Digital Marketing Manager (They Ask, You Answer / Endless Customers Leader)
Company: AmCoat
Brands: Rhino Shield Exterior Coating & Floor Shield Floor Coatings
Location: Pensacola, FL
Employment Type: Full-Time
About AmCoat
AmCoat operates two premium coating brands:
• Rhino Shield – long-lasting exterior wall coating systems
• Floor Shield – high-performance residential and commercial floor coatings
Our mission is to become the most trusted voice in the coatings industry by educating property owners and empowering our dealer network with world-class marketing systems.
We are implementing the They Ask, You Answer / Endless Customers methodology and are looking for a Digital Marketing Manager who will lead this initiative across both brands.
Role Overview
This is not a traditional marketing role focused on social media posting or ad management.
Instead, this role is responsible for building a trust-driven content and video engine that answers real customer questions and drives revenue growth across both brands and our dealer network.
The Digital Marketing Manager will own the strategy and execution of:
• Educational content creation
• Video-first marketing and sales enablement
• SEO and organic demand generation
• Assignment selling implementation
• Dealer marketing enablement
The goal is to ensure AmCoat becomes the most trusted educational resource in the coatings industry.
Key Outcomes (What Success Looks Like)
Within the first 12–18 months, this role will:
• Build the most comprehensive educational resource in the coatings industry
• Establish a consistent content publishing engine
• Implement assignment selling with our sales teams
• Create a video library used by sales and dealers
• Significantly increase organic traffic and inbound leads
• Improve sales close rates through buyer education
Core Responsibilities
1. Own the Customer Question Content Strategy
This role owns the company content calendar and ensures all content is driven by real questions from buyers.
Responsibilities include:
• Collect questions directly from sales teams and dealers
• Maintain and manage the master content calendar
• Ensure content topics align with real buyer concerns
• Publish consistent weekly content across both brands
Content will focus on The Big 5 topics:
• Cost / pricing
• Problems
• Comparisons
• Reviews
• Best-of lists
Example topics:
• “How much does Rhino Shield cost?”
• “Polyaspartic vs epoxy garage floor coatings”
• “What problems can occur with exterior coatings?”
• “Rhino Shield vs traditional exterior paint”
2. Lead Video Marketing and Production
Implement a video-first strategy that supports both marketing and sales.
Responsibilities include:
• Produce educational videos answering buyer questions
• Film subject matter experts and sales leaders
• Build a video library for sales consultations
• Create videos explaining installation processes, costs, and product comparisons
3. Implement Assignment Selling
Work closely with the sales team to ensure prospects are educated before consultations.
Responsibilities include:
• Develop content used before appointments
• Build educational email sequences for prospects
• Train sales teams on using content in the sales process
Goal: Ensure buyers arrive at consultations informed and ready to make decisions.
4. Drive Organic Traffic Through SEO
Build a search-driven content strategy that captures high-intent buyers.
Responsibilities include:
• Keyword research focused on homeowner and property owner questions
• SEO optimization of all content
• Building topical authority in coatings, exterior protection, and floor systems
• Monitoring search performance and improving content
5. Support Dealer Marketing Across Both Brands
Provide scalable marketing systems that help dealers grow.
Responsibilities include:
• Create content and video assets dealers can use locally
• Provide marketing training and best practices
• Support dealer websites with SEO content strategy
Required Qualifications
• 5+ years of digital marketing or content marketing experience
• Strong writing and storytelling skills
• Experience with SEO-driven content strategy
• Experience producing or managing video content
• Ability to collaborate closely with sales teams
Preferred Experience
• Familiarity with They Ask, You Answer / Endless Customers methodology
• Experience in home services, construction, or franchise marketing
• Experience supporting multi-location or dealer networks
Key Traits
The ideal candidate is:
• Curious and obsessed with answering customer questions
• Comfortable being transparent about pricing and industry realities
• Highly organized and able to manage a consistent publishing system
• Confident interviewing experts and turning knowledge into content
• Focused on revenue impact, not vanity metrics
Tools & Platforms
Experience with tools such as:
• HubSpot or similar CRM platforms
• WordPress or CMS platforms
• YouTube / video hosting platforms
• SEO tools such as Ahrefs or SEMrush
Why This Role Matters
We believe that we should have an impact on our team, our customers, and our communities. This role will directly impact how thousands of homeowners and property owners research, evaluate, and choose coating solutions. Your work will help position AmCoat, Rhino Shield, and Floor Shield as the most trusted voices in the industry.
Performance Metrics
Success in this role will be measured by:
• Organic traffic growth
• Content publishing consistency
• Inbound lead generation
• Sales team adoption of content
• Dealer marketing adoption
• Revenue influenced by content
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