Vice President of Marketing, Generac Home

Generac•Boston, WI

39d

About The Position

The Vice President of Marketing for Generac Home is a senior commercial leader responsible for building and executing a modern, data-driven marketing strategy that accelerates growth across the residential portfolio. We are seeking a highly experienced and visionary VP that has worked with long sales cycle, high cash outlay and/or financed categories, is comfortable with change and with building and growing teams and capability, has proven ability to balance the needs of multiple stakeholders, and has the business and marketing skills to elevate our brands and products through business and marketing strategy and execution. Operating within a highly matrixed environment, this leader will partner closely with General Managers, Sales, Product Management, and Corporate Marketing to create a unified and scalable go-to-market approach across channels and product lines.

Requirements

20+ years of progressive marketing leadership experience, including executive-level roles
Demonstrated track record delivering revenue growth in complex, multi-channel environments, preferably in organizations that have delivered transformative products and experiences to consumers nationally
Experience in industries with long purchase cycles and high-consideration buying journeys - understanding of consumer energy products and markets a distinct advantage
Strong background in integrated marketing, brand transformation, and demand generation at scale
Proven history as a collaborator able to work cross-functionally, engage diverse groups of internal team members and build strong relationships
Seen as an effective and impactful people leader, including demonstrated strength in building, coaching and motivating high performing teams
Personal passion for our categories and strategy of powering a smarter world

Nice To Haves

understanding of consumer energy products and markets a distinct advantage

Responsibilities

Lead the transformation of Generac Home from a group of hardware-oriented marketers into an organization that delivers solutions and customer experiences across an integrated ecosystem of products and solutions.
Capitalize on the development of a single home energy solution marketplace and articulate how Generac can solve significant energy problems and deliver delightful experiences to consumers around the country.
Develop and continuously optimize clearly defined consumer and channel partner full lifecycle experiences to be used by members of the broad organization as true north when developing products and experiences.
Ensure consistent messaging across all solutions delivered through a wide variety of touch points without fragmentation.
Drive cross-portfolio positioning to increase multi-product adoption and customer lifetime value.
Work with Corporate Marketing to evolve the Generac brand into a unified, modern residential energy brand across legacy and emerging categories - partner with centralized brand, PR, and communications teams to ensure high-impact execution.
Lead the teams to define the commercial strategy and execution for new product launches and implement the newly developed commercial staged gate innovation process.
Deliver new product innovation milestone requirements in collaboration with product management.
Contribute to forecasting the opportunity in partnership with sales and product management, synchronizing market share ambitions and marketing investment required to achieve those goals.
Set strategies and goals for revenue and lead generation, partnering with brand and media teams executing those strategies, and work with communications to drive PR.
Lead our national media strategy to support lead generation efforts, and those of our partners, showing up with relevant and timely messages to consumers in need, and be accountable for significant annual spend.
Optimize the long purchase cycle funnel (awareness → consideration → education → conversion → installation → repeat purchase).
Set goals for paid and earned media to drive demand, develop the annual plans, and coordinate those across the organization.
Work with national and specialist agencies, as well as our internal creative team, to develop appropriate and engaging content and work with key partners to arrive at the most effective communication strategies.
Evolve Generac’s support of channel partner marketing efforts from coop and market development funds to a more advanced support infrastructure that contemplates the roles that retail, dealer and wholesale partners can play together with us in our collective efforts to reach consumers.
Work with leading big box and regional retail brands on campaigns and programs to expand our reach to grow our product categories.
Lead development of dealer-facing marketing programs and tools to improve conversion and close rates.
Build a team of marketing experts who operate regionally to develop relevant marketing and communication strategies in conjunction with regional sales and strategy leadership.
We deliver energy solutions, which by their very nature are defined by local realities like power outage frequency & duration, electricity rate levels & structures, regional and local policies, regulations and incentive programs.
We serve consumers with widely varying attitudes and levels of understanding regarding home energy technologies.
We are constantly working to improve our ability to reach them by combining those realities with classic consumer demographics.
Partner with digital product management and execution groups to define and deliver best-in-class experiences for consumers and partners.
Work with a variety of Corporate Marketing specialists to advance capabilities in CRM, marketing automation, lead scoring and customer data management.
Build and lead a high-performing marketing organization across brand, digital, product marketing, insights, and demand generation.
Develop next-generation marketing capabilities (analytics, performance marketing, lifecycle marketing, dealer enablement).
Foster a culture of accountability, agility, continuous improvement and attract, develop, and retain top marketing talent aligned to Generac values.