HEAD OF INDUSTRIAL MARKETING & DEMAND GENERATION
Location: Anaheim, California
Work arrangement: Full-time, onsite five days per week
Base salary: $100,000–$130,000
Target total compensation: $120,000–$170,000
THE ROLE
We are hiring a hands-on industrial marketer to build a measurable pipeline of qualified manufacturing opportunities.
This is not a brand-only, communications or agency-management position. You will personally create campaigns, landing pages, emails, technical content and plant videos while managing PPC, SEO, retargeting, CRM attribution and external marketing partners.
You must be comfortable moving between strategy and execution. One day you may develop a campaign targeting engineering and procurement buyers. The next, you may interview an engineer, film a machine in operation, write an email sequence or determine why paid-search leads are not converting into qualified RFQs.
Success will be measured primarily by qualified RFQs, marketing-sourced pipeline, customer-acquisition efficiency and profitable bookings—not followers, impressions or content volume.
WHAT YOU WILL OWN
Demand Generation
- Build campaigns targeting engineers, procurement leaders, supply-chain managers, program managers and industrial buyers.
- Generate qualified RFQs and marketing-sourced pipeline through PPC, SEO, email, LinkedIn, retargeting and targeted outbound campaigns.
- Develop landing pages and offers for specific manufacturing capabilities, industries and customer problems.
- Manage and improve website conversion.
- Track leads from their original source through RFQ, opportunity, booking and revenue.
- Measure cost per qualified RFQ, pipeline generated, customer-acquisition cost and channel ROI.
- Identify weak channels quickly and reallocate spending toward programs that produce qualified opportunities.
- Develop campaigns to reactivate dormant customers and previously lost or inactive quotes.
Content and Positioning
- Develop clear positioning around Pen’s manufacturing, engineering, quality and production capabilities.
- Personally write technical articles, email campaigns, advertisements, case studies, landing pages and LinkedIn content.
- Personally capture or direct plant, machine, employee and customer-problem videos.
- Interview engineers, estimators, operators, quality personnel and salespeople to turn their expertise into credible technical content.
- Build content for intelligent technical buyers rather than generic corporate marketing.
- Maintain a consistent content calendar across LinkedIn, email, the website, YouTube and other relevant platforms.
- Build the Pen brand around the company’s capabilities and people rather than one executive spokesperson.
Sales Alignment
- Work closely with the Director of Sales to define ideal customers, qualified-lead criteria, target order sizes and priority markets.
- Provide Sales with campaign context, buyer pain points, messaging and follow-up materials.
- Review lead acceptance, RFQ conversion, wins, losses and customer objections every week.
- Use CRM data and sales feedback to improve targeting, offers and messaging.
- Support top-customer expansion, dormant-customer reactivation and lost-quote campaigns.
- Ensure Sales accepts or rejects marketing-generated leads promptly and records standardized reasons.
Marketing Operations
- Own marketing attribution and reporting within the CRM.
- Manage PPC, SEO, website, content and specialized external partners without outsourcing accountability.
- Coordinate SDR agencies and evaluate their lead quality and economics.
- Maintain accurate campaign, lead-source and conversion data.
- Build a concise weekly marketing scorecard for company leadership.
- Help evaluate and eventually replace underperforming agencies or vendors with stronger internal capabilities.
- Manage the marketing budget based on measurable pipeline and customer-acquisition results.
REQUIRED QUALIFICATIONS
- Five or more years of B2B marketing experience in manufacturing, industrial equipment, automation, engineering, aerospace, construction products or another technical market.
- Demonstrated ownership of measurable demand-generation programs.
- Experience generating qualified opportunities and pipeline—not merely awareness, engagement or website traffic.
- Hands-on experience with PPC, SEO, email marketing, landing pages, retargeting and CRM attribution.
- Ability to personally write strong B2B marketing copy.
- Ability to personally create credible photo and video content in an industrial environment.
- Experience working directly with sales teams and connecting marketing activity to revenue.
- Strong analytical ability and comfort reporting campaign economics.
- Ability to understand technical products and communicate effectively with engineers and procurement buyers.
- Willingness and ability to work onsite in Anaheim five days per week.
STRONGLY PREFERRED
- Experience marketing contract manufacturing, sheet-metal fabrication, machining, automation or other engineered products.
- Experience with HubSpot, Salesmate or a comparable CRM and marketing-automation platform.
- Experience building a marketing function from the ground up.
- Understanding of AS9100, ITAR, aerospace, data centers, infrastructure or industrial supply chains.
- Experience managing PPC, SEO or SDR partners while remaining personally accountable for results.
- Familiarity with AI-assisted content production, video editing and marketing workflows.
THIS ROLE IS PROBABLY NOT A FIT IF
- Your experience is primarily in consumer marketing, public relations, events, communications or social-media management.
- You have mainly directed agencies without personally building and operating campaigns.
- You measure success primarily through followers, impressions, engagement or raw lead volume.
- You cannot explain how your work produced qualified opportunities, pipeline or revenue.
- You prefer developing strategy while other people perform the execution.
- You are looking for a remote or hybrid position.
- You are not able to work onsite in Anaheim five days per week.
HOW SUCCESS WILL BE MEASURED
- Qualified RFQs generated
- Sales acceptance rate
- Marketing-sourced pipeline
- Cost per qualified RFQ
- Customer-acquisition cost by channel
- Lead-to-RFQ and RFQ-to-opportunity conversion
- Marketing-sourced bookings and gross profit
- Website conversion
- Technical content production and engagement from target buyers
- Accuracy of CRM attribution and reporting
COMPENSATION
The base salary range for this position is $100,000–$130,000, depending on relevant experience and demonstrated capabilities.
The position also includes a performance bonus of up to $40,000. Target total annual compensation is approximately $120,000–$170,000, depending on experience and performance.
The performance bonus will be tied to measurable outcomes such as:
- Qualified RFQs and accepted opportunities
- Marketing-sourced pipeline
- Customer-acquisition efficiency
- Marketing-sourced profitable bookings
- CRM attribution and reporting accuracy
- Agreed content and campaign execution targets
The bonus will not be based primarily on impressions, followers or raw lead volume.