Digital Marketing Director

wabashcareers; Indiana (PA); On-site; USD 140,000 - 190,000; Full time

Job summary

Wabash seeks a Director of Digital Marketing to lead our digital strategy, engagement analytics, and marketing tech ecosystem. You will connect customer data, CRM, and commercial processes to deliver actionable insights across the buyer journey.

You will own paid media strategy, SEM programs, attribution, and ROI reporting while guiding a cross-functional team across Marketing, Sales, IT, and Legal to drive growth and efficiency.

Qualifications

• 10-12+ years of progressive experience in digital marketing leadership.
• Proven ability to connect marketing strategy, data, and reporting to commercial outcomes.
• Hands-on PPC/SEM management in B2B with improved CAC, pipeline contribution.
• Proficiency with paid media platforms (Google Ads, LinkedIn Campaign Manager, Microsoft Advertising) and analytics tools.
• Experience managing marketing technology ecosystems including CRM, marketing automation, web/CMS, analytics and data platforms.
• Strong cross-functional leadership with Sales, IT, Product, Customer Experience, Legal, Security and executives.
• Bachelor’s degree; master’s degree preferred.

Responsibilities

• Develop a comprehensive view of customers, dealers, and prospect engagement across digital and commercial touchpoints.
• Improve visibility into customer buying behavior, engagement trends, buying signals, and progression throughout the commercial journey.
• Lead digital demand and lead generation strategies for qualified pipelines, customer progression, and revenue contribution.
• Define lead routing, follow-up, conversion, and reporting processes in partnership with Sales and dealer-facing teams.
• Establish engagement analytics and reporting, budget and optimization routines that improve spend efficiency and executive visibility.
• Own the strategy budget allocation across paid media channels to drive qualified pipeline and brand visibility.
• Lead SEM programs — keyword strategy, bid management, ad copy testing, and landing page alignment.
• Partner with agencies and internal teams to plan, execute, and optimize paid campaigns.
• Establish attribution and ROI reporting frameworks that connect paid media investment to lead quality and revenue outcomes.
• Lead platform integration across Martech stack: HubSpot and other CRMs, websites, analytics tools, and customer engagement systems.
• Build scalable digital infrastructure capable of supporting future AI, personalization, ABM, and customer intelligence.

Skills

Digital marketing leadership

Marketing operations

Growth marketing

PPC/SEM management

Paid media platforms

Marketing analytics

CRM & marketing automation

Web/CMS analytics

Cross-functional leadership

ROI modeling

Executive reporting

Education

Bachelor’s degree in marketing or related field

Master’s degree preferred

Tools

HubSpot

CRM systems

Marketing automation

Web CMS

Analytics tools

Programmatic DSPs

Job description

About the Role:

The Director, Digital Marketing leads Wabash's digital marketing strategy, customer engagement intelligence framework, marketing technology ecosystem, and digital governance practices. This role is responsible for creating greater visibility into how customers, dealers, prospects, and fleet decision-makers engage across digital and commercial touchpoints throughout the buying journey.

Working across Marketing, Sales, Dealer Sales, Customer Experience, Digital Enablement, IT, and Legal, this leader will connect customer engagement data, digital platforms, CRM systems, and commercial processes to provide actionable insights that help commercial teams engage customers more effectively and identify opportunities earlier in the buying cycle.

The Director serves as the business owner of the digital marketing ecosystem and is responsible for building the infrastructure, governance, operating disciplines, and analytics capabilities required to support customer engagement, dealer enablement, commercial visibility, and future digital growth initiatives.

Your Responsibilities:

Customer Journey Intelligence & Commercial Insights and Alignment

• Develop a comprehensive view of customers, dealers, and prospect engagement across digital and commercial touchpoints.
• Improve visibility into customer buying behavior, engagement trends, buying signals, and progression throughout the commercial journey.
• Build customer intelligence capabilities that help sales teams prioritize opportunities and engage prospects more effectively.
• Establish customer journey analytics that provide insight into how customers research, evaluate, and engage with Wabash solutions.
• Deliver actionable engagement insights that support commercial decision-making and sales effectiveness.
• Lead digital demand and lead generation strategies that support qualified pipelines, customer progression, and revenue contribution.
• Define lead routing, follow-up, conversion, and reporting processes in partnership with Sales and dealer-facing teams.
• Establish engagement analytics and reporting, budget and optimization routines that improve spend efficiency and executive visibility.
• Other duties as assigned.

Digital Ecosystem Strategy/Demand Generation:

• Own the strategy budget allocation, and performance optimization across paid media channels, including PPC, SEM, paid social, and programmatic display, to drive qualified pipeline and brand visibility.
• Lead search engine marketing (SEM) programs — keyword strategy, bid management, ad copy testing, and landing page alignment — to maximize cost-per-lead efficiency and conversion quality.
• Partner with agencies and internal teams to plan, execute, and continuously optimize paid campaigns, ensuring alignment between paid media spend and commercial pipeline goals.
• Establish attribution and ROI reporting frameworks that connect paid media investment to lead quality, opportunity creation, and revenue outcomes.
• Lead platform integration efforts across Martech stack: HubSpot and other CRM environments, websites, analytics tools, and customer engagement systems.
• Ensure customer engagement data is accessible, actionable, and aligned across business functions.
• Build scalable digital infrastructure capable of supporting future AI, personalization, account-based marketing, and customer intelligence initiatives.
• Evaluate and recommend technology investments that improve customer visibility and commercial effectiveness
• Evaluate and manage paid media technology and vendor partnerships (ad platforms, bid management tools, agencies) to ensure efficient spend and measurable performance.

Commercial Process Integration

• Improve connections between digital engagement, lead management, sales activity, customer experience and event interactions, and reporting systems.
• Streamline lead routing, qualification, follow-up, and handoff processes.
• Partner with sales leadership to establish workflows that improve responsiveness to customer activity and buying signals.
• Develop reporting and visibility tools that help commercial teams focus on the highest-value engagement opportunities.

Data Governance, Compliance & Risk Management

• Establish enterprise standards for digital data governance, user access, privacy compliance, platform administration, and data quality.
• Partner with IT and Legal to ensure digital practices align with cybersecurity policies, regulatory requirements, and customer data privacy expectations.
• Lead vendor governance and technology compliance efforts across the digital ecosystem.
• Develop operating disciplines that improve data integrity, reporting consistency, platform utilization, and accountability.

Leadership & Cross-Functional Influence

• Lead and develop a high-performing digital marketing team with clear priorities, accountability, and measurable outcomes.
• Lead digital marketing resources, external agencies, consultants, and technology partners.
• Serve as a strategic advisor to Marketing and Commercial leadership regarding customer engagement trends and digital opportunities.
• Influence enterprise decisions involving customer engagement technologies, commercial visibility, and digital capabilities.
• Build cross-functional alignment between Marketing, Sales, Dealer Sales, Customer Experience, IT, Legal, Business Unit Leaders and Digital Enablement teams.

For Success Measures

• Improved paid media efficiency (cost-per-lead, cost-per-opportunity, ROAS).
• Increased qualified pipeline contribution from paid channels.

Qualifications & Experience:

• 10-12+ years of progressive experience in digital marketing, marketing operations, growth marketing, or related leadership roles.
• Proven ability to connect marketing strategy, digital platforms, data, and performance reporting to commercial outcomes.
• Hands-on experience managing PPC/SEM programs and paid media budgets in a B2B environment, with a track record of improving cost-per-lead, conversion rates, and pipeline contribution.
• Proficiency with paid media platforms (Google Ads, LinkedIn Campaign Manager, Microsoft Advertising, programmatic DSPs) and marketing analytics tools for performance tracking.
• Experience managing marketing technology ecosystems, including CRM, marketing automation, web/CMS, analytics, and data platforms.
• Strong cross-functional leadership experience with Sales, IT, Product, Customer Experience, Legal, Security, and executive stakeholders.
• Financial and analytical acumen, including ROI modeling, performance frameworks, and executive-level reporting.
• Experience building digital paid and organic systems that drive growth, lower CAC, and increase brand/inbound inquiries
• Experience leading teams and building digital marketing capabilities in a complex B2B environment and with channel partners.
• Bachelor’s degree in marketing, business, communications, or related field required; master’s degree preferred.

Leadership Attributes:

At Wabash, we pride ourselves on being empowering, and there are some things we feel very strongly about:

• Embrace Diversity and Inclusion -- Solicit and respect the input of others, celebrate differences, and strive for transparency and inclusiveness
• Seek to Listen -- Actively listen to reach the best solution and make the strongest decisions
• Always Learn -- Strive to improve; do not quit or settle for the status quo
• Be Authentic -- Demonstrate honesty, incredible energy, and grit in everything you do
• Win Together -- Collaborate, seek alignment, and excel at cross-group communication to success as one team and One Wabash

Join us in turning ideas into world-changing realities. Curate and build your high-impact professional career at Wabash!

Affirmative Action/EEO Statement:

Wabash is committed to providing equal employment opportunity for its associates and applicants without regard to race, color, religion, sex, age, national origin, veteran status, disability, or other protected class or activity under federal, state, or local law. All employment decisions must be based on neutral, legitimate criteria. All employment policies and rules shall be applied equally to similarly situated associates.