Director of Marketing

Gorbel, Inc. • Victor, NY • 15h ago

Gorbel's mission is simple: We improve people's lives. That mission guides everything we do, from the products and service we provide to our outside customers to the work environment we foster for our employees. We are a manufacturer of material handling and fall protection products for the production and warehouse/distribution sectors. We're on the cutting edge of manufacturing and distribution; a thriving, growing company that is constantly seeking out new ways to innovate and elevate our products and our processes - and we're looking for people like you to join us in that mission. We're currently hiring for open positions in the US and Canada. We operate in Canada as Engineered Lifting Systems and Equipment (ELS)/DBA Gorbel Canada, and subsequent communication related to Canadian positions may show the ELS name. You may be contacted by phone by recruitment personnel based in either Canada or New York. Work Shift: Job Description: The Director of Marketing is a key organizational leader responsible for developing and executing comprehensive marketing strategies that drive brand strength, demand generation, customer engagement, and revenue growth. This role partners closely with Sales, Product, Business Development, and Operations to translate business objectives into integrated marketing programs that support customer acquisition, retention, and channel performance. The Director of Marketing leads the marketing team, manages external partners, oversees marketing operations and budget, and ensures consistent messaging across all platforms, channels, and markets. Key Responsibilities: Marketing Strategy & Leadership Develop and execute integrated marketing strategies aligned with short- and long-term business objectives Serve as a key contributor to annual and multi-year business planning and growth initiatives Lead, mentor, and develop a high-performing marketing team; manage agencies and strategic partners Establish marketing goals, KPIs, and performance metrics tied to revenue, market share, and brand equity Market & Customer Insights Lead market research initiatives to identify customer needs, competitive dynamics, and emerging market opportunities Monitor competitor positioning, pricing, and marketing activity; provide actionable insights for Sales and leadership Serve as the voice of the customer through surveys, feedback mechanisms, and data analysis Budget, Pricing & Cross-Functional Collaboration Manage the marketing budget and allocate resources to maximize impact and alignment with strategic priorities Collaborate cross-functionally on pricing strategy, promotions, and market positioning Partner with Product, Sales, and Operations to support new product launches and business development initiatives Brand, Messaging & Communications Own brand positioning, value proposition, and messaging architecture across corporate and product brands Translate complex product and solution offerings into clear, compelling marketing narratives Oversee development of content and communications across digital, print, social, trade shows, training, and sales enablement Ensure consistency of voice, visuals, and messaging across all touchpoints Demand Generation & Channel Marketing Lead demand generation strategy across digital, dealer, and direct channels to drive qualified leads and end-user demand Partner with Sales to support dealer and distributor marketing programs, training initiatives, and incentive programs Define and manage dealer marketing programs that drive desired partner behaviors and performance Digital Marketing & Marketing Operations Own the digital marketing ecosystem including website, SEO, paid media, marketing automation, analytics, and CRM integration Ensure data integrity, reporting accuracy, and actionable insights across marketing systems Continuously optimize marketing performance based on analytics, ROI, and market feedback Required Qualifications: Bachelor's degree in Marketing, Business, or a related field Mi

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