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 the sales organization 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 groupwide initiatives with the company's headquarters in Germany from the Charlotte office.

DUTIES AND RESPONSIBILITIES:

Strategic Marketing Leadership

• Develop and implement comprehensive marketing strategies aimed at expanding market share in 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, new opportunities, and brand positioning.

Demand Generation & Sales Enablement

• Develop and implement integrated marketing strategies encompassing digital, social media, content marketing, and traditional channels to maximize reach and engagement.
• Build and manage integrated lead-generation programs (including Salesforce) that support long sales cycles typical of industrial manufacturing.
• Develop targeted campaigns for OEMs, rep agents, installers, and end users.
• Create sales tools, technical collateral, and presentations that help the sales team 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 value propositions, including literature such as 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, 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 annual trade show strategy, including booth planning, messaging, budget management, and post-show lead follow-up processes.
• Ensure strong presence at key industry conferences, exhibitions, and customer events.

Team Leadership & Collaboration

• Bring branding energy to the company by being a strong advocate for its products and services.
• Provide a high level of support for sales team members, agencies, and contractors.
• Foster cross-functional collaboration with Sales, Product, Engineering, and Service.
• Establish KPIs and performance metrics to measure marketing effectiveness and ROI.
• Demonstrate experience with multicultural global marketing and communications initiatives.

QUALIFICATIONS:

Education & Experience

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

Skills

• Strong understanding of industrial customer buying behaviors and multi-step sales processes.
• Expertise in SEO (Search Engine Optimization), web analytics reporting, and implementing marketing automation tools.
• Proficiency in Adobe Creative Suite for graphic design as well as experience with content marketing strategies.
• Strong knowledge of digital marketing channels including social media marketing, 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 for B2B audiences across multiple platforms.
• Skilled in managing marketing project timelines, budgeting processes, and cross-functional collaboration to meet strategic goals.
• Proficiency in 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 compelling marketing content.
• Exceptional project management skills with the ability to balance multiple priorities.
• Data-driven mindset with strong analytical and reporting capabilities.
• Ability to speak German is a plus but not required.

COMPETENCIES:

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

WORK ENVIRONMENT & BENEFITS:

• Comprehensive benefits package including health, dental, vision, and retirement plan.
• Opportunities for professional advancement within a growing global industrial organization.
• Collaborative, engineering-driven and customer-first culture with a focus on innovation and continuous improvement.