GTM Marketing Manager- Energy and Transportation

Description

The GTM Marketing Manager – Energy and Transportation is responsible for developing and executing go-to-market (GTM) marketing strategies for the energy and transportation (E&T) industries with a heavy focus on electric utilities, data centers, and oil & gas sectors. This role combines strategic market analysis with field-level execution, ensuring that campaigns are aligned with growth opportunities, competitive positioning, and customer needs.

As a critical link between corporate marketing, sales, rental operations, service, and OEM partners, this role ensures that marketing initiatives are data-driven, industry-specific, and growth-oriented, driving awareness, demand generation, fleet utilization, and aftermarket revenue.

Go-to-Market Strategy & Campaigns:

• Develop and execute vertical-specific GTM campaigns for E&T equipment, integrating sales, rentals, service, and parts.
• Partner with sales leaders to design targeted marketing plans addressing customer needs that are aligned with business goals, including new product introductions, rental utilization initiatives, and aftermarket programs.
• Leverage OEM marketing programs and market/marketing development funds (MDF) to build co-branded campaigns that drive demand and strengthen dealer positioning.

Market Analysis & Opportunity Assessment:

• Conduct ongoing market analysis for E&T in the energy sectors, including customer demand trends, emerging technologies, and regulatory drivers.
• Evaluate market share, TAM/SAM, and identify white-space opportunities within key geographic and vertical markets.
• Provide quarterly opportunity assessments to leadership, prioritizing growth initiatives by segment, region, and customer profile.

Competitive Landscape & Positioning:

• Maintain a current view of the competitive landscape, including OEM competitors, rental providers, and aftermarket service players.
• Analyze competitors’ pricing strategies, product positioning, and promotional activity.
• Translate competitive insights into differentiated messaging, value propositions, and sales enablement tools.

Field & Customer Engagement:

• Plan and execute field-level marketing activities including equipment demos, jobsite visits, trade shows, branch events, and customer appreciation days.
• Tailor messaging to specific customer segments within the energy vertical (electric utilities, oil & gas companies, data centers, electrical & mechanical contractors/engineers specifying backup generators, etc.)
• Develop sales enablement tools (presentations, brochures, case studies, ROI calculators) for the E&T product line.

Collaboration & Cross-Functional Alignment:

• Work closely with corporate marketing to adapt brand, digital, and content strategies to local field execution.
• Partner with rental operations to design targeted campaigns that increase fleet utilization in E&T.
• Collaborate with service & parts teams to promote maintenance programs, rebuilds, and aftermarket sales opportunities.

Analytics & Reporting:

• Monitor campaign performance and provide actionable insights on lead generation, event ROI, and pipeline contribution.
• Track market share trends, competitor activity, and customer buying behaviors within the E&T segment.
• Report regularly on marketing KPIs for leadership and OEM partners.
• Performs all other duties as assigned.

Education:

• Bachelor’s degree in Marketing, Business, or related field (MBA a plus).

Experience:

• 6–8 years of B2B marketing experience, ideally in the energy industry—electric utility, oil & gas, data centers, or related industries.
• Proven experience in market analysis, opportunity assessment, and competitive intelligence.
• Proven experience in customer research – conducting interviews, designing surveys, assessing net promoter scores (NPS), and so forth.
• Strong knowledge of E&T equipment and industry dynamics in construction and mining.
• Experience in field marketing, vertical-specific campaigns, and GTM execution.

Skills and Competencies:

• Skilled in CRM and marketing automation platforms (Salesforce, Pardot, Hub Spot).
• Excellent project management and organizational skills; ability to manage multiple campaigns simultaneously.
• Strong written, verbal, and presentation…