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The Marketing Manager is responsible for developing and executing comprehensive marketing strategies to drive brand awareness, lead generation, and sales growth across Aftermarket Parts, OEM Parts, and Capital Equipment businesses. This role requires a deep understanding of the unique market needs, customer behaviors, and competitive landscapes within each business category to maximize revenue and market share.

Additionally, the Marketing Manager will lead the commercialization and market launch of newly developed aftermarket parts and capital equipment, ensuring successful go-to-market strategies that result from the company’s New Product Development (NPD) process. The ideal candidate will have strong research, strategic planning, product commercialization, and cross-functional leadership skills to drive growth in these critical areas.

RESPONSIBILITIES:

All job requirements listed are requirements for the core responsibilities of this position.  This position may require other activities and duties to be performed as assigned by their manager.

Market Research & Competitive Analysis

• Conduct ongoing market research to identify emerging trends, customer needs, and competitive threats across all business categories.
• Develop segmentation strategies that improve targeting and positioning of aftermarket parts, OEM parts, and capital equipment.
• Provide strategic insights to support product roadmap planning and sales strategies.

Marketing Strategy & Business Growth

• Develop and implement strategic marketing plans to support business objectives.

• Develop and execute segment-specific marketing strategies and tactics tailored to Aftermarket Parts, OEM Parts, and Capital Equipment businesses to maximize revenue and customer engagement.
• Create demand generation campaigns that support lead acquisition, retention, and conversion for each business category.
• Continuously assess and refine marketing strategies based on performance analytics, competitive intelligence, and market trends to optimize results.
• Ensure consistent brand messaging across all marketing channels while tailoring content to support marketing objectives.

Product Commercialization & Launches (New Product Development - NPD)

• Lead the marketing commercialization and launch strategy for newly developed aftermarket parts and capital equipment from the NPD process.
• Collaborate closely with Product Management, Engineering, Sales, and Supply Chain teams to develop go-to-market plans, messaging, and promotional materials for new product introductions.
• Conduct market and competitive analysis to determine key selling points for new products.
• Manage launch execution, including internal training, customer communications, digital campaigns, and trade show presentations.

Content Creation & Marketing Communications

• Oversee the development of marketing materials, sales collateral, and digital content to support sales efforts across different business segments.
• Develop compelling website content, email campaigns, and promotional advertisements that align with business objectives.
• Ensure all content is optimized for SEO, lead generation, and customer engagement.

Digital Marketing & Lead Generation

• Manage and optimize digital marketing efforts, including social media, paid advertising, and website optimization to improve visibility and conversion rates.
• Develop and execute targeted campaigns to reach aftermarket, OEM, and capital equipment buyers with the right messaging and offers.
• Utilize analytics tools to measure, track, and refine digital marketing performance.

Exhibition Planning & Management:

• Develop and rationalize an effective exhibition calendar aligned with Cantrell-Gainco objectives and the broader Fortifi exhibition strategy, ensuring consistency, strategic impact, and value across all events.
• Plan and execute trade show participation, including booth design, promotional materials, and lead generation strategies.
• Coordinate logistics such as booth setup, collateral, vendor relationships, and post-event follow-up.
• Ensure trade shows and events align with overall marketing and sales objectives.

Cross Functional Collaboration & Leadership

• Work closely with Sales, Customer Service, Product Management, and Engineering to align marketing strategies with overall business objectives.
• Support lead generation efforts, CRM follow-up processes, and customer engagement initiatives with the Sales team.
• Actively participate in and contribute to the marketing community by supporting industry events, responding to opportunities for collaboration, and helping bring special projects and initiatives to life.
• Lead, mentor, and develop junior marketing team members, fostering a high-performance marketing organization.

Budget & Performance Management

• Develop and manage the marketing budget, ensuring an optimal allocation of resources to drive growth in each business segment.
• Track and report key marketing performance metrics, including ROI for campaigns, lead conversion rates, and sales impact.
• Adjust marketing plans based on data-driven insights and business priorities.

POSITION REQUIREMENTS:

Required

• Bachelor’s degree in marketing, business, communications, or a related field.
• 5+ years of experience in a marketing and/or communications role.
• Strong project management skills with the ability to lead multiple initiatives.
• Experience with CRM tools, digital marketing platforms, and content management systems.
• Proficiency in social media management, SEO, and digital advertising.
• Excellent written and verbal communication skills.
• Ability to work cross-functionally and drive collaboration across departments.
• Experience managing trade shows, events, and vendor relationships.
• Strong analytical skills with the ability to interpret data and make data-driven decisions.
• Some experience with international marketing.

TRAVEL REQUIREMENTS

• Ability to travel occasionally for trade shows, industry events, and meetings.

Physical Requirements

The physical demands described herein are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

While performing the duties of this job, the employee is frequently required to sit; use hands to finger, handle, or feel; and talk and hear. The employee is regularly required to stand, walk, and reach with hands and arms. The employee must occasionally lift and/or move up to 50 pounds. Specific vision abilities required by this job include close vision, distance vision, color vision, peripheral vision, depth perception, and ability to adjust focus. Ability to work for extended periods of time at a workstation on a computer or similar device. Occasional extended periods of standing, bending, kneeling.

Working Conditions

This job operates primarily in both an office setting. This role routinely uses standard office equipment. 

Employment with Cantrell-Gainco / Bettcher Industries is contingent upon successfully completing both a pre-employment background check and a drug screening. All candidates hired must be able to provide proper documentation of their eligibility to work in the US (I-9 form). Cantrell-Gainco / Bettcher Industries is an Equal Opportunity Employer – Minorities / Females / Disabled / Veterans (M/F/D/V)