Company: Nova Instruments LLC (“Nova” or “Company”)
Job Title: Technical Marketing Lead
Position Summary:
The Technical Marketing Lead is responsible for driving digital marketing performance and website strategy, development, and execution across a portfolio of advanced test and measurement businesses, including NDT Systems Inc., Brookhaven Instruments Corporation, Degree Controls Inc., Technology Design Limited, and Phoenix Inspection Systems Limited. This role owns the digital ecosystem end-to-end—defining strategy and roadmap while also executing website updates, campaign builds, and performance optimization. The position is accountable for generating high-quality Marketing Qualified Leads (MQLs) through web-driven demand generation, conversion optimization, and integrated digital campaigns aligned with product-line revenue targets. Acting as the primary liaison between Marketing, Sales, Engineering, and Product teams, this role ensures that all digital touchpoints—websites, landing pages, and campaigns—accurately reflect product capabilities, support launches, and convert traffic into pipeline. This position may be performed remotely, with periodic expectations to be onsite at our Nashua, NH office.
Key Responsibilities:
Strategy, Development & Optimization
- Act as a hands-on executor—building, updating, and optimizing web pages, landing pages, and user journeys;
- Continuously improve website performance through conversion rate optimization (CRO), UX/UI enhancements, and A/B testing;
- Ensure all product, application, and software content is accurate, current, and optimized for search and conversion;
Digital Demand Generation & Campaign Execution
- Develop and execute digital-first demand generation campaigns (SEO, SEM, paid media, email, and retargeting) aligned with revenue targets;
- Build and deploy landing pages, forms, and workflows to capture and nurture leads;
- Define, track, and optimize MQL generation through web and digital channels;
- Implement structured lead nurturing programs integrated with CRM and automation tools;
SEO, Analytics & Performance Management
- Own SEO strategy and execution, including keyword strategy, on-page optimization, and technical SEO improvements;
- Monitor and improve website traffic, engagement, and conversion metrics;
- Build and maintain dashboards tracking MQLs, conversion rates, pipeline contribution, and digital campaign performance;
- Optimize content and technical SEO for AI language model discovery, including structured data, semantic content, and authoritative signals to improve visibility in AI-driven search, summaries, and answer engines.
- Use data to continuously refine campaigns, website structure, and content strategy;
Product & Content Integration
- Translate technical product information into high-performing digital content, including landing pages, application pages, and conversion-focused assets;
- Support product launches by ensuring full digital readiness—website updates, landing pages, and campaign alignment;
- Maintain a rolling content roadmap focused on driving organic traffic and supporting conversion;
Marketing Calendar & Execution Alignment
- Own the digital marketing calendar, ensuring alignment between campaigns, product launches, and website updates;
- Coordinate execution across multiple brands, ensuring consistency and efficiency in digital delivery;
Experience and Skills:
- 5+ years of experience in digital marketing, demand generation, or B2B marketing within engineering, instrumentation, or industrial technology sectors;
- Proven track record of owning and executing website strategy, including hands-on experience with CMS platforms (e.g., WordPress, Webflow, or similar);
- Strong experience in SEO, SEM, CRO, and website analytics (e.g., Google Analytics, Search Console, etc.);
- Demonstrated ability to both define strategy and directly execute digital marketing initiatives without reliance on large teams or agencies;
- Experience integrating websites with CRM and marketing automation platforms (e.g., HubSpot, Salesforce, Marketo);
- Ability to translate complex technical concepts into clear, high-converting digital content;
- Strong analytical mindset with experience using data to drive decisions and performance improvements;
- Excellent project management skills, with the ability to manage multiple websites and campaigns simultaneously;
- Comfortable operating in a multi-brand, multi-product environment;
- Self-motivated, hands-on professional who thrives in an execution-focused role.
Company Background
Founded in 2010, Nova Instruments is a premium quality provider of high-tech analytical instrumentation for a broad range of scientific and industrial applications serving the Aerospace, Automotive, Oil and Gas, and Renewable Energy markets among others. Nova Instruments’ established brands design, develop, and manufacture industry-leading test and measurement systems that reliably gather mission-critical data across numerous applications such as Experimental Fluid Mechanics; Spray, Gas and Combustion Diagnostics; Strain/Stress and Non-Destructive Testing.
