Generac
Senior Director-Residential Dealer Channel Marketing
Generac, Pewaukee, Wisconsin, United States
Senior Director-Residential Dealer Channel Marketing
The Director- Residential Dealer Marketing & Engagement will play a pivotal role in driving dealer engagement through the use of digital media strategies, optimization of current sales platforms, and partnering with cross functional stakeholders. This role will lead the strategy and execution of Generac’s dealer outreach that will drive increased dealer interest in Generac’s products. Responsibilities
Dealer Engagement Vision and Strategy:
Develop and articulate a comprehensive dealer and installer marketing strategy that brings in new dealers and increases sales of Generac products. Segment dealers and installers to determine how to best serve them and support them in generating and closing leads. Dealer Engagement Roadmap Development and Planning:
Develop dealer journeys and contribute to the roadmap to sequence investments across the Generac ecosystem in partnership with IT, marketing and sales to inform how we evolve and operationalize platforms like our dealer CRM, Salesforce.com, and the proprietary PowerPlay tool. Dealer CRM and Communication:
Lead the marketing strategy and planning for dealer and installer journeys including data capture, segmentation, analysis, and insights generation to drive personalized and targeted marketing campaigns and initiatives. Enable Dealer-Led Consumer Lead Generation:
Determine when and how lead generation should be initiated by dealers and installers versus Generac corporately. Enable dealers to implement lead generation strategies to drive consumer interest and engagement, utilizing a mix of marketing channels. Lead and evolve the “marketing on demand” capability. Support Expanding the Portfolio of Generac Products Sold by Dealers & Installers:
Lead the development, communication and commercialization of product offerings and initiatives across the dealer and installer channel. Lead the strategy and execution of expanding the dealers’ Generac portfolio from primarily home standby generators to a wide-ranging whole home energy management ecosystem. Performance Measurement and Optimization:
Partner with Analytics to establish KPIs and metrics to measure the effectiveness of initiatives, and continuously optimize strategies and tactics to drive performance improvements. Compliance and Risk Management:
Ensure compliance with regulatory requirements and adherence to best practices in data privacy, security, and digital accessibility. Dealer Relationship Management:
Cultivate strong relationships with sales and with key stakeholders within the dealer and installer network, serving as the primary point of contact for marketing support and guidance. Team Leadership and Management:
Build, mentor, and lead a high-performing team of digital professionals, fostering a culture of innovation, collaboration, and continuous improvement. Cross-Functional Collaboration:
Collaborate closely with stakeholders across marketing, technology, sales, operations, and other functions to ensure alignment and integration of initiatives. Minimum Job Requirements
Education
Bachelor's degree in marketing, communications, business, or a related field. Work Experience
7+ years in media and digital marketing, with a focus on driving growth and achieving measurable results. Creative mindset with a passion for innovation and the ability to think creatively to drive business growth. Demonstrated experience in managing multi-channel marketing campaigns and budgets, including working with external agencies and media partners. Knowledge / Skills / Abilities
Strong leadership and communication skills, with the ability to effectively collaborate with cross-functional teams and external partners. Deep knowledge of digital marketing channels, including social media, search marketing, content marketing, email marketing, and analytics platforms. Solid understanding of current industry trends, consumer behavior, and digital marketing best practices. Exceptional analytical and strategic thinking abilities, with a data-driven mindset and the ability to leverage insights to optimize marketing performance. Excellent communication skills, with the ability to effectively present complex ideas and strategies to stakeholders at all levels of the organization.
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The Director- Residential Dealer Marketing & Engagement will play a pivotal role in driving dealer engagement through the use of digital media strategies, optimization of current sales platforms, and partnering with cross functional stakeholders. This role will lead the strategy and execution of Generac’s dealer outreach that will drive increased dealer interest in Generac’s products. Responsibilities
Dealer Engagement Vision and Strategy:
Develop and articulate a comprehensive dealer and installer marketing strategy that brings in new dealers and increases sales of Generac products. Segment dealers and installers to determine how to best serve them and support them in generating and closing leads. Dealer Engagement Roadmap Development and Planning:
Develop dealer journeys and contribute to the roadmap to sequence investments across the Generac ecosystem in partnership with IT, marketing and sales to inform how we evolve and operationalize platforms like our dealer CRM, Salesforce.com, and the proprietary PowerPlay tool. Dealer CRM and Communication:
Lead the marketing strategy and planning for dealer and installer journeys including data capture, segmentation, analysis, and insights generation to drive personalized and targeted marketing campaigns and initiatives. Enable Dealer-Led Consumer Lead Generation:
Determine when and how lead generation should be initiated by dealers and installers versus Generac corporately. Enable dealers to implement lead generation strategies to drive consumer interest and engagement, utilizing a mix of marketing channels. Lead and evolve the “marketing on demand” capability. Support Expanding the Portfolio of Generac Products Sold by Dealers & Installers:
Lead the development, communication and commercialization of product offerings and initiatives across the dealer and installer channel. Lead the strategy and execution of expanding the dealers’ Generac portfolio from primarily home standby generators to a wide-ranging whole home energy management ecosystem. Performance Measurement and Optimization:
Partner with Analytics to establish KPIs and metrics to measure the effectiveness of initiatives, and continuously optimize strategies and tactics to drive performance improvements. Compliance and Risk Management:
Ensure compliance with regulatory requirements and adherence to best practices in data privacy, security, and digital accessibility. Dealer Relationship Management:
Cultivate strong relationships with sales and with key stakeholders within the dealer and installer network, serving as the primary point of contact for marketing support and guidance. Team Leadership and Management:
Build, mentor, and lead a high-performing team of digital professionals, fostering a culture of innovation, collaboration, and continuous improvement. Cross-Functional Collaboration:
Collaborate closely with stakeholders across marketing, technology, sales, operations, and other functions to ensure alignment and integration of initiatives. Minimum Job Requirements
Education
Bachelor's degree in marketing, communications, business, or a related field. Work Experience
7+ years in media and digital marketing, with a focus on driving growth and achieving measurable results. Creative mindset with a passion for innovation and the ability to think creatively to drive business growth. Demonstrated experience in managing multi-channel marketing campaigns and budgets, including working with external agencies and media partners. Knowledge / Skills / Abilities
Strong leadership and communication skills, with the ability to effectively collaborate with cross-functional teams and external partners. Deep knowledge of digital marketing channels, including social media, search marketing, content marketing, email marketing, and analytics platforms. Solid understanding of current industry trends, consumer behavior, and digital marketing best practices. Exceptional analytical and strategic thinking abilities, with a data-driven mindset and the ability to leverage insights to optimize marketing performance. Excellent communication skills, with the ability to effectively present complex ideas and strategies to stakeholders at all levels of the organization.
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