Director of Marketing

POSITION SUMMARY:

The position summary states the general nature and purpose of the job.  Overall accountabilities are defined in this section.

Washing Systems, LLC (WSI), now part of the Kao family of companies, is seeking a dynamic and strategic Director of Marketing with deep knowledge of the commercial laundry industry and Artificial Intelligence (AI) to join our thriving team.  Reporting to the Vice President of H.R. & Organizational Development, the Director of Marketing will be responsible for enhancing the voice and visibility of WSI and leading our marketing efforts and drive brand growth in an innovation-driven environment.  The ideal candidate will bring a strong mix of B2B marketing expertise, industry insight, and team leadership skills to drive brand awareness, product positioning, customer acquisition, and market share growth.  In addition, we are looking for a marketing leader who understands how AI technologies are transforming customer engagement, product development, and business intelligence.

Science-based. Performance-focused.  WSI is the leading provider of innovative products and services to the commercial laundry processing industry.  Driven by comprehensive technological innovations, WSI delivers powerful advancements in the cleaning, processing, and the disinfection of textiles.  Culturally progressive, WSI consistently maximizes plant efficiencies, while increasing productivity and reducing the environmental footprint for our manufacturing sites and customer sites.  While serving North America and Europe, WSI’s global headquarters reside in Ohio.  Additional offices are located across the United States, Canada, and the United Kingdom.  Please visit our website for more information: www.washingsystems.com.

ESSENTIAL RESPONSIBLITIES AND TASKS:

Responsibilities and tasks are written as follows:

1. Develop and execute comprehensive marketing plans tailored to the commercial laundry market, supporting both direct sales and channel partners while leveraging the power of AI to optimize campaign performance and customer engagement.
2. Oversee the company’s brand strategy, ensuring a consistent, professional, and industry-relevant image across all touchpoints.
3. Lead go-to-market strategies for new product launches, working closely with Research & Development, Sales, and Engineering to create effective positioning and messaging.
4. Develop high quality sales presentations and materials to deliver content directly to customers and the WSI sales force via training using digital and in-person channels.
5. Implement multi-channel lead generation campaigns, including digital marketing, trade shows, direct mail, and industry events.
6. Build trust with key customer stakeholders and demonstrate the ability to grow into senior level commercial roles within WSI as part of long-term professional development plan.
7. Analyze industry trends, customer feedback, and competitor strategies to inform marketing and business development decisions.
8. Use AI-powered tools and data analytics to drive lead generation, customer segmentation, personalization, and conversion optimization.
9. Elevate the company’s visibility and credibility in the AI space through strategic PR, analyst relations, and executive thought leadership content.
10. Leverage AI and machine learning tools to monitor, analyze, and report on the effectiveness of marketing initiatives, adjusting strategy based on actionable insights.
11. Use AI-powered analytics to segment markets, personalize messaging, and uncover growth opportunities.
12. Oversee the development of the WSI website to include compelling content, case studies, product information, newsletters, and video content tailored to the commercial laundry audience.

The above statements are intended to describe the general nature and level of work being performed by people assigned to this job. They are not intended to be an exhaustive list of all responsibilities, duties, and skills required of personnel so classified. May perform other duties as assigned.

QUALIFICATIONS:

To perform this job successfully, an individual must be able to perform each essential duty satisfactorily.  The requirements listed below are representative of the knowledge, skill, and/or ability required.  Reasonable accommodations may be made to enable individuals to perform the essential functions. 

• Bachelor’s degree in Marketing, Communication, Business, or a related field; MBA or advanced degree preferred.
• 7+ years of experience in B2B marketing, with at least 3 years in or directly supporting the commercial laundry, industrial equipment, or related sectors.
• Strong knowledge of the commercial laundry landscape (e.g., equipment manufacturers, OPLs, multi-housing, healthcare/hospitality laundering) is preferred.
• Demonstrated ability to develop and execute successful marketing strategies that drive measurable growth.
• Proficiency in digital marketing platforms (e.g., ChatGPT, Google AI, HubSpot, LinkedIn Ads, CRM systems).
• Deep understanding of AI concepts (e.g., machine learning, NLP, generative AI), their business applications, and how AI is transforming the marketing landscape.
• Proficiency with AI-enabled marketing tools (e.g., marketing automation, customer insights platforms, personalization engines).
• Excellent written and verbal communication skills.

PHYSICAL DEMANDS:

The physical demands described here are representative of those an employee should possess to successfully perform the essential functions of this job.  Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

• Specific vision abilities required include close vision, distance vision and ability to adjust focus.
• Frequently required to sit, use hands to handle, or feel, and talk or hear.
• Ability to travel to trade shows, customer sites, and distributor events as needed.

WORK ENVIRONMENT:

The work environment characteristics described here are representative of those an employee encounters while performing the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

• Corporate working environment.
• Noise level in the Corporate working environment is usually moderate.