Director, Marketing - Automation Division

WALTER Surface Technologies is a leader in productivity solutions for the metalworking industry. We help customers work better through innovative products, expert knowledge, and a strong focus on safety, performance, and operational excellence.

The Director, Marketing - Automation Division, will lead the marketing strategy and execution for WALTER’s growing Automation business. This role is ideal for a strategic yet hands‑on marketing leader who can build the foundation for a high‑growth division while directly executing key initiatives.

The successful candidate will be responsible for developing the marketing vision, positioning, campaigns, tools, and go‑to‑market approach for the Automation portfolio. As the division grows, this person will eventually manage one direct report, but the role will remain highly hands‑on. They must be comfortable moving from strategy to execution, creating content, supporting sales, building campaigns, analyzing performance, and working closely with cross‑functional teams.

• Develop and execute the marketing strategy for the Automation Division, aligned with business objectives.
• Define clear positioning, messaging, and value propositions for automation solutions across target customer segments.
• Build and manage go‑to‑market plans for new products, solutions, and commercial initiatives.
• Identify market opportunities, customer needs, competitive dynamics, and trends in automation.

• Plan and execute marketing campaigns to generate awareness, qualified leads, and sales opportunities.
• Develop digital, content, email, literature, and sales enablement initiatives.
• Track campaign performance and continuously optimize based on results.
• Work closely with sales to ensure marketing initiatives support pipeline creation and revenue growth.

• Lead the marketing planning and coordination for trade shows, customer events, demos, and industry conferences related to the Automation Division.
• Work with the existing cross‑functional team that supports tradeshow execution, including channel marketing, sales, R&D & operations.
• Ensure events are supported with clear messaging, strong customer‑facing materials, lead capture processes, demo readiness, and post‑event follow‑up.
• Coordinate with internal stakeholders and external partners to deliver professional, high‑impact event experiences.
• Create tools and materials that help the sales team communicate the value of WALTER’s automation solutions.
• Develop presentations, brochures, case studies, product sheets, videos, and customer‑facing content.
• Support key customer meetings, launches, events, and strategic opportunities when needed.
• Develop and support co‑marketing programs with integrators, distributors, and robot manufacturer ecosystems.

• Ensure consistent messaging and brand positioning for the Automation Division across all channels.
• Lead the development of compelling content that explains technical solutions in a clear, customer‑focused way.
• Partner with internal teams, external agencies, and SMEs to create high‑quality marketing assets.
• Translate complex automation concepts into practical business benefits for customers.

• Collaborate with sales, engineering, and operations to support product launches and lifecycle marketing.
• Develop customer personas, competitive positioning, pricing support, launch plans, and product communication tools.
• Gather voice‑of‑customer insights and market feedback to support business and product decisions.
• Act as the marketing lead for the Automation Division and collaborate closely with sales, engineering, operations, and other support functions.
• Lead with a hands‑on,…