GTM Marketing Manager- Energy and Transportation
Salt Lake City, UT
Job Type
Full-time
Description
The GTM Marketing Manager - Energy and Transportation is responsible for developing and executing go-to-market (GTM) marketing strategies for the energy and transportation (E&T) industries with a heavy focus on electric utilities, data centers, and oil & gas sectors. This role combines strategic market analysis with field-level execution, ensuring that campaigns are aligned with growth opportunities, competitive positioning, and customer needs.
As a critical link between corporate marketing, sales, rental operations, service, and OEM partners, this role ensures that marketing initiatives are data-driven, industry-specific, and growth-oriented, driving awareness, demand generation, fleet utilization, and aftermarket revenue.
Go-to-Market Strategy & Campaigns:
Develop and execute vertical-specific GTM campaigns for E&T equipment, integrating sales, rentals, service, and parts.
Partner with sales leaders to design targeted marketing plans addressing customer needs that are aligned with business goals, including new product introductions, rental utilization initiatives, and aftermarket programs.
Leverage OEM marketing programs and market/marketing development funds (MDF) to build co-branded campaigns that drive demand and strengthen dealer positioning.
Market Analysis & Opportunity Assessment:
Conduct ongoing market analysis for E&T in the energy sectors, including customer demand trends, emerging technologies, and regulatory drivers.
Evaluate market share, TAM/SAM, and identify white-space opportunities within key geographic and vertical markets.
Provide quarterly opportunity assessments to leadership, prioritizing growth initiatives by segment, region, and customer profile.
Competitive Landscape & Positioning:
Maintain a current view of the competitive landscape, including OEM competitors, rental providers, and aftermarket service players.
Analyze competitors' pricing strategies, product positioning, and promotional activity.
Translate competitive insights into differentiated messaging, value propositions, and sales enablement tools.
Field & Customer Engagement:
Plan and execute field-level marketing activities including equipment demos, jobsite visits, trade shows, branch events, and customer appreciation days.
Tailor messaging to specific customer segments within the energy vertical (electric utilities, oil & gas companies, data centers, electrical & mechanical contractors/engineers specifying backup generators, etc.)
Develop sales enablement tools (presentations, brochures, case studies, ROI calculators) for the E&T product line.
Collaboration & Cross-Functional Alignment:
Work closely with corporate marketing to adapt brand, digital, and content strategies to local field execution.
Partner with rental operations to design targeted campaigns that increase fleet utilization in E&T.
Collaborate with service & parts teams to promote maintenance programs, rebuilds, and aftermarket sales opportunities.
Analytics & Reporting:
Monitor campaign performance and provide actionable insights on lead generation, event ROI, and pipeline contribution.
Track market share trends, competitor activity, and customer buying behaviors within the E&T segment.
Report regularly on marketing KPIs for leadership and OEM partners.
Performs all other duties as assigned.
Education:
Bachelor's degree in Marketing, Business, or related field (MBA a plus).
Experience:
6-8 years of B2B marketing experience, ideally in the energy industry-electric utility, oil & gas, data centers, or related industries.
Proven experience in market analysis, opportunity assessment, and competitive intelligence.
Proven experience in customer research - conducting interviews, designing surveys, assessing net promoter scores (NPS), and so forth.
Strong knowledge of E&T equipment and industry dynamics in construction and mining.
Experience in field marketing, vertical-specific campaigns, and GTM execution.
Skills and Competencies:
Skilled in CRM and marketing automation platforms (Salesforce, Pardot, HubSpot).
Excellent project management and organizational skills; ability to manage multiple campaigns simultaneously.
Strong written, verbal, and presentation communication skills.
Willingness to travel regularly to job sites, branch locations, customer events, and trade shows.
Strategic thinker with the ability to translate business goals into actionable marketing plans.
Customer-focused mindset with experience creating targeted vertical campaigns.
Ability to collaborate effectively across sales, service, rental, and corporate teams.
Data-driven with strong skills in campaign measurement and ROI reporting.
Creative problem solver who can tailor messaging to diverse audiences.
Certification (Preferred):
TBD
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Equal Opportunity Employer/Protected Veterans/Individuals with Disabilities. The contractor will not discharge or in any other manner discriminate against employees or applicants because they have inquired about, discussed, or disclosed their own pay or the pay of another employee or applicant. However, employees who have access to the compensation information of other employees or applicants as a part of their essential job functions cannot disclose the pay of other employees or applicants to individuals who do not otherwise have access to compensation information, unless the disclosure is (a) in response to a formal complaint or charge, (b) in furtherance of an investigation, proceeding, hearing, or action, including an investigation conducted by the employer, or (c) consistent with the contractor's legal duty to furnish information. 41 CFR 60-1.35(c).
Equal Opportunity Employer/Protected Veterans/Individuals with Disabilities
The contractor will not discharge or in any other manner discriminate against employees or applicants because they have inquired about, discussed, or disclosed their own pay or the pay of another employee or applicant. However, employees who have access to the compensation information of other employees or applicants as a part of their essential job functions cannot disclose the pay of other employees or applicants to individuals who do not otherwise have access to compensation information, unless the disclosure is (a) in response to a formal complaint or charge, (b) in furtherance of an investigation, proceeding, hearing, or action, including an investigation conducted by the employer, or (c) consistent with the contractor's legal duty to furnish information. 41 CFR 60-1.35(c)
