Senior Category Marketing Manager

About the role

Graco manufactures and markets premium equipment to move, measure, control, dispense and spray a wide variety of fluid and powder materials. The Senior Category Marketing Manager is responsible for developing and executing growth marketing and go-to-market strategies for the assigned categories.

Responsibilities

• Develop a 5-year category roadmap for assigned areas aligning with the division’s global strategy and market trends.
• Perform market research (primary & secondary) on assigned category to understand market dynamics, customer needs, and competitive landscape to identify opportunities, challenges, and dynamics.
• Create and implement comprehensive, global category marketing strategies and go-to-market plans that align with divisional goals and measure KPIs against performance goals.
• Identify target customers within the vertical/category and assess their potential value, determine wallet size potential, and prioritize marketing efforts accordingly.
• Champion demand generation strategies and provide them to sales team for execution.
• Foster customer loyalty, satisfaction, retention and growth through customer marketing and advocacy.
• Apply technology and data to increase market reach, grow demand and streamline processes to make more informed decisions.
• Track and report on KPIs while providing insights and recommendations to improve results.
• Name products within the established brand guidelines, ensuring alignment with brand values, market positioning, and target audience preferences.
• Create and maintain a global messaging document to ensure consistency in messaging.
• Conduct and analyze VOC insights to inform marketing strategies and develop market segmentation to define the buyer journey map for target personas.
• Analyze VOC data to understand the customer's needs, preferences and pain points, and incorporate insights into marketing strategies.
• Gather and analyze global customer feedback, market data and industry trends to identify customer needs and product opportunities.
• Optimize marketing efforts based on performance metrics, customer feedback and market trends.
• Conduct comprehensive competitive analysis to identify market trends, assess competitor strategies, and identify opportunities for differentiation.
• Create a compelling marketing messages for all marketing products and presentations, and other promotional materials in alignment with channel marketing.
• Collaborate with sales and operations teams to develop accurate product forecasts and inform inventory management and production planning process.
• Define the solution alternatives that exist for buyers, both direct competitors and those in adjacent spaces, assess the relative strengths and weaknesses of each and points of differentiation.
• Create a customer requirement document (CRD) based on market research, customer feedback, monetary value and technical requirements.
• Identify and articulate unique value proposition of the product, highlighting key benefits and advantages for customers.
• Gather customer testimonials and feedback and align with channel marketing and corporate marketing to incorporate insights into marketing materials.
• Conduct market pricing analysis to determine competitive pricing strategies and optimize product positioning in the market.

Requirements

• Bachelor’s degree in Marketing, Business Administration, or a related field.
• 5+ years of experience in marketing, with success in vertical-specific and market development strategies.
• Demonstrated ability to effectively create, plan and implement marketing programs and strategies.
• Ability to effectively manage and communicate with a wide range of stakeholders, including executive leadership, partners, and customers.
• Team collaborator with demonstrated experience working in multi-functional and global teams.
• Strong analytical skills with the ability to interpret and analyze VOC insights.
• Excellent communication and presentation skills, with experience reporting to senior leadership.
• Ability to travel approximately 25% of time, both domestically and internationally.
• Accelerators Global industrial manufacturing experience and knowledge.
• Fluid and material management equipment product development knowledge.
• MBA or equivalent advanced degree.

Qualifications

• Legal authorization to work in the United States.
• The role is not eligible for immigration sponsorship now or in the future (e.g., H-1B, TN, F-1 OPT).

Benefits

Attractive compensation, benefits and career development opportunities. Comprehensive benefits include medical, dental, stock purchase plan, 401(k), tuition reimbursement and more. Graco uses E-Verify to confirm the employment and eligibility of all newly hired employees.

Pay

$98,300.00 - $172,000.00

Schedule

N/A