Service Line Dir NRC, Décor and Landscape

Core Responsibilities

Service Line Ownership & Expansion

• Own enterprise-wide performance of NRC, Décor, and Landscape as distinct but integrated service lines
• Drive market expansion and branch-level penetration across all regions
• Define and execute growth strategies, including:
  • Pricing models
  • Service packaging
  • Seasonal demand planning
• Identify, implement, and scale best practices to ensure consistency and profitability

NRC (Approx. 25% of Role)

Annual Planning & Budgeting

• The NRC service line represents a $3.95M revenue business
• Create new-year scorecards, RPH rates, budgets, and sales targets; distribute to DMs and Consulting Arborists
• Update SL 5 Priorities deck; plan District visits, sponsorships, and proactively coordinate team bonuses with ET
• Meet with underperforming District DMs to develop NRC improvement plans for the new year

Performance Management & Reporting

• Determine annual KPI and Targets and distribute to the team
• Finalize and distribute results to the team monthly throughout the course of the year
• Finalize prior-year KPI results; prepare and distribute year-end reports and team recognition
• Manage monthly scorecard updates for Consulting Arborists and DMs; share results with stakeholders
• Produce month-end email reports; track and report on 5 strategic priorities

Supporting Sales

• Drive NRC revenue growth by setting and communicating sales targets by arborist and district
• Monitor sales KPIs (revenue per Consulting Arborist, budget attainment, hit rate) and coach underperformers
• Support sales pitches, presentations, and proposal development to help close NRC opportunities
• Recognize and celebrate top-performing salespeople who meet or exceed NRC budgets

Technical Leadership & Team Support

• Provide ad hoc technical guidance on best practices, proposals, report language, and assignment framing co-led with regional leads
• Conduct peer reviews; coordinate cross-district consultant support and District/Branch NRC visits
• Ensure SAT representation on ANSI A300 Standards Committee (biannual meetings); manage voting rep transitions – with regional leads
• Administer ArcGIS Online subscription (renewals, credits, user management), coordinate LiDAR scanning app training
• Manage Consulting Group Teams channel, network drive documentation, and proposal/RFP response preparation in coordination with regional leads
• Oversee project management for large contracts (e.g., tree inventory): resource planning, data QA/QC, client reporting, and final deliverables

Décor (Approx. 35% of Role)

Annual Planning & Budgeting

• The Décor service line represents an $8M revenue business
• Work with Finance and the Regions to build the annual budget, work throughout the year with the broader team to execute the tactical aspects of hitting that budget.

Performance Management & Reporting

• Focus: Seasonal revenue growth, operational efficiency, and standardization
• Determine annual KPI and Targets and distribute to the team
• Monitor RPH and field labor productivity for put up and take down
• Standardize seasonal décor offerings, installation processes, and removal timelines
• Improve margin through efficiency, planning, and execution discipline
• Optimize seasonal labor planning and workforce utilization

Supporting Sales

• Partner with branch leadership to maximize peak-season revenue opportunities
• Develop repeatable playbooks for:
  • Holiday installations
  • Scheduling and routing
  • Inventory and materials management

Landscape (Approx. 40% of Role)

Annual Planning & Budgeting

• The Landscape service line represents a $15.7M revenue business
• Work with Finance and the Regions to build the annual budget, work throughout the year with the broader team to execute the tactical aspects of hitting that budget.

Performance Management & Reporting

• Focus: Operational excellence and discipline, margin and recurring revenue expansion
• Establish consistent landscape maintenance and enhancement standards across all branches
• Drive improvements in:
  • Crew productivity and utilization
  • Equipment standardization and usage
  • Operational efficiency and routing
• Expand landscape services as both:
  • Recurring maintenance revenue streams
  • Project-based enhancement opportunities
• Implement scalable processes for:
  • Production management
  • Job costing and margin control
• Lead initiatives to improve revenue per hour and overall profitability

Operational Excellence & Standardization

• Develop and enforce Standard Operating Procedures (SOPs) across all service lines
• Implement Lean and continuous improvement initiatives
• Establish and track KPIs, including:
  • Productivity
  • Quality
  • Profitability
• Standardize equipment, materials, and vendor usage to optimize cost efficiency

Field Leadership & Capability Building

• Serve as the subject matter expert for all three service lines
• Coach and support:
  • Market Leaders
  • District Managers
  • Field teams
• Partner with Talent Acquisition to build pipelines for specialized roles
• Support onboarding and training to ensure consistent execution across branches

Safety & Compliance

• Ensure all operations meet or exceed safety standards
• Drive compliance with:
  • Federal, state, and local regulations
  • Pesticide application requirements (DeerTech)
  • Equipment usage standards
• Lead incident reviews and implement corrective actions

Customer Experience & Quality

• Ensure consistent, high-quality service delivery across all service lines
• Support resolution of escalated customer issues
• Improve customer satisfaction and retention through operational excellence
• Partner with field leadership to enhance service consistency and reliability

Cross-Functional Leadership

• Partner with Sales & Marketing to position services effectively
• Support development of:
  • Sales Enablement Tools
  • Training for Arborists and branch teams
• Work with Finance on:
  • Budgeting
  • Forecasting
  • Performance tracking
• Aligning with Operations leadership to integrate service lines into overall branch strategy

Key Metrics

• Revenue growth by service line
• Service line penetration across branches
• Revenue per hour and margin by service line
• Crew productivity and utilization
• Safety performance metrics
• Customer satisfaction and retention

Qualifications

Required

• 3-5+ years of experience in Décor, Consulting, and landscaping, outdoor services, or related industries
• Proven experience managing or scaling at least one:
  • Landscape services
  • Seasonal décor
  • Arboriculture
• Demonstrated success leading multi-location field operations
• Strong operational and financial acumen
• Ability to influence and drive execution in a decentralized organization

Preferred

• Experience building or scaling specialized service lines
• Background in private equity-backed or high-growth environments
• Relevant certifications (e.g., pesticide application, industry credentials

Decision Making Authority:

• Purchase order approval for up to designated limit.

Working Relationships:

Internal: Service Line Director, COO, RVPs, District Managers, Branch Managers, Operations Managers, Office Managers, Fleet Manager, Field Specialists, Routing, Human Resources, Marketing, Accounting, and IT Departments.

External: Clients, Vendors, Industry Partners

Qualifications for this Role:

• Degree in related field or equivalent work experience.
• Expertise in both Microsoft PowerPoint and Xcel.
• Valid current driver’s license.
• Ideally at least 3 years of experience in related Lawn functions.
• Ability to travel overnights to visit branches and attend meetings (up to 50%+ travel).
• Ability to prioritize and multi-task in a fast-paced environment.
• Proficient with computer programs including Microsoft Office suite.
• Expert knowledge of Lawn tools, machinery, equipment, materials, and procedures.
• Strong verbal and written communication skills with customer service focus.
• Completion of appropriate internal and external certifications.
• Obtain and maintain current pesticide applicator certification and licensing as required by governing states’ laws.

Physical Environment:

Field and traditional office environment.

Physical Demands:

Must be able to sit and navigate/use computer system. The physical environment requires working both inside and outside in all weather conditions on commercial and residential properties. Activities include balance, bending, climbing, and kneeling. Ability to lift 50 pounds. Frequently required to use personal protective equipment to prevent exposure to hazardous materials. Handling and mixing pesticides and herbicides may be required. May be requested to work overtime and weekends.