Digital Website and Product Marketing Manager - Columbia

Department: Marketing
Reports To: VP of Marketing / Marketing Leadership
Location: Corporate Marketing

Position Summary

The Digital Website and Product Marketing Manager is responsible for planning, developing, and executing integrated marketing campaigns, promotional programs, digital marketing initiatives, and dealership branding efforts across multiple regions and product lines.  Company website management is also a critical function of this role. This position serves as a key liaison between marketing, retail operations, sales product organization, aftermarket, vendors, and agencies to drive lead generation, customer engagement, brand awareness, and sales growth.

Essential Duties and Responsibilities

Product Marketing Strategy & Campaign Management

• Lead development of annual and seasonal marketing plans in collaboration with the product management team aligned with company goals and sales objectives.
• Create and execute multi-channel marketing campaigns for agricultural, turf, compact tractor, compact construction, and used equipment segments.
• Coordinate digital, radio, television, print, email, SMS, and direct marketing initiatives. 
• Work with Social Media and Events Coordinator to represent products and programs on social media and event platforms
• Work with agency partners and internal stakeholders to develop creative assets, messaging, and campaign strategies.
• Monitor campaign performance and adjust strategies to improve lead generation and return on investment.
• Manage promotional calendars and seasonal marketing initiatives across multiple regions.
• Develop product positioning, promotional offers, financing messaging, and customer-facing marketing materials.
• Support new product launches and seasonal sales initiatives.
• Create marketing sales tools, event materials, flyers, brochures, landing pages, and promotional content.
• Collaborate with sales teams to align marketing programs with market opportunities and customer demand. \

Digital Marketing & Web Management

• Manage website content updates, landing pages, event pages, promotions, and location information.
• Coordinate website improvements and customer experience enhancements.
• Oversee lead capture workflows and ensure proper routing of online inquiries.
• Monitor marketing automation, lead attribution, and digital engagement metrics.
• Partner with digital marketing vendors and technology providers to enhance performance and reporting.

Brand Management & Communications

• Maintain brand consistency across all marketing channels.
• Create content for newsletters, email campaigns, social media, press releases, and promotional communications.
• Support reputation management efforts and customer engagement initiatives.

Analytics & Performance Reporting

• Track campaign performance, lead generation, event ROI, and customer engagement metrics.
• Analyze marketing data to improve targeting, customer acquisition, and conversion rates.
• Provide reports and recommendations to leadership regarding campaign effectiveness and market opportunities.

Qualifications

• Bachelor's degree in Marketing, Communications, Business, or related field preferred.
• 5 years of experience in marketing, promotions, communications, or related field.
• Strong project management and organizational skills.
• Experience coordinating multiple campaigns and events simultaneously.
• Knowledge of digital marketing platforms, CRM systems, web content management, email marketing, and social media.
• Strong verbal and written communication skills.
• Ability to work collaboratively across departments and regions.
• Agricultural, construction, turf, or equipment industry experience preferred.

Key Competencies

• Strategic Marketing Planning
• Campaign Management
• Event Management
• Product Marketing
• Brand Development
• Vendor & Agency Management
• Budget Management
• Data Analysis & Reporting
• Communication & Presentation Skills
• Project Management
• Customer Experience Focus
• Leadership & Cross-Functional Collaboration