Position Summary:
The Marketing Manager is responsible for developing and executing strategic marketing initiatives that support sales growth, strengthen brand positioning, and enhance customer engagement across all product lines. This role will lead the planning, development, and implementation of marketing programs including digital marketing, website management, product promotion, dealer support, technical publications, and communications.
This position has leadership responsibility for the Publications/ Technical Writing Department and is responsible for ensuring the development and maintenance of accurate, professional, and customer-focused technical and marketing materials. The Marketing Manager works cross-functionally with Sales, Product Management, Engineering, and external partners to support business objectives and promote the company's products within the heavy equipment and construction industry.
Essential Functions of the Job:
Develop and execute comprehensive marketing strategies aligned with company goals and sales objectives.
Lead annual marketing planning, including campaign development, budget management.
Identify market trends, customer needs, and competitive positioning to inform marketing direction and support business growth.
Support product launches and new product introductions with targeted marketing strategies.
Maintain full responsibility for company website design, functionality, content management, and ongoing improvements.
Manage digital marketing initiatives utilizing the Zoho platform, including email campaigns, customer engagement, lead generation, analytics, and marketing automation.
Monitor website and campaign performance metrics and recommend improvements based on data and customer engagement trends.
Ensure website content and digital communication accurately reflect company branding and product offerings.
Lead and oversee the Publications/ Technical Writing Department, including supervision and development of the technical writing staff.
Ensure accurate, professional, and timely development of technical publications, manuals, product documentation, and related materials.
Coordinate with Engineering, Product Management, and Sales to maintain accurate technical content and product information.
Establish priorities and workflows to support both customer and internal documentation needs.
Maintain and strengthen brand identity across all marketing and communication channels.
Oversee development and management of all collateral materials including brochures, product literature, presentations, videos, advertisements, promotional and technical content.
Ensure consistency in messaging, branding, and technical accuracy across all communications.
Manage public relations efforts, including press releases and industry communications.
Partner with Sales to develop tools and resources that support dealer networks and customer engagement.
Support dealer events, promotions, trade shows, and customer outreach initiatives.
Assist with development of sales presentations, product support materials, and customer-facing communications.
Plan and coordinate trade shows, industry events, and customer demonstrations. Must be able to travel as needed to fully support these events.
Manage event logistics, booth design, promotional materials, on-site execution, and marketing support activities.
Evaluate event effectiveness and return on investment.
Work closely with Sales, Engineering, Product Management and Operations to support promotion and communication initiatives.
Translate technical product information into customer-focused messaging and marketing content.
Coordinate with external vendors, agencies, and partners as needed.
Support pricing strategies, competitive analysis, and market positioning.
Track and analyze marketing campaign effectiveness, website traffic, lead generation, and customer engagement metrics.
Provide regular reporting and recommendations to leadership regarding marketing performance and opportunities for improvement.
Lead or support cross-functional initiatives that drive business growth.
Performs other related duties as assigned.
Knowledge, Skills and Abilities (KSA's):
Strong understanding of marketing strategy, branding, digital marketing, demand generation, and customer engagement.
Experience in managing website platforms and digital marketing systems, preferably Zoho.
Ability to translate technical product information into clear, customer-focused messaging.
Excellent written and verbal communication skills.
Strong project management and organizational abilities.
Analytical mindset with experience using data to drive decisions.
Strong leadership and team development capabilities.
Ability to manage multiple projects in a fast-paced environment.
Proficiency in marketing, content management, and digital marketing tools, CRM systems, and Microsoft Office Suite.
Strong collaboration skills and ability to work cross-functionally.
Ability to work well under pressure to meet deadlines, able to manage stress in a constructive way.
Quality is a shared responsibility at Gradall. Employees are expected to be familiar with the company's Quality Policy, actively support continuous improvement efforts, and understand how their work helps uphold our quality standards.
Education and Experience:
Bachelor's degree in Marketing, Business Administration, Communications, or a related field required.
5-8 years of progressive marketing experience, preferably in manufacturing, heavy equipment, or industrial sectors.
Prior supervisory or leadership experience.
Experience with website management, digital marketing platforms, and technical publications are strongly preferred.
Experience supporting dealer networks or B2B sales environments preferred.
Working Conditions :
This position operates in a standard office environment with frequent collaboration across departments. It requires the ability to use standard office equipment such as computers, phones, photocopiers, filing cabinets and fax machines regularly.
There will be minimal exposure to noise, temperature extremes, or outdoor conditions.
Must be able to sit or stand for extended periods. May occasionally be required to lift files, boxes, or marketing materials up to 20 pounds.
Clear verbal and written communication required for customer and dealer interaction. Good visual acuity for reading and creating reports, documents, and sales related information.
Occasional travel is required for trade shows, dealer visits, and industry events.
Able to work overtime as needed to accomplish goals and objectives and to support event needs.
Notes:
The above information is intended to describe the general nature and level of work being performed by employees within this classification. It is not intended to be construed as a comprehensive list of all duties, responsibilities and qualifications of employees so classified.
Current Alamo Group employees must meet the following qualifications, prior to applying for open positions within their current company, another Unit Company, or the Corporate Office:
Must not have received documented disciplinary action within the past 6 months.
Non-exempt level employees must have 6 months of service with Alamo Group; any promotions must have been held for 1 year.
Exempt level employees must have 1 year of service with Alamo Group; any promotions must have been held for 1 year.
Must inform supervisor or Human Resources of interest in applying for the position before an application is submitted.
Why should you work at Gradall?
In addition to competitive wages, Gradall Industries offers a generous benefits package including
Medical, Dental, and Vision Insurance
Life Insurance
Short and Long-term Disability Insurance
Paid Holidays
Paid Vacation
401k Retirement Plan with a company match
Opportunities for Training and Professional Development
Advancement Opportunities
Please apply today!
Gradall is an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, religion, color, national origin, gender, gender identity, sexual orientation, age, status as a protected veteran, among other things, or status as a qualified individual with disability.
Alamo Group is proud to be an Equal Employment Opportunity, Affirmative Action employer. All qualified applicants will be considered without regard to race, national origin, color, religion, age, genetics, sex, sexual orientation, gender identity or expression, disability or veteran status. We maintain a drug-free workplace and perform pre-employment substance abuse testing (where permitted by law).
