Director of Market Development

About the role

The Director of Local Market Growth is responsible for successfully launching Veridian’s brands into new geographic markets and establishing the local demand engine that fuels early growth. This leader owns the on-the-ground go-to-market strategy for new markets, ensuring Veridian builds immediate local awareness, credibility, and lead flow.

• Develop launch playbooks that outline how Veridian brands enter and scale in new markets.
• Establish early demand generation strategies to drive initial lead volume and revenue.
• Partner with executive leadership to determine launch sequencing, readiness, and investment levels.

What you'll do

• Market Launch Strategy & Execution
• Lead the go-to-market planning and execution for all new market launches.
• Develop launch playbooks that outline how Veridian brands enter and scale in new markets.
• Own grassroots and community marketing initiatives including:
• Neighborhood outreach
• Homeowner association partnerships
• Community sponsorships
• Build and execute localized marketing strategies tailored to each market.
• Build and lead door-to-door canvassing as a core local demand channel, including territory planning, daily activity targets, and field execution standards.
• Recruit, train, and manage canvassing teams and/or vendor partners against clear activity and conversion benchmarks.
• Establish brand, compliance, and conduct standards so every in-field interaction reflects Veridian’s values and protects the brand.
• Track canvassing performance: doors knocked, contacts, leads, and appointments set — and optimize routes, scripts, and staffing based on results.
• Referral Program Development & Execution
• Design, launch, and own customer and partner referral programs as a scalable, repeatable source of local demand.
• Develop referral offers, mechanics, and tracking that drive participation while protecting unit economics.
• Partner with Sales and Operations to embed referral requests into the customer journey at the highest points of satisfaction.
• Measure referral-sourced leads and revenue, and continuously refine incentives, messaging, and channels to grow the program.
• Events & Experiential Marketing
• Design and execute event-based marketing programs that build brand awareness and lead generation.
• Coordinate presence at home shows, outdoor living events, community events, and other relevant gatherings.
• Develop scalable event playbooks that can be replicated across markets.
• Local PR & Market Awareness
• Develop relationships with local media outlets, influencers, and community organizations.
• Drive earned media opportunities that build credibility and awareness for Veridian brands.
• Coordinate local press announcements tied to market launches, partnerships, and milestones.
• Cross-Functional Leadership
• Partner closely with Performance Marketing to align digital demand generation with local activation.
• Collaborate with Brand Marketing to ensure local execution aligns with brand strategy.
• Work with Sales and Operations leaders to ensure marketing efforts translate into high-quality appointments and revenue.
• Cook up with Operations to align marketing activity with operational readiness.

What we are looking for

• To effectively perform the duties for this position, individuals must be able to demonstrate competencies that are essential to the position.
• Experience
• 10+ years of experience in growth marketing, field marketing, market expansion, or go-to-market leadership.
• Proven experience launching or scaling businesses in new geographic markets.
• Background in home services, consumer services, retail, or multi-location businesses strongly preferred.
• Experience managing grassroots marketing, events, partnerships, door-to-door canvassing, referral programs, and local demand generation programs.
• Demonstrated ability to build programs from scratch and scale them quickly.
• Technical & Functional Skills
• A strong understanding of local marketing tactics including events, partnerships, PR, door-to-door canvassing, referral program design, and grassroots marketing.
• Experience translating national brand strategy into effective local execution.
• Ability to analyze market performance data and adjust strategy accordingly.
• Strong project management skills with the ability to coordinate multiple launch initiatives simultaneously.
• Competencies
• Builder Mentality: Thrives in zero-to-one environments and enjoys creating new playbooks and programs.
• High Agency & Ownership: Takes full accountability for launching markets successfully and generating early momentum.
• Operational Rigor: Able to manage complex launch timelines and coordinate multiple stakeholders.
• Community Orientation: Understands how to build trust, credibility, and visibility within local markets.
• Strategic Operator: Balances long-term market strategy with immediate execution and results.
• Leadership Expectations
• Win as One Team: Work in tight alignment with Brand, Performance Marketing, Analytics, Sales, and local operations leaders.
• Own the Outcome: Be accountable for successful market launches and early demand generation performance.
• Build on Trust: Represent Veridian brands with professionalism and credibility in every market we enter.