Marketing Manager - Bulk Material Equipment Manufacturing

Position Summary:

The Marketing Manager is responsible for developing and executing marketing strategies that drive brand awareness, generate qualified sales opportunities, and support revenue growth for a manufacturer of capital equipment. This role partners closely with Sales, Product Management, Engineering, and Executive Leadership to position the company's products, differentiate them in competitive markets, and communicate value throughout the customer buying journey.

The ideal candidate has experience marketing complex industrial products with long sales cycles and understands how to engage engineers, operations leaders, procurement teams, and executive decision-makers.

Key Responsibilities

Strategic Marketing:
• Develop and execute annual marketing plans aligned with company growth objectives.
• Create product positioning and messaging that clearly communicates customer value.
• Conduct market research, competitive analysis, and customer segmentation.
• Identify new market opportunities and recommend growth strategies.
• Support product launches with integrated marketing campaigns.

Demand Generation:
• Plan and manage lead generation campaigns across digital, email, events, and content marketing.
• Partner with Sales to develop qualified leads and improve conversion rates.
• Manage marketing automation and CRM campaigns.
• Track campaign performance and optimize marketing ROI.

Product Marketing:
• Develop product literature, brochures, technical datasheets, presentations, and case studies.
• Create compelling customer success stories and application-focused content.
• Support pricing, value propositions, and competitive positioning.
• Collaborate with engineering and product management to communicate technical features in customer-focused language.

Digital Marketing:
• Manage company website content and SEO strategy.
• Oversee paid search, digital advertising, and social media initiatives.
• Develop content calendars including blogs, videos, webinars, and white papers.
• Monitor website analytics and user engagement metrics.

Trade Shows & Events:
• Plan and execute industry trade shows, conferences, customer events, and distributor meetings.
• Coordinate booth design, promotional materials, demonstrations, and logistics.
• Measure event effectiveness through lead generation and sales outcomes.

Brand Management:
• Ensure consistent branding across all marketing materials and communications.
• Maintain corporate messaging and visual identity.
• Manage relationships with outside agencies, printers, photographers, and digital partners.

Sales Support:
• Develop sales enablement materials including presentations, proposal templates, competitive comparisons, and customer-facing collateral.
• Train sales teams on new products, messaging, and campaign initiatives.
• Work closely with sales managers to support customer acquisition efforts.

Analytics & Reporting:
• Establish and monitor KPIs for marketing performance.
• Analyze campaign effectiveness, website traffic, lead generation, and customer engagement.
• Prepare monthly reports for executive leadership with recommendations for improvement.
• Manage marketing budgets and vendor expenditures.

Qualifications

Required:
• Bachelor's degree in Marketing, Business, Communications, Engineering, or related field.
• 3-5+ years of B2B marketing experience, preferably within industrial manufacturing or capital equipment.
• Experience marketing products with long sales cycles and high-value purchases.
• Strong understanding of digital marketing, SEO, email marketing, CRM systems, and marketing automation.
• Excellent written, verbal, and presentation skills.
• Demonstrated project management and organizational skills.
• Ability to translate technical information into compelling customer messaging.

Preferred:
• Experience supporting OEMs, industrial equipment, automation, machinery, or manufacturing technologies.
• Familiarity with distributors, dealer networks, or channel marketing.
• Experience with Salesforce, HubSpot, Microsoft Dynamics, or similar CRM platforms.
• Knowledge of Google Analytics, Adobe Creative Suite, Canva, and marketing automation tools.

Working Conditions:
• Office-based with periodic manufacturing floor interaction.
• Approximately 20-30% travel for customer visits, trade shows, distributor meetings, and industry events.
• Occasional evening or weekend work to support trade shows and product launches.

Reports to the President.

Compensation:

Competitive salary plus performance bonus, comprehensive benefits package, 401k, paid time off, and professional development opportunities.