Strategic Industry Marketing Leader

The Strategic Industry Marketing Leader is a high-impact, cross-functional role responsible for developing and executing vertical industry marketing strategies that drive brand awareness, demand generation, and revenue growth within targeted industry verticals. This leader bridges product, sales, and marketing to craft compelling narratives that resonate with specific buyer audiences and establish the company as a trusted authority in its key markets.

Key Responsibilities

Industry Strategy & Market Intelligence

• Define and own the marketing strategy for seven priority industry verticals, including market sizing, segmentation, and competitive positioning.
• Conduct ongoing market research to identify trends, buyer personas, pain points, and competitive dynamics within target industries.
• Partner with Product and Sales leadership to align marketing priorities with product roadmap and revenue objectives.
• Develop annual and quarterly industry marketing plans with clear goals, KPIs, and budget allocations.

Content & Thought Leadership

• Create and oversee production of industry-specific content including white papers, case studies, solution briefs, webinars, blog posts, and executive presentations.
• Develop compelling value propositions and messaging frameworks tailored to each vertical and buyer stage.
• Secure and manage relationships with industry analysts, influencers, and media to amplify brand presence.
• Represent the company at industry conferences, speaking engagements, and roundtables.

Demand Generation & Campaign Management

• Design and execute integrated marketing campaigns across digital, email, events, and paid channels to generate qualified pipeline within target verticals.
• Collaborate with the Demand Generation team to optimize campaign performance, conversion rates, and cost per lead.
• Partner with Strategic Sales team to develop account-based marketing (ABM) programs targeting high-value accounts.
• Monitor, analyze, and report on campaign ROI and pipeline influence metrics.

Cross-Functional Collaboration

• Serve as the marketing center of excellence for assigned verticals, advising internal stakeholders on market dynamics and buyer behavior.
• Work closely with Product Marketing, Growth, PR, and Events teams to ensure consistent and integrated messaging.
• Manage agency partners, freelancers, and vendors supporting industry marketing initiatives.

Disclaimer: This job description is not intended to be an exhaustive list of all duties, responsibilities, or qualifications associated with the position. The company reserves the right to modify duties or assign additional responsibilities as necessary to meet business needs. Other duties as assigned.

What Makes This Role Unique

• Industry Ownership & Visibility: Define and own the marketing strategy for seven priority industry verticals, shaping positioning, messaging, and market approach across the business.
• Cross-Functional Impact: Act as the bridge between Product, Sales, and Marketing, driving alignment between go-to-market strategy, product roadmap, and revenue objectives.
• Thought Leadership & Market Presence: Establish Beckhoff as a trusted authority through industry content, analyst engagement, and representation at conferences, speaking engagements, and roundtables.
• End-to-End Marketing Ownership: Lead the full lifecycle, from market intelligence and strategy to demand generation, sales enablement, and performance optimization, directly influencing pipeline and revenue growth.

This is a fully remote position. Team members can work from any location within the United States, with virtual meetings to support collaboration.

Travel

This position requires varying travel up to 25% which may include day trips, overnight stays, and occasional extended travel depending on business needs. Travel may be local, regional, or national. All travel-related expenses will be reimbursed in accordance with company policy. Candidates must be able to meet the travel requirements of the role, and reasonable accommodations will be provided as needed in accordance with the Americans with Disabilities Act (ADA).

What We Offer

Benefits

At Beckhoff Automation USA, our privately held, family-owned culture empowers candid collaboration, the freedom to create innovative solutions, and strong relationships built around cutting-edge technology and shared purpose.

• Generous Paid Time Off + 12 Paid Holidays
• Employer paid High-Deductible Medical plan, Dental, and Vision for Employee + Family!
• 401(k) with up to 6% employer match
• Employer-Paid Insurance: Life, AD&D, Short-Term and Long-Term Disability
• Elective Benefits: Accident, Critical Illness, Indemnity, and Pet Insurance
• Professional Development Opportunities

Physical Requirements

The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job, with or without reasonable accommodation:

• Ability to stand and sit for extended periods.
  • Including the ability to drive in a car between 2 to 5 hours, one-way, multiple times a month.
• Ability to use a computer screen for extended periods.
• Ability to lift and carry items weighing up to 50 pounds occasionally.
• Ability to bend, stoop, reach, and move as needed to perform job duties.
• Manual dexterity for operating tools and equipment.
• Adequate vision and hearing to perform essential tasks safely.

About Beckhoff

At Beckhoff, automation is our calling. We empower engineers to differentiate and succeed as industry leaders –– to harness new technologies, embrace open standards and solve the world’s most complex problems. Founded and led by engineers, we organically create advanced controls, communication, IoT, and motion technologies that become unique tools for your one-of-a-kind challenges in an age of digital transformation.

As a global partner with U.S. headquarters in Minneapolis, we remain committed to sustainability, inclusivity, and support for the people behind the automation. So, whether you’re powering the EV revolution, dazzling on Broadway, launching satellites, or developing fusion energy solutions – you can reach new heights for your business, industry, and humankind.

Beckhoff is an Equal Opportunity Employer. We do not discriminate against any applicant or employee based on race, color, religion, sex (including pregnancy, gender identity, and sexual orientation), national origin, age, disability, genetic information, marital status, veteran status, or any other legally protected status. We are committed to creating an inclusive environment for all employees and applicants. If you require a reasonable accommodation to complete the application process, participate in an interview, or otherwise take part in the recruitment process, please contact [email protected].

• 10+ years of experience in the Industrial Automation industry, with a strong technical, commercial, and marketing background.
• Bachelor’s degree in Marketing, Business, Engineering, Communications, or a related field.
• 3+ years of B2B marketing experience with responsibility for product, industry, vertical, or segment marketing.
• Proven success developing and executing marketing strategies that measurably drive pipeline and revenue.
• Strong content marketing experience with the ability to translate complex topics into clear, compelling narratives that move audiences to action.
• Proficiency with CRM and marketing automation platforms (e.g., D365 CRM, Salesforce, HubSpot, Marketo).
• Excellent written and verbal communication skills, including executive-level presentation capabilities.
• Demonstrated strategic thinking with the ability to develop plans aligned to business goals and market opportunities.
• Strong customer focus with a deep understanding of buyer needs and the ability to build programs that deliver value.
• Data-driven mindset, leveraging metrics and insights to inform decisions and optimize performance.
• Proven ability to influence and align cross-functional teams across Product, Sales, and Marketing.
• Exceptional storytelling skills, with the ability to craft clear, differentiated messaging across industries and buyer stages.
• Results-oriented with a strong bias for action; able to operate in a dynamic environment, iterate quickly, and deliver measurable outcomes.

Preferred:

• Experience with data analytics and visualization tools (e.g., Tableau, Google Analytics, Looker) to support performance tracking and insights-driven decision making.
• Proven track record of building and managing relationships with industry analysts, influencers, and external partners to enhance market presence and credibility.