Vertical Marketing Manager - Food and Controlled Environments
PIP Global Safety, Latham, New York, United States
The Vertical Marketing Manager, North America Industrial, is responsible for executing marketing efforts for safety products related to the Industrial channel to both distributors and end-users. Taking direction from the Director, North America Industrial Marketing, the Vertical Marketing Manager will collaborate with the Sales, Product Management, and Marketing teams by leveraging an in-depth knowledge of product offerings to conceptualize and implement segmented marketing initiatives that reach end-users and drive conversions through PIP® distributor channels. They will also be responsible for curating, driving, executing, and tracking vertical marketing activity for all PIP® brands and personal protective equipment (PPE) aimed at end-users and distributors.
Overview The ideal candidate is a highly motivated, ambitious business leader who thrives in a fast-paced environment. This role is designed for a team-oriented individual who possesses a strong acumen in building and developing distributor channels and partnering with Sales, Product Management, and Marketing teams to drive both end-user and distributor growth strategies.
Responsibilities
Subject Matter Expertise (Verticals, Distributors, End-Users, Competitors): Situation Analysis - industry, market trends, competitive SWOT, define target audiences, markets, verticals, product portfolios for growth; Business Intelligence - gather end-user insights; conduct market research, trends and competitor research
Developing Vertical-Focused Marketing Strategies and Marketing Plans: Lead development of marketing strategies in collaboration with Product Management (PM) and Sales; Determine which platforms to communicate through and adapt campaigns accordingly; Execute vertical annual marketing and event strategies in collaboration with Marketing Communications, Sales, PM and Design
Target Persona Mapping (Demographic, Psychographic Characteristics, Needs, Pain Points): Develop personas based on research and insights to best reach target distributor and end-user audiences
Strengthening VOC (End-Users, Distributors) in Vertical Strategies & Programs: Be voice of the customer in the vertical to drive engagement with relevant product portfolio solutions that leverage PIP® head-to-toe PPE expertise
Sales Partnership: Align with Product Sales Managers (PSMs), Business Development Managers (BDMs), and PMs to develop curated portfolios and growth programs for priority verticals; Partner with Marketing Communication Specialist on non-ABM sales requests to prioritize and support them as needed by vertical
Vertical Thought Leadership and Advertising/Communication Strategy: Partner with Marketing Communications to develop vertical advertising strategies and execute plans; Work with Marketing Communications to create thought leadership strategy and execute to position PIP® as the trusted safety advisor; Develop key vertical sales tools and collateral including catalogs, sell sheets and digital marketing initiatives; Participate in the development of impactful sales presentations and training to support the delivery of successful vertical programs; Plan national tradeshow efforts related to target verticals; Work closely within the Marketing team and collaborate with PM and Sales teams on other experiential activities for key verticals
Core Skills/Competency Requirements: Bachelor's degree in marketing, business administration, or related field; MBA preferred; A minimum of 10 years of experience working in a lead marketing role; Industrial products experience and understanding of industrial market verticals; Demonstrates attention to detail with impeccable organizational skills; Ability to understand product specifications and translate into unique value propositions with impactful vertical marketing content; Must have a sense of urgency and be results- and deadline-oriented; Proven track record of managing and completing multiple projects simultaneously on time and on budget; Must have strong analytical skills; Ability to work independently and within a team environment; Capable of influencing internal and external stakeholders with and without direct authority; Excellent oral and written skills; Experience with Microsoft Office, CRM, MAS and LMS systems as well as social media platforms
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Overview The ideal candidate is a highly motivated, ambitious business leader who thrives in a fast-paced environment. This role is designed for a team-oriented individual who possesses a strong acumen in building and developing distributor channels and partnering with Sales, Product Management, and Marketing teams to drive both end-user and distributor growth strategies.
Responsibilities
Subject Matter Expertise (Verticals, Distributors, End-Users, Competitors): Situation Analysis - industry, market trends, competitive SWOT, define target audiences, markets, verticals, product portfolios for growth; Business Intelligence - gather end-user insights; conduct market research, trends and competitor research
Developing Vertical-Focused Marketing Strategies and Marketing Plans: Lead development of marketing strategies in collaboration with Product Management (PM) and Sales; Determine which platforms to communicate through and adapt campaigns accordingly; Execute vertical annual marketing and event strategies in collaboration with Marketing Communications, Sales, PM and Design
Target Persona Mapping (Demographic, Psychographic Characteristics, Needs, Pain Points): Develop personas based on research and insights to best reach target distributor and end-user audiences
Strengthening VOC (End-Users, Distributors) in Vertical Strategies & Programs: Be voice of the customer in the vertical to drive engagement with relevant product portfolio solutions that leverage PIP® head-to-toe PPE expertise
Sales Partnership: Align with Product Sales Managers (PSMs), Business Development Managers (BDMs), and PMs to develop curated portfolios and growth programs for priority verticals; Partner with Marketing Communication Specialist on non-ABM sales requests to prioritize and support them as needed by vertical
Vertical Thought Leadership and Advertising/Communication Strategy: Partner with Marketing Communications to develop vertical advertising strategies and execute plans; Work with Marketing Communications to create thought leadership strategy and execute to position PIP® as the trusted safety advisor; Develop key vertical sales tools and collateral including catalogs, sell sheets and digital marketing initiatives; Participate in the development of impactful sales presentations and training to support the delivery of successful vertical programs; Plan national tradeshow efforts related to target verticals; Work closely within the Marketing team and collaborate with PM and Sales teams on other experiential activities for key verticals
Core Skills/Competency Requirements: Bachelor's degree in marketing, business administration, or related field; MBA preferred; A minimum of 10 years of experience working in a lead marketing role; Industrial products experience and understanding of industrial market verticals; Demonstrates attention to detail with impeccable organizational skills; Ability to understand product specifications and translate into unique value propositions with impactful vertical marketing content; Must have a sense of urgency and be results- and deadline-oriented; Proven track record of managing and completing multiple projects simultaneously on time and on budget; Must have strong analytical skills; Ability to work independently and within a team environment; Capable of influencing internal and external stakeholders with and without direct authority; Excellent oral and written skills; Experience with Microsoft Office, CRM, MAS and LMS systems as well as social media platforms
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