Customer Marketing Manager

About Bullard

Bullard is a fifth-generation, family-owned company, manufacturing innovative personal protective equipment (PPE) that protects workers in the toughest environments—from the fireground to industrial jobsites. Our portfolio includes fire helmets, respiratory protection, thermal imagers, and head/face protection systems trusted for durability, comfort, and performance.

The Role

The Customer Marketing Manager will both shape the Bullard story and scale demand in the Americas. You’ll be equal parts brand builder and performance marketer, owning our core messaging, creative standards, and content engine while driving pipeline growth across end-user audiences in emergency response and industrial safety.

What You’ll Do

Brand Leadership

• Own Bullard’s brand strategy, positioning, and visual/verbal identity across product lines and regions in the Americas.
• Build and manage the annual brand/end-customer calendar (campaigns, launches, events).
• Lead and execute creative development to support end-customer connections.
• Ensure every touchpoint (web, print, sales tools, events, social) is on-brand and jobsite-tough.
• Manage outside marketing agencies and vendors for creative deliverables.

Growth & Demand Generation

• Plan and run full-funnel campaigns that create awareness, capture demand, and accelerate revenue via channel partners and direct end-user programs.
• Own paid/organic mix across search, social, email, and sponsored media.
• Launch and optimize lead magnets, webinars, product demos, and nurture journeys.
• Create, lead, and manage social media messaging and presence, working with social media consultant on execution.

Go-to-Market

• Lead end-customer launch plans and execution for new products and updates.

Content & Communications

• Own the content roadmap—case studies, videos, blog posts, landing pages, social, email, and PR—grounded in real-world use cases and testimonials from the fireground and industrial safety.
• Manage the website experience and Conversion Rate Optimization: page architecture, copy, SEO, forms, and conversion testing.
• Drive a steady drumbeat of testimonials, reviews, and user-generated content with end-customers.

Analytics & Optimization

• Set growth targets and report on KPIs monthly.
• Run experiments (A/B tests, audience/creative variations) and continuously tune spend, messaging, and offers.
• Manage campaign tracking and attribution to show clear ROI.

What Success Looks Like (KPIs)

• Brand health: growth in brand awareness metrics and website engagement.
• Pipeline impact: growth in lead generation volume and quality, growth in opportunity values.
• Digital performance: traffic growth, conversion rates (visit-to-lead), paid media, email CTR.
• Launch excellence: on-time GTM, asset readiness, lead generation.

What You Bring

• 6-10 years in marketing, with at least 3 years of management experience, with a blend of brand/creative and performance/demand experience; durable goods or safety/industrial/fire service a plus.
• Bachelor's degree in marketing, communications, or related field required.
• Proven success running multi-channel campaigns that moved pipeline and strengthened brand.
• Strong background in performance management, including setting clear goals, coaching teams or partners, and holding stakeholders accountable for execution and outcomes.
• Excellent writing and storytelling skills; can translate technical features into clear, field-tested benefits.
• Hands-on with modern tools: basic graphic design, marketing automation, CRM (Salesforce), ad platforms, analytics (GA4), A/B testing, basic SEO, and content creation tools.
• Project leadership: builds plans, manages timelines, aligns stakeholders, and produces high-quality work on deadline and in-line with customer needs.
• Grit and curiosity—comfortable toggling between strategy and roll-up-your-sleeves execution. Excellent at finding efficient ways to still remain authentic to our customers.

Nice to Have

• Experience marketing PPE, firefighting gear, or industrial safety products.
• Event marketing.
• Video/storytelling production oversight.
• Basic design chops (Adobe/Canva) to iterate quickly when needed.

How We Work

• Location: On-site collaboration in Lexington and Cynthiana with some flexibility for focused remote work.
• Travel: ~10% for events, end-user site visits, and content capture.
• Team: You’ll collaborate closely with Product, Sales, and Customer Service and manage agencies and freelancers as needed.

Our Commitment to Safety

The successful candidate must have the ability to understand and adhere to all company safety practices, policies, and procedures to maintain a safe working environment for self and others.

Disclaimer:

This job description is not intended and should not be construed to be an exhaustive list of all responsibilities, skills efforts or working conditions associated with the job; it is intended to be an accurate reflection of those principal job elements essential to the job. Incumbents may be required to perform other duties as assigned or as required by the needs of the business.

Job Type: Full-time

Pay: $95,000.00 - $110,000.00 per year

Benefits:

• 401(k)
• 401(k) matching
• Dental insurance
• Employee assistance program
• Employee discount
• Flexible schedule
• Health insurance
• Health savings account
• Life insurance
• Paid time off
• Parental leave
• Professional development assistance
• Tuition reimbursement
• Vision insurance

Work Location: In person