Senior Manager, Pavement Marketing

Graco manufactures and markets premium equipment to move, measure, control, dispense and spray a wide variety of fluid and powder materials. What does that mean? Well, we pump peanut butter into your jar, and the oil in your car. We glue the soles of your shoes, the glass in your windows and the screen on your phone. We spray the finish on your vehicle, coatings on your pills, the paint on your house and texture on your walls. Graco is part of your daily life.

The Senior Manager, Pavement Marketing for the Division is responsible for developing and executing global marketing strategies for the Division’s market categories. This role requires deep knowledge of target industries to develop a strong voice of customer (VOC), set market size, develop go-to-market (GTM) strategies, and drive growth through strategic marketing planning. The role encompasses typically leading a team of individual contributors and sometimes managers to conduct category-specific market research, target customer identification, pricing strategy, and product branding to align with the specified categories and organizational global initiatives.  This leader must have the ability to see the bigger picture for the organization and correlate the tactical and executional KPIs to an ROI to reach the desired business outcomes.

What You Will Do at Graco

Strategic Marketing and GTM Strategy

• Develop and implement global 5-year strategic marketing roadmaps that aligns with division’s global business strategies.
• Lead in-depth research on divisional categories to understand market dynamics, customer needs, and competitive landscapes, and communicate customer engagement strategies to commercial and GTM teams.
• Develop and execute strategies to effectively segment the market and establish buyer insights to define market size and capture opportunities within the categories.
• Create and implement comprehensive category marketing strategies and GTM strategies that align with divisional goals and target customer personas.
• Create detailed business plans to support the introduction of new products within the categories.
• Lead team efforts in developing Customer Requirements Documentation (CRD).
• Identify opportunities for inorganic growth and adjacencies within the categories.

VOC and Value Proposition Development

• Lead the execution and analysis of VOC insights to inform marketing strategies and develop market segmentation to define the buyer journey map for target personas.
• Analyze VOC data to understand the customer's needs, preferences and pain points, and incorporate insights into marketing strategies.
• Develop compelling value propositions that resonate with target customers and address their specific needs.

Pricing and Forecast Strategy

• Develop and implement pricing strategies that reflect market conditions, customer value, and competitive positioning.
• Develop accurate product forecasts based on market analysis, VOC insights, and historical data.
• Use forecasting data to inform product development and marketing strategies.

Product Brand and Launch

• Define and manage product branding strategies to ensure consistency and alignment with company values and brand identity.
• Oversee product branding efforts, ensuring alignment with category strategies, market positioning, and global Graco brand strategy.
• Lead teams to manage new product trademarks and branding initiatives to enhance product visibility and recognition.
• Collaborate with cross-functional teams to ensure successful product launches and market penetration.
• Lead team to determine the need for product-related events, such as trade shows, webinars, and industry conferences.

Team Leadership and Financial Management

• Lead, mentor, manage, and staff a team of marketing leaders and individual contributors, ensuring alignment with organizational goals and promoting a culture of excellence.
• Drive team performance by setting clear goals, providing ongoing feedback, and facilitating professional growth opportunities.
• Establish, manage, and be accountable for the annual marketing budget, ensuring effective allocation of resources and alignment with organizational strategic objectives.

What You Bring to Graco

Qualifications:

• Bachelor’s degree in Marketing, Business Administration, or a related field; an MBA or equivalent advanced degree is preferred.
• 8+ years of experience in marketing, with a focus on category-specific strategies and market development.
• Excellent leadership skills; 4+ years of team leadership experience preferred. 
• Proven track record in market research, GTM strategy development, and pricing strategy creation.
• Strong analytical skills with the ability to interpret VOC insights, market pricing data, and product forecasts.
• Excellent communication and presentation skills, with experience reporting to senior leadership.
• Ability to identify and evaluate opportunities for inorganic growth and strategic adjacencies.
• Ability to travel approximately 25% of time, both domestic and international.

Accelerators

• Global industrial manufacturing experience and knowledge.

#LI-A1

At Graco, you truly make a difference. Your unique talents contribute to our organizational growth and future. Not only do you make a difference, but Graco’s culture empowers employees to create their own career path. Whether you choose to advance within your current department or explore new opportunities in different divisions, you have the ability to build your future. Our managers are here to provide support and guidance as you continue to grow within your career.

Graco has excellent opportunities available to individuals who want to be part of a fast-moving, growing company that is committed to quality, innovation and solving fluid handling problems for our customers. Graco is proud to be named a Best Place to Work by Fortune Magazine in 2016, 2018, 2019, 2021 & 2022. Graco offers attractive compensation, benefits and career development opportunities. Graco’s comprehensive benefits include medical, dental, stock purchase plan, 401(k), tuition reimbursement and more.

Our company uses E-Verify to confirm the employment and eligibility of all newly hired employees. To learn more about E-Verify, including your rights and responsibilities, please visit www.dhs.gov/E-Verify.

The base pay range for this position is listed below, exclusive of fringe benefits or other compensation.  If you are hired, your final base hourly rate will be determined based on factors such as geographic location, skills, competencies, education, and/or experience.  In addition to those factors, we will also consider internal equity of our current employees.  Please keep in mind that the range provided is the full base salary range for the role.  Hiring at or near the maximum of the range would not be typical to allow for future and continued salary growth.