Generac Power Systems

  • Vertical Marketing Manager

    Job Locations US-WI-Waukesha
    Job ID
    # of Openings
    Posted Date
    3 weeks ago(3 weeks ago)
    MKTG - Marketing
  • Overview

    The Vertical Marketing Manager is responsible for driving sales and profitability for a specific vertical market.  Leads the development of marketing plans and programs for the assigned vertical market to support the achievement of company sales goals and objectives.  Responsible for the planning, budgeting, project management, implementation, and success metrics of partner programs, communications and vertical market development that support the overall sales and marketing strategies and goals.


    • Develop highly effective vertical marketing campaigns / programs and product launch objectives, strategies and plans in alignment with the overall corporate strategic sales goals and objectives. Identify target markets, customers and development of “Value Proposition.”
    • Identify and cultivate close relationships with key customer and account contacts. Identify potential new business opportunities as well as prospective customers who may benefit by utilizing Generac’s wide range of product solutions.
    • Participate in and educate key contacts at industry events/association meetings.
    • Provide direction and assistance to specific vertical market, increasing sales and market potential by strategically generating growth within the sector.
    • Collect, analyze, and summarize economic, industry and market data. Provide an analysis of primary and secondary data across vertical market, channel and region for business management. Research markets, trends, competitors and products to provide critical positioning intelligence.
    • Working closely with market research team, gather vertical market, customer, category, channel and product information, (e.g. sales reports, industry data, etc.) to get a pulse for the business within the assigned vertical market.
    • Understands vertical market and synthesizes data into facts and trends that provide the basis for actionable marketing plans.
    • Work cross-functionally (e.g. sales team and other departments) to support line reviews.  Coordinate line review activities including category and product presentations, development of marketing and merchandising plans, promotional materials, sales analysis and new product planning, collaborating with sales, brand and product management.
    • Execute customized and targeted vertical marketing plans within area of responsibility, overseeing the creation of promotional programming, such as in-store merchandising signage or displays, retailer feature ads, catalog layouts, events (trade shows), and channel-specific marketing support materials. Ensures consistency with brand guidelines and point of sale. Develops specific sales tools and materials to educate and communicate opportunities to a specific market and end user.
    • Champions projects for assigned vertical markets and facilitates cross-functional communication and education to ensure overall project and business success.  Identifies and manages project dependencies and critical paths and communicates regularly with project stakeholders.  Proactively manages scope changes, identifies potential crises, and devises contingency plans.
    • Works cross functionally to build detailed product commercialization plans to ensure an effective product launch within assigned market.
    • Align with product marketing managers to identify well-defined target audience(s) and messaging for marketing campaigns/programs.
    • Diplomatically negotiates constantly shifting priorities.
    • Act as SAP Super User within functional area as assigned.


    • Bachelor’s degree in Marketing, Business or related field
    • Minimum of 3 – 5 years of marketing and/or project management experience including identifying project scope, drafting project plans, coordinating and leading project meetings, and identifying and tracking issues and action items, etc.;
    • Analytical skills capable of organizing and maintaining components of a project life-cycle;
    • Strong working knowledge of typical desk-top computer software applications (such as MS PowerPoint, MS Word, MS Project, MS Excel, MS Access) to develop compelling presentations and analyze data;

    Previous experience using SAP or equivalent ERP.


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