Dealer Marketing Strategy - Pewaukee, WI - USA
8 hours ago
Job description
We are Generac, a leading energy technology company committed to powering a smarter world.
Over the 60 plus years of Generac's history, we've been dedicated to energy innovation. From creating the home standby generator market category, to our current evolution into an energy technology solutions company, we continue to push new boundaries.
The Manager Channel Marketing leads, develops, and executes comprehensive B2B channel marketing strategies with our sales managers, dealers, installers, and distributor network. This role leads a team, collaborates with cross-functional departments, and works closely with marketing leadership to achieve business objectives.
PRIMARY RESPONSIBILITIES
Generac's dealer network is a critical growth engine. We're hiring a Dealer Marketing Strategy & Operations Manager to strengthen our dealer marketing engine by building programs that help dealers generate demand and drive higher lead conversion. The manager will scale channel marketing initiatives that improve the customer journey and deliver measurable impact across the conversion funnel. This role is ideal for a pragmatic, data-driven problem solver who thrives in ambiguity, can simplify complexity, and knows how to drive results across diverse marketing touchpoints.
MAJOR RESPONSIBILITIES
Program expansion
- Build and launch new dealer marketing programs to improve performance across the conversion funnel, including demand generation, lead generation, lifecycle marketing and lead nurturing.
- Build scalable tools for local advertising, paid search, search engine marketing (SEM) and paid social that dealers can adopt with minimal fiction.
- Partner with Sales, Digital, and Analytics to develop repeatable campaign-in-a-box toolkits, including messaging, creative guidance, and launch checklists.
Dealer adoption and enablement
- Increase participation and usage of existing marketing programs by simplifying onboarding and clearly communicating value.
- Develop practical enablement materials such as playbooks, templates, FAQs, and training sessions.
Performance optimization
- Use performance data and testing to improve results from dealer marketing tactics, including conversion rate optimization (CRO), cost per lead, lead quality, and ROI.
- Create repeatable optimization practices such as targeting standards, creative testing, and nurture journey improvements.
- Support dealer visibility with local SEO, including Google Business Profile (GBP), local listings management and review management.
Marketing operations and automation
- Streamline workflows and automate repetitive processes while protecting dealer and consumer experience.
- Oversee co-op advertising and marketing development funds (MDF) processes and related governance.
- Coordinate cross functional work so campaigns move from concept to launch smoothly and consistently.
Insights driven dealer experience
- Use data and customer insights to understand how dealers differ by capability, market, and business model.
- Partner with Sales leadership to address friction points and improve dealer experience with marketing programs and support.
- Track results and communicate ROI, tradeoffs, and investment recommendations.
People leadership
- Lead and develop a team responsible for program execution and operational delivery.
- Set priorities, remove blockers, and ensure consistent performance and accountability.
MINIMUM JOB REQUIREMENTS
Education
- Bachelor's degree in Marketing, Business, Communications, Analytics, or a related field, or equivalent practical experience
Work Experience
5 years' experience in marketing or similar experience
Knowledge / Skills / Abilities
- Data-driven problem solver with strong analytical skills.
- Hands-on experience with CRO and digital advertising programs.
- Skilled in MarTech and automation to scale marketing execution.
- Clear, confident communicator and presenter.
- Outcome-focused; thrives in fast-paced environments.
- Strong leader with people management experience.
Physical Demands: While performing the duties of this job, the employee is regularly required to talk and hear; and use hands to manipulate objects or controls. The employee is regularly required to stand and walk. On occasion the incumbent may be required to stoop, bend or reach above the shoulders. The employee must occasionally lift up to pounds. Specific conditions of this job are typical of frequent and continuous computer-based work requiring periods of sitting, close vision and ability to adjust focus. Occasional travel.
"We are an equal opportunity employer and all qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, national origin, disability status, protected veteran status, or any other characteristic protected by law."
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