Vice President of Marketing

The Vice President of Marketing for Generac Home is a senior commercial leader responsible for building and executing a modern, data‑driven marketing strategy that accelerates growth across the residential portfolio. We are seeking a highly experienced and visionary VP that has worked with long sales cycle, high cash outlay and/or financed categories, is comfortable with change and with building and growing teams 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 through business and marketing strategy and execution.

Operating within a highly matrixed environment, this leader will partner closely with General Managers, Sales, Product Management, and Corporate Marketing to create a unified and scalable go-to-market approach across channels and product lines.

• Lead the transformation of Generac Home from a group of hardware‑oriented marketers into an organization that delivers solutions and customer experiences across an integrated ecosystem of products and solutions. Capitalize on the development of a single home energy solution marketplace and articulate how Generac can solve significant energy problems and deliver delightful experiences to consumers around the country.
• Develop and continuously optimize clearly defined consumer and channel partner full lifecycle experiences to be used by members of the broad organization as true north when developing products and experiences. Ensure consistent messaging across all solutions delivered through a wide variety of touch points without fragmentation. Drive cross‑portfolio positioning to increase multi‑product adoption and customer lifetime value.
• Work with Corporate Marketing to evolve the Generac brand into a unified, modern residential energy brand across legacy and emerging categories – partner with centralized brand, PR, and communications teams to ensure high‑impact execution.
• Lead the teams to define the commercial strategy and execution for new product launches and implement the newly developed commercial staged gate innovation process. Deliver new product innovation milestone requirements in collaboration with product management. Contribute to forecasting the opportunity in partnership with sales and product management, synchronizing market share ambitions and marketing investment required to achieve those goals. Set strategies and goals for revenue and lead generation, partnering with brand and media teams executing those strategies, and work with communications to drive PR.
• Lead our national media strategy to support lead generation efforts, and those of our partners, showing up with relevant and timely messages to consumers in need, and be accountable for significant annual spend. Optimize the long purchase cycle funnel (awareness → consideration → education → conversion → installation → repeat purchase). Set goals for paid and earned media to drive demand, develop the annual plans, and coordinate those across the organization.
  
  Work with national and specialist agencies, as well as our internal creative team, to develop appropriate and engaging content and work with key partners to arrive at the most effective communication strategies.
• Evolve Generac’s support of channel partner marketing efforts from coop and market development funds to a more advanced support infrastructure that contemplates the roles that retail, dealer and wholesale partners can play together with us in our collective efforts to reach consumers. Work with leading big box and regional retail brands on campaigns and programs to expand our reach to grow our product categories.
  
  Lead development of dealer‑facing marketing programs and tools to…