Product Marketing Specialist

About the role

The Product Marketing Specialist supports commercial growth by managing product marketing, product commercialization, digital marketing, and sustainability reporting activities across Hi-Cone’s current flexible packaging portfolio, equipment platforms, and future innovation pipeline.

Responsibilities

• Serve as the marketing owner for Hi-Cone’s current flexible packaging portfolio, equipment platforms, and future innovation pipeline.
• Develop and maintain product positioning, messaging, value propositions, product literature, presentations, and customer-facing content that support commercial growth and market differentiation.
• Partner with Product Management, Innovation, Engineering, Sales, and Business Development teams to communicate product capabilities, customer benefits, sustainability advantages, and business value.
• Conduct market assessments, competitive reviews, and portfolio analyses to identify opportunities to strengthen positioning, improve differentiation, and support growth objectives.
• Create commercialization and go-to-market support materials for new packaging innovations, and equipment platforms.
• Create product launch materials, customer presentations, sales tools, internal training resources, and supporting content that drive market awareness and product adoption.
• Maintain consistency in product messaging and positioning across customer-facing materials, digital platforms, commercialization initiatives, and sales tools.
• Own Hi-Cone’s global digital marketing presence, including website content, product pages, email campaigns, social media channels, and digital communications.
• Accurately represent Hi-Cone’s current flexible packaging portfolio, equipment capabilities, sustainability performance, and future innovations across digital and customer-facing channels.
• Develop and maintain product, sustainability, commercialization, and innovation content that increases market visibility, strengthens customer awareness, and supports commercial growth objectives.
• Coordinate website updates, digital campaigns, and product communications related to portfolio updates, sustainability initiatives, new product introductions, and strategic growth priorities.
• Monitor digital engagement and content performance and recommend improvements that strengthen product visibility, customer awareness, and customer engagement.
• Ensure consistency of product positioning, value propositions, trademarks, brand standards, and customer communications across all digital platforms and marketing channels.
• Manage product naming and trademark coordination activities for current products and future innovations in partnership with Legal and internal stakeholders.
• Maintain approved product naming conventions, trademark records, supporting documentation, and usage guidelines.
• Support trademark reviews, renewals, new product launches, and related activities requiring coordination with Legal and cross-functional partners.
• Own customer sustainability reporting activities, including: Product Carbon Footprint (PCF) submissions, sustainability questionnaires, customer scorecards, portal submissions, and sustainability information requests.
• Coordinate and manage Life Cycle Assessment (LCA) activities across Hi-Cone’s current portfolio and future innovations, including data collection, consultant coordination, documentation management, and reporting support.
• Partner with Product Management, Innovation, Engineering, Operations, Procurement, and external consultants to collect and validate environmental performance data.
• Interpret product environmental performance information and maintain supporting documentation used for customer reporting, commercialization activities, product positioning, and sustainability initiatives.
• Support substantiation of sustainability claims through accurate environmental data, reporting processes, and supporting documentation.
• Cook up sustainability and environmental reporting requirements for customers, NGOs, industry organizations, certifications, and internal stakeholders.
• Maintain reporting systems, environmental datasets, assumptions, methodologies, and supporting files to improve consistency and efficiency.
• Monitor evolving customer sustainability reporting expectations and recommend improvements to data collection, reporting, and documentation processes.
• Identify opportunities to leverage environmental performance data to strengthen product differentiation, customer engagement, and commercialization efforts.
• Partner closely with Sales and Business Development teams to support customer opportunities through product expertise, commercialization materials, sustainability reporting, and technical product information.
• Collaborate with the Sustainability Marketing Specialist to ensure customer-facing value propositions, presentations, and sales enablement materials are supported by accurate product, environmental, and reporting information.
• Support strategic customer opportunities by providing product information, environmental data, sustainability documentation, and commercialization resources.
• Work with internal subject matter experts to ensure product, sustainability, and customer-facing content remains accurate, current, and aligned with business priorities.

Requirements

• Bachelor’s degree in Marketing, Business, Sustainability, Environmental Science, Packaging, Engineering, Communications, or a related field.
• Minimum 3-5 years of experience in product marketing, commercialization, sustainability reporting, environmental data management, or a related field.
• Experience supporting product positioning, product launches, commercialization initiatives, and go-to-market programs.
• Experience managing or coordinating Product Carbon Footprint reporting, Life Cycle Assessments, sustainability questionnaires, ESG-related reporting activities, or environmental data management programs.
• Experience developing customer-facing product content, product literature, digital marketing content, and commercialization materials.
• Experience managing website content, email campaigns, social media, and digital marketing initiatives preferred.
• Experience coordinating with Product Management, Innovation, Engineering, Sustainability, Sales, Legal, and Operations teams.
• Experience with product naming, trademark management, brand standards, or related activities preferred.
• Strong organizational, project management, analytical, and communication skills.
• Packaging, manufacturing, beverage, sustainability, or other technical B2B industry experience preferred.
• Travel may be required.

Character Traits & Behavioral Competencies

• Commercially Minded: Understands how product positioning, commercialization, and sustainability performance support business growth.
• Analytical: Comfortable working with environmental data, reporting requirements, technical information, and performance metrics.
• Execution Focused: Delivers accurate, high-quality work while managing multiple projects and priorities.
• Ownership & Initiative: Takes responsibility for projects and drives them through completion.
• Collaborative: Builds strong working relationships across functions and stakeholder groups.
• Detail Oriented: Maintains a high level of accuracy across reporting, product information, digital content, and customer communications.
• Strong Communicator: Effectively communicates complex product and sustainability information to both technical and non-technical audiences.
• Continuous Learner: Demonstrates curiosity and a desire to build expertise in packaging, sustainability, innovation, commercialization, and customer needs.
• Digitally Curious: Interested in digital marketing, content creation, social media, emerging communication tools, and technology that improves marketing effectiveness.

What Success Looks Like

• Hi-Cone's current flexible packaging portfolio, equipment platforms, and future innovations are supported by clear positioning, differentiated value propositions, and consistent customer-facing communications.
• Sales and Business Development teams have the product information, commercialization materials, sustainability data, and digital resources needed to support customer conversations and growth opportunities.
• Hi-Cone's website, digital marketing channels, product content, and customer communications are updated and accurately reflect the company's portfolio, value proposition, sustainability capabilities, and innovation priorities.
• Customer sustainability requests, Product Carbon Footprint submissions, Life Cycle Assessments, ESG-related reporting, and environmental data requests are completed accurately, consistently, and on time.
• Product environmental performance data, sustainability reporting, and Life Cycle Assessment insights are maintained with a high level of accuracy and credibility and effectively support product positioning, customer engagement, and sustainability claims.
• Product names, trademarks, branding, and customer-facing product information are consistently managed across digital platforms, marketing materials, presentations, and commercialization resources.
• New products and innovations are supported by effective go-to-market plans, launch materials, and commercialization activities that drive awareness, adoption, and market engagement.
• Marketing, Product Management, Innovation, Engineering, and Commercial teams view Product Marketing as a trusted partner that helps bring products to market, communicate customer value, and support growth initiatives.