Director of Marketing

About Harbinger

Harbinger is an American commercial electric vehicle (EV) company on a mission to transform an industry starving for innovation. Harbinger’s best-in-class team of EV, battery, and drivetrain experts have pooled their deep experience to bring a first-of-its-kind EV platform to support the growing demand for medium-duty EVs and Hybrids. Harbinger: Familiar Form, Revolutionary Foundation.

Position Overview:

Harbinger is seeking a highly motivated and experienced Head of Marketing to serve as the company’s most senior dedicated lead in marketing and communications, with a strong emphasis on driving lead and demand generation and developing robust go-to-market strategies. This individual must possess a proven track record in leading ground-up brand development, managing corporate-level and franchise (i.e., dealer) marketing, and, critically, translating marketing efforts directly into a healthy sales pipeline and market penetration.

The role will involve executing successful events, developing impactful marketing campaigns, and growing a strong online and social media presence, all with the primary goal of generating qualified leads and increasing demand. You should have exceptional communication skills and the ability to lead initiatives, collaborating with internal stakeholders and external partners, as well as to grow the company’s marketing and communication functions as the business scales. This individual will work as a strategic business partner with both Harbinger’s executive leadership team and the company’s sales and business development teams, working to develop and refine the business’s brand and product strategies, with appropriate data-driven planning, to support Harbinger and its dealers/partners in meeting their growth objectives through effective lead generation and market entry.

What You’ll Do:

Lead & Demand Generation / Go-to-Market Strategy:

• Develop and execute comprehensive lead and demand generation strategies to fill and accelerate the sales pipeline for both direct national accounts and franchise dealerships.
• Design and implement data-driven go-to-market strategies for new product introductions and market expansions, ensuring optimal market penetration and customer acquisition.
• Create compelling sales collateral, promotional materials, and other marketing assets specifically designed to support sales and business development efforts in converting leads and driving demand.
• Provide dealers (and other third-party distribution partners) with targeted marketing tools, advertising campaigns, content collateral, and co-op marketing programs to ensure alignment with overall corporate lead generation goals and increase vehicle sales through the dealer channel.
• Serve as key internal knowledge expert on channel marketing , tailored for both direct customers (national accounts) and franchise dealerships, with a focus on optimizing lead flow and conversion across channels.
• Collaborate closely with sales and business development teams to ensure marketing efforts directly align with sales targets, dealer needs, and market trends, focusing on lead qualification and nurturing.
• Create marketing strategies that enhance the customer journey from awareness to purchase and retention , ensuring a seamless experience across both direct and dealer channels, with clear touchpoints for lead capture and progression.
• Analyze market trends, consumer behavior, and sales data - leveraging Harbinger’s expansive dealership network - to refine and optimize lead generation and go-to-market strategies. Implement KPIs to track the effectiveness of demand generation initiatives and ROI.
• Collaborate with the Head of Corporate Development and the executive management team to ensure that product offerings align with dealer and customer needs as well as market priorities, informing effective go-to-market planning.

Brand Management:

• Lead on day-to-day marketing activities, including developing and executing marketing strategies to drive brand awareness and customer engagement, supporting top-of-funnel demand generation.
• Collaborate with internal teams to ensure brand consistency across all communication channels, reinforcing brand credibility for lead nurturing.

Social Media, Website and Online Presence:

• Oversee the company’s digital marketing initiatives, including SEO, social media, email marketing, and website optimization, with a primary focus on driving qualified online traffic and improving conversion rates for lead capture.
• Monitor social media trends and industry developments to implement relevant strategies and best practices for digital lead generation.
• Manage the company website to ensure it remains up-to-date, informative, and user-friendly, and work to optimize for SEO and lead capture forms.

Operational Marketing and Events Support:

• Provide marketing leadership for highly impactful attendance by Harbinger at events and conferences, collaborating with the business development and sales teams, with a focus on generating high-quality leads from these events. Lead on developing trade conference booths and collateral to support event attendances and maximize lead capture opportunities.
• Source and collaborate with external vendors and agencies to execute marketing initiatives and content production. Evaluate vendor performance and negotiate contracts to maximize efficiency and return on investment.
• Submit purchase orders, prepare budgets, and track spending for the marketing department.

Who You Are:

Expertise in Lead & Demand Generation / Go-to-Market:

• Proven track record of success in developing and executing lead generation, demand generation, and go-to-market strategies that have demonstrably driven sales growth and market share.
• Strong grasp of the unique dynamics of the commercial automotive and EV marketplaces, with a deep understanding of the relevant customer base and key stakeholders across the industry for effective targeting and lead segmentation.
• Strong digital marketing expertise, including social media, SEO, and content strategy, specifically applied to lead and demand generation.
• Demonstrated expertise in leveraging data for marketing optimization, particularly in analyzing lead conversion rates, pipeline velocity, and campaign ROI.
• Experience effectively managing new product introductions, including developing and executing comprehensive go-to-market plans.
• Proficiency in utilizing all major social media platforms for business purposes and understanding of digital marketing trends, paid and unpaid advertising, and analytics relevant to lead acquisition and nurturing.
• Experience and understanding of modern AI-based tools to improve the efficiency of marketing and communications activities and save costs, especially in automating lead capture and personalization.
• You have experience in leading marketing and communications tools, e.g., Sprout Social, Mailchimp, HubSpot, Cision, MuckRack, etc., with a strong preference for CRM and marketing automation platforms used for lead management.

General Qualifications:

• At least 15 years of experience in the automotive or transportation industries, ideally in a company that operates through both direct sales and franchise dealership networks.
• Strong experience in supporting corporate events, trade shows or conferences and/or experiential marketing activations.
• Ability to do some graphic design and photo/video editing.
• Strong operational skills, with the ability to coordinate and motivate engagement from cross-functional teams.
• Have excellent written and verbal communication skills with a keen eye for detail, along with the ability to translate highly technical information for a general or non-expert audience.
• Ability to manage multiple projects simultaneously and meet deadlines.
• Strong analytical and problem-solving skills, with a data-driven and results-oriented approach.
• Startup experience preferred.
• Optional: Experience in coordinating with external PR firms and managing media relations

Key Benefits & Perks:

• Comprehensive Health, Dental & Vision (HDV) – 100% employee covered
• Early-stage Stock Options
• Robust Retirement Savings (401k, HSA, FSA)
• Generous Paid Time Off (PTO) & Parental Leave
• Annual Vacation Bonus
• Wellness & Fertility Benefits
• Cell Phone Stipend
• Complimentary Meals & Stocked Kitchens

California Pay Range

$160,000—$200,000 USD

Equal Opportunity

Harbinger is an equal opportunity employer and complies with all applicable federal, state, and local fair employment practices laws. All qualified applicants will receive consideration for employment without regard to race, color, religion, national origin, ancestry, sex, sexual orientation, gender, gender expression, gender identity, genetic information or characteristics, physical or mental disability, marital/domestic partner status, age, military/veteran status, medical condition, or any other characteristic protected by law.

Harbinger is committed to ensuring that our hiring process is accessible for persons with disabilities. If you have a disability or limitation, such as those covered by the Americans with Disabilities Act, that requires accommodations to assist you in the search and application process, please email us at View email address on swooped.co.

Candidate Data Privacy

Harbinger may collect, use and disclose your personal information or personal data (within the meaning of the applicable data protection laws) when you apply for employment and/or participate in our recruitment processes (“Candidate Personal Data”). This data includes contact, demographic, communications, educational, professional, employment, social media/website, network/device, recruiting system usage/interaction, security and preference information. Harbinger may use your Candidate Personal Data for the purposes of (i) tracking interactions with our recruiting system; (ii) carrying out, analyzing and improving our application and recruitment process, including assessing you and your application and conducting employment, background and reference checks; (iii) establishing an employment relationship or entering into an employment contract with you; (iv) complying with our legal, regulatory and corporate governance obligations; (v) recordkeeping; (vi) ensuring network and information security and preventing fraud; and (vii) as otherwise required or permitted by applicable law.

Harbinger may share your Candidate Personal Data with (i) internal personnel who have a need to know such information in order to perform their duties, including individuals on our HR, legal, and finance teams, and the team(s) with the position(s) for which you are applying; (ii) Harbinger affiliates; and (iii) Harbinger’s service providers, including providers of background checks, staffing services, and cloud services.

Harbinger may transfer or store internationally your Candidate Personal Data, including to or in the United States, Canada, the United Kingdom, and the European Union and in the cloud, and this data may be subject to the laws and accessible to the courts, law enforcement and national security authorities of such jurisdictions.

Please note that we are currently not accepting applications from third party application services. Any unsolicited resumes or candidate profiles submitted in response to our job posting shall be considered the property of Harbinger and are not subject to payment of referral or placement fees if any such candidate is later hired by Harbinger unless you have a signed written agreement in place with us which covers the applicable job posting.