Dealer Marketing Manager

About this role

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.

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)

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 $100,000 — $140,000 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 disabili

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