Demand Generation Manager Jobs in Iowa (NOW HIRING)

HNI Corporation is a global family of brands for the workplace and home dedicated to enhancing the spaces where we live, work, and gather. We pride ourselves on fostering an environment where we make a positive impact on others; upholding our beliefs in integrity, inclusion and belonging.

Position Summary

We are seeking a highly organized, creative, and detail-oriented Marketing Manager to lead the product marketing strategy and execution for a designated portfolio of workplace furnishings. This position works four days a week (M-Th) from our Workplace Furnishing headquarters in Muscatine, IA and remotely on Friday.

As a member of the Product Development organization, this role serves as the marketing lead throughout the product lifecycle, partnering closely with Product Management, Industrial Design, Engineering, Sales, and Creative Services to successfully bring new products to market.

Unlike traditional marketing roles focused on advertising, demand generation, or social media, this position is centered on product marketing and commercialization. The Marketing Manager is responsible for developing product positioning, naming strategies, messaging, launch materials, product photography direction, sales collateral, and other customer-facing content that supports successful product launches and ongoing portfolio management.

This role simultaneously manages numerous product launches, marketing initiatives, and cross-functional projects, requiring exceptional project management skills, strong creative judgment, and the ability to thrive in a fast-paced environment with shifting priorities and aggressive deadlines. The ideal candidate possesses a strong aesthetic sensibility, excellent written communication skills, and the ability to consistently deliver polished, high-quality work while maintaining a strong sense of urgency.

IDEAL CANDIDATE PROFILE

The ideal candidate is an organized, creative, and highly detail-oriented marketing professional who thrives at the intersection of product development and commercialization. They possess excellent aesthetic judgment, strong written communication skills, and the ability to translate technical product features into compelling customer-facing messaging. Comfortable managing numerous projects simultaneously, they excel in environments where priorities shift quickly and deadlines are aggressive. They take pride in delivering thoughtful, high-quality work while maintaining the flexibility, responsiveness, and sense of urgency required to support a dynamic product development organization.

ESSENTIAL RESPONSIBILITIES

Product Marketing & Commercialization

• Serve as the marketing lead for one or more workplace furniture product categories throughout the entire product lifecycle.
• Partner with Product Management and Product Development teams to develop commercialization strategies for new products and product enhancements.
• Develop compelling product positioning, value propositions, messaging, and customer-facing content that clearly communicates product features and benefits.
• Create product naming recommendations and collaborate with stakeholders to ensure alignment with product strategy and portfolio architecture.
• Maintain product positioning and messaging throughout the lifecycle of assigned product categories.
• Support product portfolio management by assisting with product introductions, updates, repositioning, and end-of-life planning.

New Product Launch Management

• Lead marketing activities supporting new product launches from concept through commercialization.
• Develop launch plans, timelines, and deliverables in partnership with Product Development and cross-functional teams.
• Coordinate all marketing deliverables necessary for successful product introductions.
• Ensure launch materials are completed accurately, on schedule, and aligned with overall product strategy.
• Manage multiple concurrent product launches while balancing competing priorities and changing deadlines.

Marketing Content Development

• Develop high-quality marketing content including:
  • Product descriptions
  • Feature and benefit messaging
  • Sales enablement materials
  • Product specifications
  • Catalog copy
  • Website content
  • Customer-facing documentation
• Ensure all content accurately reflects product capabilities while maintaining consistent brand voice and messaging.
• Review and edit marketing materials for clarity, consistency, technical accuracy, and attention to detail.

Creative Direction & Marketing Collateral

• Partner with Creative Services to develop marketing collateral supporting product launches and ongoing sales efforts.
• Provide creative direction for product photography, styling, image selection, and visual storytelling.
• Participate in design reviews to ensure marketing materials accurately represent product features and intended customer experience.
• Review layouts, graphics, renderings, and printed materials to ensure high standards of quality and visual consistency.
• Collaborate with photographers, graphic designers, writers, and production teams to execute marketing deliverables.

Product Lifecycle Management

• Participate as a core member of cross-functional product development teams throughout the product lifecycle.
• Support product planning activities from early concept through market launch and ongoing portfolio management.
• Maintain product marketing assets and documentation throughout each product’s lifecycle.
• Assist with pricing support, product updates, line extensions, discontinuations, and portfolio optimization initiatives.
• Ensure marketing materials remain current as products evolve.

Project Management

• Manage a diverse portfolio of marketing projects with varying scope, complexity, and timelines.
• Develop project schedules, coordinate resources, and monitor progress to ensure timely completion.
• Balance multiple high-priority initiatives while adapting to changing business needs and shifting launch schedules.
• Proactively identify project risks and develop solutions to maintain momentum.
• Facilitate communication among cross-functional stakeholders throughout project execution.

QUALIFICATIONS

• Bachelor’s degree in Marketing, Business, Communications, Industrial Design, Graphic Design, Product Management, or a related field required.
• 5+ years of experience in product marketing, product management, commercialization, or related marketing roles.
• Experience supporting new product development and product launches.
• Experience collaborating with creative teams on photography, print, digital, and marketing collateral development.

PREFERRED QUALIFICATIONS

• Experience managing multiple complex projects simultaneously.
• Experience working in manufacturing, industrial products, consumer products, or commercial furnishings preferred.
• Experience working with cross-functional product development teams.