Director of Marketing

Position Overview:

Harbinger is seeking a highly motivated and experienced Head of Marketing to serve as the company’s most senior dedicated lead in marketing and communications, with a strong emphasis on driving lead and demand generation and developing robust go-to-market strategies. This individual must possess a proven track record in leading ground-up brand development, managing corporate-level and franchise (i.e., dealer) marketing, and, critically, translating marketing efforts directly into a healthy sales pipeline and market penetration.

The role will involve executing successful events, developing impactful marketing campaigns, and growing a strong online and social media presence, all with the primary goal of generating qualified leads and increasing demand. You should have exceptional communication skills and the ability to lead initiatives, collaborating with internal stakeholders and external partners, as well as to grow the company’s marketing and communication functions as the business scales. This individual will work as a strategic business partner with both Harbinger’s executive leadership team and the company’s sales and business development teams, working to develop and refine the business’s brand and product strategies, with appropriate data-driven planning, to support Harbinger and its dealers/partners in meeting their growth objectives through effective lead generation and market entry.

What You’ll Do:

Lead & Demand Generation / Go-to-Market Strategy:

• Develop and execute comprehensive lead and demand generation strategies to fill and accelerate the sales pipeline for both direct national accounts and franchise dealerships.
• Design and implement data-driven go-to-market strategies for new product introductions and market expansions, ensuring optimal market penetration and customer acquisition.
• Create compelling sales collateral, promotional materials, and other marketing assets specifically designed to support sales and business development efforts in converting leads and driving demand.
• Provide dealers (and other third-party distribution partners) with targeted marketing tools, advertising campaigns, content collateral, and co-op marketing programs to ensure alignment with overall corporate lead generation goals and increase vehicle sales through the dealer channel.
• Serve as key internal knowledge expert on channel marketing, tailored for both direct customers (national accounts) and franchise dealerships, with a focus on optimizing lead flow and conversion across channels.
• Collaborate closely with sales and business development teams to ensure marketing efforts directly align with sales targets, dealer needs, and market trends, focusing on lead qualification and nurturing.
• Create marketing strategies that enhance the customer journey from awareness to purchase and retention, ensuring a seamless experience across both direct and dealer channels, with clear touchpoints for lead capture and progression.
• Analyze market trends, consumer behavior, and sales data - leveraging Harbinger’s expansive dealership network - to refine and optimize lead generation and go-to-market strategies. Implement KPIs to track the effectiveness of demand generation initiatives and ROI.
• Collaborate with the Head of Corporate Development and the executive management team to ensure that product offerings align with dealer and customer needs as well as market priorities, informing effective go-to-market planning.

Brand Management:

• Lead on day-to-day marketing activities, including developing and executing marketing strategies to drive brand awareness and customer engagement, supporting top-of-funnel demand generation.
• Collaborate with internal teams to ensure brand consistency across all communication channels, reinforcing brand credibility for lead nurturing.

Social Media, Website and Online Presence:

• Oversee the company’s digital marketing initiatives, including SEO, social media, email marketing, and website optimization, with a primary focus on driving qualified online traffic and improving conversion rates for lead capture.
• Monitor social media trends and industry developments to implement relevant strategies and best practices for digital lead generation.
• Manage the company website to ensure it remains up-to-date, informative, and user-friendly, and work to optimize for SEO and lead capture forms.

Operational Marketing and Events Support:

• Provide marketing leadership for highly impactful attendance by Harbinger at events and conferences, collaborating with the business development and sales teams, with a focus on generating high-quality leads from these events. Lead on developing trade conference booths and collateral to support event attendances and maximize lead capture opportunities.
• Source and collaborate with external vendors and agencies to execute marketing initiatives and content production. Evaluate vendor performance and negotiate contracts to maximize efficiency and return on investment.
• Submit purchase orders, prepare budgets, and track spending for the marketing department.

Who You Are:

Expertise in Lead & Demand Generation / Go-to-Market:

• Proven track record of success in developing and executing lead generation, demand generation, and go-to-market strategies that have demonstrably driven sales growth and market share.
• Strong grasp of the unique dynamics of the commercial automotive and EV marketplaces, with a deep understanding of the relevant customer base and key stakeholders across the industry for effective targeting and lead segmentation.
• Strong digital marketing expertise, including social media, SEO, and content strategy, specifically applied to lead and demand generation.
• Demonstrated expertise in leveraging data for marketing optimization, particularly in analyzing lead conversion rates, pipeline velocity, and campaign ROI.
• Experience effectively managing new product introductions, including developing and executing comprehensive go-to-market plans.
• Proficiency in utilizing all major social media platforms for business purposes and understanding of digital marketing trends, paid and unpaid advertising, and analytics relevant to lead acquisition and nurturing.
• Experience and understanding of modern AI-based tools to improve the efficiency of marketing and communications activities and save costs, especially in automating lead capture and personalization.
• You have experience in leading marketing and communications tools, e.g., Sprout Social, Mailchimp, HubSpot, Cision, MuckRack, etc., with a strong preference for CRM and marketing automation platforms used for lead management.

General Qualifications:

• At least 15 years of experience in the automotive or transportation industries, ideally in a company that operates through both direct sales and franchise dealership networks.
• Strong experience in supporting corporate events, trade shows or conferences and/or experiential marketing activations.
• Ability to do some graphic design and photo/video editing.
• Strong operational skills, with the ability to coordinate and motivate engagement from cross-functional teams.
• Have excellent written and verbal communication skills with a keen eye for detail, along with the ability to translate highly technical information for a general or non-expert audience.
• Ability to manage multiple projects simultaneously and meet deadlines.
• Strong analytical and problem-solving skills, with a data-driven and results-oriented approach.
• Startup experience preferred.
• Optional: Experience in coordinating with external PR firms and managing media relations