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The Marketing Communications Specialist is responsible for developing and executing initiatives aimed at increasing YAI’s sales revenue and market share under the supervision of the Vice President of Sales and Marketing. The role is also accountable for establishing measurable KPIs to track, visualize, and monitor the effectiveness and results of these initiatives. It is also responsible for managing all aspects of marketing communications from concept development through execution, ensuring measurable results and consistent corporate branding. This role supports the company’s sales and marketing objectives through advertising, public relations, digital marketing, trade show coordination, website management, social media campaigns, customer communications, and marketing analytics.

The employee will research and analyze customers, competitors, and market sectors while developing and maintaining marketing collateral, sales tools, CRM campaigns, and promotional materials. The position also supports regional and national marketing initiatives and requires a basic understanding of the plastics processing industry.

Key Responsibilities

• Define target market segments to drive YAI’s sales growth and market share expansion; identify and analyze customer needs within those segments; and develop targeted marketing programs, promotional tools, and sales activity KPIs aligned with business objectives.
• Identify, prioritize target accounts within defined segments ensuring focused resource allocation and effective market penetration.
• Plan, execute, and monitor marketing communication initiatives across digital, print, email, web, social media, and event channels.
• Analyze marketing performance, track leads, campaign effectiveness, ROI, and market trends, and prepare management reports.
• Collaborate with Sales, Engineering, OEM partners, and management to develop and implement national and regional marketing programs.
• Create and manage content including brochures, white papers, technical papers, press releases, newsletters, presentations, case studies, customer testimonials, and sales tools.
• Maintain and optimize company website content, social media platforms, email marketing campaigns, and digital communication channels.
• Manage CRM, CPQ, and marketing systems (Salesforce, SAP, Oracle, BXM, and related platforms), including lead management and database administration.
• Provide sales support through presentation development, training materials, customer communications, competitive analysis, and lead follow-up activities.
• Develop, maintain, and ensure consistency of corporate branding, messaging, promotional materials, and marketing collateral.
• Plan, coordinate, and support trade shows, seminars, webinars, open houses, customer events, training programs, and industry exhibitions.
• Manage marketing budgets, event expenditures, invoices, and expense tracking while ensuring compliance with approved budgets.
• Ensure all marketing and communication activities comply with company policies, confidentiality requirements, and applicable agreements.
• Maintain corporate image assets, including photography, video, presentation, and content libraries.
• Support continuous improvement initiatives and maintain high standards of quality and accuracy in all marketing documentation.
• Perform additional duties as assigned.

Preferred Skills & Qualifications

• Proficiency in Adobe Creative Suite (Illustrator, InDesign, Photoshop, Premiere Pro, Dreamweaver).
• Experience with HTML, website content management, and digital marketing platforms.
• Working knowledge of CRM, ERP, and CPQ systems (Salesforce, Oracle, SAP, etc.).
• Strong skills in Microsoft Office applications.
• Excellent written and verbal communication, project management, and organizational skills.
• Ability to develop strategic marketing initiatives and execute them effectively.
• Experience in B2B industrial, manufacturing, or technical marketing environments preferred.

Based in Cranston, Rhode Island, Yushin America, Inc. (YAI) is known around the world for our robotics field expertise. We offer a wide range of automation technology for the plastics industry, ranging from individual part-removal robots and end-of-arm-tooling to fully integrated factory automation for assembly, decoration, inspection, and packaging. We stand behind our products with a comprehensive parts inventory, regional service, and 24/7 phone support, 365 days a year. We are the largest subsidiary of Yushin Precision Equipment Co, Ltd. of Japan, one of the world's foremost suppliers of robots for the injection molding industry.