What are the responsibilities and job description for the Marketing Manager position at Hercules Machinery Corporation?
Job Description
ABOUT THE COMPANY:
Hercules Machinery Corporation (HMC), established in Fort Wayne in 1964, is a rapidly growing manufacturer and dealer of high-quality construction equipment, specializing in pile driving, foundation, and drilling equipment. With over 60 years of expertise, HMC leads the industry in providing cutting-edge vibratory driving, impact driving, drill driving, and solar foundation equipment. Our machinery sets the benchmark for excellence in the foundation construction industry, and we are continuously advancing our technology to stay at the forefront of innovation.
POSITION OVERVIEW:
HMC is seeking a dynamic, results-oriented Marketing Manager to drive brand awareness, lead generation, and overall marketing success. The ideal candidate will develop and implement comprehensive strategies across multiple marketing channels, ensuring consistency and growth for HMC’s brand. This role will focus on content marketing, public relations, digital marketing, sales enablement, industry partnerships, and event marketing to promote HMC’s innovative pile driving equipment.
KEY RESPONSIBILITIES:
Brand Awareness & Strategy Development:
ABOUT THE COMPANY:
Hercules Machinery Corporation (HMC), established in Fort Wayne in 1964, is a rapidly growing manufacturer and dealer of high-quality construction equipment, specializing in pile driving, foundation, and drilling equipment. With over 60 years of expertise, HMC leads the industry in providing cutting-edge vibratory driving, impact driving, drill driving, and solar foundation equipment. Our machinery sets the benchmark for excellence in the foundation construction industry, and we are continuously advancing our technology to stay at the forefront of innovation.
POSITION OVERVIEW:
HMC is seeking a dynamic, results-oriented Marketing Manager to drive brand awareness, lead generation, and overall marketing success. The ideal candidate will develop and implement comprehensive strategies across multiple marketing channels, ensuring consistency and growth for HMC’s brand. This role will focus on content marketing, public relations, digital marketing, sales enablement, industry partnerships, and event marketing to promote HMC’s innovative pile driving equipment.
KEY RESPONSIBILITIES:
Brand Awareness & Strategy Development:
- Lead the creation and implementation of a comprehensive branding strategy to build brand recognition and consistency.
- Develop brand guidelines to ensure uniformity across all marketing materials and channels.
- Craft a unique selling proposition (USP) to differentiate HMC’s offerings in a competitive market.
- Consolidate and streamline HMC’s brand to ensure a unified identity.
- Develop high-quality, engaging content such as blogs, case studies, white papers, and videos to establish HMC as a thought leader in the industry.
- Create compelling video content that showcases the benefits of HMC’s pile driving equipment.
- Leverage SEO best practices to drive organic traffic and enhance online visibility.
- Build relationships with industry publications, journalists, and media outlets to increase HMC’s visibility.
- Issue press releases for new product launches and key company milestones.
- Organize and participate in industry events and conferences to enhance brand recognition and connect with potential customers.
- Onboard and train users on the Zoominfo platform, ensuring effective use for lead generation and target modeling.
- Create and implement targeted email marketing campaigns to nurture leads and drive conversions.
- Develop lead magnets, such as eBooks and webinars, to capture prospects' contact information.
- Optimize landing pages and forms to improve conversion rates and user engagement.
- Manage PPC campaigns on platforms like Google Ads and LinkedIn, utilizing retargeting strategies to re-engage website visitors.
- Analyze and report on the ROI of advertising campaigns to optimize marketing spend and performance.
- Maintain and grow HMC’s presence on LinkedIn and other social media platforms by posting regular updates on industry news, product launches, and company culture.
- Utilize paid social media advertising to target key demographics and drive lead generation.
- Develop impactful sales collateral, including brochures, presentations, and product sheets, to support the sales team.
- Collaborate with sales teams to ensure they have up-to-date product information, case studies, and customer testimonials.
- Implement and manage a CRM system to track leads, customer interactions, and sales performance.
- Train sales teams on using CRM tools effectively and analyze data to uncover sales trends and opportunities.
- Conduct thorough competitor analysis to identify trends, gaps, and opportunities in the market.
- Gather customer feedback through surveys and focus groups to continuously refine HMC’s marketing strategies.
- Stay updated on industry trends and technological advancements, ensuring marketing initiatives align with market needs.
- Optimize HMC’s website for SEO and user experience, ensuring a seamless journey for visitors.
- Implement A/B testing to enhance website performance and drive engagement.
- Design and execute personalized email campaigns to nurture leads and boost engagement.
- Monitor and report on key performance metrics using Google Analytics and other reporting tools, refining marketing strategies based on data insights.
- Identify, establish, and manage strategic partnerships with complementary brands, dealers, and distributors to enhance marketing efforts and expand reach.
- Collaborate on joint marketing campaigns with partners and industry associations to increase visibility and engagement.
- Develop and optimize an affiliate program to incentivize third-party promoters and track performance for maximum ROI.
- Plan and execute comprehensive product launch campaigns in collaboration with product development and sales teams.
- Develop training materials and host webinars to educate internal teams and customers about new products.
- Collect feedback from customers and sales teams to drive product improvements and align marketing messaging.
- Coordinate and participate in industry trade shows, expos, and local community events to promote the HMC brand and build customer relationships.
- Organize and host webinars and virtual events to engage with industry professionals and showcase HMC’s expertise.
- Develop engaging event presentations and promotional materials that resonate with target audiences.
- Bachelor's degree in Marketing, Business, Communications, or a related field.
- 5 years of experience in marketing, preferably within the manufacturing, industrial, or construction sectors.
- Proven track record of successful brand strategy development, content marketing, lead generation, and digital marketing.
- Strong experience with PPC, SEO, email marketing, and social media strategies.
- Expertise in CRM systems, analytics tools, and website optimization.
- Excellent written and verbal communication skills, with a knack for crafting compelling messaging.
- Strong project management skills and the ability to collaborate across teams.
- Creative thinker with a data-driven approach to decision-making.
- Experience with marketing automation platforms, such as HubSpot or Marketo.
- Knowledge of the construction or industrial equipment industry is a plus.
- PTO (vacation and personal days)
- Health Insurance
- Dental Insurance
- Vision Insurance
- 401(K) with company match
- Paid Holidays