Director B2B Lifecycle Marketing

Generac Power Systems Inc; Delaware; On-site; USD 180,000 - 240,000; Full time

Job summary

Generac Power Systems Inc. seeks a Director, Lifecycle Marketing for its Commercial and Industrial division to shape B2B lifecycle programs and ABM-enabled journeys. You will partner with Sales to accelerate growth and optimize multi-channel engagement across buying influencers.

This leadership role will drive CRM best practices, oversee cross-functional campaigns, and guide a team through a transformation from reactive acquisition to proactive lead generation.

Qualifications

• 8–10 years of B2B lifecycle marketing, CRM, or related field.
• Proven track record of developing and executing successful omni-channel campaigns.
• Experience leading direct reports and cross-functional teams.
• Strong ability to analyze data and drive insights for campaigns.

Responsibilities

• Lead segmentation and customer journeys across marketing channels.
• Develop and optimize omni-channel campaigns to drive qualified leads and pipeline.
• Collaborate with Marketing Advanced Analytics and Sales on insights and strategy.
• Define KPI metrics and report on campaign performance improvements.
• Lead the transition from reactive acquisition to proactive lead generation.

Skills

B2B lifecycle marketing

CRM

Cross-functional leadership

Strategic thinking

Data analysis

Communication

Education

Bachelor's degree in Marketing/Business

MBA or Advanced Degree

Tools

6sense

Salesforce

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 teams
• Performance 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.

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? As one of the leaders and largest suppliers of power generation equipment and technology, the work we do touches millions of lives. Employees at Generac are encouraged to be innovative and are valued as an integral part of our global team. Our challenging goals develop knowledgeable employees dedicated to helping continue Generac’s success. Generac provides individuals the opportunity to work in a fast-paced agile work environment where their work makes a difference in people’s lives and their own.