Manager, Dealer Marketing

About the Role:

The Senior Dealer Marketing Manager leads the strategy, growth, and effectiveness of Wabash’s dealer marketing function across the dealer network, driving demand and strengthening dealer engagement across Dry Vans, Platform Trailers, Truck Bodies, and Tank Trailers. With the dealer channel generating up to 50% of Wabash trailer revenue and nearly 100% of parts revenue, this role owns one of the company’s most important commercial assets.

This role moves beyond program execution to define how Wabash activates its commercial strategy through the dealer ecosystem. It serves as the senior link between Product Marketing, Sales, and Wabash dealers; turning national growth priorities into scalable, locally executed activation while building dealer capability and providing visibility into channel performance. The Senior Dealer Marketing Manager acts as a strategic business partner to dealer principals, ownership groups, and Wabash commercial leadership, transforming the dealer network from a distribution channel into a scalable, collaborative growth engine.

The ideal candidate combines channel marketing expertise, strong relationship management skills, commercial acumen, and the ability to influence without direct authority.

Your Responsibilities:

Dealer Network Strategy

• Develop and lead the long-term dealer marketing strategy aligned to Wabash commercial growth objectives.
• Partner with the Director of Strategic Dealer Accounts to establish annual dealer growth priorities, activation plans, and marketing investments tied to sales targets, corporate campaigns, and product strategy.
• Ensure consistency of brand messaging, positioning, and customer experience across all dealer marketing activity.
• Identify opportunities to improve dealer effectiveness across key markets and customer segments.
• Gather dealer feedback and market insights to shape future strategy and programs.
• Other duties as assigned.

Dealer Growth & Activation

• Lead dealer growth and activation programs that drive awareness, engagement, lead generation, and sales performance.
• Develop scalable co-marketing models that can be deployed consistently across multiple markets and segments.
• Support dealer participation in product launches, promotions, customer events, and strategic growth initiatives.
• Identify and scale best practices across the network to improve marketing effectiveness and sales outcomes.
• Track campaign performance and recommend improvements to increase participation and commercial impact.

Dealer Performance & Insights

• Create visibility into dealer engagement, marketing activity, customer demand signals, and growth opportunities at the local market level.
• Develop channel performance reviews and recommendations for commercial leadership.
• Partner with Digital Marketing to leverage customer data and journey insights across dealer channels.
• Provide account-level insight to Strategic Dealer Account Managers to support deeper trailer and aftermarket penetration.

Dealer Enablement & Training

• Establish dealer marketing excellence standards and lead dealer marketing and product training programs.
• Partner with Product Marketing to educate dealers on product features, customer value propositions, competitive differentiation, and sales messaging.
• Develop scalable training materials, webinars, certification paths, toolkits, and dealer resources that improve effectiveness.
• Manage and continuously enhance Dealer Download as the primary resource center for marketing, sales, training, and product content, driving adoption and utilization.

Dealer Communications

• Serve as the primary marketing communication resource for the dealer network.
• Develop and manage ongoing dealer communications—newsletters, webinars, training announcements, promotional updates, and best-practice sharing.
• Maintain a consistent communication cadence to keep dealers informed and engaged.
• Facilitate two-way communication by gathering dealer feedback and identifying continuous improvement opportunities.

Dealer Ambassador Program & Marketing Match Fund Leadership

• Lead the marketing components of the Wabash Dealer Ambassador Program.
• Ensure dealer compliance with brand standards, program requirements, and marketing participation expectations.
• Monitor dealer websites, digital presence, and social activity to support brand consistency.
• Own governance and strategic allocation of the Marketing Match Fund and co-op programs, ensuring investments align with corporate objectives and growth priorities.
• Establish investment standards, participation expectations, and performance measures.
• Monitor program utilization, compliance, and effectiveness; evaluate ROI and recommend improvements.

Annual Dealer Meeting

• Partner with Strategic Engagement & Events to lead marketing planning and execution of the Annual Dealer Meeting.
• Coordinate marketing content, dealer communications, and activation opportunities.
• Ensure content reinforces business priorities, product strategy, and dealer growth objectives.

Qualifications & Experience:

Required

• BS in Marketing, Communications or related field
• 7+ years of dealer marketing, channel marketing, field marketing, or B2B marketing experience
• Experience supporting dealer or distributor networks
• Experience managing marketing programs and budgets
• Strong communication and presentation skills
• Ability to build relationships and influence without direct authority

Preferred

• Manufacturing, transportation, trailer, truck body, or OEM experience
• Co-op and marketing fund management experience
• Dealer communications and engagement program experience
• CRM and marketing automation platform familiarity
• Event or channel marketing experience

Leadership Attributes:

At Wabash, we pride ourselves on being empowering, and there are some things we feel very strongly about:

• Embrace Diversity and Inclusion -- Solicit and respect the input of others, celebrate differences, and strive for transparency and inclusiveness
• Seek to Listen -- Actively listen to reach the best solution and make the strongest decisions
• Always Learn -- Strive to improve; do not quit or settle for the status quo
• Be Authentic -- Demonstrate honesty, incredible energy, and grit in everything you do
• Win Together -- Collaborate, seek alignment, and excel at cross-group communication to success as one team and One Wabash

Join us in turning ideas into world-changing realities. Curate and build your high-impact professional career at Wabash!

Affirmative Action/EEO Statement:

Wabash is committed to providing equal employment opportunity for its associates and applicants without regard to race, color, religion, sex, age, national origin, veteran status, disability, or other protected class or activity under federal, state, or local law. All employment decisions must be based on neutral, legitimate criteria. All employment policies and rules shall be applied equally to similarly situated associates.

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