Marketing Specialist

Marketing Specialist

Electric Machinery Company, a division of WEG Electric Corp

Minneapolis, MN

This position is responsible for developing and executing marketing initiatives that support business growth, sales enablement, and brand visibility across Electric Machinery's product lines and market segments. The role focuses on market intelligence, technical and commercial marketing support, digital promotion, event planning, and close collaboration with Sales and other internal stakeholders to strengthen market positioning and customer engagement.

Major Areas of Accountability:

Strategy & Market Intelligence

• Monitor market trends, customer needs, and competitive activity to provide actionable market intelligence and identify growth opportunities within key industrial and energy sectors.
• Support the development of strategic market positioning and value propositions that clearly communicate Electric Machinery's technical strengths, capabilities, and services.
• Collaborate closely with Sales to support target account strategies and market development initiatives.
• Track and report on marketing activities, providing analytics, insights, and recommendations to improve effectiveness and ROI.
• Coordinate with internal teams, agencies, and external partners to execute marketing initiatives effectively.

Product & Portfolio Marketing

• Support product and portfolio marketing initiatives by translating complex technical features into clear customer benefits and positioning messages
• Develop and maintain value propositions aligned with market and customer needs
• Create, organize, and maintain technical documentation, ensuring consistency in formatting, clarity, and visual quality
• Develop customer-focused content such as case studies, project references, application examples, and success stories

Sales Enablement & Commercial Support

• Support Sales by developing and maintaining marketing and sales enablement materials, including presentations, brochures, sales sheets, technical visuals, case studies, and proposal-ready graphics
• Ensure sales materials support commercial positioning and effectively communicate value to reinforce pricing and solution differentiation
• Partner with Sales teams to align messaging with customer opportunities and proposal requirements

Communication & Brand Management

• Support digital marketing initiatives, including LinkedIn content, digital campaigns, and customer-focused promotions, working with an advertising agency or internship resources as applicable
• Maintain consistent branding, messaging, and visual identity across all marketing and communication activities
• Support participation in trade shows, industry conferences, workshops, and customer events

Knowledge / Skills / Abilities:

• Bachelor's degree in Marketing, Communications, Business, or a related field; equivalent professional experience will be considered
• 25 years of experience in B2B marketing, sales enablement, or commercial support roles.
• Experience supporting industrial, technical, or engineering-driven businesses preferred.
• Experience working closely with sales teams and supporting customer-facing initiatives.
• Strong understanding of marketing fundamentals, including market research, positioning, content development, and campaign support.
• Ability to translate technical concepts into clear, compelling customer-facing messaging.
• Experience creating presentations, marketing collateral, and digital content.
• Familiarity with digital marketing tools and platforms, including LinkedIn and website content management.
• Strong written and verbal communication skills.
• Excellent organizational and project management skills with the ability to manage multiple initiatives simultaneously.
• Analytical mindset with attention to detail and ability to interpret market and performance data.
• Self-motivated, collaborative, and proactive team player.

Physical Requirements:

• Work is performed primarily in an office environment.
• Requires the ability to sit, stand, and work at a computer for extended periods.
• Occasional travel may be required to attend trade shows, events, or customer meetings.