Strategic Marketing Specialist

Marketing Specialist

Location: Greensboro, NC (Hybrid/Flexible)

Role Overview

We are looking for a Strategic Marketing Specialist to build and lead a modern marketing function at Hoffman Hydronics. This is not an administrative support role; it is a strategic and hands-on position for someone who wants to shape how an entire market perceives our company.

You will be responsible for defining our brand voice, building a unified message about who we are, and making sure that message shows up consistently across our website, social media, email, events, and sales tools. Your work will help prospective customers trust us, prospective employees want to join us, and prospective vendor partners see us as their preferred representative.

You will collaborate closely with leadership and the sales team to align marketing with business development and revenue goals, while still rolling up your sleeves to create and ship great content.

About Hoffman Hydronics

Hoffman Hydronics is a high-growth manufacturers' representative specializing in hydronic and HVAC systems for commercial, institutional, and industrial buildings. We partner with leading manufacturers, engineers, contractors, and facility owners to design and deliver high-performance, sustainable comfort solutions.

Our industry has traditionally relied on old-school, relationship-only selling, but the landscape is changing fast. We see a huge opportunity to differentiate by telling our story better online, elevating our brand, and using modern marketing to support our sales team, attract top talent, and deepen relationships with our vendor partners.

Key Responsibilities

Brand and Strategy

• Partner with ownership and sales leadership to define and document Hoffman Hydronics' brand story, value proposition, and key messages for customers, employees, and vendor partners.
• Translate business goals into a clear marketing strategy and annual calendar tied to pipeline, hiring, and partner objectives.
• Ensure the company is consistently represented as genuine, professional, and fun in all public-facing materials.

Content, Website, and Digital Presence

• Own the strategy, content, and ongoing improvement of the Hoffman Hydronics website, including structure, copy, visuals, and lead-capture paths.
• Manage our digital channels (e.g., LinkedIn, YouTube, email, and others as appropriate), setting a cadence and standards for posts, campaigns, and responses.
• Build and manage a content/editorial calendar including blog posts, case studies, videos, technical explainers, training and event promotions, and employee spotlights.
• Collaborate with internal subject-matter experts, vendors, and industry partners to turn complex technical concepts into clear, engaging stories for non-technical audiences.
• Ensure content is optimized for search engines and lead generation, using calls-to-action, landing pages, and gated resources where appropriate.

Demand Generation and Sales Enablement

• Develop campaigns that support key sales initiatives: product launches, territory expansions, vertical market pushes, and strategic vendor promotions.
• Create sales enablement tools (presentations, one-pagers, proposal templates, video explainers) that make our sales team more effective and more consistent.
• Track and report funnel metrics (website traffic, engagement, leads, event registrations, etc.) and combine them with broader market insights to continuously refine strategy and improve performance.

AI-Enabled Marketing and Innovation

• Identify and implement practical uses of AI tools to improve marketing efficiency, content quality, and speed to execution.
• Use AI to support content creation (drafting, editing, ideation), while maintaining a strong, authentic brand voice.
• Leverage AI for audience insights, segmentation, and campaign optimization.
• Evaluate and introduce tools that enhance workflows across content, design, analytics, and sales enablement.
• Stay current on emerging AI capabilities and recommend where they can create a competitive advantage in a traditionally relationship-driven industry.

Market Insights and Data Analysis

• Develop and analyze market data to identify trends, customer needs, and opportunities across target segments and geographies.
• Gather insights from customers, sales teams, vendor partners, and industry sources to inform positioning and campaign strategy.
• Monitor competitor activity and market positioning to help differentiate Hoffman Hydronics in a crowded and evolving landscape.
• Use data to refine messaging, improve campaign performance, and support strategic decision-making across marketing and sales.

Events and Promotions

• Plan and coordinate promotional events such as trainings, Lunch-n-Learns, roadshows, webinars, trade shows, and customer appreciation events.
• Partner with vendors to co-market events and campaigns, elevating both their brands and ours.
• Ensure all event materials and follow-up communications reinforce our brand and drive next steps for relationships and opportunities.

Leadership and Department Building

• Establish foundational marketing processes, standards, and documentation so the function can scale.
• Identify when and how to leverage agencies, freelancers, or future internal hires to execute design, video, web development, and specialized campaigns.
• Advocate for the role of marketing in the business, educating internal stakeholders on how modern marketing supports relationship-driven sales in our space.

Qualifications Required

• Bachelor's degree in Marketing, Communications, Journalism, Business, or related field (or equivalent hands-on experience).
• 7+ years of marketing and management experience, with at least 4+ years owning campaigns, content, or digital channels end-to-end.
• Strong experience in team development, coaching and leadership to meet organizational objectives.
• Demonstrated ability to build and execute a content strategy (writing, editing, and promoting written and visual content).
• Strong understanding of B2B digital marketing, including websites, SEO basics, email marketing, and social media best practices.
• Comfortable using marketing automation, CRM, and analytics tools to make data-informed decisions.
• Proven ability to translate technical or engineering-driven topics into clear, compelling stories for non-technical audiences.
• Excellent written and verbal communication skills, with a portfolio or examples of content you have created.
• Strong project management skills and the ability to work independently, prioritize, and deliver on multiple initiatives at once.
• Hands-on experience using AI tools to support marketing efforts (content creation, research, campaign optimization, or workflow automation), with the ability to apply them thoughtfully in a B2B environment.
• Proven experience developing and analyzing market data to drive marketing strategy, positioning, and campaign decisions in a B2B environment.

Preferred

• Experience in or around the construction, HVAC, building systems, or manufacturing industries, or a strong curiosity about them.
• Experience working closely with a sales team or in a sales-driven organization.
• Hands-on skills with some combination of:
  • Website CMS (e.g., WordPress or similar)
  • Email/marketing automation platforms
  • Design tools (Adobe Creative Suite, Canva, etc.)
  • Video editing or production
• Familiarity with NetSuite or other ERP/CRM systems is a plus.

You Might Be a Great Fit If

• You are a builder: excited by the idea of creating a modern marketing function almost from scratch and showing what "good" looks like in a traditionally old-school industry.
• You are a storyteller: you love explaining technical concepts in simple, human terms and spotlighting the people behind the work.
• You are impact-driven: you care about results and use data to refine your work, but you also trust your creative instincts.
• You are collaborative: you enjoy partnering with leadership, sales, and vendor partners and are comfortable influencing without direct authority.
• You are curious and always learning: you keep up with marketing trends, tools, and best practices and like to experiment.

Why Join Hoffman Hydronics

• High-growth environment: We are experiencing rapid growth and investing in marketing as a strategic drivernot an afterthought.
• Strategic seat at the table: You will work directly with leadership and have a real voice in how we show up to the market.
• Visible impact: Your work will shape how customers,