Senior Category Marketing - Pavement, Turf and Flooring

About the position

Graco manufactures and markets premium equipment to move, measure, control, dispense and spray a wide variety of fluid and powder materials. The Contractor Equipment Division (CED) makes sprayers that apply paint to walls and other structures, with product models for users ranging from do-it-yourself homeowners to professional paint contractors. The future of CED is bright, with significant investments being made across the business; the division is expanding to accommodate increased demand and growth driven by an investment in new products and innovative ideas. The Senior Category Marketing Manager is responsible for developing and executing growth marketing and go-to-market strategies for the assigned categories. This role requires the ability to dive deep into the industries assigned to develop a strong voice of customer (VOC) and strategic marketing plans to drive growth and develop a 5-year strategic plan for the assigned category.

Responsibilities

• Develop a 5-year category roadmap for assigned areas aligning with the division's global strategy and market trends.
• Perform market research (primary & secondary) on assigned category to understand market dynamics, customer needs, and competitive landscape.
• Create and implement comprehensive, global category marketing strategies and go-to-market plans that align with divisional goals and measure KPIs against performance goals.
• Identify target customers within the vertical/category and assess their potential value, determine wallet size potential, and prioritize marketing efforts accordingly.
• Foster customer loyalty, satisfaction, retention and growth through customer marketing and advocacy.
• Apply technology and data to increase market reach, grow demand and streamline processes to make more informed decisions.
• Track and report on KPIs while providing insights and recommendations to improve results.
• Define and manage product branding strategies to ensure consistency and alignment with company values and brand identity.
• Responsible for planning and managing product launches globally in concert with other functions including product management, channel marketing and corporate marketing.
• Develop quantifiable value proposition, messaging and positioning that resonate with target market and buyer persona.
• Collaborate with channel marketing and corporate marketing in the creation of thought leadership, portfolio content, sales tools, integrated campaigns and advertising.
• Determine the need for product-related events, such as trade shows, webinars, and industry conferences.
• Develop compelling marketing messages for all marketing products and presentations, and other promotional materials in alignment with channel marketing.
• Collaborate with sales and operations teams to develop accurate product forecasts and inform inventory management and production planning process.
• Name products within the established brand guidelines, ensuring alignment with brand values, market positioning, and target audience preferences.
• Create and maintain a global messaging document to ensure consistency in messaging.
• Conduct and analyze VOC insights to inform marketing strategies and develop market segmentation to define the buyer journey map for target personas.
• Analyze VOC data to understand the customer's needs, preferences and pain points, and incorporate insights into marketing strategies.
• Gather and analyze global customer feedback, market data and industry trends to identify customer needs and product opportunities.
• Use research insights to inform product strategies, optimize marketing efforts and maintain a competitive edge.
• Continuously optimize marketing efforts based on performance metrics, customer feedback and market trends.
• Coordinate with Engineering to conduct interviews to gather feedback and insights.
• Conduct comprehensive competitive analysis to identify market trends, assess competitor strategies, and identify opportunities for differentiation.
• Define the solution alternatives that exist for buyers, both direct competitors and those in adjacent spaces, assess the relative strengths and weaknesses of each and points of differentiation.
• Define clear and detailed product requirements and create customer requirement document (CRD) based on market research, customer feedback, monetary value and technical requirements.
• Identify and articulate unique value proposition of the product, highlighting key benefits and advantages for customers.
• Gather customer testimonials and feedback and align with channel marketing and corporate marketing to incorporate insights into marketing materials.
• Conduct market pricing analysis to determine competitive pricing strategies and optimize product positioning in the market.

Requirements

• Bachelor's degree in Marketing, Business Administration, or a related field.
• 5+ years of experience in marketing, with success in vertical-specific and market development strategies.
• Demonstrated ability to effectively create, plan and implement marketing programs and strategies.
• Ability to effectively manage and communicate with a wide range of stakeholders, including executive leadership, partners, and customers.
• Team collaborator with demonstrated experience working in multi-functional and global teams.
• Strong analytical skills with the ability to interpret and analyze VOC insights.
• Excellent communication and presentation skills, with experience reporting to senior leadership.
• Ability to travel approximately 25% of time, both domestic and international.

Nice-to-haves

• Global industrial manufacturing experience and knowledge.
• Fluid and material management equipment product development knowledge.
• MBA or equivalent advanced degree.

Benefits

• Medical insurance
• Dental insurance
• Stock purchase plan
• 401(k)
• Tuition reimbursement