A gutter company marketing manager keeps the reps' estimate slots full of homeowners and builders who want new gutters or gutter guards. They run the ads, time the fall guard push and the spring replacement season, and track which sources turn into sold jobs.
By the HireBus team · Updated · Pay data: BLS, May 2025
Median pay, structure and exterior contractors · BLS, May 2025
The Marketing Manager in the gutter installation industry is tasked with developing and executing advertising strategies to enhance brand visibility and drive lead generation. This role directly impacts the company’s growth by ensuring a steady stream of qualified leads and increasing market share. The Marketing Manager collaborates closely with sales and operations to align marketing efforts with business goals.
2. Essential Duties and Responsibilities
Develop and implement comprehensive marketing strategies to increase brand awareness and lead generation.
Manage digital marketing campaigns across various platforms, including Google Ads and social media.
Analyze market trends and competitor activities to identify opportunities and threats.
Collaborate with sales teams to align marketing strategies with sales objectives.
Utilize CRM systems to track campaign performance and optimize lead conversion.
Oversee the creation of marketing materials and content that reflect the brand’s voice and values.
Coordinate with external vendors and agencies to ensure effective campaign execution.
Conduct regular performance reviews and adjust strategies to meet changing market conditions.
3. Key Tasks / Daily Activities
Monitor and adjust digital ad campaigns to optimize performance.
Conduct weekly meetings with the sales team to ensure alignment on lead quality and volume.
Analyze daily lead generation metrics and prepare weekly performance reports.
Create and schedule social media posts to engage the target audience.
Review and approve marketing content before dissemination.
Respond to inquiries from potential customers generated through marketing efforts.
Track and manage the marketing budget to ensure efficient use of resources.
4. Key Performance Indicators (KPIs)
Lead Generation: Achieve a monthly target of 200-300 qualified leads.
Cost Per Lead (CPL): Maintain CPL at or below $50.
Conversion Rate: Ensure a lead conversion rate of 10-15%.
Campaign ROI: Achieve a minimum ROI of 3:1 on marketing spend.
30/60/90-day ramp expectations: 60% of lead generation target in 30 days, 80% in 60 days, full target by 90 days.
5. Required Qualifications and Skills
Bachelor’s degree in Marketing, Business Administration, or related field.
Proficiency in digital marketing platforms like Google Ads and Facebook Ads.
Experience with CRM systems such as Salesforce or HubSpot.
Strong analytical skills to interpret data and make informed decisions.
Excellent communication and interpersonal skills.
Ability to manage multiple projects and deadlines.
6. Preferred Experience
3-5 years of marketing experience in the home services industry.
Previous experience with PPC and SEO strategies.
Familiarity with the gutter installation market.
Certification in Google Analytics or similar.
7. Physical Requirements
Ability to work at a computer for extended periods.
Occasionally travel to job sites or industry events.
Valid driver’s license for travel purposes.
8. Work Environment and Schedule
Typical office hours are Monday to Friday, 9 AM to 5 PM.
Occasional evening or weekend work may be required for events or deadlines.
Primarily office-based with some travel to local sites.
9. Compensation and Benefits
Competitive salary with performance-based bonuses tied to lead generation and conversion KPIs.
Payouts contingent on maintaining high quality standards (e.g., CSAT and low callbacks).
Benefits include health insurance, paid time off, and professional development opportunities.
10. Company Culture and Overview
[INSERT COMPANY NAME HERE] is dedicated to delivering exceptional craftsmanship and customer satisfaction in the gutter installation industry. We foster a culture of accountability, innovation, and teamwork, encouraging our employees to grow and excel in their careers. Join us in our mission to provide top-quality service and make a lasting impact on our community.
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
Most gutter ads sell one of two things: guards in the fall and replacement gutters after spring storms. Each kind of ad comes with rules on what it can promise.
Guard claims need proof first
Guard ads lean on promises like no more clogs or never cleaning gutters again. The FTC expects a company to hold a reasonable basis for any objective claim before the ad goes out, and at least the level of proof the ad itself names, such as tests. Get the guard maker's test data in writing, keep it on file, and cut any promise you can't back up. Source: FTC: Policy Statement Regarding Advertising Substantiation.
One happy customer speaks for all of them
A video of a homeowner saying their guards haven't clogged in years tells viewers that most buyers will get the same result. Under the FTC's endorsement guides, you need proof that the story is typical. Without it, the ad has to say clearly what results people can generally expect. Pick stories that match what your service records show. Source: eCFR: 16 CFR 255.2, consumer endorsements.
A monthly price brings the full credit terms
Guard ads often show a monthly payment instead of the full price. Under the federal Truth in Lending rules for installment loans, an ad that names a payment amount, the number of payments or a down payment must also give, as they apply, the down payment, how the loan is repaid over its full term, and the rate stated as an annual percentage rate. Have your lending partner check the wording before any ad with a monthly figure goes out. Source: eCFR: 12 CFR 1026.24, advertising of closed-end credit.
Leaf drop sets the guard calendar
Guard interest climbs when trees start dropping leaves and homeowners watch gutters spill over in the rain, while spring storms bring the replacement calls. In Iowa and Indiana, plan the fall guard push before the maples and oaks turn, and keep some budget for the first hard rain of spring. Winter is for booking spring installs.
How much gutter company marketing managers make
Marketing managers who work for foundation, structure, and building exterior contractors earned a median of $133,660 a year ($64.26 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 270 of the 395,240 marketing managers in that survey work for structure and exterior contractors.
Pay is mostly salary, plus a bonus for hitting lead and conversion goals. The template pays that bonus only when survey scores stay high and callbacks stay low, which gives the marketing manager a reason to care about lead quality, not just volume.
Structure and exterior contractors
$133,660$133,660 median Middle half $99,990–$171,910 10th–90th $80,190–$293,950
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
Structure and exterior contractors
$80,190
$99,990
$133,660
$171,910
$293,950
All industries
$90,260
$123,020
$166,790
$216,410
$293,610
BLS doesn’t publish pay for gutter installers on their own. These figures cover foundation, structure and building exterior contractors, which include them. 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
Hands-on work in Google Ads and Meta ad accounts, not only through an agency
Traces each lead through the CRM to a signed job and spots weak sources
Writes plain ad copy that homeowners trust and that holds up to a legal read
Plans a budget around two busy seasons and a slow winter
Takes it well when sales reps say the leads are bad, and checks
Teach these on the job
How gutters, downspouts and guards are measured and priced
Your guard maker's dealer rules and any shared ad program
The difference between a cleaning call and a replacement lead
Your CRM's lead source fields and how reps update them
Which neighborhoods have the trees and home ages that buy guards
Expect Google Ads and Meta ads, one Google Business Profile with each town you serve listed as a service area, call tracking, and HubSpot, Salesforce or a similar CRM, so every lead ties back to the ad that brought it in.
Gutter company 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 · Keeping guard claims honest
A gutter guard supplier's ads say 'never clean your gutters again,' and the owner wants to use that line. What do you do?
A strong answer: Pushes back: guards cut cleaning, but most still need occasional maintenance. Uses accurate language based on the actual warranty and gets legal review.
Behavioral · Building roofer referral partners
Tell me about a time you built a referral program with roofing companies so they sent gutter work your way. What kept them sending it?
A strong answer: Specific steps such as fast quotes, matching the roofer's schedule, clean handoffs, simple partner pricing and regular check-ins, plus the volume it brought.
Read the template's numbers as placeholders until you have your own: pull a year of leads and sales, split guards from gutters, and set targets season by season.
Lead Generation
Count only leads that meet your written definition of qualified, such as a homeowner or builder in your area asking about new gutters or guards. Leave cleaning-only and out-of-area calls out.
Cost Per Lead (CPL)
Divide each month's ad and agency spend by the qualified leads it produced, source by source. Compare fall and spring apart, since demand moves with the season.
Conversion Rate
Qualified leads that become signed jobs, tracked in the CRM by source and by product. Guards and gutter replacements close differently, so keep them in separate rows.
Customer Satisfaction (CSAT)
Average post-install survey score on jobs that came from marketing leads. Read the comments for anything an ad promised that the product or crew didn't deliver.
Campaign ROI
Revenue from sold jobs credited to a campaign, divided by what the campaign cost, measured once the job is installed and paid rather than when the lead arrives.
30/60/90-day ramp expectations
Compare qualified leads at each checkpoint with the plan the new manager wrote in the first weeks. A winter start will look slow, so weigh the trend.
Career path
Digital ads specialist at an agencyRuns search and social campaigns for several contractors and learns which numbers matter.
Marketing managerSets the season plan, picks lead sources and answers for the ad budget.
Director of sales and marketingAdds the sales team, the post this template has the role reporting to.
General managerRuns a branch or the whole company, with profit and loss included.
What counts as a qualified lead for a gutter company?
Write a definition down before you set a lead target. A common one: a homeowner or builder inside your service area who asks about a gutter replacement, guards or a downspout fix and agrees to a measured estimate. One-time cleaning requests, renters who can't approve the work and homes outside your area don't count. Ask the reps to tag each lead in the CRM within a day so the marketing manager can see which sources send real jobs.
How much does a gutter company marketing manager make?
Marketing managers who work for foundation, structure, and building exterior contractors earned a median of $133,660 a year ($64.26 an hour) in May 2025, according to the Bureau of Labor Statistics. The middle half earned between $99,990 and $171,910 a year. Pay also depends on your local market, experience and bonus terms.
Should a gutter company advertise in winter?
Yes, with a different goal. Cold months slow installs in Iowa and Indiana, so winter ads should book spring estimates and installs, ideally with a firm start week. It's also the time to film how-it-works videos at the shop, refresh the website photos and set the spring and fall budgets with the sales manager while the phones are quiet.
Can we use photos of customers' houses in our ads?
Ask first, in writing, and keep the yes with the job record. Blur the house number and any street sign, and shoot before and after from the same spot so the change is easy to see. Footage of water running cleanly through a downspout in a real rain makes the point better than a garden hose test staged on a dry day.
How does a guard maker's dealer program affect the marketing manager?
If you sell a maker's guard, read the dealer agreement before the first campaign. Look for rules on using the brand name and logo, which search terms you may bid on, what warranty wording you may repeat, and whether the maker shares ad costs. Keep the approved warranty wording in one file so ads, the website and the reps all say the same thing.
