Marketing Manager

Marketing Manager, Digital & Paid Media:

Make an Impact on Multiple Leading Brands for Welders in North America!

ABICOR Binzel USA, Inc., a leading welding equipment manufacturer, is recruiting for a Marketing Manager, Digital & Paid Media. This role will be responsible for leading a team and focusing on driving marketing-qualified leads for high-dollar business-to-business products through paid media strategy and execution, data analysis, and audience targeting. This role is responsible for vendor management, collaboration, and budget management and requires an analytical mindset to drive leads, brand awareness, engagement, and conversions. Additional marketing activities, like managing trade show activities and video production management, are part of this role. The final key component is the mentoring, training, and development of staff, growing skillsets, and advancing their careers.

Essential Responsibilities:

• Work as part of a team that strategically collaborates to fulfill internal and external customer requirements.

Paid Media Strategy & Execution -

• Own and manage multi-channel paid media programs including: Google Ads (Search, Display, YouTube), Microsoft/Bing Ads, Programmatic advertising platforms (DSPs such as The Trade Desk, DV360), Geofencing and location-based advertising platforms, Programmatic ABM (Account-Based Marketing) campaigns.
• Develop and execute full-funnel strategies (awareness -> lead generation -> conversion).

Budget Management & Optimization -

• Manage annual and quarterly paid media budgets.
• Optimize campaigns to achieve KPIs such as Marketing-Qualified leads (MQLs), cost per acquisition (CPA), Return on ad spend (ROAS).
• Allocate spend across channels and geographies to maximize effectiveness.

Data Analysis & Reporting -

• Track performance using tools such as Google Analytics, Salesforce, and HubSpot.
• Build dashboards and provide quarterly performance reports to leadership.
• Conduct A/B testing across creatives, audiences, and landing pages.
• Translate campaign data into actionable insights.

North American Campaign Management -

• Localize international campaigns for North American market.
• Coordinate with regional sales teams to align messaging and targeting.

Audience Targeting & ABM -

• Implement and refine programmatic ABM strategies targeting key accounts.
• Utilize first-party and third-party data for segmentation and targeting.
• Partner with sales teams to align account targeting and pipeline goals.

Vendor & Platform Management -

• Manage relationships with agencies.
• Evaluate new tools and platforms to improve performance and efficiency.
• Negotiate contracts and oversee vendor performance.

Collaboration & Leadership -

• Work cross-functionally with: Sales, Product Management, and Content/Creative teams.
• Manage junior marketers or external agencies.
• Contribute to overall marketing strategy and demand generation planning.

Trade Shows Leadership -

• Responsible for the budget of the show.
• Help organize the layout of the booth.
• Help manage the delivery, setup, and teardown of the booth.
• Remain onsite to make sure all needs for the show are met.
• Manage the accommodations for the team.
• For minor shows, work with relevant staff to make sure they have all they need for the event.

Develop a Deep Understanding of the Business and the Products -

• Spend time with multiple departments to learn how our products fit in the marketplace.
• Spend time visiting key customers to learn how our products meet their needs.

Required Qualifications:

Educational Requirements -

• Bachelor's degree required in Marketing, Business Administration, Communications, Economics, or related field.

Preferred Accreditation -

• Google Ads Certification
• Microsoft Advertising Certification
• Programmatic/DSP Certifications
• Google Analytics (GA4)

Core Experience -

• 5-10 years of experience in digital/performance marketing.
• 5+ years of hands-on experience managing paid media campaigns directly.
• Experience driving online qualified leads for high-dollar business-to-business sales.
• Demonstrated success managing budgets for multi-million dollar brands.
• 5+ years of team management and leadership experience.

Specialized Expertise -

• Strong experience in: search engine marketing (SEM), Programmatic advertising, Geofencing/location-based targeting, Accounts-based Marketing platforms.
• Experience working in B2B environments (especially for international or multi-region organizations)

Strong Familiarity with:

• CRM integration (Salesforce, HubSpot)
• Marketing automation platforms
• Aligning marketing metrics with revenue and pipeline

Soft Skills -

• Analytical mindset with strong data interpretation skills
• Strategic thinking combined with tactical execution ability
• Strong communication and stakeholder management skills
• Ability to operate in a fast-paced, cross-functional environment
• Excellent written and verbal communication skills.
• Strong understanding and skills with Microsoft Office programs, specifically Outlook, Word, PowerPoint and Excel.
• Strong analytical skills with the ability to interpret data and make data-driven decisions.
• Ability to manage multiple projects and deadlines effectively.
• Domestic and international travel competence
• Once a year marketing meeting is planned in Germany at the headquarters
• Domestic trips with District Sales Managers to learn what is really happening in the market and to secure VOC information

Preferred Skills/Qualifications:

• Experience working in B2B environments (especially for international or multi-region organizations)
• Previous experience in marketing with professional trade organizations
• Welding industry or industrial production experience a plus
• Professional experience with video production (script writing, shoot coordination, video capture, editing, post-production effects, etc).
• MBA or Master's in Marketing, Analytics, or related discipline