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…