Product Marketing Specialist

Product Marketing Specialist

The Product Marketing Specialist supports commercial growth by managing product marketing, product commercialization, digital marketing, and sustainability reporting activities across Hi-Cone's current flexible packaging portfolio, equipment platforms, and future innovation pipeline.

Reporting to the Director of Sustainability, Regulatory Compliance & Marketing, this role serves as the marketing owner for Hi-Cone's product portfolio and is responsible for product positioning, messaging, value proposition development, product communications, product trademarks, commercialization support, and digital marketing initiatives that strengthen market visibility, customer engagement, and product adoption. The position works closely with Product Management, Innovation, Engineering, Sales, and Business Development to ensure Hi-Cone's current offerings and future innovations are effectively positioned and communicated to the marketplace.

The Product Marketing Specialist also owns customer sustainability reporting, Product Carbon Footprint (PCF) submissions, Life Cycle Assessment (LCA) management, ESG-related reporting support, environmental data management, and customer sustainability data requests. This includes coordinating environmental data, managing reporting requirements, maintaining supporting documentation, and ensuring customer, NGO, and internal reporting activities are completed accurately and consistently.

The role plays a key part in supporting Hi-Cone's growth strategy by helping bring new solutions to market, strengthening communication of the company's value proposition, managing digital product communications, and ensuring sustainability performance data is translated into credible support for commercialization, customer engagement, and business growth.

Primary Responsibilities

Product Marketing, Portfolio Management & Commercialization

• Serve as the marketing owner for Hi-Cone's current flexible packaging portfolio, equipment platforms, and future innovation pipeline.
• Develop and maintain product positioning, messaging, value propositions, product literature, presentations, and customer-facing content that support commercial growth and market differentiation.
• Partner with Product Management, Innovation, Engineering, Sales, and Business Development teams to communicate product capabilities, customer benefits, sustainability advantages, and business value.
• Conduct market assessments, competitive reviews, and portfolio analyses to identify opportunities to strengthen positioning, improve differentiation, and support growth objectives
• Develop commercialization and go-to-market support materials for new packaging innovations, and equipment platforms.
• Create product launch materials, customer presentations, sales tools, internal training resources, and supporting content that drive market awareness and product adoption.
• Maintain consistency in product messaging and positioning across customer-facing materials, digital platforms, commercialization initiatives, and sales tools.

Digital Marketing, Product Communications & Market Visibility

• Own Hi-Cone's global digital marketing presence, including website content, product pages, email campaigns, social media channels, and digital communications.
• Ensure Hi-Cone's current flexible packaging portfolio, equipment capabilities, sustainability performance, and future innovations are accurately represented across digital and customer-facing channels.
• Develop and maintain product, sustainability, commercialization, and innovation content that increases market visibility, strengthens customer awareness, and supports commercial growth objectives.
• Coordinate website updates, digital campaigns, and product communications related to portfolio updates, sustainability initiatives, new product introductions, and strategic growth priorities.
• Monitor digital engagement and content performance and recommend improvements that strengthen product visibility, customer awareness, and customer engagement.
• Ensure consistency of product positioning, value propositions, trademarks, brand standards, and customer communications across all digital platforms and marketing channels.

Product Trademarks & Brand Stewardship

• Manage product naming and trademark coordination activities for current products and future innovations in partnership with Legal and internal stakeholders.
• Maintain approved product naming conventions, trademark records, supporting documentation, and usage guidelines.
• Ensure trademarks, product names, and related product claims are used consistently across customer presentations, product literature, digital communications, websites, and commercialization materials.
• Support trademark reviews, renewals, new product launches, and related activities requiring coordination with Legal and cross-functional partners.

Sustainability Reporting, Product Environmental Performance & LCA Management

• Own customer sustainability reporting activities, including: Product Carbon Footprint (PCF) submissions, sustainability questionnaires, customer scorecards, portal submissions, and sustainability information requests.
• Coordinate and manage Life Cycle Assessment (LCA) activities across Hi-Cone's current portfolio and future innovations, including data collection, consultant coordination, documentation management, and reporting support.
• Partner with Product Management, Innovation, Engineering, Operations, Procurement, and external consultants to collect and validate environmental performance data.
• Interpret product environmental performance information and maintain supporting documentation used for customer reporting, commercialization activities, product positioning, and sustainability initiatives.
• Support substantiation of sustainability claims through accurate environmental data, reporting processes, and supporting documentation.
• Coordinate sustainability and environmental reporting requirements for customers, NGOs, industry organizations, certifications, and internal stakeholders.
• Maintain reporting systems, environmental datasets, assumptions, methodologies, and supporting files to improve consistency and efficiency.
• Monitor evolving customer sustainability reporting expectations and recommend improvements to data collection, reporting, and documentation processes.
• Identify opportunities to leverage environmental performance data to strengthen product differentiation, customer engagement, and commercialization efforts.

Cross-Functional Collaboration & Commercial Support

• Partner closely with Sales and Business Development teams to support customer opportunities through product expertise, commercialization materials, sustainability reporting, and technical product information.
• Collaborate with the Sustainability Marketing Specialist to ensure customer-facing value propositions, presentations, and sales enablement materials are supported by accurate product, environmental, and reporting information.
• Serve as a key internal resource for marketing related product portfolio information, commercialization activities, sustainability reporting, environmental performance data, and product positioning.
• Support strategic customer opportunities by providing product information, environmental data, sustainability documentation, and commercialization resources.
• Work with internal subject matter experts to ensure product, sustainability, and customer-facing content remains accurate, current, and aligned with business priorities.

Job Requirements

Education & Experience

• Bachelor's degree in Marketing, Business, Sustainability, Environmental Science, Packaging, Engineering, Communications, or a related field.
• Minimum 3-5 years of experience in product marketing, commercialization, sustainability reporting, environmental data management, or a related field.
• Experience supporting product positioning, product launches, commercialization initiatives, and go-to-market programs.
• Experience managing or coordinating Product Carbon Footprint reporting, Life Cycle Assessments, sustainability questionnaires, ESG-related reporting activities, or environmental data management programs.
• Experience developing customer-facing product content, product literature, digital marketing content, and commercialization materials.
• Experience managing website content, email campaigns, social media, and digital marketing initiatives preferred.
• Experience coordinating with Product Management, Innovation, Engineering, Sustainability, Sales, Legal, and Operations teams.
• Experience with product naming, trademark management, brand standards, or related activities preferred.
• Strong organizational, project management, analytical, and communication skills.
• Packaging, manufacturing, beverage, sustainability, or other technical B2B industry experience preferred.
• Travel may be required.

Character Traits & Behavioral Competencies

• Commercially Minded: Understands how product positioning, commercialization, and sustainability performance support business growth.
• Analytical: Comfortable working with environmental data, reporting requirements, technical information, and performance metrics.
• Execution Focused: Delivers accurate, high-quality work while managing multiple projects and priorities.
• Ownership & Initiative: Takes responsibility for projects and drives them through completion.
• Collaborative: Builds strong working relationships across functions and stakeholder groups.
• Detail Oriented: Maintains a high level of accuracy across reporting, product information, digital content, and customer communications.
• Strong Communicator: Effectively communicates complex product and sustainability information to both technical and non-technical audiences.
• Continuous Learner: Demonstrates curiosity and a desire to build expertise in packaging, sustainability, innovation, commercialization, and customer needs
• Digitally Curious: Interested in digital marketing, content creation, social media, emerging communication tools, and technology that improves marketing effectiveness.

What Success Looks Like

Within this role, success is measured by the ability to strengthen Hi-Cone's product positioning, support commercialization efforts, improve customer engagement, and provide credible sustainability information