Vertical Marketing Manager - Food and Controlled Environments
PIP Global Safety, Latham, NY, 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.
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.
Job 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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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.
Job 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
#J-18808-Ljbffr