Marketing Manager

JOB TITLE: Marketing Manager

Competency: Marketing

Manager: Director of Commercial

HR Responsibility: Marketing Channel Specialists and Automation Specialist

FLSA Status: Exempt

Organizational context: Responsible for leading the people, capabilities, and ways of working (Who and How) within the North American Marketing team. The role is accountable for staffing, onboarding, performance management, talent development, career planning, employee engagement, and organizational effectiveness, while also ensuring alignment of systems, processes, compliance, communication, and ways of working across the function. Team members spend approximately 80% of their time supporting Regional Teams, where business priorities, actions, and timing ("What and When") are directed by the Regional Development Manager.

Summary:

The Marketing Manager provides strategic leadership for the North American marketing function and is responsible for developing and executing a comprehensive, integrated marketing strategy aligned with Lely's business objectives, market growth agenda, and customer lifecycle. This role leads and develops the Marketing team while driving initiatives that strengthen brand awareness, enhance market presence, and support the adoption of Lely technologies across the distribution channel. This position collaborates closely with commercial, proposition, business development, regional, and global stakeholders to ensure marketing activities are aligned with customer needs, business priorities, and growth opportunities. This position serves as a member of the North American Extended Leadership Team, contributing to strategic decision-making and business performance. Domestic and international travel of approximately 30-40% is required annually.

Lely supports a flexible hybrid work environment. The Marketing Manager will have the flexibility to work remotely when appropriate; however, successful performance in this role requires the ability and willingness to be present in the Pella office for meetings, planning sessions, leadership activities, employee engagement events, and other business-critical interactions as needed.

Essential Duties and Responsibilities

Leadership Responsibilities

· Build an engaged, cohesive, and high-performing team by fostering trust, collaboration, inclusion, knowledge sharing, and accountability.

· Set clear direction by communicating goals, priorities, expectations, and responsibilities aligned with departmental and organizational objectives.

· Lead, coach, and develop team members through regular one-on-ones, quarterly connections, performance discussions, meaningful feedback, and development planning.

· Drive results by effectively planning work, managing performance, removing obstacles, and holding self and others accountable for commitments.

· Recognize individual and team contributions while addressing performance concerns, employee relations matters, and workplace conflicts promptly, fairly, and constructively.

· Foster curiosity, innovation, and continuous improvement by encouraging new ideas, thoughtful challenge, learning, and responsible risk-taking.

· Promote open communication and knowledge sharing across teams, functions, and regions.

· Champion organizational change and help team members understand, adapt to, and support evolving business needs.

· Keep the Director of Commercial informed of team priorities, performance, progress, risks, and resource needs.

· Model Lely’s values, culture commitments, and leadership behaviors through daily actions, decisions, and interactions.

· Create an environment where team members feel valued, respected, supported, and empowered to contribute their best work.

Job specific responsibilities

· Develop and lead an integrated North America marketing strategy aligned with Lely’s business direction, market growth agenda, customer lifecycle, and commercial priorities.

· Drive marketing strategies that support adoption, conversion, and loyalty while increasing awareness and appreciation of Lely’s innovative solutions, capabilities, and tools.

· Partner with Commercial, Proposition, Sales, Regional Development, Business Development, and other planning leaders to understand customer and distribution partner needs, buying behavior, and the marketing channels and materials that create the greatest impact.

· Align marketing priorities, actions, timing, and resources across Regional Teams and relevant global functions.

· Oversee brand management, marketing communications, campaign planning, events, digital marketing, public relations, social media, lead generation, customer nurturing, and external agency relationships, ensuring agency partners deliver high-quality work, measurable results, and alignment with Lely’s marketing strategy and brand standards.

· Develop persona-based and customer-segment marketing strategies for new and existing solutions and offerings.

· Establish compelling and differentiated messaging aligned with customer needs, workflows, market segments, and the Lely Brand.

· Use customer insights, market data, campaign performance, competitive intelligence, and consumer trends to guide decisions and continuously improve marketing effectiveness.

· Oversee marketing automation and alignment of marketing activities with customer relationship management and sales-funnel strategies.

· Build productive cross-functional and global relationships, influence priorities without relying solely on formal authority, and create alignment around shared business outcomes.

· Establish and monitor marketing objectives, key performance indicators, budgets, and resource plans, and adjust priorities as business needs evolve.

· Ensure marketing activities, content, systems, and external partnerships comply with applicable brand standards, policies, processes, and legal requirements.

· Build strong partnerships with North America and global stakeholders to align marketing strategies, product propositions, customer needs, and business priorities while supporting the achievement of shared growth objectives.

Qualifications

To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill, and/or ability required. Reasonable accommodation may be made to enable individuals with disabilities to perform the essential functions.

Education and/or Experience

· Bachelor’s degree in marketing, Business Management, Communications, or related field, or an equivalent combination of education and experience.

· Seven to Ten years of progressively responsible marketing experience, including demonstrated success developing and executing strategic marketing plans.

· Experience in leading and developing team members preferred.

· MBA preferred.

Key Skills and Abilities:

· Credible and approachable leader who models accountability, integrity and Lely’s values.

· Demonstrated ability to lead, coach, motivate, and develop marketing professionals and teams.

· Strategic mindset with the ability to translate business priorities, customer insights, and market opportunities into focused marketing plans and measurable outcomes.

· Strong relationship-building and collaboration skills across functions, regions, cultures, distribution partners and external agencies.

· Ability to influence without relying solely on formal authority and to build alignment among diverse stakeholders.

· Strong understanding of brand strategy, customer segmentation, digital marketing, campaign management, content development, and customer engagement.

· Demonstrated knowledge of marketing automation platforms, customer relationship management (CRM) systems, lead generation, and customer nurturing strategies.

· Analytical and data-driven approach to evaluating market trends, customer behavior, campaign performance, and business opportunities.

· Ability to develop compelling business cases, strategic recommendations, and executive-level presentations.

· Strong verbal, written, and presentation skills, including the ability to communicate effectively with varied audiences and across cultures.

· Ability to balance strategic planning with execution, prioritization, and delivery of results.

· Proficiency with Microsoft office applications, presentation software, marketing technologies, analytics tools, and collaboration platforms.

· Commitment to creating a OneLely Culture through collaboration, knowledge sharing, continuous learning, and shared accountability.

Who we are: Vision, Mission, and Core Values

Our Vision: A sustainable, profitable, and enjoyable future in farming

Our Mission: We create innovative solutions that help our customers excel in sustainable milk production to feed the world.

Our Core Values: Lely has 5 core values. Values that guide us in how we behave in dealing with others. On the work floor among colleagues, interacting with our customers, at meetings with our business partners, when dealing with the press; independent of place and time we show our values through our actions.

Innovation: We change traditions by continuously seeking new ideas for positive change

Passion: We love what we do and are passionate to support our customers

Progress: We grow because our people are motivated to improve and move forward

Respect: Our focus is the well-being of people, animals, and the environment

Honesty: Being truthful and fair is essential in our way of working

Equal Opportunity Employer:

Lely provides equal employment opportunities to all employees and applicants for employment and prohibits discrimination and harassment of any type without regard to race, color, religion, age, sex, national origin, disability status, genetics, protected veteran status, sexual orientation, gender identity or expression, or any other characteristic protected by federal, state, or local laws.

This policy applies to all terms and conditions of employment, including recruiting, hiring, placement, promotion, termination, layoff, recall, transfer, leaves of absence, compensation, and training.