Director of Marketing

MasterCraft Boat Company; Vonore (TN); On-site; USD 140,000 - 210,000; Full time

Job summary

MasterCraft Boat Company in Vonore, Tennessee, is seeking a Director of Marketing to lead all marketing efforts for the MasterCraft brand, including strategy, product commercialization, consumer demand generation, dealer marketing, events, content, and retail activation.

This role serves as the primary marketing leader, translating enterprise strategy into market-facing execution that strengthens brand equity, drives consumer demand, supports dealer success, and accelerates retail growth.

Qualifications

• Bachelor's or Master's degree in Marketing, Business Administration, or a related field
• 8-12+ years of progressive marketing leadership experience
• Experience leading brand, product, demand generation, dealer marketing, and retail activation initiatives
• Strong creative thinking, problem-solving, and project management skills, with the ability to manage multiple priorities simultaneously
• Experience managing agencies, budgets, and high-performing teams
• Strong understanding of marketing analytics, CRM systems, and data-driven decision making
• Exceptional communication and leadership skills, with the ability to influence and collaborate across all levels of the organization
• Self-motivated, team-oriented leader who balances strategic thinking with hands-on execution
• Demonstrates intellectual curiosity, adaptability, accountability, and a continuous improvement mindset
• Positive, solution-oriented approach with the ability to energize teams and drive results
• Knowledge of the boating industry and passion for the MasterCraft brand

Responsibilities

• Lead execution of the MasterCraft brand strategy and positioning
• Ensure consistency across messaging, visual identity, storytelling, and customer experience
• Monitor consumer trends, market dynamics, and competitive activity
• Translate customer and market insights into actionable marketing strategies
• Protect and strengthen MasterCraft's premium market position
• Lead go-to-market planning and execution for new products, model year launches, and feature introductions
• Develop compelling product positioning, messaging, and value propositions
• Partner with Product Development and Engineering to translate innovation into customer-facing benefits
• Support launch readiness through dealer education, activation programs, and sales tools
• Coordinate commercialization efforts across internal stakeholders
• Develop and execute integrated marketing campaigns that drive awareness, consideration, lead generation, and retail demand
• Develop scalable dealer marketing programs, tools, templates, and best practices to improve local marketing execution and consistency across the dealer network
• Partner with Sales and Dealer Development teams to improve lead generation, conversion, and dealer effectiveness
• Optimize campaign performance through data-driven decision making and continuous improvement
• Support dealer training and adoption of marketing tools, platforms, and retail programs
• Champion the voice of the customer by leveraging consumer insights, ownership data, market research, and competitive intelligence to influence product strategy, customer experience, and marketing investments
• Establish performance metrics and scorecards to measure dealer marketing effectiveness, adoption, and return on investment
• Lead content strategy and storytelling efforts across digital, social, experiential, and earned channels
• Create scalable event frameworks, playbooks, and "Event-in-a-Box" programs that enable dealers to successfully execute local retail-driving events
• Develop and implement a comprehensive event strategy designed to drive awareness, consumer enagement, lead generation, and retail sales opportunities
• Establish measurement frameworks to evaluate event effectiveness, lead generation, conversion, and return on investment
• Continuously optimize event strategy based on performance data, dealer feedback, and consumer insights
• Support athlete partnerships, ambassador programs, and community engagement initiatives
• Drive ownership experience programs that strengthen loyalty, advocacy, and customer retention
• Partner with Enterprise Communications on PR opportunities and brand visibility initiatives
• Lead and develop the MasterCraft marketing team
• Own segment marketing budgets
• Establish performance objectives, priorities, and resource allocation plans
• Partner closely with Enterprise Marketing shared services, including analytics, CRM, marketing technology, consumer insights, communications, and creative resources
• Ensure alignment between business objectives, product strategy, dealer priorities, and marketing execution

Skills

Brand strategy

Marketing leadership

Demand generation

Cross-functional leadership

Budget management

Analytics & CRM

Education

Bachelor's degree in Marketing, Business, Communications, or related field

Tools

CRM systems

Job description

The Director of Marketing is responsible for leading all marketing efforts for the MasterCraft brand, including brand strategy, product commercialization, consumer demand generation, dealer marketing, events, content, and retail activation.

This role serves as the primary marketing leader for the MasterCraft business, translating enterprise strategy into market-facing execution that strengthens brand equity, drives consumer demand, supports dealer success, and accelerates retail growth.

Working cross-functionally with Sales, Product Development, Engineering, Customer Experience, Dealer Development, and Enterprise Marketing, this person ensures every customer touchpoint reinforces MasterCraft's position as the premium leader in performance towboats.

Key Responsibilities

Brand Strategy & Market Positioning

• Lead execution of the MasterCraft brand strategy and positioning
• Ensure consistency across messaging, visual identity, storytelling, and customer experience
• Monitor consumer trends, market dynamics, and competitive activity
• Translate customer and market insights into actionable marketing strategies
• Protect and strengthen MasterCraft's premium market position
• Lead go-to-market planning and execution for new products, model year launches, and feature introductions
• Develop compelling product positioning, messaging, and value propositions
• Partner with Product Development and Engineering to translate innovation into customer-facing benefits
• Support launch readiness through dealer education, activation programs, and sales tools
• Coordinate commercialization efforts across internal stakeholders

Demand Generation & Dealer Marketing

• Develop and execute integrated marketing campaigns that drive awareness, consideration, lead generation, and retail demand
• Develop scalable dealer marketing programs, tools, templates, and best practices to improve local marketing execution and consistency across the dealer network.
• Partner with Sales and Dealer Development teams to improve lead generation, conversion, and dealer effectiveness
• Optimize campaign performance through data-driven decision making and continuous improvement.
• Support dealer training and adoption of marketing tools, platforms, and retail programs.
• Champion the voice of the customer by leveraging consumer insights, ownership data, market research, and competitive intelligence to influence product strategy, customer experience, and marketing investments.
• Establish performance metrics and scorecards to measure dealer marketing effectiveness, adoption, and return on investment
• Lead content strategy and storytelling efforts across digital, social, experiential, and earned channels
• Create scalable event frameworks, playbooks, and "Event-in-a-Box" programs that enable dealers to successfully execute local retail-driving events.
• Develop and implement a comprehensive event strategy designed to drive awareness, consumer enagement, lead generation, and retail sales opportunities.
• Establish measurement frameworks to evaluate event effectiveness, lead generation, conversion, and return on investment.
• Continuously optimize event strategy based on performance data, dealer feedback, and consumer insights.
• Support athlete partnerships, ambassador programs, and community engagement initiatives.
• Drive ownership experience programs that strengthen loyalty, advocacy, and customer retention.
• Partner with Enterprise Communications on PR opportunities and brand visibility initiatives.

Leadership & Business Management

• Lead and develop the MasterCraft marketing team
• Own segment marketing budgets
• Establish performance objectives, priorities, and resource allocation plans
• Partner closely with Enterprise Marketing shared services, including analytics, CRM, marketing technology, consumer insights, communications, and creative resources
• Ensure alignment between business objectives, product strategy, dealer priorities, and marketing execution

Qualifications

• Bachelor's degree in Marketing, Business, Communications, or related field
• 8-12+ years of progressive marketing leadership experience
• Experience leading brand, product, and demand generation initiatives
• Strong understanding of premium consumer brands and dealer/distribution business models
• Proven success managing cross-functional initiatives and product launches
• Demonstrated ability to balance strategic thinking with hands-on execution
• Experience managing budgets, agencies, and high-performing teams

KPIS & Success Measures

Brand Growth

• Brand awareness
• Share of voice
• Brand sentiment

Demand Generation

• Funnel conversion
• Dealer adoption of marketing programs
• Lead quality and conversion
• Launch readiness
• Market share support
• Revenue growth contribution

REQUIREMENTS:

• Bachelor's or Master's degree in Marketing, Business Administration, or a related field
• 8-12+ years of progressive marketing leadership experience, preferably within the marine industry or a related premium consumer brand
• Experience leading brand, product, demand generation, dealer marketing, and retail activation initiatives
• Strong creative thinking, problem-solving, and project management skills, with the ability to manage multiple priorities simultaneously
• Experience managing agencies, budgets, and high-performing teams
• Strong understanding of marketing analytics, CRM systems, and data-driven decision making
• Exceptional communication and leadership skills, with the ability to influence and collaborate across all levels of the organization
• Self-motivated, team-oriented leader who balances strategic thinking with hands-on execution
• Demonstrates intellectual curiosity, adaptability, accountability, and a continuous improvement mindset
• Positive, solution-oriented approach with the ability to energize teams and drive results
• Knowledge of the boating industry and passion for the MasterCraft brand

Ability to travel and attend events up to 50% during peak season