Marketing Director

Position Description

MARKETING DIRECTOR

POSITION TITLE: Marketing Director

REPORTS TO: VP of Sales and Marketing

LOCATION: Harrisburg, PA

JOB SUMMARY

The Marketing Director is a strategic leader responsible for the overall vision, planning, and execution of all marketing and communications efforts across the company's entities. This role provides daily oversight and mentorship to the three-person marketing team (Marketing Specialist, Events Coordinator, Marketing Manager) while setting long-term strategic initiatives. The Director will drive qualified lead generation, enhance the company’s brand presence in the capital equipment industry, and ensure tight alignment between marketing activities and aggressive sales objectives.

PRINCIPAL ACCOUNTABILITIES

•  Work closely with the Executive team to develop and implement an annual and multi-year marketing strategy that directly supports overall business growth and revenue targets for capital machinery sales.
• Lead, coach, and mentor a three-person team, including the Digital Marketing Manager, Events Coordinator, and Marketing Manager, ensuring clear project ownership, prioritization, and professional growth.
• Manage the departmental budget effectively, ensuring optimal allocation of resources and holding external agencies and vendors accountable to performance and service level agreements (SLAs).
• Direct the development and execution of all demand generation activities, particularly complex Account-Based Marketing (ABM) strategies and targeted digital campaigns, to maximize the flow of high-value, qualified leads.
• Establish formal processes and communication channels with the Sales leadership to ensure seamless lead hand-off, gather feedback, and create highly effective sales tools and technical collateral.
• Oversee the development of all communications, ensuring the company’s brand identity and technical messaging are consistent, professional, and positioned for thought leadership across all online and traditional channels.
• Define key performance indicators (KPIs) for the marketing department and utilize advanced analytics to measure the ROI of all campaigns, providing regular, data-driven reports to executive leadership.
• Guide the strategy for all company events, trade shows, and educational seminars, ensuring they align with lead generation goals and enhance customer relationships.
• Conduct continuous market and competitive research to ensure marketing strategies remain current, competitive, and highly effective in the dynamic capital equipment landscape.
• Other duties as assigned.

EXPERIENCE AND QUALIFICATIONS

• Bachelor's degree in Marketing, Business, or a related field required.
• Minimum of 7+ years of progressive B2B marketing experience, with a proven track record of at least 3 years managing direct reports within a marketing function.
•  Proven hands-on experience and deep understanding of marketing complex, high-cost, or capital machinery/industrial equipment is essential.
• Expert knowledge of CRM (e.g., Salesforce) is essential. Strong understanding of digital marketing channels (SEO/SEM, Paid Social) and web analytics tools (e.g., Google Analytics).
• Demonstrated ability to lead, motivate, and develop a diverse team of marketing professionals and manage vendor relationships effectively.
• Excellent communication, presentation, and interpersonal skills, with a collaborative mindset focused on cross-functional success.