Marketing Manager

Layfield is looking to add an experienced Marketing Manager to develop and implement comprehensive marketing strategies to drive brand awareness, lead generation, and business growth for our Geosynthetics business primarily within North America with some responsibilities in Australia and South America.

This role requires a blend of strategic thinking, digital savvy, creative flair, and practical experience in marketing within a technical, construction, and industrial context.

This position will report to the Vice President of Technical Services. The position will be based out of our Edmonton, Alberta Office or Vaughan, Ontario office or Richmond, British Columbia.

Key Responsibilities :

Strategy Development

• Develop and execute a strategic marketing plan aligned with company goals and objectives.
• Identify target markets and customer segments within the construction, industrial, and other industries where we do business.
• Conduct market research to understand industry trends, competitor activities, and customer needs.

Campaign Management

• Create and manage marketing campaigns across various channels including digital, print, and events.
• Develop compelling content for brochures, websites, social media, and other marketing materials.
• Oversee advertising, promotions, and public relations efforts to maximize outreach and impact.

Brand Management

• Maintain and enhance the company's brand image and messaging consistency.
• Ensure all marketing materials reflect the company’s values and industry positioning.
• Monitor and analyze brand performance and make recommendations for improvements.

Lead Generation

• Develop strategies to attract and engage potential clients and partners.
• Implement lead generation tactics and track their effectiveness.
• Work closely with the sales team to ensure alignment and support for sales initiatives.

Analytics and Reporting

• Analyze marketing metrics and KPIs to evaluate campaign performance and ROI.
• Prepare regular reports on marketing activities, trends, and outcomes.
• Use data insights to refine strategies and optimize marketing efforts.

Team Leadership and Collaboration

• Lead and mentor a team of marketing professionals in Canada and the United States, providing guidance, training, and support.
• Collaborate with internal departments such as sales, product development, and customer service, as well as other business units and corporate office, to ensure cohesive marketing strategies.
• Manage relationships with external agencies, vendors, and partners.
• Ensure and maintain compliance with all regulatory requirements related to marketing activities.

Required Skills & Knowledge :

• Proven track record of developing and executing successful marketing campaigns and strategies.
• Strong understanding of digital marketing tools and platforms, including SEO, PPC, SEM, Google Analytics, call tracking, social media, and email marketing.
• Excellent communication, writing, and presentation skills.
• Ability to analyze data and make data-driven decisions.
• Demonstrated leadership abilities and experience managing teams.
• Proficiency in marketing software and tools (e.g., CRM systems, Google Analytics, marketing automation platforms).

Education & Experience :

• Bachelor’s degree in Marketing, Business Administration, or a related field. MBA or relevant advanced degree is a plus.
• 5+ years of experience in marketing, with a focus on the construction or manufacturing industries is preferred.

Working Condition :

Occasional travel to our Canadian and United States locations is required. This is estimated at up to 20% of the time.