Director, Marketing - Automation Division

About Walter WALTER Surface Technologies is a leader in productivity solutions for the metalworking industry. We help customers work better through innovative products, expert knowledge, and a strong focus on safety, performance, and operational excellence. Position Summar The Director, Marketing - Automation Division, will lead the marketing strategy and execution for WALTER’s growing Automation business. This role is ideal for a strategic yet hands-on marketing leader who can build the foundation for a high-growth division while directly executing key initiatives. The successful candidate will be responsible for developing the marketing vision, positioning, campaigns, tools, and go-to-market approach for the Automation portfolio. As the division grows, this person will eventually manage one direct report, but the role will remain highly hands-on. They must be comfortable moving from strategy to execution, creating content, supporting sales, building campaigns, analyzing performance, and working closely with cross-functional teams. Key Responsibilities Marketing Strategy & Go-to-Market • Develop and execute the marketing strategy for the Automation Division, aligned with business objectives. • Define clear positioning, messaging, and value propositions for automation solutions across target customer segments. • Build and manage go-to-market plans for new products, solutions, and commercial initiatives. • Identify market opportunities, customer needs, competitive dynamics, and trends in automation. . Demand Generation & Campaign Execution • Plan and execute marketing campaigns to generate awareness, qualified leads, and sales opportunities. • Develop digital, content, email, literature, and sales enablement initiatives. • Track campaign performance and continuously optimize based on results. • Work closely with sales to ensure marketing initiatives support pipeline creation and revenue growth. . Tradeshow & Event Execution • Lead the marketing planning and coordination for tradeshows, customer events, demos, and industry conferences related to the Automation Div • ision.Work with the existing cross-functional team that supports tradeshow execution, including channel marketing, sales, R&D & opera • tions.Ensure events are supported with clear messaging, strong customer-facing materials, lead capture processes, demo readiness, and post-event follow-up • plans. Coordinate with internal stakeholders and external partners to deliver professional, high-impact event experiences. Sales Enablement & Commercial Support • Create tools and materials that help the sales team communicate the value of WALTER’s automation solutions. • Develop presentations, brochures, case studies, product sheets, videos, and customer-facing content. • Support key customer meetings, launches, events, and strategic opportunities when needed. • Develop and support co-marketing programs with integrators, distributors, and robot manufacturer ecosystems. . Brand, Content & Communication • Ensure consistent messaging and brand positioning for the Automation Division across all channels. • Lead the development of compelling content that explains technical solutions in a clear, customer-focused way. • Partner with internal teams, external agencies, and SMEs to create high-quality marketing assets. • Translate complex automation concepts into practical business benefits for customers. . Product Marketing • Collaborate with sales, engineering, and operations to support product launches and lifecycle marketing. • Develop customer personas, competitive positioning, pricing support, launch plans, and product communication tools. • Gather voice-of-customer insights and market feedback to support business and product decisions. Leadership & Collaboration • Act as the marketing lead for the Automation Division and collaborate closely with sales, engineering, operations, and other support functions. • Lead with a hands-on, entrepreneurial mindset and contribute directly to execution. • Build strong relationships across the organization and influence stakeholders without relying solely on authority. Qualifications • Bachelor’s degree in marketing, business, communications, engineering, or a related field. • 8+ years of progressive marketing experience, ideally in automation, robotics, machinery, or technical products. • Experience building and executing go-to-market strategies for complex products or solutions. • Strong product marketing, demand generation, event marketing, and sales enablement • experience. • Comfortable working in a growing business environment where processes may still be evolving. • Experience managing external partners, agencies, budgets, and cross-functional projects. Key Competencies • Strategic thinker with strong execution discipline. • Hands-on marketer who is willing to create, write, coordinate, launch, and follow through. • Strong business acumen and customer orientation. • Ability to simplify technical concepts into clear value propositions.Data-driven mindset with the ability to measure impact and adjust plans. • Entrepreneurial spirit and ability to build structure in a developing division. Success Measures • Increased awareness and understanding of WALTER’s Automat • ion offering. • Successful execution of product launches, marketing campaigns, tradeshows, and events. • Growth in qualified leads, customer engagement, and pipeline contribution.

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