Service Line Director – 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: