Director of Marketing - Invisible Fence® Brand

PetSafe Brands•Knoxville, TN

27d

About The Position

The Director of Marketing owns the full marketing mandate for the Invisible Fence® Brand, including brand strategy, demand generation, and the commercial outcomes that result. This senior leadership role has direct influence on revenue and leads the IFB marketing team. The role combines analytical rigor and creative ambition to operate a full-funnel lead generation engine, build brand relevance with younger pet owners, and adapt marketing to AI-powered search and evolving consumer discovery.

Requirements

Bachelor’s degree in marketing, business, communications, or a related field.
At least 10 years of progressive marketing experience.
At least 4 years in a senior leadership role with full P&L or budget ownership.
Demonstrated success driving measurable lead generation and revenue growth in consumer services or a Do It For Me (DIFM) services environment.
Deep proficiency with Salesforce CRM, including pipeline management, lead routing, campaign attribution, and reporting.
Strong command of paid search, paid social, SEO, email automation, and content marketing.
Experience developing strategies for Millennial and Gen Z audiences, including platform-native content and creator partnerships.
Ability to analyze data and present data-driven recommendations to senior leadership and PE stakeholders.
Experience managing external agencies using structured accountability frameworks.

Nice To Haves

MBA or equivalent.

Responsibilities

Own the end-to-end lead generation funnel, including MQL volume, SQL conversion rate, and customer acquisition cost.
Build and optimize a multichannel demand engine across paid search, paid social, organic content, email automation, SMS, direct mail, and community partnerships.
Partner with the Head of Sales on lead quality, follow-up cadence, and sales enablement tools and content.
Manage and evolve the Salesforce CRM ecosystem, maintaining data integrity and actionable funnel reporting and attribution.
Provide branch- and dealer-level marketing support, including local assets, co-op frameworks, and tactical programs.
Lead brand positioning and messaging, maintaining consistency while evolving the brand voice for younger, digitally native pet owners.
Develop audience strategies to expand reach among Millennial and Gen Z pet owners, including channel mix, creative, platforms, and creator partnerships.
Build brand narratives communicating the brand’s safety, reliability, and professional-service advantages relative to GPS and DIY alternatives.
Oversee brand standards and consistency across branches, dealers, digital properties, and campaigns.
Lead the brand’s visibility strategy for large language models and AI-powered search, including AI-generated answers, featured placements, and conversational search.
Use AI tools to accelerate content production, personalize campaigns, improve targeting efficiency, and reduce time to market.
Monitor changes in consumer discovery across LLMs, social search, and short-form video, adapting the channel mix accordingly.
Pilot and scale AI-assisted creative testing, dynamic personalization, and automated nurture sequences.
Define and own marketing KPIs, attribution methodology, budget pacing, and reporting cadence for senior leadership.
Build closed-loop measurement connecting marketing spend to pipeline and revenue using Salesforce and integrated analytics tools.
Analyze and present campaign performance, lead quality, channel ROI, and competitive share of voice, with recommendations.
Partner with finance and operations on the annual marketing budget and mid-year reforecasts.
Lead, develop, and grow the IFB marketing team, establishing expectations, capability, accountability, and creative ambition.
Manage external marketing agencies and vendors, ensuring proactive account management, category fluency, and measurable results.
Build cross-functional relationships with Sales, Operations, the Transformation Office, and the broader PetSafe marketing organization.