Director of Brand 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?

As Generac continues to its presence in the rapidly evolving Commercial & Industrial energy market, this role sits at the centre of how we show up—and stand out. This leader shapes the story we tell to the market, translating complex energy solutions into clear, credible narratives that resonate with engineers, contractors, and end users at the moments that matter most.

Partnering closely across product marketing, sales, and the broader marketing organization, this role connects brand, content, and campaign strategy into a unified voice—one that builds trust, influences specification decisions, and drives adoption. From elevating Generac’s position as a leader in energy resilience to ensuring every touchpoint reinforces that story, this role is instrumental in turning brand strength into measurable pipeline impact and long-term growth.

Responsibilities

Own and define Generac’s role within the evolving C&I energy landscape, shaping category narrative and market perception to establish leadership in energy resilience

Set enterprise strategy to influence complex technical buying groups, including engineers, contractors, and consultants, driving specification as a primary path to growth

Establish the long-term brand vision and positioning, ensuring clear differentiation and sustained relevance across priority markets and verticals

Partner with executive leadership, product, and sales to align commercial strategy with a cohesive, market-defining narrative

Architect integrated marketing strategies that connect brand, demand, and product priorities to accelerate pipeline and revenue impact

Define the messaging architecture and content strategy that simplifies complex solutions into distinctive, category-shaping value propositions

Drive organizational alignment around a single, authoritative voice across all customer touch points, channels, and regions

Set campaign frameworks, investment priorities, and performance expectations that balance brand equity creation with measurable business outcomes

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

Proven experience defining or shaping a market category, including establishing positioning that influences industry perception and buying behaviours

12–15+ years of progressive marketing leadership experience, with a significant portion in senior leadership roles owning brand, strategy, or go-to-market functions

Deep experience operating in complex, technical B2B environments (energy, industrial, infrastructure, or adjacent sectors) with multi-stakeholder buying groups

Demonstrated ability to influence executive stakeholders and align cross-functional leaders (product, sales, finance) to a unified commercial narrative

Track record of leading enterprise-level brand and integrated marketing strategies that drive measurable business outcomes (pipeline, revenue, market share)

Strong commercial acumen, with the ability to connect brand investment to financial performance and long-term growth strategy

Experience building and scaling high-performing teams, operating models, and marketing capabilities across regions or business units

Expertise in developing thought leadership platforms and external influence strategies that establish credibility with technical and industry audiences

Data-driven mindset with experience defining success metrics for brand and category leadership, and optimizing investment based on performance insights

MBA or advanced degree preferred, with executive presence and communication skills suited for both internal leadership and external market representation