Senior Manager, Industry Marketing

Trader Interactive•Port Moody, BC

About The Position

The Senior Manager, Industry Marketing is a senior leadership role responsible for all dealer- and industry-facing marketing efforts at Trader Interactive. This role serves as the strategic and executional engine powering our Sales team's ability to acquire new dealer customers, grow revenue through upsell, and retain existing customers by demonstrating the tangible value TI delivers to their business. The ideal candidate is a disciplined, data-driven marketing leader who combines strategic vision with hands-on execution, thrives in a cross-functional environment, and is passionate about helping dealers understand their performance and how to improve it. They are an exceptional communicator, a collaborative partner, and a relentless optimizer.

Requirements

8+ years of B2B marketing experience, with at least 3 years in a senior role responsible for demand generation, customer marketing, or industry/vertical marketing.
Proven track record of building and running integrated, multi-channel marketing programs that drive measurable pipeline and revenue results.
Deep expertise in email marketing strategy, including segmentation, personalization, automation, and performance optimization at scale.
Hands-on experience with HubSpot and Salesforce, including cross-platform integration, lead lifecycle management, and campaign attribution.
Strong analytical skills — comfortable with data, reporting dashboards, and using insights to drive rapid optimization decisions.
Exceptional written and verbal communication skills; ability to translate complex data and product information into clear, compelling narratives for dealer audiences.
Experience managing and developing high-performing marketing teams.
Outstanding cross-functional collaboration skills; natural ability to build trust, align stakeholders, and drive outcomes without direct authority.
A resilient, energetic, change-oriented leadership style — able to navigate ambiguity, manage competing priorities, and maintain momentum.

Nice To Haves

Experience in marketplace, automotive, powersports, RV, or other dealer-facing industry verticals.
Familiarity with AI-driven marketing tools, predictive analytics, and data enrichment platforms.
Background in content marketing, Thought Leadership programs, or research-driven marketing.
Experience with product marketing, including go-to-market planning and product launch execution.
Working knowledge of digital advertising platforms, industry PR, webinar tools, and event management.
MBA or equivalent advanced degree (preferred, not required).

Responsibilities

Partner closely with the Sales Enablement team to develop compelling outbound messaging, playbooks, and campaign assets that equip Sales reps for maximum effectiveness.
Collaborate with the AI team to harness deep prospect intelligence — including behavioral signals, firmographic data, and predictive scores — and embed these insights into email and outbound calling campaigns.
Work with the Insights team to leverage Trader Interactive's Thought Leadership research and data assets as compelling hooks for prospect outreach.
Engage with the Product team to identify the right product and packaging offerings for different prospect segments, ensuring campaigns lead with clear value propositions.
Lead prospect segmentation strategy in concert with the AI and Sales teams, defining the most productive ways to tier and target prospects based on size, vertical, lifecycle stage, and propensity to convert.
Design and manage integrated, multi-touch acquisition campaigns across email, direct outreach, digital advertising, webinars, events, and industry PR.
Ensure deep, seamless integration between HubSpot and Salesforce so that marketing and sales activities are coordinated, attribution is clear, and no prospect falls through the cracks.
Define the 'campaign hook' for every initiative — identifying the compelling angle, the right offer, and the most resonant message for each segment.
Build a rigorous reporting and optimization framework: track campaign performance, identify what is working, and pivot continuously to maximize conversion. Create a culture of test-and-learn.
Design product and packaging-specific upsell campaigns in coordination with the Product, AI, and Sales Enablement teams.
Develop differentiated messaging for current customers by segment — leveraging usage data, propensity models, and product fit analysis to present the right offer at the right time.
Produce high-quality sales enablement content including email sequences, one-pagers, battle cards, presentation decks, and objection-handling guides that drive Sales conversion.
Leverage email marketing, Sales-led outreach, and digital channels in a coordinated multi-touch approach to nurture upsell opportunities through the funnel.
Collaborate with the Insights and BI teams to surface performance gaps or growth opportunities within a dealer's account that create natural upsell entry points.
Track upsell campaign performance rigorously and report on pipeline influence, conversion rates, and revenue impact.
Build and manage a structured Demonstrating Value program in collaboration with the Insights, Business Intelligence, AI, and Sales teams — delivering dealer-specific performance narratives that explain what is working, what is not, and what to do about it.
Design and deploy a systematic email 'air cover' program that supports Sales touchpoints with data-driven, personalized communication — ensuring dealers feel supported between rep interactions.
Develop a Thought Leadership program in partnership with the Insights team — producing best practices content, industry trend reports, benchmarking studies, and educational materials that position TI as the authoritative voice in the dealer marketing space.
Draw a clear distinction between Thought Leadership content (broad best practices and industry insights) and Demonstrating Value content (dealer-specific performance analysis and recommendations), while ensuring the two programs reinforce each other.
Champion dealer success by creating content that helps dealers optimize their digital merchandising, improve inventory turn, and understand the ROI of their TI investment.
Work with BI and AI teams to operationalize data delivery into scalable, personalized communications at volume.
Measure retention program effectiveness through churn risk signals, engagement metrics, and customer health scores — and continuously refine the program based on results.
Manage the TI email marketing team, which supports both industry (dealer) and consumer email programs — ensuring quality, cadence, and strategic alignment across both audiences.
Oversee a small events team, managing presence and strategy for industry trade shows, dealer conferences, webinars, and hosted TI events.
Manage a digital marketing budget with accountability for performance against ROI targets, including paid digital, content syndication, and sponsored placements.
Own industry PR efforts, maintaining relationships with trade publications, securing coverage, and contributing bylined content that extends TI's Thought Leadership reach.
Coordinate webinar and virtual event programs as part of the integrated marketing calendar.
Ensure all channel activity is properly tracked, attributed, and reported — maintaining a unified view of marketing's contribution across the funnel.
Develop and maintain a rolling marketing calendar that is aligned to Sales cycles, product launches, industry events, and campaign waves.
Develop a deep command of TI's product portfolio — understanding each product's features, benefits, target customer, and competitive differentiation.
Partner with Product Management to craft clear, compelling product narratives: purpose statements, value propositions, and messaging frameworks that resonate with dealers.
Support product launch planning and go-to-market execution, ensuring Sales has the tools and messaging they need and that the broader market is aware.
Feed market and customer insights back to the Product team, serving as the voice of the dealer customer in product planning discussions.
Serve as the connective tissue across Sales, Sales Enablement, AI, Insights, BI, and Product teams — ensuring marketing strategy is fully integrated with Sales execution.
Build disciplined program management practices: clear objectives, timelines, owners, and performance metrics for every initiative.
Champion the integration of HubSpot and Salesforce as the operational backbone of the acquisition and retention engine, working with RevOps and Sales Ops to ensure best practices are embedded.
Create a culture of accountability, transparency, and continuous improvement within the marketing team and across partner functions.
Cut through organizational complexity with clear communication, structured prioritization, and a bias toward action.