Marketing Manager

Responsibilities

• Conduct ongoing market research to identify emerging trends, customer needs, and competitive threats across all business categories.
• Develop segmentation strategies that improve targeting and positioning of aftermarket parts, OEM parts, and capital equipment.
• Provide strategic insights to support product roadmap planning and sales strategies.
• Develop and implement strategic marketing plans to support business objectives.
• Create demand generation campaigns that support lead acquisition, retention, and conversion for each business category.
• Continuously assess and refine marketing strategies based on performance analytics, competitive intelligence, and market trends to optimize results.
• Ensure consistent brand messaging across all marketing channels while tailoring content to support marketing objectives.
• Lead the marketing commercialization and launch strategy for newly developed aftermarket parts and capital equipment from the NPD process.
• Collaborate closely with Product Management, Engineering, Sales, and Supply Chain teams to develop go-to-market plans, messaging, and promotional materials for new product introductions.
• Conduct market and competitive analysis to determine key selling points for new products.
• Manage launch execution, including internal training, customer communications, digital campaigns, and trade show presentations.
• Oversee the development of marketing materials, sales collateral, and digital content to support sales efforts across different business segments.
• Develop and execute targeted campaigns to reach aftermarket, OEM, and capital equipment buyers with the right messaging and offers.
• Utilize analytics tools to measure, track, and refine digital marketing performance.
• Develop and rationalize an effective exhibition calendar aligned with Cantrell-Gainco objectives and the broader Fortifi exhibition strategy, ensuring consistency, strategic impact, and value across all events.
• Plan and execute trade show participation, including booth design, promotional materials, and lead generation strategies.
• Coordinate logistics such as booth setup, collateral, vendor relationships, and post-event follow-up.
• Ensure trade shows and events align with overall marketing and sales objectives.
• Work closely with Sales, Customer Service, Product Management, and Engineering to align marketing strategies with overall business objectives.
• Support lead generation efforts, CRM follow-up processes, and customer engagement initiatives with the Sales team.
• Actively participate in and contribute to the marketing community by supporting industry events, responding to opportunities for collaboration, and helping bring special projects and initiatives to life.
• Lead, mentor, and develop junior marketing team members, fostering a high-performance marketing organization.
• Develop and manage the marketing budget, ensuring an optimal allocation of resources to drive growth in each business segment.
• Track and report key marketing performance metrics, including ROI for campaigns, lead conversion rates, and sales impact.
• Adjust marketing plans based on data-driven insights and business priorities.

Qualifications

• Bachelor’s degree in marketing, business, communications, or a related field.
• 5+ years of experience in a marketing and/or communications role.
• Strong project management skills with the ability to lead multiple initiatives.
• Experience with CRM tools, digital marketing platforms, and content management systems.
• Proficiency in social media management, SEO, and digital advertising.
• Excellent written and verbal communication skills.
• Able to work cross-functionally and drive collaboration across departments.
• Experience managing trade shows, events, and vendor relationships.
• Strong analytical skills with the ability to interpret data and make data-driven decisions.
• Some experience with international marketing.