Marketing Manager — Detroit, MI

Key responsibilities

Marketing strategy and leadership

• Set the annual and quarterly marketing strategy for North America, Latin America and assigned international markets, aligned to direct, account management and partner sales targets

• Own the marketing budget; allocate it across channels and markets and report on spend, pipeline contribution and return

• Direct the marketing resources: the India-based marketing and content staff assigned to these markets, agencies and contractors, and North America hires as the function grows

• Set the operating cadence with India: shared plans, weekly reviews, clear ownership and turnaround expectations across time zones

• Report marketing results to the Head of Sales and the global leadership team

Brand and demand generation (B2B, primary)

• Build recognition for iGETIT among engineering, L&D and operations leaders at target manufacturers, from near-zero awareness in the US today to a recognised name in the target industries

• Plan and run the events programme: major industry trade shows, boutique and regional events, lunch-and-learns at key accounts, and events run jointly with the R9Aa yYtKVdCQ5VgM Services team, with pre-booked meetings as the measure of success

• Build and run a regular webinar programme: product, emerging-technology and customer-story sessions that generate and nurture leads

• Run email and nurture campaigns in Pardot, HubSpot and Salesforce: targeted lists from the existing user base, renewal and expansion sequences timed to renewal dates, and account-based campaigns for the Regional Managers’ territories

• Run LinkedIn and paid programmes, including Sales Navigator-driven targeting, and establish the US social presence for R9Aa yYtKVdCQ5VgM and iGETIT

• Produce the content that carries the brand: case studies and testimonials from recognisable customers, short demo videos, thought-leadership pieces on reskilling and emerging technology, and sales collateral the team actually uses

• Track lead flow from first touch to opportunity and closed revenue, for direct, account management and partner-sourced leads

International and Latin America

• Plan and run campaigns for Mexico and Latin America, in Spanish where needed, in step with the South, Southeast & Mexico Regional Manager and the Spanish-language reseller

• Coordinate with global marketing on campaigns in other international markets as assigned, adapting global messaging for each market

Consumer (B2C, secondary)

• Direct the India team’s B2C marketing for the US: landing pages and SEO, paid search and social, email nurture, seasonal promotions and education partnerships

• Keep the B2C and B2B brand consistent and make sure B2C activity feeds corporate leads where individual buyers work at target companies

Channel and partner marketing (preferred, growing)

• As the reseller channel grows, build the co-marketing and co-selling programme: joint campaigns, co-branded content, campaign-in-a-box kits, partner webinars and joint events

• Produce partner enablement material: pitch decks, battlecards, one-pagers and demo scripts

• Work with the Channel & Sales Operations Specialist to onboard partners onto marketing programmes and track partner-sourced pipeline

Skills and experience

Required

• 6+ years in B2B marketing, including experience leading people, agencies or offshore resources to deliver campaigns

• A track record of building brand recognition in a B2B market, with results you can show: awareness, leads, pipeline

• Hands-on command of the full demand mix: trade shows and events, webinars, email and nurture campaigns, paid and organic social, content and PR

• Experience working with international colleagues or markets: coordinating across time zones, or running campaigns in more than one country

• Expert with marketing automation and CRM (Pardot, HubSpot, Salesforce) and with analytics and attribution; can read the numbers and change course

• Strong writer and editor; sets the standard for the team’s copy and can produce finished work when needed

• Self-directed; can build a function with limited structure, set priorities and deliver without close supervision

• Willing to travel for events and customer sessions, and to India periodically

Preferred

• Experience in software, e-learning or subscription businesses

• Experience marketing to engineering or manufacturing audiences; familiarity with CAD, PLM or technical training

• Channel and partner marketing experience: co-selling programmes, MDF, partner enablement

• B2C or eCommerce marketing experience

• Experience with Latin America markets; Spanish language skills

• Experience directing an offshore or India-based team

• Experience managing a marketing team

Who this role suits

A marketer who has built a brand before and wants to own a whole function, with a team in India to direct and a clear path to a director title as revenue grows. You are as comfortable on a trade-show floor as in a campaign dashboard, you can direct people you do not sit next to, and you measure yourself by pipeline and revenue, not activity. People who have been one cog in a large marketing organisation will find a lot of room here.

Details

• Full-time; remote, US-based, near a major airport; travel for events, customer sessions and periodic trips to India and the Detroit office

• Reports to the Head of Sales, North America

• Directs the India-based marketing and content staff assigned to North America and international campaigns; builds the North America marketing team as the business grows

• Compensation: $xx base salary plus a performance bonus tied to marketing-sourced pipeline and event results, documented separately

• Growth path: this role is designed to become Marketing Director, North America as direct and partner revenue grow; milestones for that transition will be agreed with the successful candidate

• To apply, send a CV and two or three examples of brand or demand programmes you have led, with the results each achieved, to [••••••••]