Director B2B Lifecycle Marketing

Generac Power Systems Inc; Coventry Hills (IL); On-site; USD 140,000 - 190,000; Full time

Job summary

Generac Power Systems Inc is seeking an experienced Director, Lifecycle Marketing for the Commercial and Industrial business to lead omnichannel campaigns, drive lead generation and customer retention.

You will partner with Marketing and Sales, use ABM tools, analyze data, develop segmentation, journey maps, and measure KPI performance. This role requires strategic thinking, leadership, and a track record of managing teams and delivering revenue growth.

Qualifications

• Bachelor's degree in Marketing or related field.
• 8–10 years of B2B lifecycle marketing, CRM, or related field.
• Experience developing and executing omnichannel vertical campaigns.
• Proven leadership of cross-functional teams across Marketing and Sales.
• Familiarity with ABM tools and data-driven decision making.

Responsibilities

• Lead market research to inform segmentation, campaigns, and customer experience initiatives.
• Design and implement customer journeys, personas, and touchpoint optimization.
• Oversee campaign performance across marketing channels and drive KPI improvements (leads, pipeline, CLV).
• Lead the transformation from reactive acquisition to proactive lead generation with sales partners.
• Guide change management and collaborate with Digital Marketing and Sales teams.

Skills

B2B lifecycle marketing

CRM expertise

Omni-channel campaigns

Cross-functional leadership

ABM tools

Data-driven decision making

Education

Bachelor's degree in Marketing/Business

MBA or advanced degree (nice to have)

Tools

Salesforce

6sense

Job description

We believe power is a promise - a shared commitment to be there for others when it matters most.For more than 65 years, we've turned big ideas into solutions that help protect homes, strengthen businesses and build a more resilient, efficient, sustainable energy future.Ready to Power a Smarter World with us?We are seeking an experienced and strategic leader to fill the role of Director, Lifecycle Marketing for Generac’s Commercial and Industrial business. As a key member of our CRM marketing team, you will drive our B2B Marketing transformation by developing and executing customer-centric omnichannel journeys and proactive lead generation to drive business growth and enhance the engagement of buying influencers across marketing channels. The ideal candidate will have B2B lifecycle marketing experience including vertical marketing strategy development, use of ABM tools, and demonstrated partnership across Marketing and Sales.Key Responsibilities:Market Research and Analysis: Work with Marketing Advanced Analytics team to stay up-to-date on vertical and buying group needs, preferences, and behaviors, and apply these insights to inform segmentation, marketing campaigns, and customer experience initiatives.Customer Experience: Design and implement customer experience strategies and segmentation that drives acquisition, retention, and post sales service, including the development of customer journey maps, personas, and touchpoint optimization.Strong command of CRM best practices in campaign implementation to provide direction to marketing channel operations teamsPerformance Metrics and Reporting: Responsible for campaign performance across marketing channels. Develop plans that drive key performance indicator (KPI) improvement such as qualified leads, leads conversions, pipeline, and customer lifetime value.Change Management: Lead the transformation from reactive acquisition to proactive lead generation in partnership with both Digital Marketing and Sales teams.Requirements:Bachelor's Degree: Marketing, Business Administration, or related field.Minimum 8-10 years of experience: B2B Lifecycle marketing, CRM, or related field, with a proven track record of developing and executing successful customer-centric omni-channel vertical campaigns working across different buying personas. Experience managing direct reports.Leadership Skills: Proven ability to lead cross-functional teams and collaborate with senior leadership including demonstrated partnership across Marketing and Sales.Strategic Thinking: Strong strategic thinking and problem-solving skills, with the ability to analyze complex data sets and develop actionable insights.Communication and Influencing Skills: Excellent written and verbal communication skills, with the ability to present complex ideas and influence senior leadership and stakeholders.Data-Driven Decision Making: Experience with data analysis tools and ability to apply data-driven insights to drive improve campaign performance.Nice to Have:MBA or Advanced Degree: Master's degree in Marketing, Business Administration, or related field.Industry Experience: Power generation, energy, or related industry experience preferred.Platform Experience: Experience with 6sense and Salesforce technology platforms“We are an equal opportunity employer and all qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, national origin, disability status, protected veteran status, or any other characteristic protected by law.”