Industry Marketing Manager; Material Handling

Overview

Industry Marketing Manager (Material Handling) is responsible for leading marketing strategy and execution for the Material Handling market segment. This role develops market-driven growth plans, defines target customer microsegments, creates differentiated positioning and messaging, and drives demand generation initiatives that expand market presence and opportunity pipeline. Working closely with sales, product management, and other cross-functional teams, the Industry Marketing Manager ensures alignment around industry priorities and growth objectives while serving as the primary marketing expert for the assigned market.

Essential Functions

• Develop and execute microsegment marketing and go-to-market strategies that drive market awareness, customer engagement, lead generation, and profitable growth within the Material Handling industry.
• Conduct market research and competitive analysis to identify growth opportunities, target applications, emerging trends, customer challenges, and new microsegments for expansion.
• Create compelling value propositions, messaging, sales tools, and marketing collateral that support customer acquisition, industry positioning, and commercial execution.
• Partner closely with sales, distribution, OEMs, system integrators, and end users to develop target account strategies, drive specification opportunities, and maximize market penetration.
• Serve as the subject matter expert for assigned industry segments, building relationships with key customers, industry associations, and influencers while identifying strategic partnerships that strengthen market presence.
• Lead integrated marketing campaigns and industry events, including digital marketing initiatives, trade shows, demonstrations, and customer-facing activities that generate demand and support pipeline growth.
• Collaborate with cross-functional teams to develop microsegment playbooks, align organizational efforts, and deliver tailored solutions that address customer needs and market opportunities.
• Monitor and report on key performance indicators, providing insights and recommendations to optimize marketing effectiveness, improve customer engagement, and support continuous growth.

• Approximately 20-25% of travel is based on customer demand, in the Americas. Occasional travel to Japan possible.

• At least 5 years experience supporting the Material Handling industry, with demonstrated knowledge of industry applications, customer requirements, and solution-based sales or engineering engagement with OEMs and machine builders.
• Technical and commercial knowledge of industrial automation solutions, including variable frequency drives (VFDs), motion control and servo systems, PLCs, HMIs, digital solutions, and other value-added automation technologies.
• Ability to evaluate opportunity risk vs reward and aggressively pursue new business.