Senior Marketing Manager
at ITW Employee Network

Date Posted: 12/9/2019

Job Description

The role of the Senior Marketing Manager focuses on understanding customer and market needs to develop strategies for maximizing lead market visibility for Diagraph Marking & Coding sales channels. This position works closely with Product Management on outside-in analysis to develop the buyers experience and buyer/user personas to target messaging, tools, and programs focused on our core industry verticals.  


  • Develop long range divisional marketing strategies focusing on product value statements, competitive positioning and brand presence. This strategy includes the following:
  • Regional tactical plans to increase organic lead generation for placement into the sales funnel for global sales channels.
  • Asset creation plan and execution targeting key industry problems within our core industry verticals
  • Web presence and digital marketing plan and execution
  • Communications through industry organizations – (Press releases, journal articles, blogs, etc.)
  • Identify and manage key marketing activities and metrics to provide the division with the largest return on marketing investments. Track and report on marketing activities and advise on course corrections and improvements to the plan.
  • Provide CRM development leadership to ensure that the metrics are easily measurable and can be quickly evaluated.
  • Assist product management with outside-in customer need research to pro-actively understand market conditions and translate them into market requirements resulting in improved customer satisfaction and increased value generation.
  • Develop external and internal situational analysis to align our brand and message to the market. Activities include:
  • Market launch plans supporting product management with key sales assets, press releases, videos, and other marketing collateral
  • Conduct outside-in interviews as means to validate NPD and PI plans and to help sales develop long term customer relationships.
  • Help with strategic initiatives for penetrating target market verticals with sales, key account teams and other business development leaders.
  • Keep abreast of the competitive landscape and assist product management with competitive analysis and tools.
  • Hands-on development of collateral material, trade shows duty and leadership, development of messaging for advertising in collaboration with sales, product management and corporate communications.
  • Effectively message and position product line or product applications, e.g., contributing to the website and making sure that the product line has appropriate internal and external exposure at all times.
  • Contribute to product management processes, quality management and other product documentation
  • Coordinate various sales and marketing activities within the division to ensure:
  • Development and production of product literature, direct mail, advertisements for use in targeted campaigns.
  • Planning and co-ordination for all telemarketing outbound call campaigns.
  • Leadership and direction for planning and implementation of events and trade exhibitions.
  • Management, communication, and distribution of sales tools and marketing assets.
  • Maintains focus on continuous improvement by applying 80/20, PLS, and USa principles/techniques and makes process improvement recommendations to management.

Job Requirements

Education:  Bachelor's degree in Marketing or business field required. Master of Business Administration (MBA) preferred.


  • 5 Years of relevant work experience in managing a team and Business to Business (B2B) marketing.
  • Experience in manufacturing or packaging industries a plus.
  • International marketing experience preferably in Germany and/or Mexico a plus.
  • Analytical and market data synthesis skills. Project/process management skills required.
  • Excellent written, interpersonal and oral communication skills with experience in multimedia content creation and Internet marketing.
  • Ability to understand technology and articulate strong customer value/benefit propositions.
  • CRM software experience preferably in Microsoft Dynamics and/or Macola E-Synergy
  • Strong computer skills in Microsoft Office applications 

Job Snapshot

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