Marketing Specialist

REPORTING RELATIONSHIPS Position Reports To: Vice President, Reliability Solutions
Functional Reporting, Marketing Governance: Director of Marketing
The Vice President of Reliability Solutions establishes business unit commercial plan, priorities, target account priorities, and desired business outcomes. The Director of Marketing provides functional leadership for company-wide marketing strategy, brand and messaging governance, marketing channel standards, marketing technology, measurement methodology, and guidance of professional development. The marketing specialist translates RS priorities into coordinated marketing execution within Allied Reliability’s company-wide marketing framework.

Positions Supervised: None; may provide informal leadership to cross-
functional pursuit and account t eams.

THE OPPORTUNITY

Allied Reliability is the industrial reliability partner for asset-intensive manufacturers — combining vendor-neutral condition monitoring, reliability-specific consulting and training, and 30+ years of Allied Intelligence data in one integrated program. We have a clear, funded growth strategy and an ambitious mandate: rebuild a $29M+ revenue base by 2029 through disciplined account-based marketing, a high-quality content engine, and a small team of people who execute with precision and accountability.



 

We are looking for a Marketing Specialist who wants to own real execution — not manage a sprawling agency, not run generic awareness campaigns, and not generate activity for its own sake. You will translate a well-defined commercial strategy into measurable pipeline through account-based campaigns, compelling content, targeted digital programs, and events that convert. Your work will directly support Business Development Executives closing deals with plant managers, reliability directors, and operations leaders at some of North America's largest industrial facilities. If you are energized by seeing a marketing touchpoint become an opportunity to become a signed contract, this role was built for you.

 

 

POSITION PURPOSE

The Marketing Specialist is the primary execution resource for Allied Reliability's Reliability Solutions marketing program, responsible for translating the company's account-based, content-led growth strategy into disciplined, measurable action across target-account campaigns, digital channels, customer proof assets, webinars, events, and sales enablement. This role reports to the VP of Reliability Solutions and works in close daily coordination with the Director of Marketing, Business Development Executives, field practitioners, and external design and content resources. The Marketing Specialist owns campaign operations and content execution — ensuring that every program is on time, on message, fully attributed, and followed through to a sales handoff.



 

ESSENTIAL FUNCTIONS AND BASIC DUTIES

Account-Based Marketing (ABM) Execution

• Build, manage, and continuously refresh account intelligence briefs and named-contact maps for a portfolio of 69 named accounts across Tier 1, 2, and 3 segments — including industry, buying signals, open opportunities, and prior engagement history.
• Coordinate the production and delivery of custom account-specific assets, targeted LinkedIn ads, personalized outreach sequences, and executive engagement touches for Tier 1 accounts on a defined quarterly cadence.
• Manage account-level campaign timelines and touchpoint logs; track engagement intent, BDE follow-up status, and pipeline progression across all active accounts.
• Support industry-cluster campaigns for Tier 2 accounts across priority industries — Oil & Gas, Aerospace, Automotive, Chemicals, and Heavy Industry — with coordinated content, email, and LinkedIn activity.
• Coordinate and maintain the past-customer reactivation workstream, including contact refresh, account history reconstruction, and warm handoff materials for BDE outreach.

Content Production & Campaign Operations

• Manage the editorial content calendar; coordinate SME interviews, draft briefs, route content through review, and publish on schedule across all channels.
• Draft, edit, and produce core marketing assets — including offer one-pagers, case studies, point-of-view pieces, webinar materials, sales decks, battle cards, and email sequences — in alignment with Allied's messaging house and brand voice.
• Own the production and maintenance of the ten quarterly anchor assets, including the Reliability Health Assessment one-pager, RPaaS framework, Reliability Journey framework, downtime ROI calculator, and Enbridge integrated case study refresh.
• Coordinate the two quarterly POV series — Allied Intelligence and Reliability Program — from SME input through final publication and multi-channel repurposing.
• Ensure every case study contains at least two quantified business outcomes and is adapted into a two-page version, executive summary, sales slide, and LinkedIn post; identify video opportunities and coordinate production.
• Enforce message discipline across all assets; flag and resolve content that deviates from the approved positioning, brand voice, or claims standards.

Digital Marketing & Website Operations

• Provide content and coordinate landing pages for all offer campaigns — including the Reliability Health Assessment, Reliability Program Diagnostic, RPaaS, Reliability Journeys, and Integrated Program — with optimized copy, clear conversion paths, and connected lead capture forms.
• Maintain and update the resource hub (case studies, frameworks, POVs, webinar archive, ROI calculator); ensure SEO optimization for priority keywords including condition monitoring services, reliability consulting, reliability program-as-a-service, vibration analysis, and predictive maintenance.
• Monitor target-account website activity using named-account tracking; notify the relevant BDE or Strategist within 48 hours of a qualifying visit.
• Assist with paid LinkedIn campaign logistics — audience builds, ad copy, creative coordination, A/B testing, and performance reporting — for ABM, industry-cluster, and entry-offer conversion campaigns.
• Maintain UTM structures, conversion tracking, and attribution reporting so every campaign touchpoint is measurable and traceable to pipeline impact.

Social Media & Executive Enablement

• Responsible for RS content within the company-level editorial calendar — up to 3 to 4 posts weekly across thought leadership, offers/cases, events, and culture — maintaining the 40/30/20/10 mix established in the channel strategy.
• Support executive thought leadership publishing for the VP and Director: develop monthly post briefs, draft post options, coordinate review and scheduling, and monitor engagement.
• Develop monthly practitioner amplification prompts and templates that enable authentic SME LinkedIn activity without ghostwriting corporate copy.
• Manage email marketing execution — including newsletter design and distribution, nurture sequences, campaign follow-up emails, and webinar pre/post communications — with disciplined list hygiene and HubSpot attribution.
• Track and report organic engagement, follower growth, and named-account interaction against established quarterly targets.

Webinars, Events & Distributor Marketing

• Assist with the management of quarterly webinar execution end-to-end: promotional campaigns, speaker coordination, registration tracking, run-of-show logistics, attendee follow-up lists, sales handoff, and full post-event content repurposing into articles, clips, and social posts.
• Support premium event participation — SMRP, Reliable Plant, IMC, and targeted industry events — including pre-event named-account outreach, collateral preparation, lead capture, and post-event nurture.
• Operationalize the distributor marketing program: produce and maintain the recruitment sell sheet, co-branded end-customer collateral, ROI calculator, partner landing page, and presentation templates.
• Coordinate joint distributor webinars, email campaigns, and MDF-funded paid activity; track distributor marketing performance and activity against quarterly milestones.

CRM, Attribution & Sales Enablement

• Maintain campaign attribution, audience list hygiene, MQL/SQL status tracking, and closed-loop reporting in HubSpot; ensure marketing-sourced opportunities are tagged to a specific campaign or content asset. Ensure tracking is consistent with current tracking conducted by marketing.
• Ensure MQLs are auto-notified to sales within 24 hours; track BDE acceptance/return timing and first-contact SLA compliance.
• Maintain the sales asset library located on the Marketing SharePoint with version-controlled one-pagers, battle cards, persona/industry guides, proposal templates, and the ROI calculator campaign toolkit.
• Prepare weekly and monthly marketing performance dashboards covering MQLs, pipeline, named-account engagement, LinkedIn results, webinar metrics, and content performance for the Director of Marketing and Vice President of Reliability Solutions.
• Capture and communicate closed-won/lost reasons and campaign learnings to continuously improve targeting, messaging, and conversion rates.

 

 

PERFORMANCE MEASUREMENTS

In this role, marketing performance is measured by pipeline created and sales momentum enabled — not activity volume. The following targets anchor the first year of execution:



 

MQLs generated	60 per quarter
Marketing-sourced opportunities	14 Sales-Accepted Opportunities per quarter
New-logo pipeline created	$7M–$9M marketing-attributed pipeline
Marketing-sourced closed revenue	$1.5M–$2.0M closed-won in Year 1
Tier 1 ABM engagement	10 of 30 accounts actively engaged by Q4
LinkedIn company followers	+25% growth; ≥3% organic engagement
Named-account LinkedIn interactions	1,500+ qualified interactions from the 69 accounts
Webinar performance	200+ registrations; 100+ attendees; 8–12 named accounts per event
Entry-offer landing page conversion	Reliability Health Assessment and Diagnostic pages live by Q1
Past-customer reactivation	3–4 closed-won reactivations supported in Year 1
Campaign attribution	100% of marketing-sourced opportunities attributed to a specific asset or campaign
MQL-to-sales handoff SLA	All MQLs notified to sales within 24 hours

 

 

Qualifications /Competencies /Position Requirements
Knowledge/Skills/Abilities

• Working knowledge of HubSpot (or equivalent marketing automation/CRM platform) — including list management, workflow automation, campaign attribution, and dashboard reporting.
• Familiarity with LinkedIn Campaign Manager for paid B2B advertising, audience targeting, and performance optimization.
• Understanding of B2B content marketing principles — including narrative structure, audience segmentation, message hierarchy, and multi-channel content repurposing.
• Working knowledge of SEO fundamentals — on-page optimization, keyword targeting, landing page structure, and conversion path design — for a targeted B2B context.
• Familiarity with account-based marketing frameworks, named-account segmentation, and buying-committee engagement strategies.
• Understanding of marketing analytics and attribution — MQL/SQL definitions, pipeline attribution models, UTM structure, and campaign ROI reporting.
• Exceptional written communication skills — able to produce compelling, on-brand copy for case studies, one-pagers, LinkedIn posts, email sequences, and executive briefs that is technically credible and commercially persuasive.
• Strong project management and organizational discipline; able to manage a multi-stream marketing calendar across ABM, content, digital, events, and sales enablement without losing quality, timing, or follow-through.
• Highly data-driven; comfortable building and reading dashboards, interpreting campaign results, and making performance-based recommendations — not just reporting numbers.
• Excellent cross-functional collaboration skills; able to coordinate SME interviews, gain content approval from technical reviewers, and align with sales on handoff timing and follow-up without friction.
• Self-directed and accountable; able to manage competing priorities independently, meet deadlines without close oversight, and proactively flag risks.
• Proficient in Microsoft Office 365 (Word, Excel, PowerPoint, Teams); working knowledge of design collaboration tools (Canva, Figma, or equivalent); video editing familiarity is a plus.
• Genuine curiosity about industrial reliability, condition monitoring, and the operational challenges facing asset-intensive manufacturers — credibility with a technical audience cannot be faked.

 

Education and Experience

• Bachelor's degree in marketing, communications, business, or a related field required.
• Minimum of three (3) to five (5) years of hands-on B2B marketing experience, with a demonstrated track record of owning and executing campaigns — not merely supporting them.
• Experience in industrial, manufacturing, engineering, or technical services marketing is a significant advantage; comfort with a technically sophisticated buyer audience is essential.
• Demonstrated experience with account-based marketing (ABM) programs, content production pipelines, and multi-channel campaign management.
• Prior experience in a role that required direct coordination with a sales team, CRM attribution, and pipeline reporting is required.

#LI-HP1