Job description
The Marketing Specialist will be tasked to understand the customer personas of each brand as well as understand and keep track of upcoming market trends that could affect each brand and the regions in which they play. This position will be required to collaborate cross-functionally with regional sales, inside sales, Innovation center, operations, etc., to best position our product portfolio in the each respective marketplace & to gain feedback & buy-in for key initiative. Also key will be ROI tracking, measurement & communication as well as recommendations on adjustments for activities not performing as expecting.
Reporting to the Strategic Marketing Manager of Construction, the Marketing Specialist will be responsible for 3 main objectives:
- Driving sales growth in alignment with overall company goals by monitoring and measuring marketing activities, making recommendations, and pivoting when needed.
- Understanding the market landscape in which each brand performs and staying actively involved in market conditions which could affect that.
- Building & creating strong brand awareness for each brand in the markets they operate in through digital marketing, social media strategy, etc. & tracking results vs. plan.
Duties & Responsibilities
Demand Generation
- Develop & deliver multi-channel marketing campaigns designed to identify & engage high potential targets in key geographic & vertical markets to develop a pipeline of high potential leads
- Collaborate with Inside Sales to identify and qualify leads to push through sales funnel & track ROI of those leads
- Act as project manager on multiple projects simultaneously to ensure deadlines and objectives are met
- Track & measure ROI on all marketing campaigns and activities. Provide regular updates to leadership team as well as recommendations for adjustments.
- Work closely with third-party to execute marketing activities when necessary
Content & Value Story Creation
- Identify & understand each point in our value chain & what is important to them, to create materials that resonate with each person that the individual brands need to target
- Work cross-functionally with innovation center, sales, and customers to continuously produce value story materials such as case studies, testing, eblasts, presentations, customer testimonials, and video
Market Development
- Communicate and collaborate with sales and leadership team to identify new market potential, including new geographies and vertical markets, that align with the strategic direction of the company to drive brand awareness and education within that market to drive sales
- Stay abreast on macro-economic updates, as well as the customer/ competitive landscape and share key findings to team
Customer Engagement
- Discover, plan, evaluate tradeshows, events, lunch & learns, webinars, etc.
- Evaluate and recommend industry associations that each brand should be active participants in
- Order & manage promotional items including customer giveaways
Digital Marketing Strategy
- Support website optimization aligned with digital strategies to drive traffic & click thru activities, own new content creation to continue to add value to our user community & position us as the subject matter expert in that area
- Manage and create social media content, including targeted sponsored ads & video content
- Work closely with our third-party to drive SEO/SEM activities and measure ROI
Learning & Development
- Develop an in-depth understanding of the product and solutions we offer
- Understand the value chain of each brand to create value story materials with a compelling message that speaks to each point in the value chain
- Attend approved customer visits, events & tradeshows to better understand customer needs
- Learn & embrace our selling process and CRM (Salesforce)
Required skills:
- 1-3 years B2B marketing / market development experience
- Experience in both distribution & direct B2B marketing and/or sales a plus
- Construction materials marketing experience a plus
- Knowledge of digital marketing practices such as SEO/SEM & social media a plus
- A Bachelor’s Degree in Marketing, Business or related field, or commensurate experience
- Ability to gain technical knowledge of products and applications
- Experience in strategy development and execution
- Proven ability to drive lead generation & conversion
- Experience in market research and analytics to better understand market potential
- Analytical thinker able to create insights & understanding from market data & relay that information in a digestible way to cross-functional teams and leadership
- Strong team player than can work cooperatively with others to drive results and goals
- Ability to evaluate marketing activities and pivot quickly when needed
- Proficiency in MS Office including Word, Excel, Power Point and Outlook as well as the Adobe suite of products
- Experience with Salesforce CRM
- Consistently demonstrates initiative and a readiness to act on opportunities
- Passionate about continuous learning & growing the business
- Prioritizes effectively and is highly organized
- Excellent written and verbal communication skills
- Ability to travel <20% of time
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