Senior Marketing Manager

📌 Core Information

🔹 Job Title: Senior Marketing Manager

🔹 Company: Yanmar Compact Equipment North America, Inc.

🔹 Location: Adairsville, Georgia, United States

🔹 Job Type: Full-time, Hybrid (2 days on-site)

🔹 Category: Marketing

🔹 Date Posted: April 7, 2025

🔹 Experience Level: 5-10 years

🔹 Remote Status: Hybrid (Greater Atlanta Area)

🚀 Job Overview

Key aspects of this role include:

• Developing and executing strategic marketing plans for the North American market
• Increasing brand visibility and awareness, driving customer acquisition, and boosting sales
• Leading the North American marketing department and promoting both Yanmar and ASV distinct brands
• Collaborating with dealers and distribution partners, customers, and press to foster engagement and loyalty

ASSUMPTION: This role requires a balance of strategic and tactical duties, with a focus on driving results and enhancing the company's brand presence in North America.

📋 Key Responsibilities

✅ Developing and implementing brand and marketing strategies to enhance the company's brand presence and ensure consistent messaging, visual identity, and tone of voice across all marketing materials and touchpoints

✅ Planning, messaging, developing, executing, and optimizing marketing and promotional campaigns for all YCENA products and solutions across various channels to achieve sales revenue and market share targets for North America

✅ Leading trade shows development, resource and budget management, lead generation strategies, and driving YCENA participation in various trade shows and events while ensuring active dealer participation and engagement

✅ Collaborating with content creators, designers, and agencies to develop high-quality marketing materials, job stories, case studies, white papers, videos, and presentations

✅ Overseeing digital marketing activities such as SEO, social media, and email marketing, continuously optimizing campaigns to improve ROI and engagement

✅ Conducting regular market analysis to identify trends, competitive landscape, customer needs, and opportunities for innovation, using data-driven insights to inform decision-making and improve campaign performance

✅ Developing and managing the annual and mid-term 5-year marketing budget for the North American region, ensuring cost-effective execution of marketing activities

✅ Measuring and reporting on the effectiveness of marketing campaigns and initiatives, providing actionable insights for continuous improvement and tracking success metrics of all sales promotions and campaigns (including tradeshows), identifying ROI

✅ Leading efforts in ensuring adequate and relevant training for dealer partners

ASSUMPTION: This role involves a high degree of collaboration with various stakeholders, including dealers, customers, and internal teams, to achieve marketing objectives and drive business growth.

🎯 Required Qualifications

Education: Bachelor’s degree in Marketing, Business, Communications, or a related field. MBA preferred.

Experience: Minimum 4 years of Marketing experience in a leadership role. Experience with remote collaboration is a plus.

Required Skills:

• Proven ability to develop and execute strategic marketing plans
• Strong communication and presentation skills
• Creative thinking and problem-solving skills
• Demonstrated ability to manage multiple projects under tight deadlines and organize/complete multiple projects efficiently with strong attention to detail and to budget
• Strong influential and collaborative skills to drive Marketing topics across the organization
• Strong project management skills, with the ability to manage multiple priorities simultaneously
• Ability to analyze/interpret marketing data and collect/analyze numbers to provide meaningful conclusions
• Expertise in customer segmentation and targeting strategies
• Proficiency with MS Office (Excel, Word, PowerPoint) required

Preferred Skills:

• B2B experience
• Knowledge of the construction industry and specific product knowledge
• Experience managing budgets and optimizing marketing spend for maximum ROI

ASSUMPTION: Candidates with a strong background in B2B marketing, experience in the construction industry, and a proven track record of driving marketing results will be well-suited for this role.

💰 Compensation & Benefits

Salary Range: $120,000 - $160,000 per year (Based on industry standards for a Senior Marketing Manager role with 5-10 years of experience in the machinery manufacturing industry in the United States)

Benefits:

• Health, dental, and vision insurance
• 401(k) plan with company match
• Paid time off (vacation, sick, and holidays)
• Employee assistance program
• Tuition reimbursement

Working Hours: Full-time, with a flexible schedule to accommodate global matrix organization and anticipated 25% travel - both domestic and internationally. Frequent travel to Grand Rapids, Minnesota, and Adairsville & Acworth, Georgia.

ASSUMPTION: The salary range provided is an estimate based on industry standards and may vary depending on the candidate's experience and qualifications. Benefits are subject to change and may vary based on the company's policies.

📌 Applicant Insights

🔍 Company Context

Industry: Machinery Manufacturing. Yanmar Compact Equipment North America, Inc. specializes in compact construction equipment, with a focus on durability and performance in tough working conditions.

Company Size: 201-500 employees. This size allows for a more personal work environment and the opportunity to make a significant impact on the company's growth.

Founded: Yanmar Co., Ltd. was founded in 1912 in Japan, and Yanmar Compact Equipment North America, Inc. was established in 1970 as a subsidiary.

Company Description:

• Yanmar Compact Equipment North America, Inc. is a leading manufacturer of compact construction equipment, known for its durability, reliability, and performance in challenging working conditions
• The company offers a wide range of products, including compact excavators, compact track loaders, and attachments, catering to various industries such as construction, landscaping, and agriculture
• Yanmar Compact Equipment North America, Inc. is committed to providing exceptional customer service and support, with a focus on building strong relationships with its dealers and customers

Company Specialties:

• Compact construction equipment
• Durability and performance in tough working conditions
• Customer service and support

Company Website: http://www.YanmarCE.com

ASSUMPTION: Yanmar Compact Equipment North America, Inc. is a well-established company with a strong reputation in the machinery manufacturing industry, offering a range of products and services tailored to the needs of its customers.

📊 Role Analysis

Career Level: Senior. This role is a senior-level position, requiring a high degree of expertise and experience in marketing.

Reporting Structure: This role reports directly to the North America Region President and is responsible for leading the North American marketing department.

Work Arrangement: Hybrid. This role requires working on-site at the Yanmar America location in Adairsville, Georgia, for 2 days a week, with the remaining days worked remotely from the Greater Atlanta Area.

Growth Opportunities:

• Potential to expand the company's market share and increase brand awareness in North America
• Opportunity to work with a diverse range of stakeholders, including dealers, customers, and internal teams, to drive marketing objectives and business growth
• Potential to develop and implement innovative marketing strategies that set the company apart from its competitors

ASSUMPTION: This role offers significant opportunities for professional growth and development, with the potential to make a real impact on the company's marketing efforts and overall business success.

🌍 Location & Work Environment

Office Type: Hybrid. This role requires working on-site at the Yanmar America location in Adairsville, Georgia, for 2 days a week, with the remaining days worked remotely from the Greater Atlanta Area.

Office Location(s): Yanmar America location in Adairsville, Georgia

Geographic Context:

• The Greater Atlanta Area offers a diverse and vibrant cultural scene, with numerous attractions, museums, and entertainment options
• The region is home to a strong economy, with a mix of established and growing industries, providing ample opportunities for professional networking and growth
• The cost of living in the Greater Atlanta Area is generally lower than in other major metropolitan areas in the United States

Work Schedule: Full-time, with a flexible schedule to accommodate global matrix organization and anticipated 25% travel - both domestic and internationally. Frequent travel to Grand Rapids, Minnesota, and Adairsville & Acworth, Georgia.

ASSUMPTION: The hybrid work arrangement and location in the Greater Atlanta Area offer a balance between flexibility and convenience, with access to a diverse range of cultural, professional, and recreational opportunities.

💼 Interview & Application Insights

Typical Process:

• Online application submission
• Phone or video screening with the HR department
• In-depth interview with the North America Region President
• Final interview with key stakeholders, such as dealers or other senior leaders

Key Assessment Areas:

• Marketing strategy and planning
• Brand management and messaging
• Campaign development and execution
• Budget management and ROI analysis
• Collaboration and communication skills

Application Tips:

• Tailor your resume and cover letter to highlight your relevant marketing experience and accomplishments
• Demonstrate your understanding of the construction industry and Yanmar's products and services
• Prepare examples of successful marketing campaigns you've led, including metrics and results
• Be ready to discuss your approach to brand management and messaging

ATS Keywords: Marketing strategy, brand management, digital marketing, content creation, market research, budget management, performance reporting, project management, communication skills, creative thinking, problem-solving, customer engagement, collaboration, SEO, email marketing, event management

ASSUMPTION: The interview process for this role will focus on assessing the candidate's marketing expertise, strategic thinking, and ability to work collaboratively with various stakeholders.

🛠️ Tools & Technologies

• Microsoft Office Suite (Word, Excel, PowerPoint)
• Marketing automation platforms (e.g., HubSpot, Marketo)
• Customer relationship management (CRM) software (e.g., Salesforce, HubSpot CRM)
• Social media management tools (e.g., Hootsuite, Buffer)
• Search engine optimization (SEO) tools (e.g., Google Analytics, SEMrush)

ASSUMPTION: Candidates should have experience with industry-standard marketing tools and technologies, as well as a willingness to learn and adapt to new platforms as needed.

👔 Cultural Fit Considerations

Company Values:

• Durability and reliability
• Performance in tough working conditions
• Customer service and support

Work Style:

• Collaborative and team-oriented
• Results-driven and focused on achieving marketing objectives
• Adaptable and able to work in a global matrix organization

Self-Assessment Questions:

• Do you have a proven track record of developing and executing successful marketing strategies in a B2B environment?
• Are you comfortable working collaboratively with a diverse range of stakeholders, including dealers, customers, and internal teams?
• Do you have experience managing marketing budgets and optimizing spend for maximum ROI?

ASSUMPTION: Candidates who align with Yanmar's company values and work style, and who can demonstrate a strong track record of marketing success, will be well-suited for this role.

⚠️ Potential Challenges

• Managing a remote team and collaborating with dealers and customers across North America
• Balancing strategic and tactical duties, with a focus on driving results and enhancing the company's brand presence
• Working in a global matrix organization, requiring flexibility and adaptability
• Managing a marketing budget and optimizing spend for maximum ROI

ASSUMPTION: These challenges can be overcome by a strong, experienced marketing professional with excellent communication, collaboration, and project management skills.

📈 Similar Roles Comparison

• This role differs from other marketing manager positions in its focus on the construction industry and the need to collaborate closely with dealers and distribution partners
• Industry-specific context: The construction industry is cyclical and can be influenced by economic factors, requiring a marketing strategy that is adaptable and responsive to changing market conditions
• Career path comparison: This role offers the opportunity to grow into a senior marketing leadership position within the company, with the potential to expand the company's market share and increase brand awareness in North America

ASSUMPTION: Candidates should have a strong understanding of the construction industry and the unique challenges and opportunities it presents for marketing professionals.

📝 Sample Projects

• Developing and executing a comprehensive marketing plan to launch a new product line in the North American market
• Conducting market research to identify trends, customer needs, and opportunities for innovation in the compact construction equipment industry
• Creating and implementing a digital marketing strategy to improve SEO, increase website traffic, and drive customer engagement

ASSUMPTION: These sample projects are designed to showcase the candidate's ability to develop and execute strategic marketing plans, conduct market research, and drive customer engagement through digital marketing channels.

❓ Key Questions to Ask During Interview

• Can you describe the company's marketing strategy for the next 1-3 years, and how this role fits into that plan?
• How does the company support the growth and development of its marketing team members?
• Can you provide examples of successful marketing campaigns the company has executed in the past, and what made them successful?
• How does the company collaborate with its dealers and distribution partners to promote its products and services?
• What are the biggest marketing challenges facing the company in the next 1-3 years, and how can this role help address them?

ASSUMPTION: These interview questions are designed to help the candidate better understand the company's marketing strategy, culture, and priorities, as well as the specific challenges and opportunities facing the role.

📌 Next Steps for Applicants

To apply for this position:

• Submit your application through this link
• Tailor your resume and cover letter to highlight your relevant marketing experience and accomplishments, with a focus on B2B marketing, the construction industry, and successful campaign examples
• Prepare for your interview by researching the company, its products, and its competitors, and by practicing your responses to common marketing interview questions
• Follow up with the hiring manager within 24 hours after your interview to express your appreciation for the opportunity and reiterate your interest in the role

⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.