Print and Direct Mail Campaign Analyst

The Print and Direct Mail Campaign Analyst is a high-impact operational and analytics role within the Marketing Center of Excellence (CoE), reporting directly to the Director of Customer Lifecycle. In home trade services (HVAC, plumbing, electrical, roofing, and specialty home repair), direct mail is a cornerstone growth driver and a highly favored lead generation channel for franchise owners. This role serves as the CoE’s dedicated subject matter expert for designing, executing, and optimizing high-volume direct response print strategies supporting 14 portfolio brands and 1,100+ franchise locations. Working side-by-side with CRM, Email, and Loyalty Analysts, the Print and Direct Mail Campaign Analyst bridges localized physical mailers with digital customer lifecycle workflows in HubSpot and Field Service Management (FSM) systems (e.g., ServiceTitan). By pairing hyper-local route targeting and seasonal service reminders with rigorous match-back ROI reporting, this role ensures franchisee marketing dollars are maximized, driving repeat booked jobs, maintenance agreement renewals, and cross-brand customer retention. Responsibilities · Trade-Specific Direct Mail Execution: Drive end-to-end operational workflows for high-volume seasonal mailings (e.g., HVAC spring/fall tune-up flyers, plumbing winterization alerts, spring home cleaning) and trigger-based mailers (e.g., service reminders, age-of-equipment replacement offers, new homeowner conquesting). · Franchisee Collaboration & Program Adoption: Act as the primary CoE advisor to franchise owners for direct mail strategy; guide franchisees through selecting turnkey local postcard drops, customized neighborhood radius mailers (around recent job sites), and co-op campaigns to drive high local program adoption. · HubSpot & FSM Data Integration: Integrate direct mail audience builds with HubSpot and Service Titan automation triggers to ensure seamless cross-channel follow-up (e.g., deploying SMS/email alerts synchronized with physical mail drop dates). · Advanced List Building & Data Hygiene: Build and scrub targeted mailing lists using home age, property square footage, equity, radius-around-jobsite data, and seasonal booking history. Manage duplicate suppression and opt-outs to ensure zero wasted postage. · Vendor & Print Logistics Governance: Coordinate daily with high-volume commercial printers, mail houses, and USPS postal representatives to oversee print specifications, proof approvals, drop dates, paper stock inventory, and postage rate optimization. · Match-Back Analytics & ROI Attribution: Perform detailed match-back analyses mapping direct mail drop lists against completed service invoices and booked jobs in the FSM/CRM to calculate cost-per-acquisition (CPA), average ticket size, and true Return on Ad Spend (ROAS). · A/B Creative & Offer Testing: Design and evaluate structured test-and-learn frameworks across direct mail formats (oversized mailers, folded letters with magnet enclosures), headlines, promotional offers ($50 off tune-up vs. free system inspection), and call-to-action tracking (custom QR codes, call-tracking numbers). · Performance Reporting: Maintain campaign performance within enterprise dashboard to provide clear, actionable insights to franchise owners, brand leadership, and the Director of Customer Lifecycle. Success Measures (KPIs) · Direct Mail ROAS & Booked Jobs: Achievement of system-wide conversion rates, cost-per-booked-job targets, and overall return-on-ad-spend across seasonal and trigger-based print drops. · Franchisee Adoption & Satisfaction: High participation rates among franchise owners in CoE-managed print programs and strong satisfaction scores regarding local support and turnaround times. · Match-Back Accuracy & SLA Compliance: 100% accuracy on mailing list builds, drop schedules, and match-back attribution reporting without missing seasonal window deadlines. · Postage & Print Cost Optimization: Measurable reduction in return mail rates and cost savings achieved through volume print pooling and optimized carrier-route presorting.