An excavation marketing manager keeps builders, developers and landowners calling a site work company. They watch where new homes are being permitted, stay in front of builders who already have an excavator, and run the website, ads and truck graphics that bring in grading, trenching and clearing work.
By the HireBus team · Updated · Pay data: BLS, May 2025
Median pay, specialty trade contractors · BLS, May 2025
Develop and execute strategic marketing initiatives to drive brand awareness and generate new site work leads for our excavation and site work services. Leverage creative campaign crafting and data-driven insights to build the company’s brand in a competitive marketplace. Collaborate closely with cross-functional teams to align marketing efforts with overall business goals and operations.
2. Essential Duties and Responsibilities
Develop and implement comprehensive marketing strategies that align with company objectives.
Craft engaging campaigns that highlight our expertise in excavation and site work services.
Drive brand-building initiatives to enhance market presence and differentiate from competitors.
Generate, track, and nurture new leads to support continued business growth.
3. Key Tasks / Daily Activities
Monitor and analyze market trends to adjust campaigns and optimize lead generation efforts.
Manage digital marketing platforms including social media, SEO, and targeted advertising campaigns.
Collaborate with sales and operations teams to ensure alignment between marketing strategies and customer engagement efforts.
Prepare and present daily or weekly performance reports to leadership outlining campaign progress and lead generation metrics.
4. Key Performance Indicators (KPIs)
New Site Work Leads Generated: Minimum 10 qualified leads per month.
Campaign Engagement Rate: Achieve at least a 20% increase in engagement across digital platforms.
Brand Awareness Increase: Target a 15% improvement as measured by customer surveys and online analytics.
Conversion Rate: Maintain a conversion rate of at least 8% from lead to customer.
5. Required Qualifications and Skills
Bachelor’s degree in Marketing, Business, or a related field.
Minimum 3 years of experience in marketing roles with a demonstrated track record in campaign creation.
Proficiency in digital marketing tools and platforms, analytics, and CRM systems.
Strong communication, creative thinking, and project management skills.
6. Preferred Experience
Experience in the home services or construction industry, specifically excavation and site work.
Proven expertise in multi-channel marketing strategies and lead generation initiatives.
Demonstrated success in brand-building and customer acquisition campaigns.
Familiarity with market research and competitive analysis within a technical industry.
7. Physical Requirements
Ability to work in a standard office setting with minimal physical exertion.
Occasional need to visit job sites or attend events, which may involve moderate travel.
Comfortable working in environments with typical weather conditions.
Minimal lifting required for promotional materials and equipment.
8. Work Environment and Schedule
Standard work hours, Monday through Friday, with potential for additional hours during campaign launches.
May require occasional travel to trade shows, client meetings, or on-site events.
On-call availability during major campaign deadlines or urgent project needs.
Collaborative office environment with the opportunity for remote work as needed.
9. Compensation and Benefits
Salary range: $65,000 - $85,000 USD per annum, based on experience and performance.
Performance-based bonuses and commission structure tied to campaign success and lead generation.
Comprehensive health, dental, and vision insurance packages.
401(k) plan with company match and additional fringe benefits such as paid time off and professional development opportunities.
10. Company Culture and Overview
We foster an inclusive, growth-oriented culture focused on collaboration and continuous improvement.
Our team is driven by creativity, integrity, and a passion for excellence in every aspect of our work.
We are committed to empowering our employees through ongoing training, mentorship, and opportunities for advancement.
Join us to make a tangible impact on our community by delivering exceptional excavation and site work services.
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
Marketing dirt work to builders, developers and landowners
Builders and developers who already use an excavator send most of the work. The rest comes from landowners who see the trucks and search for a driveway, a house pad or a cleared lot. Marketing has to reach both, and the product it sells is a fleet and the crews that run it.
Permit counts show where lots will be needed
The Census Bureau's monthly Building Permits Survey counts new privately owned homes authorized by permit, by state, metro area, county and permit-issuing town. In a new subdivision, the streets are usually graded before those permits, and the basement dig comes right after them. So a county whose counts keep climbing is where builders will soon want lots dug and developers more land graded. Aim builder visits and ad money there first, and look again each month. Source: U.S. Census Bureau: Building Permits Survey (monthly, by state, metro area, county and place).
The opening comes when another excavator slips
Most builders worth chasing already have an excavator they like. They try a new one when the old one misses a dig date or can't keep up when a new phase opens. The goal is to be known before that day: a short note to purchasing and the superintendents each season, photos of lots finished on time, and one clear number to call. Sales takes it from there.
Truck doors carry required lettering
FMCSA requires an interstate truck over 10,000 pounds, by weight or by its rating, to show the carrier's name and USDOT number on both sides. The name must be the legal name or one trade name on the company's FMCSA registration, in letters that contrast with the background and read clearly from 50 feet in daylight. So a new brand name goes on file before the trucks get new graphics. A truck that never crosses a state line may fall under your own state's version, so check it. Source: eCFR: Marking of self-propelled commercial motor vehicles (49 CFR 390.21).
Show the machines without showing where they sleep
A new excavator posted with a location tag on a quiet lot tells a thief where to look. Post machine photos after the job moves on, strip location data from the files, and keep the yard gate, key box and fuel tank out of the frame. Have the equipment manager look over machine shots before they go up, since they know which units would be hardest to replace.
How much excavation marketing managers make
Marketing managers who work for specialty trade contractors earned a median of $121,780 a year ($58.55 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 1,850 of the 395,240 marketing managers in that survey work for specialty trade contractors.
Against this chart, the template's salary buys a hands-on marketer who builds the website, shoots the machines and writes to builders, not a director with an agency behind them. Pay the bonus or commission it offers on signed lots, phases and landowner jobs that came from marketing's leads.
Specialty trade contractors
$121,780$121,780 median Middle half $80,080–$160,810 10th–90th $66,610–$204,390
All industries
$166,790$166,790 median Middle half $123,020–$216,410 10th–90th $90,260–$293,610
$0k$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
Specialty trade contractors
$66,610
$80,080
$121,780
$160,810
$204,390
All industries
$90,260
$123,020
$166,790
$216,410
$293,610
BLS doesn’t publish pay for marketing managers at other specialty trade contractors on their own, so these figures cover specialty trade contractors. 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 marketed a site, utility or building contractor that sells to builders and developers
Uses county permit trends to decide where visits and ad money go
Knows what a builder's purchasing manager and superintendent each care about
Gets usable job photos from foremen in the field, not only from planned shoots
Keeps truck, trailer and sign graphics matched to the company's registered name
Ties each lead to the lots, phases or landowner jobs it turned into
Teach these on the job
What happens on a lot from clearing to final grade, and the photo each stage gives
Your fleet, from mini excavators to dozers, dump trucks and the lowboy
The builders, developers and civil engineers in your market
Which towns and job types your crews want more of
Your CRM and how sales logs builder accounts
Expect a CRM that holds each builder and developer as an account with its lots and phases, the website and the Google listing landowners find, job photos filed by machine and type of work, and the Census permit tables in a spreadsheet. Tell candidates if truck graphics and site signs come with the role or stay with the office.
Excavation marketing manager interview questions
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 · Growing a new segment
The owner wants more residential jobs like driveways, pool digs and lot clearing, but most revenue is commercial. Where do you start?
A strong answer: Builds separate pages and campaigns for each service, uses local search and job site signs, shows before and after photos, and tracks cost per lead and per won job.
Behavioral · Learning from failure
Tell me about a marketing push for a contracting business, like a trade show, a mailer or an ad campaign, that didn't pay back.
A strong answer: Gives the spend, leads and won jobs, explains why it missed (wrong audience, timing or offer), and describes the change they made and what it produced.
A builder who signs this year may have first heard your name two seasons back. Keep builder and landowner numbers on separate lines, and wait until a full year of leads has source tags before setting targets.
New Site Work Leads Generated
A lead counts as qualified when it names a builder, developer or landowner, a site inside your working radius, work your crews do and a likely start. A landowner who calls twice about the same driveway is still one lead.
Campaign Engagement Rate
Operators and equipment fans like machine videos all day and never buy dirt work. Tag the posts aimed at builders and landowners, and measure engagement on those from the platforms' own analytics.
Brand Awareness Increase
Put a where-did-you-hear-of-us line on every builder setup form and landowner proposal. Each spring, ask builders' superintendents which excavators they'd call, and track branded searches in Search Console.
Conversion Rate
Signed lots, phases and landowner jobs divided by qualified leads. Read builders over a rolling year, since a first lot can come long after the first meeting.
Career path
Marketing coordinator at a home builder or supplierLearns how builders pick their trades and plan lot releases.
Excavation marketing managerAims outreach at growing towns and keeps builders aware of the fleet.
Sales managerA few go on to lead the reps who sell to builders they courted.
Should a site work company sponsor the local builders' home tour?
Only for the builders, not the buyers. People touring a finished house never see the dig, the backfill or the grading under it, so don't expect calls from them. What a sponsorship can buy is time with the builders' association: your name in the program, a seat at the dinner, a chance to meet purchasing staff. Judge it by the builder meetings that follow, not by foot traffic at a booth.
How much does an excavation marketing manager make?
Marketing managers who work for specialty trade contractors earned a median of $121,780 a year ($58.55 an hour) in May 2025, according to the Bureau of Labor Statistics. The middle half earned between $80,080 and $160,810 a year. Pay also depends on your local market, experience and bonus terms.
Can we put our sign on a builder's lot?
Only with the builder's OK, and many say no, since the lot is part of what they're selling. A developer may allow one at the entrance while the streets and utilities go in, when superintendents and other trades drive past every day. Landowner jobs are easier: ask the owner at signing, and pull the sign at final grade.
How should marketing change course when crews are booked for months?
Cut landowner search ads first, since those callers want a date soon and will hear a long wait. Keep builder contact going, because builder work is won months before the dig. Ask operations each week which kinds of work still have room, such as small drainage jobs or clearing once the ground firms up, and point what's left of the budget there.
Will builders leave us online reviews?
Rarely. Purchasing managers and superintendents seldom review their trades online. Ask a builder you work well with for a short quote you can use in a brochure or on the website, and get their OK in writing, with their name and title shown as they want. Landowner reviews will carry your Google profile, so ask every landowner at final grade, when the lot looks its best.
