Senior Marketing Manager

The Senior Marketing Manager leads the development and execution of strategic marketing initiatives that strengthen the company’s market position within the industrial manufacturing and sales sector. This role is responsible for driving demand generation, elevating brand presence, and supporting sales growth across key industries and customer segments. The Senior Marketing Manager works closely with executive leadership, Product Management, and Sales to ensure marketing strategies align with long-term business objectives and industry-specific requirements. This role will also spend up to 50% of its time supporting group-wide initiatives with the company’s global headquarters in Germany from the Charlotte office.

DUTIES AND RESPONSIBILITIES:

Strategic Marketing Leadership

• Develop and implement comprehensive marketing strategies focused on expanding market share within the industrial and manufacturing sectors.
• Conduct industry research, competitive analysis, and voice-of-customer (VoC) studies to guide product positioning and market messaging.
• Lead annual marketing planning, budget development, and performance forecasting.
• Serve as a strategic advisor to leadership on market trends, emerging opportunities, and brand positioning.

Demand Generation & Sales Enablement

• Develop and implement integrated marketing strategies across digital, social media, content marketing, and traditional channels to maximize reach and engagement.
• Build and manage integrated lead-generation programs, including Salesforce, that support the long sales cycles typical of industrial manufacturing.
• Develop targeted marketing campaigns for OEMs, rep agents, installers, and end users.
• Create sales tools, technical collateral, and presentations that help the sales team effectively communicate product value and differentiation.
• Partner closely with Sales to align marketing activities with pipeline goals and key account priorities.

Product & Technical Marketing

• Collaborate with Engineering and Product Management to translate complex technical capabilities into clear, compelling value propositions and marketing materials, including product literature and manuals.
• Oversee product launch strategies, including messaging, collateral development, and go-to-market execution.
• Support specification-driven selling through white papers, case studies, ROI tools, and application-based content.

Brand Management & Communications

• Strengthen the company’s brand identity across all marketing channels, including digital platforms, print materials, trade shows, industry associations, and partner communications.
• Oversee website strategy, content development, and SEO/SEM programs focused on industrial buyers.
• Manage corporate communications, public relations, and industry association engagement.

Trade Shows & Industry Events

• Develop the annual trade show strategy, including booth planning, messaging, budget management, and post-show lead follow-up processes.
• Ensure a strong presence at key industry conferences, exhibitions, and customer events.
• Bring energy and enthusiasm to the company’s brand by serving as a strong advocate for its world-class products and services.
• Provide a high level of support to sales team members, agencies, and contractors.
• Foster cross-functional collaboration with Sales, Product, Engineering, and Service teams.
• Establish KPIs and performance metrics to measure marketing effectiveness and ROI.
• Support multicultural, global marketing and communications initiatives.

QUALIFICATIONS:

Education & Experience

• Bachelor’s degree in Marketing, Business, Engineering, or a related field.
• Minimum 5–7 years of progressive marketing experience, including leadership experience, within industrial manufacturing, engineered products, or B2B technical industries.
• Demonstrated success developing and executing strategic marketing initiatives within complex, technical markets.

Skills

• Strong understanding of industrial customer buying behaviors and multi-step sales processes.
• Expertise in SEO (Search Engine Optimization), web analytics and reporting, and marketing automation tools.
• Proficiency in Adobe Creative Suite and graphic design, as well as experience developing and executing content marketing strategies.
• Strong knowledge of digital marketing channels, including social media, email marketing, performance marketing, and print advertising.
• Familiarity with CRM systems such as Salesforce for managing customer data and executing targeted campaigns.
• Ability to develop compelling content tailored to B2B audiences across multiple platforms.
• Skilled in managing marketing project timelines, budgets, and cross-functional collaboration to achieve strategic goals.
• Proficiency with digital marketing tools, CRM/ERP platforms (Salesforce, HubSpot, Microsoft Dynamics, etc.), and marketing automation systems.
• Excellent technical communication skills, with the ability to translate engineering concepts into clear and compelling marketing content.
• Exceptional project management skills with the ability to balance multiple priorities.
• Data-driven mindset with strong analytical and reporting capabilities.
• German language skills are a plus but not required.

COMPETENCIES:

• Strategic and analytical thinker with strong business acumen.
• Excellent leadership and interpersonal skills, with the ability to influence and collaborate across the organization both domestically and internationally.
• Proactive, resourceful, and comfortable operating in fast-paced or growth-oriented manufacturing environments.
• Strong attention to detail and commitment to high-quality work.

#J-18808-Ljbffr

Tagged as: Data Analysis, Forecasting, HubSpot, Microsoft Dynamics, Pipeline Management, Project Management, Salesforce