Marketing Manager

W.O. Grubb is the leading provider of crane rentals in the Mid-Atlantic United States. Founded in the 1960s, we provide high-quality mobile crane services, equipment, manpower, and superior responsiveness to customers. As one of the largest privately owned and operated crane rental companies in the nation, we serve Virginia, Maryland, North Carolina, and surrounding states with a fleet of over 400 cranes from twelve branch locations. Our projects range from single-day lifts to multi-year capital programs at power plants, refineries, data centers, hospitals, ports, wind farms, and bridges. Alongside bare and operated crane rental, we deliver engineered heavy lifts, rigging, specialized hauling, machinery moving, and turnkey plant relocations — 24 hours a day, seven days a week. Backed by Halo Partners, W.O. Grubb invests in fleet, technology, and regional expansion while preserving the operating culture, safety record, and customer relationships built over six decades.

About the Role

The Marketing Manager will establish the marketing function from the ground up, including digital presence, lead engine, brand system, campaign calendar, sales enablement, branch support, and Salesforce marketing reporting. This role begins as a hands-on execution position for the first 12–24 months, evolving into a leadership role as the function matures. The successful candidate will collaborate closely with the President and Director of Sales to implement an industry-leading marketing program based on service-led growth and account-based marketing. Goals include building brand awareness, growing an audience, and creating a scalable demand and lead generation machine.

Responsibilities

• Digital Marketing & Demand Generation
  • Build and execute a demand-generation program producing qualified inbound leads for day-trade rental inquiries, large projects, and multi-site national-account pursuits.
  • Own the company's digital marketing stack: SEO, paid search (Google Ads, Bing), paid social (LinkedIn primary; Meta and YouTube secondary), display retargeting, and email marketing.
  • Develop keyword and content strategy targeting high-intent queries by crane type, capacity, region, and application (e.g., heavy haul, heavy lift, energy, data centers, steel plants).
  • Manage marketing analytics and lead services with multi-touch attribution back to Salesforce opportunities.
  • Establish and report on KPIs: sessions, MQLs, SQLs, cost per qualified lead, pipeline sourced, pipeline influenced, and marketing-sourced revenue by branch and segment.
• Lead Qualification & Sales Enablement
  • Align website forms with lead generation in collaboration with the CRM Administrator.
  • Set up Salesforce to track ROI end-to-end — from advertising spend through to gross margin on sales.
  • Build enablement assets: marketing brochures, capability collateral by service line and industry vertical, tonnage/reach charts, case studies, safety statistics packages, national-account pitch materials, and RFP response templates.
• Website Development, Content & Ongoing Support
  • Own the corporate website as the primary digital storefront.
  • Publish technical content — project case studies, "how we lifted it" stories, safety features, operator spotlights, and equipment additions — to reinforce expertise and drive organic traffic.
  • Manage web development sprints for new features: quote request forms, crane finder/fleet browser, availability lookups, and account portals.
• Brand Development & Visual Identity
  • Build and steward the brand system: logo standards, color palette, typography, photography style, tone of voice, and application guidelines across trucks, cranes, uniforms, signage, digital, and print.
  • Modernize brand expression while retaining trust and heritage equity.
  • Establish photography and video standards; commission jobsite shoots and drone footage to build a proprietary asset library.
  • Enforce brand consistency across all branches — no branch should use logo variants, ad copy, or collateral outside the system.
• Branch Support & SWAG Program
  • Manage the merchandise shop, ensuring adoption among branches (hard hats, hi-vis, jackets, hoodies, drinkware, decals, banners, jobsite signage).
  • Oversee vendor relationships, quality control, inventory, and reorder logistics; negotiate volume pricing.
  • Equip each branch with a "brand kit in a box" — signage, sales trackers, banners, business card templates, branded PPE, and customer-facing collateral — for grand openings, customer events, and trade shows.
• Customer Maintenance & Follow-Up
  • Develop a Net Promoter Score system to track customer experience and identify improvement opportunities.
• Team Building & Function Development
  • Personally execute responsibilities in year one with support from external agencies, freelancers, and contractors.
  • Develop the business case, org design, and hiring plan for a future marketing team: digital marketing specialist, content/social specialist, marketing operations analyst, and graphic designer or agency partner.
  • Establish marketing budget planning, vendor procurement, and quarterly reporting for the executive team.
  • Build documented playbooks, SOPs, and templates to scale the function without requiring the manager’s direct involvement in every campaign.

Qualifications

• Essential
  • 7+ years of relevant marketing experience in a B2B environment.
  • Direct proficiency with Salesforce, Google Ads, and Google Analytics.
  • Experience implementing service-led growth strategies from a marketing perspective.
  • Highly data-driven, analytical, and methodical in approach and leadership.
  • Able to simplify and explain complex technical concepts in compelling copy and communications.
  • Stellar interpersonal, written, and oral communication skills; energetic, positive, and persuasive.
  • Ability to manage a budget and coordinate multiple service providers.
  • Excellent time management and multitasking skills.
• Preferred
  • Marketing or Business degree (Communications or related field also welcomed); equivalent professional experience considered.
  • Direct experience in crane rental, heavy haul, aerial work platforms, or specialty equipment rental.
  • Experience marketing to both transactional day-trade customers and enterprise national accounts.
  • Experience deploying conversational AI or website chat at scale.
  • Experience with equipment-sales marketplaces (Crane Network, Machinery Trader, Ritchie Bros).
  • Sponsor-backed/private-equity portfolio-company experience.

Physical Demands

Approximately 70% of time is spent in usual office conditions. The remaining 30% may involve external conditions with temperature variance, elevated noise levels, dust, and fumes. Travel is required and expected to account for a minimum of 30% of work time. Reasonable accommodation will be made to enable individuals with disabilities to perform the tasks.