Marketing Manager

Description The Marketing Manager will personally establish the marketing function — digital presence, lead engine, brand system, campaign calendar, sales enablement, branch support, and Salesforce marketing reporting — and then hire and lead a team as the function matures. This is a firsthand execution role for the first 12–24 months, evolving into a leadership role thereafter. The successful candidate is equally comfortable writing website copy, building sales and marketing outreach flows, ordering promotional materials, running a campaign attribution report in Salesforce, and standing on a jobsite willing to learn how the crane industry field operations work.

This individual will collaborate closely with the President and partner with the Director of Sales to implement an industry-leading marketing program and go to market strategy based on service-led growth and account-based marketing. Goals include building brand awareness and an audience following and then translating that following into a scalable and efficient demand and lead gen machine. The Marketing Manager works under limited supervision and expected to work as long as necessary to perform his/her job responsibilities.
Responsibilities:

Digital Marketing & Demand Generation

• Build and execute a demand-generation program that produces qualified inbound leads for both day-trade rental inquiries, large projects, and multi-site national-account pursuits.
• Own the company's digital marketing stack end-to-end: SEO, paid search (Google Ads, Bing), paid social (Linked In primary; Meta and You Tube secondary), display retargeting, and email marketing.
• Develop keyword and content strategy targeting high-intent queries by crane type, capacity, region, and application (e.g., heavy haul, heavy lift, energy, data centers, steel plants).
• Manage marketing analytics and lead services with multi-touch attribution back to Salesforce opportunities.
• Establish and report on a defined KPI set sessions, MQLs, SQLs, cost per qualified lead, pipeline sourced, pipeline influenced, and marketing-sourced revenue by branch and segment.

• Work closely with the CRM Administrator to align any website forms to lead generation.
• Set up Salesforce with the ability to track ROI end-to-end — from advertising spend through to gross margin on sales.
• Partner with sales leadership to build enablement assets: marketing brochures and capability collateral by service line and industry vertical, tonnage/reach charts, case studies, safety statistics packages, national-account pitch materials, and RFP response templates.

• Own the corporate website as the primary digital storefront.
• Publish a steady cadence of technical content — project case studies, "how we lifted it" stories, safety features, operator spotlights, equipment additions — that reinforces expertise and drives organic traffic.
• Manage web development sprints for new features: quote request forms, crane finder / fleet browser, availability lookups, and account portals.

• Build and steward the brand system: logo standards, color palette, typography, photography style, tone of voice, and application guidelines across trucks, cranes, uniforms, signage, digital, and print.
• Modernize brand expression while retaining the trust and heritage equity that customers already recognize.
• Establish photography and video standards; commission recurring jobsite shoots and drone footage of significant lifts to build a proprietary asset library.
• Enforce brand consistency across every branch — no branch should be running its own logo variants, ad copy, line-item cards, rate sheets, or vehicle wraps outside the system.