Marketing Manager - Sewn Products - Merrow Group Companies

Marketing Manager — Merrow & Superior

Company Overview
Founded in 1838, The Merrow Group Companies is a Massachusetts manufacturer and distributor serving customers in 80+ countries. Merrow Sewing Machine Co. invented the overlock stitch and builds application-specific machines (ActiveSeam, emblem/blanket edging, End-to-End seaming). Superior Sewing Machine & Supply is a dealer-only distributor of industrial sewing and cutting parts with same-day shipping from Fall River, Miami, and Los Angeles.

Mandate:
Turn a century of product photos, stitch know-how, catalogs, and manuals into modern, measurable campaigns that create machine demand for Merrow and drive dealer sell-through for Superior—without blurring channels.

Primary Purpose
Build and run a two-brand marketing engine that generates qualified demand for Merrow machines and accelerates dealer sales for Superior.

Brand Boundaries (Non-Negotiable)

• Merrow Sewing Machine Co. → end-user demand (brands, factories, designers, technical textiles) and agent network.
• Superior → wholesale-only dealer marketing (no end-user advertising).
• Bridge cleanly: route Merrow end-user parts interest to Superior dealers; route Superior dealer machine interest back to Merrow.

Scope & Structure

• Reports to: VP, Sales & Marketing, The Merrow Group Companies
• Direct reports: none to start; may manage interns/contractors
• Key partners: Merrow and Superior Sales, Product, Customer Service, Web/Digital, agent and dealer networks
• Travel: 10–20% (regional shows, dealer events; occasional international)

Responsibilities

• Own the calendar for both brands; ship two campaigns per month (one Merrow, one Superior) with clear CTAs and post-campaign readouts.
• Stand up a simple DAM; convert legacy catalogs/photos/manuals into pillar pages, one-pagers, short videos, and stitch demos; maintain brand standards and usage-rights registry.
• Run Merrow demand gen around End-to-End (70/71/72), ActiveSeam, emblem/blanket applications; build targeted lists by vertical; drive “request stitch sample” and “book a demo.”
• Run Superior dealer growth with a monthly dealer bulletin (in-stock/ETA, equivalents, what ships today) and co-op kits (email templates, shelf talkers, parts-ID clips).
• Enable sales and channels: Merrow pitch deck, vertical one-pagers, stitch decision trees, install/training flyers; Superior dealer playbooks, cross-ref cheat sheets, “what to sell next” briefs.
• Keep merrow.com and supsew.com healthy (content cadence, GA4 goals, search basics, product-data hygiene).
• Execute events with before/during/after plans; capture content on the floor; distribute to agents and dealers within 48 hours.
• Report weekly from GA4 and forms: traffic → engagement → conversions → sourced/influenced pipeline or dealer actions.
• Prevent channel conflict via exclusion lists/negative targeting and strict CTA routing (Merrow → agents; Superior → dealer portal/RFQ).
• Ensure proper TM/® usage (e.g., ActiveSeam) and compliant wording on technical/medical claims.

Requirements

• 5–8+ years in B2B/industrial or wholesale marketing with channel experience.
• Evidence of turning archives into modern, measurable content.
• Comfortable with technical products and dealer enablement.
• Working skills in GA4, basic SEO, email automation, and light video; Figma/Adobe.
• Organized, deadline-driven, clear writing; strong template/CTA discipline.

Success Metrics (Quarterly)

• Merrow: lift in qualified stitch-sample/demo requests; lift in spec downloads; show-to-meeting conversion.
• Superior: lift in dealer order frequency and SKU breadth (target cohorts); dealer newsletter open ≥35% and CTR ≥6%; co-op kit adoption among top dealers.
• Shared: ≥70% of campaigns reuse archive assets; campaign cycle time ≤14 days; ≥95% clean UTM governance; weekly scorecard delivered on time.
• Optional: lift in dealer portal active users, manual/catalog downloads, equivalent-part requests; sample → PO conversion (with Sales).

90-Day Plan

• Day 15: asset audit complete; DAM v1 online; baseline dashboards live (GA4, Search Console, forms); publish routing map for all CTAs (Merrow → agents; Superior → dealer portal/RFQ).
• Day 45: Merrow Campaign #1 (End-to-End buyer’s guide + three short stitch videos; demo booking live). Superior Campaign #1 (Parts ID in 60 Seconds + dealer newsletter relaunch + cross-ref cheat); co-op kit v1 piloted with 10 dealers.
• Day 90: three Merrow landing pages (E2E, ActiveSeam, Emblem) with case snapshots and CTAs; three Superior dealer kits for top consumables families + stock/ETA bulletin template; Q4 review showing lift in Merrow form-fills and Superior SKU breadth for pilot dealers.

Tooling / Tech Installed
Site CMS, GA4, Search Console, basic session insight; Mailchimp lists kept separate for agents vs dealers; Figma + light editor for short video; Dropbox/Drive DAM with strict tags; forms route Merrow → Salesforce/agent distro and Superior → dealer success inbox/portal.

Compensation & Work Setup

• Base pay: $85,000–$105,000 (Fall River, MA; hybrid)
• Bonus: 10–15% tied to the success metrics above (paid quarterly)
• Benefits: medical, dental, vision, PTO/holidays
• Work setup: hybrid; 10–20% travel

Screeners (Include in Posting)

• Yes/No: Have you marketed through dealers/distributors (not DTC)?
• Share one link showing how you repurposed legacy assets into a modern campaign with measurable results.
• In 3–4 sentences, outline how you would launch a Merrow End-to-End campaign without confusing Superior’s dealer-only channel.

Job Type: Full-time

Pay: $85,000.00 - $105,000.00 per year

Work Location: In person