An appliance repair marketing manager wins the paid repair calls, the ones homeowners book on their own, through local search, paid ads and the company's listings. They also make sure every ad claims only the brand ties, guarantees and service hours the company can back up.
By the HireBus team · Updated · Pay data: BLS, May 2025
Median pay, repair and maintenance businesses · BLS, May 2025
The Marketing Manager plays a pivotal role in our appliance repair business. They are responsible for planning, implementing, and monitoring our marketing campaigns to build brand presence and boost leads. This role contributes significantly to enhancing our company's visibility, driving growth, and ensuring customer satisfaction.
2. Essential Duties and Responsibilities
Plan and execute all digital marketing, including SEO/SEM, marketing database, email, social media, and display advertising campaigns.
Design, build, and maintain our social media presence.
Measure and report performance of all digital marketing campaigns and assess against goals (ROI and KPIs).
Identify trends and insights, and optimize spend and performance based on the insights.
Brainstorm new and creative growth strategies.
3. Key Tasks / Daily Activities
Coordinate with the sales team to align strategies and goals.
Develop and manage marketing budgets.
Plan and manage trade shows, customer events, and promotional activities.
Create and publish relevant, original, high-quality content for our website and blog.
Review and analyze competitor marketing strategies.
Brand recognition: 20% increase in brand awareness annually.
Customer satisfaction rating: Maintain at least a 4.8-star rating.
5. Required Qualifications and Skills
Bachelor's degree in Marketing or related field.
Proven working experience in digital marketing, particularly within the industry.
Demonstrable experience leading and managing SEO/SEM, marketing database, email, social media, and/or display advertising campaigns.
Strong written, verbal and collaborative skills.
6. Preferred Experience
A minimum of 5 years of marketing experience in the home services or appliance repair industry is preferred.
7. Physical Requirements
This is largely a sedentary role; however, some filing may be required.
This would require the ability to lift files, open filing cabinets and bend or stand on a stool as necessary.
8. Work Environment and Schedule
Monday to Friday, 9 AM to 5 PM.
Some weekend or evening hours may be required for special projects or events.
9. Compensation and Benefits
Salary range: $60,000 - $75,000 annually.
Performance-based bonuses.
Benefits include health, dental, vision, and 401k.
10. Company Culture and Overview
At [INSERT COMPANY NAME HERE], we are passionate about creating an environment that fosters growth, innovation, and success. We value a culture of teamwork, and we are committed to providing opportunities for our employees to learn, grow, and thrive in their careers.
11. How to Apply
If you meet the above criteria and want to be part of a growth-oriented company focused on customer satisfaction, please send your resume to [INSERT EMAIL HERE] or apply online at [INSERT WEBSITE LINK HERE].
Need help filling this role? HireBus posts the ad, Iris interviews every applicant by phone before you do, and you decide who to hire. Start hiring now
Brand and home warranty calls reach the shop without an ad. Marketing pays for the calls from homeowners who choose the shop themselves, and in California the wording of those ads follows rules written for repair dealers.
The same California rule limits a few common promises. An ad that says "guaranteed" or "no fix, no pay" must state the terms, covering time, parts and labor, and say who stands behind them: the shop, the maker or the retailer. "24 hour" is allowed only when the public can get service at any hour; an answering service that books a later visit doesn't count. An ad that says "repaired in the home" must add that there's a charge if the repair can't be finished there. Source: 16 CCR 2751: Advertising by service dealer (Cornell LII).
Brand names and "authorized" need proof
Homeowners search by brand and appliance, such as "Bosch dishwasher repair." California bars ads that say or imply your techs are factory trained, factory authorized, authorized, licensed or certified unless it's true. If a brand owner complains to Google, Google reviews how your ads use its name and restricts ads that use it in a confusing, deceptive or misleading way. Write each brand's ads from a current list of the authorizations you really hold. Source: Google Ads policy: Trademarks.
Local Services Ads check the business
For appliance repair in the US, Google's screening list names business and owner checks, a business registration check, general liability insurance, and a state business or owner license where local law requires one, each for select advertisers. It doesn't list the background checks on each service pro that Google adds for urgent trades such as plumbing, HVAC and electrical work. Have the insurance certificate and licenses ready before the account is set up. Source: Google Local Services: Business screening and verification requirements (appliance repair, US).
Spend on the calls partners don't send
Many days, brand and home warranty calls take a big part of the board at rates the partner sets. Paid repairs are the work where the company sets its own price, so that's what the ad budget is for. Look at next week's board before raising bids. When partner calls already fill it, more clicks just push paying customers to a later date, and some of them will book another shop.
How much appliance repair marketing managers make
Marketing managers who work for repair and maintenance businesses earned a median of $140,240 a year ($67.43 an hour) in May 2025, according to the Bureau of Labor Statistics. That’s below the $166,790 median for marketing managers in all industries. About 420 of the 395,240 marketing managers in that survey work for repair and maintenance businesses.
Salary and performance bonuses, as the template has it. Even its top figure falls under what nine in ten marketing managers at repair and maintenance businesses earn, by BLS figures. Candidates with the template's preferred five years in home services will likely ask for more, so raise the range or plan to hire a hands-on marketer and grow them.
Repair and maintenance businesses
$140,240$140,240 median Middle half $95,690–$198,760 10th–90th $76,860–$253,950
All industries
$166,790$166,790 median Middle half $123,020–$216,410 10th–90th $90,260–$293,610
$50k$100k$150k$200k$250k$300k$350k
10th–90th percentileMiddle halfMedianAnnual pay, May 2025. Source: BLS Occupational Employment and Wage Statistics.
Annual pay by percentile
Group
10th
25th
Median
75th
90th
Repair and maintenance businesses
$76,860
$95,690
$140,240
$198,760
$253,950
All industries
$90,260
$123,020
$166,790
$216,410
$293,610
BLS doesn’t publish pay for marketing managers at household goods repair shops on their own, so these figures cover repair and maintenance businesses. Post a real range for your market in the ad.
The pay line in the template above is an example from our Role Blueprint. Set yours from these figures and what local companies pay.
Skills to hire for, and what you can teach
Hire for these
Has set search budgets and Local Services job types by appliance and brand, or directed an agency that did
Writes ad copy that would pass a line-by-line check against California's dealer rules
Plans search pages around the brands and faults your techs fix most
Checks the dispatch board before moving the budget
Keeps paid repair results apart from brand and home warranty volume in every report
Teach these on the job
Which brands and appliance types you're authorized for
Your registered business name and address, if you work in California
Appliance terms such as sealed system, control board, drain pump and igniter
How your field service software tags each call's payer and lead source
Your diagnostic fee, guarantee terms and real service hours
The work runs on a Business Profile for each shop, Local Services Ads, brand-specific search campaigns and call tracking, plus the payer and lead source fields on every ticket in your field service software. Add one more: a shared sheet of the brand authorizations, guarantee wording and hours every ad is written from.
Two of the 6 questions we'd ask, and what a strong answer sounds like. Ask every candidate the same questions, and rate each answer on your own before you compare notes.
Situational · Capturing urgent demand
Most appliance repair searches are urgent, like a fridge that stopped cooling. How would you make sure we show up and get the call?
A strong answer: Builds strong local search listings and ads, pages for brands we service, call tracking, fast answering, reviews, and same-day messages only when true.
Behavioral · Reviews
Tell me how you grew customer reviews for a repair business where many jobs take two visits.
A strong answer: Asked after the repair was finished rather than after the first visit, made it easy with a text link, never paid or rewarded anyone for reviews, and replied calmly to negative ones.
Count paid repairs only, since brand and home warranty calls would hide whether the ads work. Swap the template's sample targets for targets drawn from twelve months of paid calls.
Revenue growth
Paid repair revenue from marketing sources for the year, set beside last year's. Leave partner-paid work out, and split it by brand and appliance type to see what the ads really sell.
Leads generated
Calls and forms each quarter from homeowners in your area who want a repair you do, by source. Log separately the callers you sent to a brand's own servicer for warranty work.
Brand recognition
Paid bookings from people who name the company, a van or a past repair when the CSR asks how they found you. Searches for your company name in the Business Profile report give a second check.
Customer satisfaction rating
Each shop's star rating every month, read beside how many paid customers got a review request. Hand complaints about part waits or fees to the general manager; marketing owns the request and the public reply.
Career path
Marketing coordinatorUpdates brand pages and listings, and tags lead sources for the monthly report.
Marketing managerOwns the ad budget, the brand pages and paid repair growth.
Director of marketingLeads marketing across several metro areas, with a coordinator or agency reporting in.
General managerTakes on a market's whole profit, not only its paid calls.
Should an appliance repair company build a web page for each brand?
For the brands your techs fix often, yes. A page that names the brand, the appliances you fix for it and the faults you see most gives a search ad a better place to land than your home page. Say plainly on each page whether you are that brand's authorized servicer. If you aren't, say you repair the brand, not that you work for it.
How much does an appliance repair marketing manager make?
Marketing managers who work for repair and maintenance businesses earned a median of $140,240 a year ($67.43 an hour) in May 2025, according to the Bureau of Labor Statistics. The middle half earned between $95,690 and $198,760 a year. Pay also depends on your local market, experience and bonus terms.
Who should check appliance repair ad wording before it runs?
Someone who knows the registered business name, the exact guarantee and the hours a tech can really come out, usually the marketing manager with the general manager. Keep a one-page list of approved claims and have every agency and freelancer write from it. Then a new ad can't promise a guarantee, a brand tie or 24-hour service the shop doesn't offer.
Do home warranty and brand calls count as marketing leads?
No. They come from contracts, and counting them makes the ads look better than they are. Do track what happens next, though. A homeowner who first met you through a warranty plan and later calls you directly is a paid lead, and the CSR should log where they first heard of you.
What should a new marketing manager learn on a ride-along?
How a real repair call goes: the tag photo, the diagnosis, the talk about parts and the second visit. It shows which promises in an ad hold up in a kitchen and which ones set the tech up for an angry customer. It also gives the manager real photos and the words homeowners use to describe each fault.
