An exterior cleaning marketing manager fills the spring and summer schedule with house wash, roof and driveway work, using search, short videos, mailers and the website. They keep every claim about roofs, plants and cleaning mixes provable, and aim spending at the streets and months when homes look their worst.
By the HireBus team · Updated · Pay data: BLS, May 2025
Median pay, administrative and support services businesses · BLS, May 2025
Lead the strategic development and execution of marketing initiatives to elevate the brand and online presence of our exterior cleaning services. Design and implement campaigns that enhance customer engagement and drive growth across digital and traditional platforms. Utilize data analytics to track progress, optimize strategies, and ensure alignment with company goals. Collaborate cross-functionally to integrate marketing efforts with overall business operations.
2. Essential Duties and Responsibilities
Develop comprehensive marketing strategies and campaigns that promote exterior cleaning services.
Increase online presence by leveraging digital channels and social media platforms.
Monitor, analyze, and report on key marketing metrics to drive continuous improvement.
Coordinate with sales and service teams to ensure marketing initiatives align with business objectives.
3. Key Tasks / Daily Activities
Craft and execute targeted digital marketing campaigns including SEO, email, and social media.
Analyze performance data daily and adjust tactics to meet marketing objectives.
Oversee the creation of engaging content and collateral for various marketing channels.
Engage with customers and prospects on social media and through online platforms to build brand loyalty.
4. Key Performance Indicators (KPIs)
Website Traffic Growth: 20% increase per quarter.
Social Media Engagement: 15% increase in user interactions per month.
Lead Generation: Achieve a minimum of 100 qualified leads per month.
Campaign Conversion Rate: 10% conversion rate on targeted marketing campaigns.
5. Required Qualifications and Skills
Bachelor’s degree in Marketing, Business, Communications, or related field.
Minimum of 3 years’ experience in marketing, preferably within the home services industry.
Proficiency with digital marketing platforms, analytics tools, and CRM systems.
Excellent communication, project management, and analytical skills.
6. Preferred Experience
Experience developing marketing strategies for exterior cleaning or related home service sectors.
Previous work with performance-based advertising and integrated marketing campaigns.
Proven track record of increasing online presence and engagement in a competitive market.
Familiarity with local market trends and customer demographics in the home services industry.
7. Physical Requirements
Ability to work in an office environment for extended periods.
Occasional lifting of marketing materials or promotional items (up to 20 lbs).
Adaptability to travel between local locations for meetings or events as needed.
Capacity to work at a computer for prolonged periods without discomfort.
8. Work Environment and Schedule
Standard office hours from 8:00 AM to 5:00 PM with occasional extended hours for deadlines.
Hybrid work environment with both remote and on-site responsibilities.
Occasional travel for industry events, conferences, or business meetings.
On-call duties may be required during major campaign launches or crises.
9. Compensation and Benefits
Salary range: $60,000 - $75,000 per year depending on experience.
Performance-based bonuses tied to measurable KPIs.
Health, Dental, and Vision insurance plans.
401(k) with company match and other fringe benefits such as paid time off and professional development opportunities.
10. Company Culture and Overview
Join a dynamic team committed to excellence and innovation in the home services industry.
Work in an inclusive environment that values continuous learning, creativity, and strategic thinking.
Engage with supportive leadership focused on personal growth and upward career mobility.
Be part of a culture that celebrates teamwork, transparency, and outstanding customer service.
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
House washing sells on sight: a green north wall, a coat of pollen, black streaks on a light roof. The hard parts are making claims about roofs and bleach that hold up, and spending where the buyers live.
Roof ads show the soft method
Homeowners search for roof pressure washing, but the Asphalt Roofing Manufacturers Association (ARMA) warns against it. It says high-pressure washing is likely to damage asphalt roofing and should not be used to remove algae or for any other purpose. So roof ads, photos and videos show low-pressure spraying, never a wand blasting shingles. The page those searches land on explains why the company cleans roofs the soft way. Source: Asphalt Roofing Manufacturers Association: Algae discoloration of roofs.
Light roofs are where the streaks show
ARMA describes the brown to black streaks as algae discoloration and says it shows most on light-colored roofs. That makes streets of light roofs the place for roof mailers and map-targeted ads. An ad that says the algae eats shingles or shortens a roof's life makes a different claim. The FTC says an advertiser needs objective evidence for a claim like that before the ad runs, not after a complaint. Source: FTC: Advertising FAQs, a guide for small business.
Biodegradable and plant-safe need proof
A soft wash mix is built on bleach cut with water, which is why crews soak and rinse plants. So plant-safe or eco-friendly in an ad is a claim to check, not a slogan. The FTC's Green Guides set the bar: a marketer making an unqualified biodegradable claim should have competent and reliable scientific evidence that the whole item will completely break down and return to nature within a reasonably short time after customary disposal. One product's label covers that product, not the tank mix. Source: 16 CFR 260.8: Degradable claims, FTC Green Guides (eCFR).
Wash videos travel farther than your trucks
A striped driveway coming clean or a streaked roof turning even again can draw views from people hundreds of miles away who will never book. So the manager pairs every clip with local proof: the town in the caption, the service area on the profile, and a link to the quote form. Paid boosts go only to people inside the service area, where a view can turn into a job.
How much exterior cleaning marketing managers make
Marketing managers who work for administrative and support services businesses earned a median of $149,990 a year ($72.11 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 17,840 of the 395,240 marketing managers in that survey work for administrative and support services businesses.
Salary plus the KPI bonuses the template lists. Two of its targets reward traffic and engagement, so weight the bonus toward leads that became washed jobs.
Administrative and support services businesses
$149,990$149,990 median Middle half $110,340–$194,620 10th–90th $83,200–$255,720
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
Administrative and support services businesses
$83,200
$110,340
$149,990
$194,620
$255,720
All industries
$90,260
$123,020
$166,790
$216,410
$293,610
BLS doesn’t publish pay for marketing managers at building services companies on their own, so these figures cover administrative and support services 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
Writes roof and soft wash ads that match how your crews really clean
Checks each claim about chemicals, plants and roofs against a source before it runs
Shoots or directs short before-and-after clips that look like your company, not stock footage
Reads lead reports by town and service, not just monthly totals
Times campaigns to what homes show each season: pollen, mildew, roof streaks
Teach these on the job
Which of your services use pressure and which use a cleaning mix
Your service area and branch boundaries
The FTC's advertising basics and its Green Guides
How your field software marks a job washed and invoiced
Your price list and bundle offers
Expect Google Analytics, Search Console, Google and Meta ad accounts, and a phone video editor for wash clips. The best footage comes from the crews, so agree on how they hand it over with the job number attached. If drone footage of roofs is part of the plan, say in the ad who will fly it.
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 · Seasonal marketing
It's late winter. How would you fill the spring schedule?
A strong answer: Reminds past customers early, offers bundles like house and driveway, targets neighborhoods near routes, and paces offers to crew capacity.
Behavioral · Before-and-after content
Tell me about how you've used before-and-after photos. How did you handle permission?
A strong answer: Got written permission, avoided house numbers and faces, and used real photos.
Demand climbs with the first warm weeks and drops after the first hard freeze, so a growth target set for every quarter will miss in winter no matter who runs marketing. Write your own once one whole season of leads has been tracked.
Website Traffic Growth
Track growth in local sessions only, using the location report in your analytics tool. One clip that spreads can fill the reports with visitors from other states without adding a single booking.
Social Media Engagement
Track comments, messages, saves and shares from accounts in your towns, plus calls and forms that name a post as the source. Leave out reactions from far outside the area.
Lead Generation
Count a lead once the office confirms the property is in your area and the caller can approve the work. Report the count by service and source, so a cheap channel that brings out-of-area calls shows up.
Campaign Conversion Rate
Washed jobs from each campaign divided by its qualified leads. Credit a job to the campaign only once it's washed and invoiced, so quotes pushed to next year by rain or second thoughts don't inflate this year.
Career path
Digital marketing specialistRan local ads, listings and posts for a home service company.
Marketing ManagerOwns the season's budget, the claims in every ad, and the count of qualified leads.
Director of marketingAdds new markets, or services such as window cleaning, under one brand.
Can an exterior cleaning ad say licensed and insured?
Only what you can back up. Before an ad says licensed, list the licenses the company actually holds, such as a city business license, or a state pesticide license where roof moss or algae work needs one, and name them on the website. Insured should match a current policy, so have the CFO confirm the coverage and limits the ad implies.
How much does an exterior cleaning marketing manager make?
Marketing managers who work for administrative and support services businesses earned a median of $149,990 a year ($72.11 an hour) in May 2025, according to the Bureau of Labor Statistics. The middle half earned between $110,340 and $194,620 a year. Pay also depends on your local market, experience and bonus terms.
Should crews film jobs for social media?
Yes, with a few rules. The assistant or lead films, never the person holding the wand or anyone on a ladder or roof. Shoot from the same spot before and after, and don't brighten the after shot. Show safe habits in every clip: gloves and eye protection on, no spray near people or pets. Use only homes where the booking notes say the customer said yes.
When should exterior cleaning ads run hardest?
When the dirt shows. Where spring pollen coats houses, many homeowners wait until it ends. After a humid summer, mildew turns shaded walls green. Roof streaks don't fade with the season, so roof campaigns can carry the quieter months. Plan the calendar around how homes in your market look each month, and ease off when the schedule is already booked weeks out.
Can the ad keep the template's line about computer work?
It can, if the ad also says what the line means. The template lists "Capacity to work at a computer for prolonged periods without discomfort." The tasks behind it are editing video, building ads and reading reports at a desk for much of the day. Write those tasks into the job ad rather than how the person should feel doing them, and say you'll talk through accommodations, like a desk that raises to standing height, a larger monitor or voice typing.
What should the website's quote form ask?
The address first, so the office can measure the house or lot on a map before calling back. Then which surfaces need cleaning, a photo or two, and whether the person asking owns the property or speaks for an HOA or landlord. Add a how-did-you-hear field that matches your lead sources. Every extra question costs some form starts, so test it on a phone.
