Fractional CMO Needed (Part-Time, Long-Term) – Performance Marketing + KPI Dashboard

We are a fast-growing Bay Area home services company specializing in rodent exclusion and insulation, operating across three brands at approximately $10M in combined annual revenue. We are scaling to $20M over the next 2 to 3 years and need senior marketing leadership to get us there.

We have active marketing in place. What we need now is structure, strategic clarity, and someone who can tell us what is actually working and what is not.

The Immediate Priority

We are spending significantly on marketing across multiple channels but lack reliable visibility into where leads are coming from, what they cost, and what is truly driving revenue. Your first and most critical deliverable is building a KPI dashboard and attribution system that gives leadership a clean, actionable picture of performance across all channels.

Until this is in place every marketing decision is a best guess. Fixing this is priority one.

Current Marketing Setup

Google Ads — managed by dedicated specialist

Facebook Ads — managed by dedicated specialist

Yelp Ads

SEO

Print campaigns

CRM: Housecall Pro

Customer communication: Zendesk

You will not be doing everything yourself. Specialists and an internal team are in place. Your job is to lead, direct, and make the system perform better.

What You Will Own

High-level marketing strategy and oversight across all three brands

Full channel audit — identify what is working, what is not, and why

KPI dashboard and attribution system — design and implementation

Lead source attribution fix — calls, forms, and self-scheduling

Budget allocation guidance — where to scale and where to cut

Direction of internal team members and channel specialists

Monthly performance reporting to CEO and COO with clear recommendations

Who We Are Looking For

Non-negotiable requirements:

Services Business experience — HVAC, pest control, plumbing, or similar local service businesses

Demonstrated experience building KPI dashboards and attribution systems from scratch

Deep understanding of local lead generation and call-driven businesses

Experience with companies in the $5M to $20M revenue range

Comfortable operating within a structured accountability framework — Big 3 priorities, defined deliverables, and regular reporting cadence

Strong preference for:

Multi-brand or multi-location marketing experience

Familiarity with Housecall Pro or similar field service CRMs

Experience managing and directing channel specialists rather than executing campaigns directly

Engagement Details

Part-time: 15 to 25 hours per week

Long-term engagement for the right candidate

US-based only

Reports to CEO and Fractional COO

How to Apply

Please respond with the following — applications without these will not be reviewed:

A brief description of a KPI dashboard or attribution system you built for a similar business — what the problem was, what you built, and what changed as a result

Your experience in Home services or local service businesses specifically

Your hourly rate or preferred monthly retainer