Marketing Manager

Reports to: Director of Sales and Marketing

About General Filters

General Filters, Inc (GFI) manufactures and markets a full line of whole house, residential HVAC indoor air quality products including humidifiers, dehumidifiers, air purifiers, air cleaners and filters under brand names GeneralAire®, Second Wind, HealthyAire® and CGF Products. Our fuel home heating oil filter brands include General, Unifilter®, and Gar-Ber. For more information see our website at: www.generalfilters.com.

The Marketing Manager is responsible for delivering on GFI front end and back-end marketing execution across the United States. With accountability for all product categories under GFI, and collaboration with Canadian General Filters, this role is key to delivering on omni-channel marketing that drives sustainable growth focusing primarily on the B2B space.

We offer a supportive and friendly work environment, stable working hours, and a competitive salary and benefit package that includes insurance, profit sharing, and performance bonus.

ESSENTIAL DUTIES AND RESPONSIBILITIES:

Brand

• Provide creative insight, input, and execution of refreshed brand elements across all internal and external sources
• Identify and creatively activate brand insights of GFI and our industry to drive connection and adoption up and down the funnel
• Build creative that drives customer engagement while matching the brand story we are telling the marketplace (i.e. product images, contractor installations, company history, etc.)

Website, PR, and Digital Media

• Represent GFI and the primary point of contact for all website activities which include content management, SEO, blog, PIM (product information management), e-Commerce workflow, and customer engagement
• Manage and proactively identify external PR / industry organizations that can help amplify our brand and messaging through paid / unpaid collaborations (PR management)
• Own the strategy and execution of front-end advertising and co-advertising opportunities that are disruptive and connect well to our target audiences (including localization, co-op optimization, and creative execution)
• Manage marketing investments to drive SEO and AI search placing GFI in a better search position
• Stay proactive in learning and identifying new marketing approaches and investments to help our organization scale

E-Commerce

• Lead the execution and enhancement of E-Commerce growth across GFI
• Partner closely with the Director of Sales and Marketing to invest in channels to help us deliver on both E-Commerce and traditional distribution channel growth
• Identify levers that will help us capitalize on strong E-Commerce growth curve (short-term / long-term)
• Create guardrails to better manage distribution E-Commerce hubs, direct-to-consumer, and MAP platforms

Contractor

• Deliver critical marketing tools and resources to support the GENERAL contractor program. This includes contractor sales materials, co-branded opportunities (sales literature, digital advertising, vehicle slicks, etc.)
• Collaborate closely with GFI sales team and key HVAC contractors ensuring that all marketing efforts are tied to industry needs

Industry Engagement

• Identify and establish relationships with key industry influencers that can amplify our brand and engagement
• Evaluate and prioritize 3rd party services / resources that can help GFI bring added value to our key customer targets

QUALIFICATIONS

Minimum 3-5 years of experience in:

• Omni-channel marketing with focus on B2B (building materials preferred)
• E-Commerce delivering results through direct or in-direct retail channels
• Project Management with quantifiable results (i.e. Product / Program execution)
• Front end marketing execution & performance (i.e. Developing / Creating / Executing Media Activation)
• Digital optimization (i.e. SEO, asset rationalization, operational integration)
• Customer facing engagement (i.e. Value-added marketing with direct and indirect customers)
• Utilization of Microsoft suite, as well as creative management tools
• Bachelor's Degree in Business Administration

SALARY AND BENEFITS

• Salary commensurate with experience and education
• The position is full-time, salary exempt located onsite in Novi, MI
• Major Medical, Dental and Vision insurance
• 401K Retirement Savings Plan with company contribution
• Company paid Long Term Disability, Life Insurance and AD & D Insurance
• Paid time off
• Annual Profit-Sharing contribution
• Annual Bonus Pay
• Annual Performance Review

Job Type: Full-time

Pay: $74,000.00 - $84,000.00 per year

Benefits:

• 401(k)
• 401(k) matching
• Dental insurance
• Employee discount
• Health insurance
• Life insurance
• Paid time off
• Retirement plan
• Vision insurance

Work Location: In person