Senior Marketing Specialist

PRIMARY FUNCTION

The Senior Marketing Specialist is responsible for planning, executing, and optimizing integrated marketing campaigns that support Viking’s strategic growth initiatives and sales objectives. This role serves as a key driver of marketing performance, combining campaign strategy, advertising planning, and cross-functional collaboration to improve brand visibility, customer engagement, and lead generation.

The position requires a highly motivated and independent marketing professional capable of translating business priorities, product information, and sales insights into targeted marketing programs across digital, advertising, and communications channels. The Senior Marketing Specialist works closely with sales leadership, product teams, eCommerce partners, and external agencies to ensure marketing initiatives are aligned with revenue objectives and customer needs.

This role will also support marketing data interpretation and CRM-based campaign execution while maintaining clear alignment with the organization’s marketing technology roadmap. Over time, this position will play a leadership role in marketing analytics strategy and campaign performance management.

MAJOR DUTIES AND RESPONSIBILITIES: 

• Develop and execute targeted marketing campaigns across digital channels including website, email, advertising platforms, and social media.

• Plan and manage marketing communications that support product launches, sales initiatives, and broader brand visibility objectives.

• Identify opportunities for targeted outreach based on sales data, customer feedback, product performance, and SEO insights.

• Collaborate closely with the sales organization to align marketing campaigns with regional priorities, product focus areas, and customer engagement opportunities.

• Work cross-functionally with the eCommerce Administrator and web development partners to coordinate marketing initiatives related to the company website and digital properties.

• Coordinate with external marketing partners to execute campaign initiatives and maintain consistency in messaging and branding.

• Support CRM-based marketing campaigns by utilizing HubSpot data and reporting to guide targeting, segmentation, and campaign improvements.

• Develop advertising strategies across relevant industry publications, digital platforms, and trade channels, ensuring alignment with marketing objectives and available budget resources.

• Manage advertising placements, messaging, and performance tracking across multiple channels.

• Participate in the development and management of marketing budgets related to campaigns, advertising initiatives, and external marketing services.

• Maintain strong collaboration with internal stakeholders including marketing team members, product managers, operations leadership, sales support staff, and sales teams.

• Support marketing planning efforts by contributing insights regarding campaign performance, customer engagement trends, and emerging marketing opportunities.

• Assist in long-term initiatives related to SEO strategy, digital marketing performance, and marketing analytics development.

REQUIRED SKILLS/KNOWLEDGE:

• Bachelor’s degree in Marketing, Communications, Business, or a related field preferred.

• 3+ years of professional marketing experience with demonstrated involvement in campaign strategy, advertising, or digital marketing programs.

• Strong understanding of marketing CRM platforms and the ability to interpret marketing data to guide campaign decisions.

• Experience with marketing automation or CRM systems, preferably HubSpot.

• Familiarity with SEO concepts and digital marketing analytics tools.

• Experience managing advertising initiatives and marketing budgets.

• Ability to independently manage projects and coordinate cross-functional marketing initiatives.

• Strong communication and collaboration skills with the ability to work effectively across departments.

• Interest in developing knowledge related to the fire protection industry and Viking’s products and markets.