At Invisible Fence® Brand we are every bit as passionate about the well-being of pets today as we were when our founder created the world’s first dog fence. It’s that commitment that keeps us going and growing. It is in the way we continue to pioneer powerful, industry-changing pet solutions,. It is in the way of our ongoing Shelter to Forever Home Program. It is in the way we provide expert care to you and your pet from your neighborhood Invisible Fence® Brand dealer. Most of all, it is our commitment in the worry-free way you enjoy your pet’s companionship. The way we look at it, nothing could be more revolutionary—or more wag-worthy—than that!
When it comes to improving the lives of pets and their people, it’s never a job. It’s a labor of love.
Summary of Position:
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. They understand how purchase decisions are increasingly shaped by large language models and social discovery, and they build programs accordingly.
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.
Qualifications:
- 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 Chief Marketing Officer
- Works closely with IFB Head of Sales, Branch and Dealer Network, Transformation Office, Finance and Operations
- Manages the IFB Marketing Team
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To learn more about PetSafe Brands and Invisible Fence® Brand, our history, culture and community involvement, please visit https://petsafebrands.com/
