Dealer Marketing Manager

The Role

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.

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)