Manager Product Marketing, Dealers

Manager, Product Marketing - Consumer Power / Dealer

We are Generac, a leading energy technology company committed to powering a smarter world. Over the 60 plus years of Generac's history, we've been dedicated to energy innovation. From creating the home standby generator market category, to our current evolution into an energy technology solutions company, we continue to push new boundaries.

The Manager, Product Marketing - Consumer Power / Dealer will be responsible for driving the success of electrical products that support the installation and performance of Home Standby Generators (HSBs). These products include meter collars, transfer switches, load management devices, and other key components that enable dealers to install and maintain HSBs. Unlike consumer-facing products, these are critical tools for our dealers and trade partners. You will develop strategic marketing plans, create positioning and content tailored to dealer needs, and collaborate cross-functionally with sales, product management, and creative teams to ensure effective strategy execution.

Major Responsibilities

Develop & Optimize Product Marketing Strategies

Use data, market insights, and dealer feedback to establish and refine go-to-market strategies.

Analyze business performance, dealer adoption trends, and competitive offerings to inform marketing plans.

Establish Product Positioning & Messaging

Develop clear, differentiated positioning that highlights product value to dealers and trade partners.

Create messaging frameworks that emphasize ease of install, reliability, and dealer profitability.

Enable Dealer Adoption & Sales Support

Partner with sales and channel marketing teams to ensure dealers understand product features, benefits, and best-use applications.

Develop sales enablement resources, training materials, and adoption toolkits to drive dealer confidence and usage.

Engage directly with dealers and field teams to capture insights, validate positioning, and improve adoption strategies.

Execute Go-to-Market Plans

Collaborate with cross-functional teams (sales, product management, creative, communications) to launch new products and support existing ones.

Ensure alignment and consistency in execution across campaigns, training, and dealer touchpoints.

Lead Internal & External Product Launch Webinars

Collaborate with Product Management to develop webinar content aligned with launch goals.

Serve as the primary host and moderator during live webinar sessions.

Partner with Channel Marketing to coordinate and send invitations to target audiences.

Create & Deploy Content

Manage development of marketing collateral including spec sheets, digital assets, sell-in decks, and training guides.

Partner with creative, website, and channel marketing teams to produce content that informs and equips dealers.

Measure & Optimize Performance

Define key success metrics for product adoption and marketing effectiveness.

Track and report on dealer usage, sales team adoption of tools, and ROI of marketing initiatives to continuously refine strategies.

Minimum Job Requirements

Education

Bachelor's or master's degree in marketing, Business, or a related field, or equivalent experience

Work Experience

3 years' proven experience in product marketing, with a track record of successful product launches

Knowledge / Skills / Abilities

Strong analytical skills with the ability to interpret data and market trends.

Excellent written and verbal communication skills.

Ability to collaborate effectively with cross-functional teams.

Preferred Job Requirements

Education

MBA

Work Experience

Experience developing go-to-market plans, positioning, and sales enablement tools

Supervisory level experience, project management and / or responsible for critical initiatives.

Knowledge / Skills / Abilities

Physical Requirements and Working Conditions

Office Environment

While performing the duties of this job, the employee is regularly required to talk and hear; and use hands to manipulate objects or controls. The employee is regularly required to stand and walk. On occasion, the incumbent may be required to stoop, bend, or reach above the shoulders. The employee must occasionally lift up to 25 pounds. Specific conditions of this job are typical of frequent and continuous computer-based work requiring periods of sitting, close vision, and the ability to adjust focus. Occasional travel.

Physical Demands

While performing the duties of this job, the employee is regularly required to talk and hear; and use hands to manipulate objects or controls. The employee is regularly required to stand and walk. On occasion the incumbent may be required to stoop, bend or reach above the shoulders. The employee must occasionally lift up to 25 - 50 pounds. Specific conditions of this job are typical of frequent and continuous computer-based work requiring periods of sitting, close vision and ability to adjust focus. Occasional travel.

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.