Director of Marketing - Invisible Fence® Brand

About the Role

The Director of Marketing - Invisible Fence® Brand owns the full marketing mandate for Invisible Fence® Brand: brand strategy, demand generation, and the commercial outcomes that flow from both. This is a senior leadership role with direct influence on revenue, reporting directly to the Executive General Manager of Invisible Fence® Brand. The ideal candidate is a performance-first marketer who combines analytical rigor with creative ambition. They can run a full-funnel lead generation engine, build brand relevance with younger pet owners, and operate effectively in an AI-native marketing environment.

Responsibilities

Lead Generation and Revenue Marketing

• Own the end-to-end lead generation funnel, from first touch to qualified handoff to sales, with clear accountability for MQL volume, SQL conversion rate, and cost per acquired customer.
• Build and continuously optimize a multi-channel demand engine spanning paid search, paid social, organic content, email automation, SMS, direct mail, and community partnerships.
• Partner closely with the Head of Sales to align on lead quality standards, follow-up cadence, and the sales enablement tools and content reps need to close.
• Manage and evolve the Salesforce CRM ecosystem as the system of record for lead flow, pipeline visibility, and marketing attribution, ensuring data integrity and actionable reporting across the funnel.
• Drive branch and dealer-level marketing support, ensuring local markets have the assets, co-op frameworks, and tactical programs needed to compete on the ground.

Brand and Audience Strategy

• Lead brand positioning and messaging for Invisible Fence® Brand, maintaining consistency across all customer touchpoints while evolving the voice to resonate with younger, digitally native pet owners.
• Develop and execute audience strategies that meaningfully expand IFB’s reach among Millennial and Gen Z pet owners, including channel mix, creative approach, platform selection, and influencer or creator partnerships.
• Build brand narratives that clearly articulate IFB’s safety, reliability, and professional-service advantages relative to GPS and DIY alternatives.
• Oversee all brand standards and ensure consistency across branches, dealers, digital properties, and campaign executions.

AI-Native and Emerging Channel Marketing

• Lead IFB’s strategy for visibility within large language models and AI-powered search environments, including optimizing for AI-generated answers, featured placements, and conversational search queries where pet containment decisions are made.
• Leverage AI tools across the marketing function to accelerate content production, personalize campaigns, improve targeting efficiency, and reduce time-to-market for new programs.
• Stay ahead of how consumer discovery is evolving across LLMs, social search, and short-form video, and adapt the channel mix accordingly.
• Pilot and scale emerging formats including AI-assisted creative testing, dynamic personalization, and automated nurture sequences.

Analytics, Attribution, and Performance Management

• Define and own the marketing performance framework, including KPIs, attribution methodology, budget pacing, and the cadence of reporting to senior leadership.
• Build a closed-loop measurement system connecting marketing spend to pipeline and revenue outcomes, using Salesforce and integrated analytics tools.
• Conduct and present rigorous analysis on campaign performance, lead quality, channel ROI, and competitive share of voice, with clear recommendations for action.
• Partner with the finance and operations teams on the annual marketing budget and mid-year reforecasts.

Team and Agency Leadership

• Lead, develop, and grow the IFB marketing team, setting clear expectations, building capability, and creating a culture of accountability and creative ambition.
• Manage relationships with external marketing agencies and vendors, driving proactive account management, category fluency, and measurable output against defined goals.
• Build strong cross-functional relationships with Sales, Operations, the Transformation Office, and the broader PetSafe marketing organization.

Requirements

• Bachelor’s degree in marketing, business, communications, or a related field; MBA or equivalent preferred.
• 10 or more years of progressive marketing experience, with at least 4 years in a senior leadership role with full P&L or budget ownership.
• Demonstrated track record of driving measurable lead generation and revenue growth in a consumer services or DIFM (Do It For Me) services environment.
• Deep proficiency with Salesforce CRM, including pipeline management, lead routing, campaign attribution, and reporting.
• Strong command of digital marketing fundamentals: paid search, paid social, SEO, email automation, and content marketing.
• Experience developing strategies for younger consumer cohorts (Millennials and Gen Z), including platform-native content and creator partnerships.
• Proven ability to think analytically and present data-driven recommendations to senior leadership and PE stakeholders.
• Experience managing external agencies with structured accountability frameworks.

Accountabilities

• Revenue and pipeline contribution.
• Meeting MQL and SQL targets, keeping cost per acquired customer within budget, and demonstrating that marketing spend is converting to actual sales.
• Brand health and market positioning.
• Budget stewardship.
• Team and agency performance.
• Channel and platform effectiveness.
• Reporting and visibility.

Relationships

• Reports directly to Executive General Manager of Invisible Fence® Brand.
• Works closely with IFB Head of Sales, Branch and Dealer Network, Transformation Office, Finance and Operations.
• Manages the IFB Marketing Team.