A roofing marketing manager brings in roof inspection requests from homeowners through search ads, referrals, yard signs and storm canvassing. They track which sources turn into signed contracts, and they keep ads and door hangers within state rules on insurance claims, deductibles and license numbers.
By the HireBus team · Updated · Pay data: BLS, May 2025
Median pay, foundation, structure, and building exterior contractors · BLS, May 2025
A dynamic and results-driven Marketing Manager for the Roofing sector responsible for developing effective campaigns, building a strong brand presence, and generating high-quality leads to contribute to the overall growth and success of the company.
2. Essential Duties and Responsibilities
Develop and execute comprehensive marketing strategies tailored to the roofing industry.
Lead the design and implementation of impactful brand-building campaigns.
Generate, nurture, and manage leads to drive business growth.
Collaborate with cross-functional teams to ensure consistent messaging and high-quality content across all platforms.
3. Key Tasks / Daily Activities
Monitor daily performance of multi-channel marketing campaigns and adjust strategies as needed.
Manage and optimize digital advertising, social media, and content marketing initiatives.
Analyze data and market trends to inform decision-making and improve campaign performance.
Coordinate with creative and design teams to produce marketing materials aligned with brand guidelines.
4. Key Performance Indicators (KPIs)
Monthly lead generation: Achieve a target of 150+ qualified leads per month.
Customer Satisfaction Rating: Maintain >4.8 stars across all customer touchpoints.
Conversion Rate Improvement: Attain at least a 5% increase per campaign iteration.
Brand Awareness Growth: Increase market reach by 20% year-over-year.
5. Required Qualifications and Skills
Bachelor’s degree in Marketing, Business, or a related field.
Minimum 5 years of experience in digital marketing, preferably with a focus on campaign development.
Proficiency in marketing tools and platforms such as Google Ads, SEO, and social media analytics.
Strong communication, analytical, and project management skills.
6. Preferred Experience
Previous marketing experience within the roofing, construction, or home services industry.
Proven track record of building brand awareness and generating leads.
Familiarity with CRM systems and data-driven marketing strategies.
Experience working in a collaborative, fast-paced environment.
7. Physical Requirements
Primarily office-based work with occasional site visits to roofing projects.
Ability to lift up to 10 pounds for marketing materials.
Extended periods of sitting or standing as needed.
Regular use of standard computer and office equipment.
8. Work Environment and Schedule
Standard office environment with occasional travel to project sites and industry events.
Typical work hours: 8:00 AM - 5:00 PM, Monday through Friday.
Occasional attendance at off-site meetings and events may be required.
Potential for on-call duties during critical campaign launches and promotional events.
9. Compensation and Benefits
Salary range: $70,000 - $90,000 USD per year.
Eligibility for performance-based bonuses.
Comprehensive health, dental, and vision insurance.
Access to a 401k retirement plan with company match.
Additional fringe benefits such as flexible work arrangements and professional development opportunities.
10. Company Culture and Overview
At [INSERT COMPANY NAME HERE], we foster a culture of innovation, collaboration, and continuous growth. We encourage our team members to take initiative, share creative ideas, and pursue excellence in everything they do. Our supportive environment is designed to help you thrive both professionally and personally, while making a significant impact in the roofing industry.
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
Homeowners rarely shop for a roof until a storm or a leak sends them looking. Roofing marketing has to be in front of them that week, and earn their trust fast.
Storms set the calendar
Roofing demand jumps after hail and wind storms, and it lands on certain neighborhoods. A good manager watches storm reports, moves ad money to the ZIP codes that got hit, and gets canvassers ready. Check city rules before anyone knocks. Aurora, Texas, for example, requires door-to-door solicitors to register with the city and pass a background check first. Source: City of Aurora, Texas: Solicitors.
Insurance work limits what ads can promise
In Texas, a roofer may not offer to pay a homeowner's deductible in any way: no waiver, no rebate, no absorbing it. A Texas roofer also can't serve as a public adjuster on its own jobs, offer to negotiate the claim for the homeowner, or advertise that it will, and the state counts a website as an ad. Minnesota bans paying deductibles or offering any reward to be hired for storm repair. Check your state's rules before a storm ad runs. Source: Texas Department of Insurance: Roofing and insurance, know the law.
The license number goes on the ad
Some states want the contractor's number on every ad. Florida requires the certification or registration number on each offer, bid, contract and advertisement, in any medium. Minnesota wants the license number on business cards, contracts and ads, websites included. Where it's required, the manager puts the number in the design file for each ad, so no door hanger or social post ships without it. Source: Florida Statutes 489.119: Business organizations; qualifying agents (2026).
Homeowners have been warned about door-knockers
Texas's insurance department tells homeowners to be wary of contractors who go door to door looking for business, and to use a local company. That makes local proof a big part of the work. Show reviews from neighbors and photos of roofs you've done nearby. Put up yard signs with the homeowner's OK. Print a real local address and phone number on every piece. Source: Texas Department of Insurance: Can a contractor waive my deductible?.
A storm lead takes a while to sign
An insurance lead may need an inspection, a claim, an adjuster meeting and the insurer's approval before it becomes a job you can build. A cash job on an old roof moves faster. The manager follows both kinds by source in the CRM through to signed and installed jobs, so no channel is judged on leads that never got an inspection.
Residential vs. commercial roofing marketing
Both bring in roof work. The buyer and the way the sale happens are different.
Topic
Residential
Commercial
Who buys
Homeowners
Building owners, property managers, facility directors, and general contractors
How work is won
A free inspection and an estimate at the kitchen table
Bids, proposals, and maintenance agreements
What starts demand
Storms, leaks, old roofs, and home sales
Capital budgets, leaks, roof surveys, and storms
Main channels
Search ads, canvassing, referrals, and yard signs
Account sales, bid lists, and trade group networking
Proof the buyer wants
Reviews from neighbors and a local address
Safety record, insurance certificates, and similar buildings done
Typical roofs
Shingle, metal, and tile on sloped roofs
Low-slope membranes like TPO and EPDM, plus built-up roofs
How much roofing 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 foundation, structure, and building exterior contractors.
A salary in most shops, with a bonus based on leads, cost per signed roof, or sales from jobs marketing brought in.
Foundation, structure, and building 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
Foundation, structure, and building 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 counts too few marketing managers at roofing contractors for a steady figure, so these figures cover foundation, structure, and building exterior 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
Tracks leads to signed contracts by source, not just clicks or calls
Manages the search ad budget, Local Services included, or holds an agency to its numbers
Plans a storm response: budget, canvassing turf, and office readiness
Writes plain ads and door hangers homeowners trust
Checks ads against state rules before they run
Teach these on the job
Your inspection process and the insurance claim steps
The shingle brands you install, their warranties, and your financing offers
Your CRM, canvassing app, and storm maps
Solicitor permit rules in your service area
Which neighborhoods and roof ages bring your best jobs
The work runs on Google Ads, Local Services, the Google Business Profile, tracked phone numbers, the CRM where jobs live (JobNimbus, AccuLynx and others), a canvassing app like SalesRabbit or Spotio, and hail maps like HailTrace. Make clear in the posting whether the job runs canvassing and agencies, or digital only.
Roofing marketing manager interview questions
They have their own page: 6 questions that test this job, what strong and weak answers sound like, and a work exercise to run with your finalists.
Swap the template's targets for your own, built from last year's matching months, because one storm can make any month look great or poor.
Monthly lead generation
Log new inspection requests each month in the CRM, split by source: calls, web forms, canvassing and referrals. Don't count leads outside your area or for work you don't do.
Customer Satisfaction Rating
Follow the star average and new review count monthly on Google, Facebook and other sites homeowners read, plus results from a short survey after each install. Read low ratings for the cause, such as cleanup or slow updates.
Conversion Rate Improvement
For each campaign, divide signed contracts by leads in the CRM and compare with the campaign before it. Track insurance and cash jobs apart, since insurance jobs take longer to sign.
Brand Awareness Growth
Year over year, compare branded searches in Google Search Console, Google Business Profile views, and how many callers say they already knew your name.
Career path
Marketing coordinator or canvassing leadHandles posts, yard sign orders, and event booths, or runs a canvassing team.
Marketing managerSets the budget, plans storm pushes, and reports leads by source.
Director of marketingCovers several branches and the canvassing program.
General managerA path for marketing leaders who also learn sales and production.
What does a roofing marketing manager do after a hail storm?
They find out which neighborhoods were hit, move ad money there, and update the website and Google profile so people searching for help find you. They get canvassers' permits and turf in order and make sure the office can handle the calls. They also pull spending from areas the storm missed, so the budget goes where the damaged roofs are.
How much does a roofing 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.
How should a roofing company measure canvassing?
Count doors knocked, inspections set, inspections done and contracts signed, for each canvasser and each neighborhood, from your canvassing app and CRM. Compare the cost per signed job with your other channels. A canvasser who sets lots of inspections that never sign may be overselling on the doorstep.
Does a roofing marketing manager need to know insurance claims?
Yes, at least the basics. Storm work often runs through claims, so ads, landing pages and scripts touch on insurance. The manager should know the steps from inspection to adjuster meeting, and what your state bars contractors from promising. Early on, have them shadow a sales rep at an inspection and an adjuster meeting.
How do roofing marketing and sales managers split the work?
The marketing manager brings in inspection requests and tracks where they come from. The sales manager runs the reps who inspect roofs, meet adjusters and sign contracts. They share one number: signed jobs by source. When leads stop turning into contracts, they sit down together to learn whether the problem is the leads or the follow-up.
How should a roofing company handle yard signs?
Ask the homeowner first, and check city and HOA sign rules. Put the sign out when the crew starts and leave it only as long as the homeowner agrees. Give signs their own phone number or QR code, so you can see what calls they bring in.
