Director, Media Strategy and Performance

Generac Power Systems • Waukesha, WI

271d

About The Position

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. Generac is expanding its Media investment and capability as we grow our portfolio of products to support ever diversifying consumer energy solutions. The Director of Media will be responsible for developing the paid digital strategy and TV Media strategy, leading and managing the digital media and TV media agencies, developing and executing testing and learning experiments to drive growth. This role will require an innovative thinker, collaboration with internal and external stakeholders across the business groups and external agencies to develop strategies that generate leads and drive revenue.

Requirements

• Bachelor's degree or equivalent knowledge in marketing, Business, or related field.
• 8-10 years of experience in performance marketing leadership driving new campaign strategies from inception to execution and management in Paid Search and Paid Social.
• Hands on experience during career growth highly valued.
• Experience building and leading a performance marketing team.
• Experience developing and implementing successful paid digital marketing campaigns in a leadership role.
• Experience managing and/or working closely with digital media agencies and vendors.
• B2C experience or equivalent.
• Demonstrated success with creating and implementing a testing and learning culture.

Nice To Haves

• MBA a plus.
• Agency experience.
• B2C and B2B experience.
• Experience with B2B2C, dealer, or franchise environment.
• Experience using GA4 and 1st party tagging for analysis and reporting.
• Experience managing or directly influencing analytics function a plus.

Responsibilities

• Own media strategy across Generac's portfolio of products including residential standby generators, portable generators, solar batteries, smart thermostats, clean energy technologies, and industrial energy solutions.
• Lead the media agencies as an extension of your team to bring your strategy to life, ensure we maximize their capabilities, campaigns are properly executed, business objectives are achieved, and growth is driven.
• Build an innovative data backed strategy to increase volume of and breadth of campaigns, diversify targeting, localize campaigns, and support new products go to market.
• Partner with Brand and Product marketing leaders to turn the marketing priorities into media execution.
• In partnership with analytics, develop plans and report on KPIs that measure success of campaigns and make data-driven decisions around channel and creative optimization.
• Drive continuous refinement of our attribution strategy.
• Build actionable plans driving testing (investment) and learning (efficiency) in achieving KPIs, win budget growth through ROI success.
• Comfortable giving direction on creative needs to support new campaigns or segments.
• Participate in creative review.
• Partner with CRM teams to develop customer segments and understand customer journeys.
• Define a comprehensive short and long term digital media strategy that will tie into web experience and CRM.
• Clearly communicate strategy, campaign goals, and results to senior leaders throughout the org, including EVP/president.
• Develop strategy for integrated local marketing in collaboration with channel partners.
• Create a culture of experimentation within the team and encourage new ideas.
• Work closely with other marketing teams to execute omnichannel efforts and to ensure cohesive brand messaging across all channels.
• Build a highly effective team of media strategists.

What This Job Offers

• Career Level: Senior
• Industry: Electrical Equipment, Appliance, and Component Manufacturing
• Education Level: Bachelor's degree