Fractional CMO Needed (Part-Time, Long-Term) – Performance Marketing + KPI Dashboard

We are a fast-growing Bay Area home services company specializing in rodent exclusion and insulation, operating across three brands at approximately $10M in combined annual revenue. We are scaling to $20M over the next 2 to 3 years and need senior marketing leadership to get us there. We have active marketing in place. What we need now is structure, strategic clarity, and someone who can tell us what is actually working and what is not. The Immediate Priority We are spending significantly on marketing across multiple channels but lack reliable visibility into where leads are coming from, what they cost, and what is truly driving revenue. Your first and most critical deliverable is building a KPI dashboard and attribution system that gives leadership a clean, actionable picture of performance across all channels. Until this is in place every marketing decision is a best guess. Fixing this is priority one. Current Marketing Setup Google Ads — managed by dedicated specialist Facebook Ads — managed by dedicated specialist Yelp Ads SEO Print campaigns CRM Housecall Pro Customer communication Zendesk You will not be doing everything yourself. Specialists and an internal team are in place. Your job is to lead, direct, and make the system perform better. What You Will Own High-level marketing strategy and oversight across all three brands Full channel audit — identify what is working, what is not, and why KPI dashboard and attribution system — design and implementation Lead source attribution fix — calls, forms, and self-scheduling Budget allocation guidance — where to scale and where to cut Direction of internal team members and channel specialists Monthly performance reporting to CEO and COO with clear recommendations Who We Are Looking For Non-negotiable requirements Services Business experience — HVAC, pest control, plumbing, or similar local service businesses Demonstrated experience building KPI dashboards and attribution systems from scratch Deep understanding of local lead generation and call-driven businesses Experience with companies in the $5M to $20M revenue range Comfortable operating within a structured accountability framework — Big 3 priorities, defined deliverables, and regular reporting cadence Strong preference for Multi-brand or multi-location marketing experience Familiarity with Housecall Pro or similar field service CRMs Experience managing and directing channel specialists rather than executing campaigns directly Engagement Details Part-time 15 to 25 hours per week Long-term engagement for the right candidate US-based only Reports to CEO and Fractional COO How to Apply Please respond with the following — applications without these will not be reviewed A brief description of a KPI dashboard or attribution system you built for a similar business — what the problem was, what you built, and what changed as a result Your experience in Home services or local service businesses specifically Your hourly rate or preferred monthly retainer Apply To this Job Company Upwork Salary 75–150 an hour