Cross-Tier Demand Generation Lead

We are seeking a Cross-Tier Demand Generation & Experience Strategist to own the end-to-end strategy and execution of demand generation across our digital ecosystem—from Tier 1 through Tier 3. This role sits at the intersection of UX strategy, customer journey mapping, and performance marketing, with a primary focus on driving high-quality leads, optimizing low-funnel actions, and enabling seamless, qualified handoffs to dealers.

This role is responsible for designing and operationalizing connected, conversion-focused experiences that naturally guide users through the funnel—from awareness to consideration to action—while ensuring Tier 1 (brand) and Tier 3 (dealer) experiences work together as a single, cohesive demand engine.

You will partner closely with site, analytics, media, agencies, CRM and dealer teams to translate customer behavior and business goals into scalable demand generation strategies that drive measurable outcomes.

In short, this role is the strategic owner of: How customers move through the digital funnel — and how effectively that movement turns into real, qualified demand for dealers.

Key Responsibilities include but not limited to: 

Demand Generation Strategy:

• Own and evolve cross-tier (and channel) demand generation strategies that drive lead volume, lead quality, and conversion performance
• Define and optimize low-funnel actions across T1 and T3, including lead forms, CTAs, dealer handoffs, and conversion paths
• Develop frameworks for natural funnel progression, ensuring users are guided intuitively from discovery to high-intent actions

T1 / T3 Lead Form Generation:

• Own the strategy and optimization of lead form experiences across Tier 1 and Tier 3
• Define lead form best practices, including nomenclature testing, form variations, IU optimizations and field variations
• Ensure lead forms are aligned with customer intent, channel context, and downstream dealer needs

Connecting T1 and T3 Experiences:

• Serve as the strategic owner of connected cross-tier journeys, ensuring brand and dealer experiences feel unified, not fragmented
• Align content, UX patterns, and conversion mechanics across tiers to support a seamless shopper experience
• Translate media and acquisition strategies into on-site experiences that maximize conversion and lead quality

UX Strategy & Customer Journey Mapping:

• Lead UX strategy for demand-focused journeys, ensuring experiences are frictionless, intuitive, and conversion-optimized
• Create customer journey maps and funnel models that connect brand-level engagement (T1) to dealer-level conversion (T3)
• Identify key behavioral moments and drop-off points and translate insights into UX and functional improvements

Insight-Driven Optimization:

• Use analytics, testing, and behavioral data to continuously optimize funnel performance
• Closely partner with Test-and-Learn lead on A/B and multivariant testing agendas focused on conversion rates, form completion, and lead quality
• Partner with media and performance teams to close the loop between acquisition and on-site behavior

Cross-Functional Leadership:

• Act as the connective tissue between UX, product, analytics, IT, and dealer teams
• Translate demand generation strategy into clear business requirements and UX direction
• Ensure delivery aligns with conversion goals, UX best practices, and business priorities

Key Competencies:

• Demand-focused strategist with strong execution skills
• Deep understanding of UX as a growth and conversion lever
• Data-driven, performance-oriented mindset
• Strong systems thinker who connects brand, product, and sales
• Skilled at translating customer behavior into business impact