Director of Marketing

The Director of Marketing is responsible for leading all marketing efforts for the MasterCraft brand, including brand strategy, product commercialization, consumer demand generation, dealer marketing, events, content, and retail activation.

This role serves as the primary marketing leader for the MasterCraft business, translating enterprise strategy into market-facing execution that strengthens brand equity, drives consumer demand, supports dealer success, and accelerates retail growth.

Working cross-functionally with Sales, Product Development, Engineering, Customer Experience, Dealer Development, and Enterprise Marketing, this person ensures every customer touchpoint reinforces MasterCraft's position as the premium leader in performance towboats.

Key Responsibilities

Brand Strategy & Market Positioning

Lead execution of the MasterCraft brand strategy and positioning

Ensure consistency across messaging, visual identity, storytelling, and customer experience

Monitor consumer trends, market dynamics, and competitive activity

Translate customer and market insights into actionable marketing strategies

Protect and strengthen MasterCraft's premium market position

Product Marketing & Commercialization

Lead go-to-market planning and execution for new products, model year launches, and feature introductions

Develop compelling product positioning, messaging, and value propositions

Partner with Product Development and Engineering to translate innovation into customer-facing benefits

Support launch readiness through dealer education, activation programs, and sales tools

Coordinate commercialization efforts across internal stakeholders

Demand Generation & Dealer Marketing

Develop and execute integrated marketing campaigns that drive awareness, consideration, lead generation, and retail demand

Develop scalable dealer marketing programs, tools, templates, and best practices to improve local marketing execution and consistency across the dealer network.

Partner with Sales and Dealer Development teams to improve lead generation, conversion, and dealer effectiveness

Optimize campaign performance through data-driven decision making and continuous improvement.

Support dealer training and adoption of marketing tools, platforms, and retail programs.

Champion the voice of the customer by leveraging consumer insights, ownership data, market research, and competitive intelligence to influence product strategy, customer experience, and marketing investments.

Establish performance metrics and scorecards to measure dealer marketing effectiveness, adoption, and return on investment

Content, Events & Customer Engagement

Lead content strategy and storytelling efforts across digital, social, experiential, and earned channels

Create scalable event frameworks, playbooks, and "Event-in-a-Box" programs that enable dealers to successfully execute local retail-driving events.

Develop and implement a comprehensive event strategy designed to drive awareness, consumer enagement, lead generation, and retail sales opportunities.

Establish measurement frameworks to evaluate event effectiveness, lead generation, conversion, and return on investment.

Continuously optimize event strategy based on performance data, dealer feedback, and consumer insights.

Support athlete partnerships, ambassador programs, and community engagement initiatives.

Drive ownership experience programs that strengthen loyalty, advocacy, and customer retention.

Partner with Enterprise Communications on PR opportunities and brand visibility initiatives.

Leadership & Business Management

Lead and develop the MasterCraft marketing team

Own segment marketing budgets

Establish performance objectives, priorities, and resource allocation plans

Partner closely with Enterprise Marketing shared services, including analytics, CRM, marketing technology, consumer insights, communications, and creative resources

Ensure alignment between business objectives, product strategy, dealer priorities, and marketing execution

Qualifications

Bachelor's degree in Marketing, Business, Communications, or related field

8-12+ years of progressive marketing leadership experience

Experience leading brand, product, and demand generation initiatives

Strong understanding of premium consumer brands and dealer/distribution business models

Proven success managing cross-functional initiatives and product launches

Demonstrated ability to balance strategic thinking with hands-on execution

Experience managing budgets, agencies, and high-performing teams

KPIS & Success Measures

Brand Growth

Brand awareness

Share of voice

Consumer engagement

Brand sentiment

Demand Generation

Qualified lead volume

Funnel conversion

Campaign effectiveness

Retail activation performance

Dealer Success

Dealer adoption of marketing programs

Dealer satisfaction

Lead quality and conversion

Product Launch Excellence

Launch readiness

Product adoption

Go-to-market execution

Financial Performance

Budget effectiveness

Market share support

Revenue growth contribution

REQUIREMENTS:

Bachelor's or Master's degree in Marketing, Business Administration, or a related field

8-12+ years of progressive marketing leadership experience, preferably within the marine industry or a related premium consumer brand

Experience leading brand, product, demand generation, dealer marketing, and retail activation initiatives

Strong creative thinking, problem-solving, and project management skills, with the ability to manage multiple priorities simultaneously

Experience managing agencies, budgets, and high-performing teams

Strong understanding of marketing analytics, CRM systems, and data-driven decision making

Exceptional communication and leadership skills, with the ability to influence and collaborate across all levels of the organization

Self-motivated, team-oriented leader who balances strategic thinking with hands-on execution

Demonstrates intellectual curiosity, adaptability, accountability, and a continuous improvement mindset

Positive, solution-oriented approach with the ability to energize teams and drive results

Knowledge of the boating industry and passion for the MasterCraft brand

Ability to travel and attend events up to 50% during peak season