Senior Director Marketing - Retail Channel

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.

Primary Purpose:

We are seeking a Senior Director of Marketing that has successfully led marketing teams in CPG or durables, is comfortable with driving change, is excited about building and growing the team 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 to drive incremental sales and share growth. The Senior Director of Marketing – Retail and Portables, is a key member of the Generac marketing leadership team.

Major Responsibilities 

• Lead the development of the portables retailer channel strategy clarifying the roles of the various brands and products in the portfolio, simplifying, and identifying opportunities.
• Contributing to forecasting new products and synchronizing market share ambitions and marketing investment required to achieve those goals.
• Delivering on new product innovation milestone requirements for marketing throughout the development process in collaboration with product management – to be developed
• Developing and leading ecommerce marketing end to end – strategy, assortment, content, reviews, optimization, media
• Setting strategies and goals for demand generation, partnering with brand and media teams executing those strategies, and working with Communications to drive ongoing PR. 
• Retailer Go to Market Capability Building, Strategy and Execution - Develop the capability that enables Generac to grow share across its categories at retailers, as the company continues to expand its portfolio of products sold in this channel. This includes:
• Building the capability to tell a compelling story about our products that drives consideration and closure in the physical store in partnership with sales and retailers. We’re at a pivot point where we’re moving from single-product communication to leading in educating consumers about home energy management.
• Developing some category management capability for the portable generator category, and leverage shopper-based design to orchestrate bringing together our portfolio that comprises energy management.
• Creating the ecosystem to win in the fast-growing ecommerce channel across our portfolio where scrappier competitors are gaining significant share vs. Generac, and retailers are disappointed that Generac has fallen behind. 
• Building strong cross-functional collaboration with external and internal services teams like brand, media, PR and communications, to enable great execution and sales results.
• Team Building - Build and lead a team of marketers, setting an inspiring vision, guiding, providing feedback, and supporting the team to enhance their growth and development.  Motivate the team with impactful people management skills that embody our values - integrity, innovation, agility, teamwork, and excellence.
• Provide budget oversight to stay on track with forecasts and against stated measures. 
• Stay current with industry trends and technology, continuously seeking new and innovative ways to drive excellence.
• Designs and directs the work of the functional area. Selects, coaches, and develops the team, setting objectives that align with company strategy to inspire and motivate the team.
• Manages organizational talent through performance management, succession planning, and development. Designs and directs processes by which team and individual performance are recognized, feedback is consistently delivered, and performance is systematically improved.
• Develops and/or recommends operating and capital budgets and controls expenditures within approved budget objectives.

Minimum Job Requirements:

Education:

Bachelor’s Degree
Certification / License

Work Experience

15+ years’ experience in marketing leadership positions with a proven track record of enabling teams to deliver results that exceed expectations
Experience in CPG or durables, ideally selling through with Home Improvement and Club channels and Amazon. 

Knowledge / Skills / Abilities

• Proven track record as a collaborative team player able to work cross-functionally, engage diverse groups of internal team members and build strong relationships.
• Seen as an effective and impactful people manager including demonstrated strength in building, coaching and motivating teams. 
• Ability to think highly strategically with a keen understand