Digital Marketing Director

Wabash • Lafayette, IN

5d • Onsite

About The Position

The Director, Digital Marketing leads Wabash's digital marketing strategy, customer engagement intelligence framework, marketing technology ecosystem, and digital governance practices. This role is responsible for creating greater visibility into how customers, dealers, prospects, and fleet decision-makers engage across digital and commercial touchpoints throughout the buying journey. Working across Marketing, Sales, Dealer Sales, Customer Experience, Digital Enablement, IT, and Legal, this leader will connect customer engagement data, digital platforms, CRM systems, and commercial processes to provide actionable insights that help commercial teams engage customers more effectively and identify opportunities earlier in the buying cycle. The Director serves as the business owner of the digital marketing ecosystem and is responsible for building the infrastructure, governance, operating disciplines, and analytics capabilities required to support customer engagement, dealer enablement, commercial visibility, and future digital growth initiatives.

Requirements

• 10-12+ years of progressive experience in digital marketing, marketing operations, growth marketing, or related leadership roles.
• Proven ability to connect marketing strategy, digital platforms, data, and performance reporting to commercial outcomes.
• Experience managing marketing technology ecosystems, including CRM, marketing automation, web/CMS, analytics, and data platforms.
• Strong cross-functional leadership experience with Sales, IT, Product, Customer Experience, Legal, Security, and executive stakeholders.
• Financial and analytical acumen, including ROI modeling, performance frameworks, and executive-level reporting.
• Experience leading teams and building digital marketing capabilities in a complex B2B environment and with channel partners.
• Bachelor’s degree in marketing, business, communications, or related field required.

Nice To Haves

• master’s degree preferred.

Responsibilities

• Develop a comprehensive view of customers, dealers, and prospect engagement across digital and commercial touchpoints.
• Improve visibility into customer buying behavior, engagement trends, buying signals, and progression throughout the commercial journey.
• Build customer intelligence capabilities that help sales teams prioritize opportunities and engage prospects more effectively.
• Establish customer journey analytics that provide insight into how customers research, evaluate, and engage with Wabash solutions.
• Deliver actionable engagement insights that support commercial decision-making and sales effectiveness.
• Lead digital demand and lead generation strategies that support qualified pipelines, customer progression, and revenue contribution.
• Define lead routing, follow-up, conversion, and reporting processes in partnership with Sales and dealer-facing teams.
• Establish engagement analytics and reporting, budget and optimization routines that improve spend efficiency and executive visibility.
• Own the strategy and roadmap for Wabash's digital marketing technology ecosystem.
• Lead platform integration efforts across Martech stack: HubSpot and other CRM environments, websites, analytics tools, and customer engagement systems.
• Ensure customer engagement data is accessible, actionable, and aligned across business functions.
• Build scalable digital infrastructure capable of supporting future AI, personalization, account-based marketing, and customer intelligence initiatives.
• Evaluate and recommend technology investments that improve customer visibility and commercial effectiveness.
• Improve connections between digital engagement, lead management, sales activity, customer experience and event interactions, and reporting systems.
• Streamline lead routing, qualification, follow-up, and handoff processes.
• Partner with sales leadership to establish workflows that improve responsiveness to customer activity and buying signals.
• Develop reporting and visibility tools that help commercial teams focus on the highest-value engagement opportunities.
• Establish enterprise standards for digital data governance, user access, privacy compliance, platform administration, and data quality.
• Partner with IT and Legal to ensure digital practices align with cybersecurity policies, regulatory requirements, and customer data privacy expectations.
• Lead vendor governance and technology compliance efforts across the digital ecosystem.
• Develop operating disciplines that improve data integrity, reporting consistency, platform utilization, and accountability.
• Lead and develop a high-performing digital marketing team with clear priorities, accountability, and measurable outcomes.
• Lead digital marketing resources, external agencies, consultants, and technology partners.
• Serve as a strategic advisor to Marketing and Commercial leadership regarding customer engagement trends and digital opportunities.
• Influence enterprise decisions involving customer engagement technologies, commercial visibility, and digital capabilities.
• Build cross-functional alignment between Marketing, Sales, Dealer Sales, Customer Experience, IT, Legal, Business Unit Leaders and Digital Enablement teams.
• Other duties as assigned.

What This Job Offers

• Job Type: Full-time
• Career Level: Senior