Summary
This role connects marketing strategy, positioning, campaigns, digital marketing, events, content, and sales enablement into a cohesive growth engine.
The Marketing Director owns the development and execution of Econolite's marketing plan as part of Umovity, oversees the marketing budget, leads and develops the marketing team, and partners closely with Sales, Product, and other business leaders to translate growth priorities into measurable marketing programs.
A critical part of the mandate is to evolve marketing from primarily generating activity, awareness, and leads toward predictably creating and accelerating qualified sales pipeline.
The ideal candidate is a broad B2B and B2G marketing leader with significant hands-on experience building and scaling demand generation programs in complex, solution-oriented markets.
Key Responsibilities
Marketing Strategy & Leadership
• Develop and execute Econolite's marketing strategy in alignment with business, growth, and revenue objectives.
• Translate company and Sales priorities into clear marketing priorities, programs, budgets, and measurable outcomes.
• Own and manage the marketing budget, allocating resources and investments based on strategic priorities and commercial impact.
• Lead, coach, and develop the marketing team, creating clear accountability and a strong performance culture.
• Establish an effective operating rhythm across Marketing, Sales, Product Management, and other key stakeholders.
• Balance short-term pipeline creation with longer-term market development, positioning, and brand strength.
• Identify where marketing resources and investments will have the greatest commercial impact.
Demand Generation & Pipeline Growth
• Build and continuously improve a scalable demand generation engine that creates qualified opportunities and measurable pipeline.
• Develop integrated, full-funnel campaigns across digital, email, content, webinars, events, paid media, account-based programs, and regional activation.
• Establish clear target audiences, ICPs, personas, value propositions, campaign objectives, and pipeline targets in collaboration with Sales.
• Develop programs for both net-new opportunity creation and acceleration of existing pipeline.
• Ensure major events and industry activities are integrated into broader demand programs with clear pre-event, on-site, and post-event conversion strategies.
• Continuously evaluate campaign and channel performance and shift investment toward activities generating the strongest commercial return.
Sales & Marketing Alignment
• Build a close partnership with Sales leadership and regional sales teams to define priority markets, segments, accounts, solutions, and growth opportunities.
• Work closely with Sales Operations to improve lead quality, lead scoring, Sales handover, and funnel conversion.
• Establish regular Sales and Marketing pipeline reviews to evaluate results, gather qualitative feedback, and optimize programs.
• Create shared visibility and accountability for Marketing and Sales performance across the funnel.
Product Positioning & Go-to-Market
• Partner with Product Management and Sales to develop compelling positioning and value propositions around Econolite's solutions and customer needs.
• Translate technical capabilities into clear customer value, business outcomes, and differentiated market propositions.
• Develop integrated go-to-market plans for priority solutions, launches, and strategic growth initiatives.
• Ensure campaigns and content address the needs of the different stakeholders involved in complex transportation technology buying decisions.
• Strengthen use-case, customer-success, ROI, and outcome-based storytelling.
Digital Marketing & Marketing Operations
• Drive the continued evolution of Econolite's digital demand generation capabilities.
• Optimize website journeys, landing pages, paid media, SEO, conversion paths, and marketing automation for lead and pipeline generation.
• Ensure CRM and marketing automation processes support effective segmentation, nurturing, lead management, attribution, and reporting.
• Partner with relevant teams to improve marketing data quality and establish a reliable view of funnel performance.
• Leverage automation and AI where they can improve marketing effectiveness, speed, personalization, and efficiency.
Performance Management & Analytics
• Establish a strong performance culture in which marketing decisions and investments are driven by business outcomes and data.
• Own and regularly report on marketing-sourced and marketing-influenced pipeline across the funnel.
• Track pipeline and opportunity value, conversion, and cost by product, segment, campaign, and channel.
• Monitor the effectiveness and ROI of marketing investments, including campaigns, digital channels, and events.
• Use performance insights to identify funnel bottlenecks, improve conversion, optimize investment, and scale the activities that produce the strongest commercial results.
What We're Looking For
Experience
• 10+ years of progressive B2B/B2G marketing experience, including significant experience in senior marketing or demand generation leadership roles.
• Proven track record of building and scaling demand generation programs that produced measurable sales pipeline and revenue.
• Experience leading a marketing function, team, or significant cross-functional marketing organization.
• Strong experience partnering directly with Sales leadership and operating against shared revenue and pipeline targets.
• Experience in transportation technology, intelligent transportation systems, infrastructure technology, GovTech, or similarly complex buying environments is highly desirable.
• Strong working knowledge of CRM, marketing automation, digital marketing, performance marketing, analytics, and attribution.
Leadership Profile
Commercially driven - Thinks about pipeline, opportunities, revenue, and growth rather than marketing activity alone.
Strategic and hands-on - Can define the strategy while remaining close enough to campaigns, data, messaging, and execution to make them better.
Demand-generation experienced - Understands the mechanics of building demand across the entire funnel and knows how to diagnose why leads or campaigns are not converting.
Analytical - Uses data to challenge assumptions, prioritize investments, and make decisions.
Customer and market oriented - Understands customer problems and can translate complex technology into compelling business value.
Sales oriented - Sees Sales as a critical partner and creates shared accountability for funnel performance.
A strong people leader - Builds clarity, accountability, collaboration, and capability within the marketing team.
Change oriented - Comfortable evolving established ways of working and building new capabilities, processes, and disciplines.
PRE-EMPLOYMENT
All candidates who accept employment will be subject to a background investigation and drug screening. For applicable roles, candidates who accept employment will also be subject to a Motor Vehicle/Driving Record screening.
COMPENSATION
The base pay range for this full-time exempt position is $135,000-$150,000 per year plus benefits. This position will be eligible for an incentive bonus. Pay ranges are determined by various factors, including role, experience, and location. The pay range displayed reflects the minimum and maximum target for new hire base pay rates for this position. Within the range, actual individual compensation is determined by various factors, including location, job-related skills, experience, and relevant education or training.
BENEFITS
This role is eligible for benefits: weekly pay, weekly PTO accrual, paid holidays. Various medical plans, dental, vision, flexible spending accounts, direct deposit. Basic life, LTD, 401k discretionary match. Other voluntary benefits include: identity theft protection.
DISCLAIMER
The above statements are intended to indicate the general nature and level of work performed by employees within this classification. They are not designed to contain or be interpreted as an exhaustive list of all duties, responsibilities, skills, and qualifications required of employees assigned to this job.
