Director of Marketing, USA SHADE & VPS

Position Overview

PlayPower is the world’s leading playground and recreation equipment manufacturer, delivering innovative shade and vehicle protection solutions through our premier brands, USA SHADE and VPS. We are seeking an accomplished and data-driven Director of Marketing to lead marketing strategy, performance, and growth for these brands. In this senior role, you will own the full marketing funnel—from awareness to conversion—developing scalable strategies that accelerate revenue growth, strengthen brand equity, and enhance customer acquisition and retention. Prior experience in Private Equity-owned organizations or manufacturing environments is highly desirable.

Key Responsibilities

• Lead the development and execution of comprehensive marketing strategies and annual plans for USA SHADE and VPS.
• Translate business objectives into measurable marketing goals aligned to revenue, pipeline, and profitability targets.
• Manage the annual marketing budget with a focus on ROAS, cost-per-lead, and customer acquisition cost.
• Drive strategic brand alignment across both shade and vehicle protection segments under the PlayPower portfolio.
• Build and optimize full-funnel marketing programs using paid search, paid social, ABM, email automation, and retargeting strategies.
• Lead the implementation of data-driven performance marketing frameworks that leverage analytics for spend allocation and conversion optimization.
• Develop and oversee integrated campaigns that drive qualified leads for sales and rep networks.
• Partner with digital and CRM teams to continually refine audience segmentation, lead scoring, and nurture workflows.
• Serve as the brand steward for USA SHADE and VPS, ensuring consistency in tone, message, and visual identity.
• Collaborate with Product Management to launch new products, strengthen positioning, and create go-to-market plans.
• Lead storytelling and creative direction to communicate innovation, quality, and performance.
• Own all marketing KPIs including MQL/SQL performance, ROAS, conversion rates, pipeline value, and lead-to-order velocity.
• Use insights and data to inform real-time optimization of campaigns, channels, and creative assets.
• Deliver executive-level reporting and actionable insights to leadership and sales partners.
• Partner closely with Sales to align marketing activities with territory goals and rep performance.
• Lead and mentor a team of marketing professionals and agency partners.
• Collaborate with internal stakeholders across digital, creative, and finance to ensure seamless execution and budget discipline.

Required Qualifications

• Bachelor’s degree in Marketing, Business, or related field (MBA preferred).
• 10+ years of progressive experience in B2B marketing, ideally within building products, construction, or manufacturing industries.
• Proven success leading performance marketing programs that drive measurable ROI and growth.
• Experience in Private Equity-backed organizations or fast-paced, results-oriented environments.
• Deep understanding of CRM and marketing automation tools like HubSpot, Microsoft Dynamics, Google Analytics, and Wrike.
• Strong analytical mindset with the ability to translate data into actionable marketing strategies.
• Excellent leadership, communication, and project management skills.
• Self-motivated, strategic thinker with a passion for innovation and performance excellence.

Benefits & Perks

• Community and family focus
• Opportunity to lead two iconic brands in the shade and vehicle protection space
• Collaborative culture that rewards curiosity, collaboration, and measurable results
• Strategic role driving growth within a global market leader