue growth and explain your role in it
• You've managed a budget requiring external stakeholder approval and built the credibility to get it done consistently

💰 COMPENSATION & BENEFITS

• Salary: $155,000 - 170,000 per annum (The actual salary offered will be commensurate with education, experience, and internal parity).
• Health & Dental: The Total Compensation Package includes Extended Health and dental coverage.
• Professional Growth: We focus on your development through our professional development programs.
• Wellness: Enjoy a variety of health and wellness initiatives, including access to gym facilities at our corporate head office.
• Transparency: Speak to us to learn more about the full details of what we offer.

🏢 HYBRID WORK ENVIRONMENT

• Our Model: We have created a hybrid work model that helps us get together to Collaborate, Celebrate, and Connect while enjoying flexibility.
• Office Presence: For this role’s duty and responsibility, we anticipate that you will come into the office three days a week, Tuesday through Thursday.

📌 THE HIRING PROCESS

• Pre-Screen: Let’s talk about your experience, goals, and excitement for this role.
• Interviews: Our process is designed to be both engaging and transparent, as we know this is as big of a decision for you as it is for us.
• Verification: We conduct reference and background checks as part of our final steps.
• Modern Practices: We use audio recording transcription for our interview practices 🔊.

🏆 ABOUT US

• Award-Winning Culture: O2E Brands has been named one of Canada’s Best Workplaces 14 times.
• Global Recognition: We made Newsweek’s top 100 list of “Most Loved Workplaces” at #14—the only Canadian company on the list!
• Social Presence: Check out our culture on YouTube and social media to see what life is like here.
• Inclusivity: We value diversity and inclusivity; accommodations are available upon request.

➡️ Ready to take your career to the next level? Apply today! 🚀

#ShackShine