Vertical Marketing Manager, Home Services

The Position CallRail is a lead engagement platform: we show businesses which marketing drives their calls, forms, and chats, and we help them answer, qualify, and route those leads around the clock. Home services is one of our largest and fastest-moving markets, and we're looking for a Vertical Marketing Manager to own it. Think of the role as general manager for home services: you set the strategy, you own the number, and you're the company's go-to on this market. You'll build the home services personas, positioning, and messaging, verticalizing our go-to-market narrative for this audience. From there you'll partner with demand generation, customer marketing, and content on how it comes to life, and work closely with sales, product, and leadership on what we build and say. Expect roughly equal parts strategy and execution. Home services is not one market, though. A roofer, an HVAC contractor, a remodeler, and a landscaper run different businesses with different seasons, job values, and buying triggers. Building a real strategy for each priority subvertical, rather than one generic story, is where this role makes its biggest impact. What You'll Do   You act like an owner. Home services is your line of business. You know its performance, its risks, and its opportunities inside and out, and you carry the accountability that comes with it. You bring an informed point of view. You represent home services in cross-functional and leadership conversations, and your perspective carries weight because it's grounded in real expertise — what customers are telling you, what the data shows, what competitors are doing.  You advocate for what your market needs. You don't wait for a door to open; you open it. When you see something we need in order to win in home services, you build the case for it, bring the rationale and the numbers, and champion it until it gets a real decision. You go deep. You're genuinely curious about this industry, its buyers, and the forces shaping it. You want to keep learning, testing, and refining what works. What You'll Own Home services strategy and business performance Own the go-to-market strategy for CallRail's home services business, including which subverticals we prioritize, how we position and message to them, and the plan to hit our acquisition and revenue goals Live in the numbers that define the health of the business: customers, new MRR, churn, ARPU, conversion rate, and product adoption. You'll spot emerging trends and issues early, work cross-functionally to understand what's driving them, and bring a plan when one is needed. Report on performance to leadership with the insight and executive presence to explain what's changing, what it means, and what you're doing about it Market and competitive expertise Be CallRail's subject matter expert on the home services market: the buyers, the workflows, the seasonal and operational realities, the vendor landscape, and the economics of how these businesses grow Own the home services buyer personas and the value propositions, positioning, and messaging built on them — the work that differentiates CallRail in an increasingly crowded lead engagement and AI voice market Track the competitive set continuously: who's winning, who's new, where they beat us, where we beat them, and what we should do about it. Feed that intelligence to product, sales, and leadership Regularly surface the headwinds and tailwinds shaping the vertical and translate them into implications for our strategy Validate market requirements through customer interviews, surveys, win/loss analysis, sales insight, and usage data Be the face of CallRail in the home services market: trade shows, industry speaking engagements, webinars, panels, podcasts, etc. Subvertical strategy and expansion Decide which subverticals we invest in and in what order, with a clear view of market size, our current traction, and where we're positioned to win Build distinct strategies, positioning, and messaging for each priority subvertical.  Know the operational differences that shape how each subvertical buys Build the subvertical-specific proof that makes the case credible — customer stories, benchmarks, and ROI framing that speak to that trade rather than to "home services" in general Cross-functional leadership Serve as the hub between sales, product marketing, customer marketing, demand generation, and product development, feeding market insight into each function and making sure everyone is marching in the same direction Serve as the messaging authority for home services: consulting across marketing for campaign and content development Pressure-test the work happening across teams against a simple bar: does it solve a real home services customer pain point, strengthen our competitive position, resonate with the segment we're targeting, and drive measurable results? Partner with product development teams as the voice of the home services customer, bringing market insight that shapes the roadmap Enable sales and support: train them on the problems we solve for home services buyers, and work with sales enablement to build the internal tools and external collateral they need What You'll Need BS/BA and 4–6 years of experience in a strategic marketing role, with direct experience in home services tech, the trades, field service software A track record of owning a strategy end to end and being accountable for the results, not just executing someone else's plan Strong analytical instincts and genuine comfort with data — you can get to the story behind the metric and build a case around it Excellent written and verbal communication, and the confidence and presence to represent your point of view to senior leaders and to external audiences Demonstrated ability to influence and align cross-functional partners without formal authority Comfort operating in a fast-moving environment where you'll prioritize