Vice President Residential Marketing

Company Description:

Generac is a total energy solutions company committed to powering a smarter world. Our corporate purpose is to lead the evolution to more resilient, efficient, and sustainable energy solutions.

Our company was founded in 1959, introducing the first affordable backup generator. We later created the automatic home standby generator category which continues to grow rapidly, and we maintain nearly 80% of the market share. We are making an exciting pivot to expand into energy management for homes and businesses and have introduced new products in our portfolio that can enable cross-sell to expand customer lifetime value. We provide backup and prime power systems for home and industrial applications, solar + battery storage solutions, virtual power plant platforms, and engine- and battery-powered tools and equipment.

The growth and success of our company is due to our people who live our corporate values everyday - integrity, innovation, agility, teamwork, and excellence. We foster a culture that supports diversity, equity, inclusivity, and good corporate citizenship globally. We believe our success is tied to our employees’ professional growth and personal well-being, combined with strong families and communities.

We are proudly building our team to adapt to our rapid growth from $1B to $5B over the past few years, with acquisitions of more than a dozen companies and global expansion. Join us in powering the future!

Residential Business Group:

Generac has built a full portfolio of North American residential energy solutions including generation, storage, management and monitoring. Products include the ecobee (acquired in 2021) smart thermostat, Level 2 EV charger (partnership with Wallbox in 2023), Generac Home Standby Generator, portable generators, and battery energy storage systems, comprising more than 60% of company revenue at approximately $2.5B. The smart thermostat will eventually manage energy use of other products in the portfolio, and provide a live display in the home of energy status along with an app. This should make owning more products in the Generac portfolio attractive to consumers, enabling cross-selling for Generac. In the meantime, there are many opportunities for marketing to support maximizing revenue for new and planned businesses.

Role Description:

To accelerate growth in the residential portfolio, Generac has created a new marketing leadership role Vice President, Residential Marketing. We are seeking a highly experienced and visionary VP that has worked with long sales cycle, high cash outlay 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. The VP of Residential Marketing is a key member of the marketing leadership team.

Key Responsibilities Brand Management.

Partner with the presidents and GMs to set the commercial strategy for the residential businesses and lead the marketing team to execute plans that support them. Develop the strategies and plans that meet or exceed goals for ongoing consumer awareness, consideration and closure of Generac’s consumer portfolio:

Set and communicate strategy and coordinate execution with pricing, warranty, innovation, media and digital strategy, PR and creative studio leaders and teams.

Build and deliver forecast for leads generated that coincides with the business needs to drive forecasted revenue growth. Set goals for paid and earned media to drive demand, develop the annual plans, and coordinate those across the organization. Building strong cross-functional collaboration with internal services teams like brand, media, PR and communications to enable great execution.

Lead the development of creative strategy and execution for consumers and dealers, transform Generac into a more modern brand.

Develop the annual plan for each business that informs the strategy and marketing plan. Provide budget oversight to stay on track with forecasts and against stated measures.

See in the seams between businesses and look for ways to cross-sell to expand the number of products from Generac that each consumer has in their portfolio.

New Product Marketing. Lead The Commercial Strategy And Execution For New Products – Generac Has Multiple Tier 1 Launches Planned In The Next Year – a New Home Standby Generator And a New Battery Energy Storage System

Commercialize the newly developed commercial staged gate innovation process.

Deliver commercial 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 lead generation, partnering with brand and media teams executing those strategies, and working with Communications to drive PR.

Team Building.

Build and lead a team of marketers, setting an inspiring vision, guiding, providing feedback, and supporting the team to enhance their growth and development. Foster share and reapply and learning across product forms, where we have unique skills and capabilities. Motivate the team with impactful people management skills that embody our values - integrity, innovation, agility, teamwork, and excellence.

Professional Requirements.

- 15-20 years’ experience in marketing leadership positions with a proven record of enabling teams to deliver results that exceed expectations.

- Experience in a long purchase cycle category with high consideration and a complex path to sale.

- Proven history as a collaborator able to work cross-functionally, engage diverse groups of internal team members and build strong relationships.

- Seen as an effective and impactful people manager including demonstrated strength in building, coaching and motivating teams.

- Ability to think highly strategically with a keen understanding of brand and business building across going businesses, product marketing and channel marketing.

- Personal passion for our categories and strategy of powering a smarter world.