The roleHarbinger goes to market through a growing network of commercial vehicle dealers. As Dealer Marketing Manager, you'll turn Harbinger's national strategy into strong local-market execution - the primary marketing partner for our dealer network, helping dealers build practical plans, launch campaigns, generate qualified demand, and deliver a consistent customer experience.
Reporting to the Senior Marketing Manager and working closely with Sales, you'll build Harbinger's dealer marketing program from the playbook up: enablement toolkits, co-op/MDF programs, localized campaigns, and clean lead flow. You'll turn complex incentive programs (HVIP, Sourcewell, FEAP) into dealer-ready sales tools. The role requires equal strength in relationship management, field execution, and performance analysis.
What you'll own- Dealer marketing strategy: Translate national priorities, product launches, promotions, and brand campaigns into quarterly and annual plans for dealer groups and local markets.
- Dealer relationships: Build trusted relationships with dealer principals, GMs, and sales/marketing leaders; serve as their primary marketing point of contact.
- Local activation: Plan and support retail campaigns, open houses, product launches, test-drive events, roadshows, community partnerships, and fleet/customer clinics.
- Campaign toolkits: Develop turnkey dealer assets - messaging, paid/organic digital, email, social, signage, POS materials, landing pages, event kits, and sales enablement.
- Co-op / MDF governance: Manage dealer marketing funds, eligibility rules, approvals, claims, documentation, budget tracking, and ROI; improve utilization without weakening controls.
- Brand & legal compliance: Ensure local activity follows brand standards, product claims, pricing rules, required disclosures, and approved creative; run regular audits and correct gaps quickly.
- Incentives packaging: Translate federal, state, and local incentive programs (HVIP, Sourcewell, FEAP) into clear, dealer-ready sales tools.
- Lead & retail performance: Track traffic, leads, appointments, test drives, conversion, sales contribution, and cost efficiency in CRM (HubSpot); recommend actions by dealer/market.
- Dealer enablement: Create training, office hours, planning templates, communications, and best-practice sharing that make it easier for dealers to execute well.
- Market feedback: Bring dealer, customer, and competitor insight back to HQ to improve campaigns, offers, processes, and future market plans.
What success looks like in the first 12 months- Every priority dealer has an approved marketing plan, calendar, budget, and measurable local-market goals.
- Dealers use national campaigns and toolkits consistently while localizing them appropriately for their markets.
- Dealer-generated leads, appointments, and test drives improve in priority markets.
- Co-op/MDF processes are clear, fast, compliant, and supported by useful ROI reporting.
- The dealer network views Marketing as a practical business partner, not simply an approval function.
Required qualifications- 5+ years of dealer, retail, channel, field, or trade marketing experience; automotive, commercial vehicle, equipment, or mobility strongly preferred
- Experience working directly with dealers, franchisees, or channel partners and influencing outcomes without direct authority
- Track record of translating national campaigns into local activation and measuring results at market/partner level
- Experience managing co-op marketing, MDF, or distributed campaign budgets and approval workflows
- Understanding of retail/dealer operations, local lead generation, CRM follow-up, and sales conversion
- Strong presentation, facilitation, relationship-management, and conflict-resolution skills
- Ability to analyze performance data and turn findings into practical recommendations
- Able to travel (~35%) and maintain a regular cadence of in-person dealer visits; based in or able to relocate to the Garden Grove, CA area
Preferred qualifications- Experience with EVs, commercial vehicles, fleet customers, or charging/infrastructure
- Experience launching a dealer network, entering new markets, or supporting a new product line
- Working knowledge of CRM (HubSpot/Salesforce), dealer/lead-management systems, and partner portals
- Experience with local paid media, retail merchandising, or dealer training
- Familiarity with fleet-electrification incentive programs (HVIP, Sourcewell, FEAP)
Key Benefits & Perks:- Comprehensive Health, Dental & Vision (HDV) - 100% employee covered
- Early-stage Stock Options
- Robust Retirement Savings (401k, HSA, FSA)
- Generous Paid Time Off (PTO) & Parental Leave
- Annual Vacation Bonus
- Wellness & Fertility Benefits
- Cell Phone Stipend
- Complimentary Meals & Stocked Kitchens
California Pay Range
$100,000-$140,000 USD
