Marketing Manager

About the Role

Join a global technology leader and take your technical career to the next level at North Star Imaging (NSI), a worldwide leader in 2D digital radiography and 3D computed tomography equipment. As part of Illinois Tool Works (ITW), a Fortune 250 company, we combine the agility of a specialized technology business with the strength and stability of a global industrial powerhouse. This role is based at our headquarters in Rogers, MN.

As the Marketing Manager, you will own and lead NSI’s marketing strategy, execution, and performance across digital and traditional channels. You will develop data-driven marketing initiatives, optimize demand generation and lead conversion, and increase brand visibility and market impact. This role serves as the primary marketing business owner for NSI, translating insights into action and ensuring alignment with corporate objectives. You will manage and mentor a Marketing/Digital Specialist while partnering closely with Sales, Strategic Marketing, Product, Engineering, and cross-functional stakeholders to drive go-to-market success and measurable commercial outcomes.

Responsibilities

• Marketing Strategy, Ownership & Leadership
  • Own NSI’s marketing strategy, performance metrics, and execution roadmap across digital and traditional channels.
  • Translate business and growth objectives into actionable, measurable marketing initiatives.
  • Lead, mentor, and manage one Marketing/Digital Specialist, setting priorities, providing coaching, and ensuring high-quality execution.
  • Act as the primary marketing partner to Sales and Product teams to support revenue growth and pipeline development.
  • Balance strategic planning with hands-on execution while driving accountability for results.
  • Oversee content development including website, sales collateral, and marketing materials to ensure consistency with brand standards.
  • Manage marketing budget planning and vendor/agency negotiations to ensure efficient allocation of resources.
• Strategic & Analytical Responsibilities
  • Analyze market trends, customer insights, campaign performance, and competitive intelligence to inform marketing strategy and identify growth opportunities.
  • Own performance measurement across key KPIs including website traffic, CTR, conversion rates, cost per lead, SEO performance, and ROI.
  • Translate analytics into clear recommendations that drive optimization and continuous improvement.
  • Develop data-driven content and audience targeting strategies aligned with organizational priorities.
  • Provide strategic reporting and insights to Sales and Strategic Marketing, including lead quality, funnel performance, and campaign ROI.
• Marketing Technology & Digital Platforms
  • Own and optimize the marketing technology stack, including CRM (HubSpot or equivalent), marketing automation platforms (HubSpot, Marketo, Pardot), analytics tools (Google Analytics, Data Studio, Power BI), and SEO/SEM tools (SEMrush, Moz).
  • Partner with Webmaster and Digital Marketing resources to enhance website performance, SEO, UX, and digital lead generation.
  • Oversee email marketing tools, webinar platforms, and social media management dashboards to support integrated campaigns.
  • Ensure data integrity, reporting accuracy, and scalable marketing processes.
• Marketing Content & Go-to-Market Execution
  • Lead content planning and promotional strategy across print, digital, social, trade media, and events.
  • Collaborate with Engineering, Sales, Product, and Marcom teams to develop and maintain marketing collateral including ads, brochures, case studies, website content, and presentations.
  • Own go-to-market planning for new product and service launches, including positioning, segmentation, messaging, and channel strategy.
  • Manage ongoing product and service promotions across NSI’s website, LinkedIn, trade publications, webinars, and email campaigns to maximize engagement and conversion.
• Demand Generation & Lead Funnel Management
  • Own demand generation strategy and execution, driving measurable growth in marketing-sourced leads.
  • Track, analyze, and report on inbound leads, conversion rates, and cost per lead.
  • Partner closely with Sales to ensure strong lead handoff, follow-up discipline, and feedback loops to improve lead quality.
  • Develop and optimize industry-specific campaigns, adjusting future initiatives based on performance data.
• Trade Shows, Events & Brand Activation
  • Own trade show and event strategy, planning, and execution to maximize brand visibility and lead generation.
  • Lead logistics, promotional assets, messaging, and lead capture processes with cross-functional coordination.
  • Deliver post-event reporting with lead summaries, performance insights, and optimization recommendations.

Success Measures

• Measurable increases in website traffic, digital engagement, and marketing-qualified leads (MQLs).
• Improved conversion and ROI metrics across campaigns and channels.
• Strong lead generation and follow-up performance from trade shows and events.
• Data-driven decision-making that consistently informs strategy and execution.
• Strong cross-functional alignment resulting in cohesive, high-impact marketing programs.

Requirements

• Bachelor's or Master's degree in Marketing, Marketing Analytics, Business Administration with a concentration in Marketing, Business/Data Analytics, or a related field.
• Minimum of four years of experience in data analysis, market research, and quantitative methods.
• Demonstrated success developing and executing marketing strategy with measurable results across digital and traditional channels (including website, sales collateral, and marketing materials).
• Experience managing the full product lifecycle, from development through promotion, to deliver business results.
• Marketing budget planning and management experience, including vendor and agency negotiations.
• Strong cross-functional leadership and collaboration skills, with the ability to influence stakeholders across the organization.
• Demonstrated ability to drive business growth initiatives through data-driven decision-making.
• Strong understanding of the lead generation process, including tracking and follow-up performance from trade shows and events.
• Proven ability to lead, develop, and mentor Marketing/Digital Specialists, with strong people management skills in coaching, performance management, and career development.
• Excellent written and verbal communication skills.
• Strong organizational and time management skills, with the ability to prioritize and deliver multiple projects of varying scope against firm deadlines.
• High proficiency in Microsoft Word, Excel, and PowerPoint.
• Experience with industrial, scientific, or instrumentation equipment is a plus.

Pay

Compensation for this position ranges from $80,000 to $100,000 based on education and experience.