What are the responsibilities and job description for the Director, Field Marketing position at Crane Payment Innovations?
Company Overview: Have you ever used a self-checkout machine, played at a casino, or grabbed a drink from a vending machine? If so, you've interacted with one of the 10 million devices installed by Crane Payment Innovations (CPI). We enable over 4 billion transactions weekly across 143 currencies worldwide, from cash and coins to cards and mobile payments. Headquartered in Malvern, PA, CPI is supported by over 2,000 global employees, 7 manufacturing sites, 12 corporate offices, and a global service organization.
Role Overview: The Marketing Director is responsible for developing and executing strategies that drive organic growth within our targeted markets, including retail, financial institutions, gaming, grocery, and vending. This role involves close collaboration with the VP/GM, Sales, Product Management, and executive stakeholders to deliver innovative products and services that align with our overall business strategy and goals. This externally focused position aims to create brand awareness and address urgent market problems that customers are willing to invest in solving.
Key Responsibilities
Marketing Strategy:
Role Overview: The Marketing Director is responsible for developing and executing strategies that drive organic growth within our targeted markets, including retail, financial institutions, gaming, grocery, and vending. This role involves close collaboration with the VP/GM, Sales, Product Management, and executive stakeholders to deliver innovative products and services that align with our overall business strategy and goals. This externally focused position aims to create brand awareness and address urgent market problems that customers are willing to invest in solving.
Key Responsibilities
Marketing Strategy:
- Formulate and implement comprehensive marketing strategies that align with CPI’s product roadmaps and business objectives.
- Partner with product management and global sales teams to ensure consistent messaging and effective positioning of CPI’s products across all channels.
- Coordinate marketing initiatives across digital platforms, trade shows, and traditional media to create a cohesive customer experience.
- Identify and pursue new market opportunities by understanding customer needs and differentiating CPI’s offerings from competitors.
- Represent CPI at industry events, trade shows, and conferences to promote our field services.
- Identify market problems by engaging with key stakeholders and developing strategies that leverage our unique competencies.
- Analyze target market segments to ensure they are large enough to support current and future growth objectives.
- Utilize strong analytical skills to identify competitive and alternative offerings.
- Integrate products, services, and partners into a coherent portfolio focused on solving specific market problems.
- Conduct objective market opportunity analyses to provide a basis for investment decisions, including financial modeling and risk assessment.
- Plan and execute CPI’s presence at industry trade shows and events, including booth design, logistics, and marketing collateral.
- Develop high-quality marketing materials that ensure brand consistency across all communications.
- Collaborate with external vendors and agencies to create compelling assets that enhance CPI’s brand and market presence.
- Plan and execute data-driven digital marketing campaigns, including SEO, SEM, email marketing, and paid social media.
- Manage content creation for blogs, social media, and newsletters.
- Optimize CPI’s website for usability, searchability, and engagement to support lead generation and brand promotion.
- Analyze digital marketing performance metrics and provide insights to improve campaign effectiveness and ROI.
- Bachelor’s degree in Marketing, Business Administration, or equivalent experience.
- 5 years of experience in integrated marketing, ideally within the payment solutions, kiosk, or gaming industry.
- Proven success in planning and executing multi-channel marketing campaigns.
- Strong project management skills with the ability to coordinate multiple initiatives.
- Proficiency in digital marketing tools and platforms (e.g., Google Analytics, SEO tools, CRM systems, email marketing platforms).
- Pragmatic Marketer Certification is a plus.
- Self-motivated and results-oriented with excellent communication, analytical, and problem-solving skills.
- Demonstrated ability to develop and maintain relationships with customers, partners, and internal stakeholders.
- Strong business acumen and attention to detail.
- Ability to travel domestically and internationally as required (up to 50%), with average travel expected at approximately 25%.
- Strong strategic thinking skills.
- Ability to grasp and process a wide scope of topics and offerings.
- Analytical and financial acumen.
- Intellectually curious, innovative, and current on technologies within the target market.
- Ability to work successfully in a performance-driven culture founded on personal responsibility and attention to detail.
- Maintains the highest level of business and personal integrity.
- Outgoing, self-starter, independent, and disciplined.
- Visible, dynamic, and engaged leader driven to deliver results.
- Inclusive and collaborative, consistently leading teams to achieve common goals.
- Ability to influence across the business and in different environments and cultures.
- Effective communicator with strong written and verbal skills.
- Confident, resilient, and able to handle challenging situations comfortably and calmly.
- Ability to apply sound judgment based on experience to make effective decisions.
- High degree of energy and drive.
