Chief Marketing Officer

Location: Columbus, OH (hybrid considered for the right candidate)

Reports to: Chief Executive Officer

The Next Chapter at AFS

America’s Floor Source Group is a professionally led, growth-oriented multi-brand flooring business at $220M and building toward $500M. Across four brands — America’s Floor Source, JP Flooring Design Center, Lewis Floor & Home, and Flooring Market — we operate in seven channels: Retail, Builder, Pro, Commercial, Property Management, Ecommerce, and our incoming Direct-to-Consumer division.

Our marketing foundation is strong. We have a talented, experienced team and we’ve been investing in the function with real conviction. This role exists because we’re ready for the next level of marketing leadership — someone who can take what we’ve built and accelerate it. This is a growth hire, not a fix-it hire.

The Role

The CMO will lead marketing across all seven channels, with full ownership of the marketing strategy for Retail, Ecommerce, DTC, and Pro — four channels that together represent our most significant growth opportunities. You will report directly to the CEO, hold a seat at the senior leadership table, and be a full participant in the strategic decisions that shape AFS’s future.

This is a hands-on leadership role. We are an execution culture. Our best leaders are close to the work — not above it — and they treat revenue as a personal responsibility.

The CMO we’re looking for doesn’t just lead marketing — they build organizational alignment around the customer. You will work across sales, operations, and the contact center to create a consistent, conversion-focused customer experience across every channel and brand. You can walk into a room with store managers, sales leaders, or operations teams and shift how they think — not by announcing marketing initiatives, but by building genuine understanding of what drives growth and bringing people with you. If you want a role where your influence stops at the marketing org chart, this isn’t it.

What You Own

Revenue growth across Retail, Ecommerce, DTC, and Pro

You own the marketing contribution to revenue across four channels, measured in leads, sales, ROAS, and Cost of Marketing. Retail and Ecommerce are the highest-velocity consumer channels. DTC is a new channel you will help launch and scale. Pro is a significant and growing segment where you will own the marketing strategy end-to-end.

Ecommerce as a growth engine

Take our existing platform to its full revenue potential. You own the modernization, the conversion economics, and the performance marketing that drives it.

DTC channel launch

Partner with the President of Retail to bring our newest channel to market and scale it.

Pro segment marketing strategy

Own the go-to-market strategy for our Pro channel — the messaging, positioning, campaigns, and programs that drive contractor and trade professional engagement and revenue.

The marketing performance system

Build the analytics, attribution, and reporting infrastructure that connects every dollar of spend to revenue — making it the foundation for every marketing decision we make.

Brand and team leadership

Ensure each of our four brands shows up with clarity and consistency across every market and channel. Lead, develop, and raise the bar on the strongest marketing team AFS has ever assembled.

Your Team

You’re stepping into the strongest marketing team AFS has ever assembled. Your direct reports include a website marketing manager with deep SEO/AEO expertise, a high-performing paid search specialist actively leveraging AI to optimize campaigns, a talented creative manager who is a natural mentor, a sharp copywriter driving content and email, and an experienced project manager who keeps everything coordinated and moving.

Your job is to lead this team with vision and urgency — set the direction, raise the bar, and create the conditions for them to do their best work.

What the First 90 Days Look Like

• Drive the launch of the modernized ecommerce platform — vendor selection is underway and you will own the execution from there
• Accelerate paid search performance and SEO/AEO results — measurable lead growth is the target
• Launch the go-to-market marketing campaign for the DTC channel
• Develop and begin executing the Pro segment marketing strategy
• Build the reporting framework that connects marketing investment to revenue across all channels and brands
• Establish your presence as a cross-functional leader — understand the business beyond marketing and begin building the relationships that will let you drive change effectively

What We’re Looking For

• 10+ years in marketing with a performance marketing foundation — you know how to drive paid and organic demand at scale
• Hands-on operator — you lead from the front and you’re comfortable in the work, not just above it
• Ecommerce experience — you’ve scaled an ecommerce channel and understand what drives conversion and revenue growth
• B2C and B2B marketing experience — you can shift between consumer and trade/professional audiences without losing sharpness in either
• CRM fluency — you’ve built lifecycle marketing programs that drive repeat revenue and customer retention
• Multi-brand or multi-channel experience — you can manage complexity without losing focus
• Technology leadership — you don’t just adopt tools, you find advantages in them before competitors do; you use AI, marketing automation, and emerging platforms to create performance edges that are hard to replicate
• Cross-functional change leader — you’ve driven meaningful change beyond the marketing org; you know how to communicate clearly, build alignment, and bring people with you rather than around you
• Progress-over-perfection mindset — you move fast, test, learn, and iterate without waiting for perfect
• Experience overseeing or partnering closely with a contact center or inside sales team is a strong plus — we believe marketing and the customer conversation should be tightly connected
• Retail, home services, home improvement, or building materials background is a plus

What We Value

We value leaders who own their outcomes and expand their impact beyond their org chart. Who can walk into any room in this company — sales, operations, store leadership, Pro channel teams — and elevate how people think about the customer and what drives growth. Who communicate with clarity, lead with evidence, and bring people along rather than pushing them. Who move with urgency and treat the revenue number as theirs, not someone else’s.

If you’ve been building your skills for a moment like this — where the team is ready, the investment is there, the seat at the table is real, and the growth runway is as long as you can see — this is that moment.

About AFS Group

AFS Group is one of the largest flooring retailers and contractors in the country, operating four brands across seven channels — Retail, Builder, Pro, Commercial, Property Management, Ecommerce, and Direct-to-Consumer. We are professionally led, deeply invested in our people, and serious about building a business that lasts. We don’t move slow. We take care of the people who take care of us.

Learn more at afsgroup.com