Director of Brand Marketing
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Overview
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?
The Director will lead brand marketing strategy for Generac’s Commercial & Industrial(B2B)business, with responsibility for shaping market perception, influencing key technical and commercial stakeholders, and ensuring message clarity and consistency across the organization. They will translate complex energy solutions into compelling, credible narratives that resonate with specifying engineers, contractors, and end users—driving preference and increasing specification and adoption. By owning integrated campaign strategy and aligning brand, content, and messaging across all marketing functions, they will ensure Generac’s brand not only builds awareness, but also directly supports pipeline generation, competitive differentiation, and long-term revenue growth.
Major Responsibilities
Key Stakeholder Influence
Develop and execute strategies to influence key technical and commercial stakeholders, including specifying engineers, contractors, and consultants
Partner with product marketing and sales to ensure messaging resonates with technical audiences and supports specification and design inclusion
Build credibility through thought leadership, technical storytelling, and participation in industry forums and publications
Align influence strategies to critical decision points across the stakeholder journey to increase preference and adoption
Macro Brand Awareness
Define and lead brand strategies that increase awareness and consideration across priority markets and verticals within the Commercial&Industrialbusiness
Develop and execute integrated campaigns across digital, media, events, and PR channels to expand market visibility
Ensure consistent and differentiated positioning that reinforces Generac’s leadership in energy resilience and power solutions
Measure brand health, awareness, and perception shifts to inform ongoing investment and strategy refinement
Content and Messaging Toolkit Development
Develop scalable messaging frameworks that translate complex technical solutions into clear, compelling, and credible value propositions
Create and maintain a centralized content toolkit, including sales materials, campaign assets, and technical collateral
Ensure alignment of messaging across marketing, sales, and channel teams to deliver a consistent and effective narrative
Continuously refine messaging based on customer insights, competitive dynamics, and performance data
Campaign Strategy & Integrated Activation
Define campaign strategies that align brand, demand, and product priorities into cohesive and high-impact market activations
Lead cross-functional coordination to ensure campaigns are executed consistently across digital, field, and partner channels
Balance long-term brand building with near-term demand generation objectives to maximize overall marketing impact
Establish campaign playbooks and best practices to scale successful approaches across teams and regions
Minimum Qualifications
Bachelor’s degree in Marketing, Business, or related field; MBA or advanced degree preferred
10+ years of marketing experience, including brand, content, or strategic marketing leadership roles
Preferred Qualification
Experience contributing to or shaping market positioning, with an interest in influencing how solutions are perceived and adopted within the industry
Ability to collaborate with senior stakeholders across product, sales, and finance to align on a clear, consistent market narrative
Experience leading or supporting integrated brand and marketing strategies that contribute to business growth (e.g., awareness, pipeline, or revenue)
Demonstrated success building and developing teams or capabilities within a growing or evolving organisation
Strong storytelling and communication skills, with the ability to translate complex ideas into clear, compelling messaging; MBA or advanced degree a plus
“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.”
Automate your job search with Sonara.
Submit 10x as many applications with less effort than one manual application.
