Director, Retail Marketing

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 of Retail Channel Marketing owns how Generac shows up across our retail partners and drives sell-through, shelf presence, installed-program growth, and revenue. This role assesses what is working, establishes clear ownership and operating rhythm across marketing and sales, and raises the bar on how we plan, invest, and measure. The Director partners closely with key account managers and sales leadership, and directs the work of creative, product marketing, and performance marketing partners.

Job Duties:

Retail Partnerships and Merchandising

- Drive retail marketing strategy and plans. Lead marketing's role in joint business planning with each major retail partner. In collaboration with the Generac sales team, build annual and seasonal marketing plans, promotional calendars, and investment strategies tied to revenue targets.

- Protect and grow shelf space. Partner with sales to prepare for line reviews. Bring category insight, consumer data, and compelling marketing plans that strengthen Generac's position in assortment and placement.

- Drive promotions and trade investment. Collaborate with Sales and Finance to plan, evaluate, and execute promotions and trade investments. Measure lift and return, and shift investment toward what works.

- Direct retail media strategy. Plan retail media strategy and budget across partner media networks, with execution handled by our performance marketing team.

- Lead in-store and online presence. Quarterback packaging, point-of-purchase materials, fixtures, displays, and product content on partner websites and marketplaces, working with creative and product marketing.

- Build demand beyond the storm. Develop playbooks with sales and supply chain to respond quickly to weather events, while building year-round demand so the business is less dependent on outage timing.

- Expand the portfolio. Extend retail marketing beyond home backup over time to include solar, storage, and connected home energy products.

Retail Installed-Services Programs

- Lead the marketing strategy for installed services. Define how Generac markets installed home backup through our retail partners, and bring a marketing point of view to program design in partnership with the retail sales team.

- Grow qualified lead volume. Work with retail partners to generate more homeowner demand in store, online, and by phone through associate education, in-store signage, partner website content, and promotions.

- Support lead-to-install conversion. Partner with sales and the installer channel team on speed to contact, in-home consultation quality, and close rates. Supply the tools, content, and training that help installers convert more of what we send them.

- Bring marketing rigor to program economics. Work with sales, finance, and strategic pricing to evaluate performance by partner and program model, treating partner investment as a customer acquisition cost and informing decisions on promotion, co-op, and program terms.

- Build funnel visibility. Partner with sales on requirements for centralized program reporting, and represent the marketing view of the funnel so we can see demand, conversion, and installed revenue by partner, region, and installer.

Team Leadership

- Build and lead the team. Hire, develop, and lead a retail marketing team aligned to key accounts. Define roles, set goals, and build a culture of accountability to business results.

- Lead across boundaries. Direct and influence creative, product marketing, and performance marketing partners who do not report to this role, and operate as a peer to sales leadership.

Minimum Job Requirements

Education

- Bachelor’s degree in Marketing, Business, Communications, or equivalent work experience

Work Experience

- 10+ years in shopper, customer, trade, or channel marketing, with at least 4 years leading teams

- Direct experience partnering with major home improvement retailers, warehouse clubs, or e-commerce marketplaces

- A track record of building partner marketing plans, managing trade and co-op investment, and measuring promotional return

Knowledge / Skills / Abilities

- Working knowledge of retail media networks

- Comfortable with point-of-sale data, funnel metrics, customer acquisition cost, margin, and revenue targets, and credible with sales leaders and retail buyers

- Strong cross-functional leadership, with the ability to direct teams you do not manage

- Willingness to travel to partners and Generac locations, including Canada

Preferred Job Requirements:

Work Experience

- Experience with durable or considered-purchase products sold through big-box retail or warehouse clubs (strongly preferred)

- Experience with installed-services or home services programs, or marketing through dealer, installer, and contractor networks (strongly preferred)

“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.”