Dealer Marketing Manager

Harbinger 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
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
Benefits Accelerate Your Wealth: As one of our first 100 employees, you’ll have the opportunity to rev up your financial future with early-stage stock options
Cruise into Vacations: Enjoy an exciting annual vacation stipend to help you recharge your batteries
Unleash Your Time: Take control of your work-life balance. Salaried teammates receive flexible PTO and the freedom to celebrate holidays and wellness days as you see fit
100% Comprehensive Health Coverage: You and your loved ones are covered with top-tier medical, dental, and vision insurance
Fuel Your Day: Forget brown bag lunches; we’ve got you covered with paid lunches and dinners to keep you energized
Experience working directly with dealers, franchisees, or channel partners and influencing outcomes without direct authority
5+ years of dealer, retail, channel, field, or trade marketing experience; automotive, commercial vehicle, equipment, or mobility strongly preferred
Strong presentation, facilitation, relationship-management, and conflict-resolution skills
Track record of translating national campaigns into local activation and measuring results at market/partner level
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
Ability to analyze performance data and turn findings into practical recommendations
Understanding of retail/dealer operations, local lead generation, CRM follow-up, and sales conversion
Experience managing co-op marketing, MDF, or distributed campaign budgets and approval workflows
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)

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