Director of Marketing

Gorbel’s mission is simple: We improve people’s lives.

That mission guides everything we do, from the products and service we provide to our outside customers to the work environment we foster for our employees. We are a manufacturer of material handling and fall protection products for the production and warehouse/distribution sectors. We’re on the cutting edge of manufacturing and distribution; a thriving, growing company that is constantly seeking out new ways to innovate and elevate our products and our processes – and we’re looking for people like you to join us in that mission.

We’re currently hiring for open positions in the US and Canada. We operate in Canada as Engineered Lifting Systems and Equipment (ELS)/DBA Gorbel® Canada, and subsequent communication related to Canadian positions may show the ELS name. You may be contacted by phone by recruitment personnel based in either Canada or New York.

Work Shift

Job Description:

The Director of Marketing is a key organizational leader responsible for developing and executing comprehensive marketing strategies that drive brand strength, demand generation, customer engagement, and revenue growth. This role partners closely with Sales, Product, Business Development, and Operations to translate business objectives into integrated marketing programs that support customer acquisition, retention, and channel performance.

The Director of Marketing leads the marketing team, manages external partners, oversees marketing operations and budget, and ensures consistent messaging across all platforms, channels, and markets.

Key Responsibilities

Marketing Strategy & Leadership

• Develop and execute integrated marketing strategies aligned with short- and long-term business objectives
• Serve as a key contributor to annual and multi-year business planning and growth initiatives
• Lead, mentor, and develop a high-performing marketing team; manage agencies and strategic partners
• Establish marketing goals, KPIs, and performance metrics tied to revenue, market share, and brand equity
  
  

Market & Customer Insights

• Lead market research initiatives to identify customer needs, competitive dynamics, and emerging market opportunities
• Monitor competitor positioning, pricing, and marketing activity; provide actionable insights for Sales and leadership
• Serve as the voice of the customer through surveys, feedback mechanisms, and data analysis
  
  

Budget, Pricing & Cross-Functional Collaboration

• Manage the marketing budget and allocate resources to maximize impact and alignment with strategic priorities
• Collaborate cross-functionally on pricing strategy, promotions, and market positioning
• Partner with Product, Sales, and Operations to support new product launches and business development initiatives
  
  

Brand, Messaging & Communications

• Own brand positioning, value proposition, and messaging architecture across corporate and product brands
• Translate complex product and solution offerings into clear, compelling marketing narratives
• Oversee development of content and communications across digital, print, social, trade shows, training, and sales enablement
• Ensure consistency of voice, visuals, and messaging across all touchpoints
  
  

Demand Generation & Channel Marketing

• Lead demand generation strategy across digital, dealer, and direct channels to drive qualified leads and end-user demand
• Partner with Sales to support dealer and distributor marketing programs, training initiatives, and incentive programs
• Define and manage dealer marketing programs that drive desired partner behaviors and performance
  
  

Digital Marketing & Marketing Operations

• Own the digital marketing ecosystem including website, SEO, paid media, marketing automation, analytics, and CRM integration
• Ensure data integrity, reporting accuracy, and actionable insights across marketing systems
• Continuously optimize marketing performance based on analytics, ROI, and market feedback
  
  

Required Qualifications

• Bachelor’s degree in Marketing, Business, or a related field
• Minimum of 5 years of experience in marketing leadership
• Strong strategic, analytical, and problem-solving skills
• Proven leadership, coaching, and team development experience
• Excellent written, verbal, and presentation skills
• Demonstrated ability to influence cross-functional teams
• Proficiency in Microsoft Word, Excel, and PowerPoint
• Willingness to travel up to 20%, primarily domestic
  
  

Preferred Qualifications

• MBA
• Experience leading an in-house marketing team
• Marketing leadership experience within a manufacturing company selling through independent distributors
  
  

Work Environment

ADA Physical/Mental/Workplace Requirements

• Occasional lifting up to 25 lbs.
• Sitting, working at desk/personal computer for extended periods of time
• Primary work environment is professional corporate office
  
  

Gorbel® is an Equal Opportunity Employer that does not discriminate on the basis of actual or perceived race, creed, color, religion, alienage or national origin, ancestry, citizenship status, age, disability or handicap, gender, marital status, veteran status, sexual orientation, genetic information, arrest record, or any other characteristic protected by applicable federal, state or local laws. Gorbel® is also committed to providing reasonable accommodations to qualified individuals so that an individual can perform their job related duties. If you are interested in applying for an employment opportunity and require special assistance or an accommodation to apply due to a disability, please contact us at 585-924-6204.

The wage range for this role takes into account the wide range of factors that are considered in making compensation decisions including but not limited to skill sets; experience and training; licensure and certifications; and other business and organizational needs. At Gorbel, it is not typical for an individual to be hired at or near the top of the range for their role and compensation decisions are dependent on the facts and circumstances of each case.

A reasonable estimate of the current range is: Min $130,753 - Max $196,129