Senior Director, Marketing

Since 1952, Lawson Products has worked hard to make our customers' jobs easier by improving their operational efficiency, productivity and overall performance. As a leader in the MRO industry, we partner with customers to make sure they have the right maintenance and repair parts on hand when needed.

We’re looking for a Senior Director of Marketing to drive business growth through marketing strategies aligned with our company goals. This includes supporting the traditional business-to-business (B2B) Vendor Managed Inventory (VMI) as well as driving performance and demand for net new business through digital channels.

This position is responsible for the planning and development, implementation, and management of Lawson’s marketing strategy to engage, retain, and acquire customers and grow incremental sales. The role oversees the Marketing, Digital Marketing, and Segment Marketing departments and team members, including product, web, SEO and SEM marketing, ABM (Account Based Marketing), brand management, events and communications, marketing sales support, marketing analytics, content marketing, digital lead generation, marketing automation and thought leadership.

Our corporate headquarters is in Chicago, IL. This role operates on a hybrid work model; employees spend two days working in the office and three days working remotely. We offer 401k plus vision, dental and medical benefits, as well as a paid holiday and PTO package.

Responsibilities:

• Creates, plans, executes, and manages integrated corporate marketing programs, content, and functions, to meet the brand, sales, product, and revenue goals of the Company. Drives revenue by increasing marketing and sales qualified leads, driving the conversion rate from lead to opportunity. 
• Leads a high-performing marketing function, hiring, engaging, retaining and developing a team of professionals that delivers results using agile methodology to hit milestones and complete projects in an iterative manner. Creates and maintains an internal communications plan and calendar. 
• Manages the marketing functions to plan and execute on-time projects that deliver objectives for customers and sales teams, with appropriate style and messaging for each audience. Works collaboratively with cross-functional leaders across the organization to communicate marketing programs. 
• Designs and coordinates programs to elevate Lawson's position using thought leadership, whitepapers, and a press strategy. 
• Manages Lawson's websites, including their development, enhancement, optimization and reporting. Identifies, designs, and implements new website features and functions, working collaboratively with IT, to increase engagement, develop a revenue stream selling to non-VMI customers, and assist in meeting our conversion, penetration, and retention objectives. 
• Manages the Company's digital ecosystem, including social media, campaigns, account-based marketing, paid advertising, SEM and SEO. 
• Oversees the review and updating of overall brand strategy through the analysis of customer behavior and data, executing brand and customer research (Voice of Customer) continually, through primary and secondary research, to inform marketing strategy and tactics, define the company position, and develop a differentiation strategy. Prepares SWOT analysis and works to drive standardized messaging and narrative aligned with the Company's purpose. 
• Leverages the Company's customer data for relevant promotions and communications. Conducts program analysis and communicates insight to stakeholders. 
• Creates company brand architecture, including product brands, reflecting product management direction. 
• Provides selling brand governance, ensuring clear and consistent expression of the Lawson, Kent, Partsmaster, and other corporate brands in messaging and across all channels. Provides training and guidance to employees about brands for customer-facing programs and research. 
• Produces customer-facing material and content, working with the marketing teams to position products and services to customer audiences, including strategic accounts, government, automotive (Kent), as well as Lawson’s general and non-VMI customer base. 
• Measures and reports on the effectiveness of the marketing efforts, including investment ROI, program contribution margins, and operating KPIs. 
• Product owner for marketing technologies (promotional pricing, label print request, etc.) responsible for setting priority of system enhancements, determining requirements and supporting implementation. 
• Sources suppliers, negotiates terms, and manages relationships for marketing partnerships, ensuring vendors provide optimal value to the organization. Conducts regular business reviews and evaluates buy vs build, as well as other options, at regular (+/- 3 years) intervals. 
• Creates and maintains standard processes across corporate marketing to facilitate efficient and effective work being performed with cross-functional groups (product management, sales ed, etc.). Leverages systems for workflow whenever possible, ensuring appropriate controls and sign-offs are in place to reduce re-work. 

Qualifications & Requirements:

• Bachelor’s degree in marketing, communications, or a similar major, with at least 10 years of experience achieving increasing levels of management responsibility, or an equivalent combination of education and experience. B2B marketing experience preferred. Project management experience is a plus. Master's Degree preferred. 
• Demonstrated leadership skills as an experienced coach of a marketing team. 
• Demonstrated experience developing and executing a wide range of marketing communication initiatives including working with outside vendors, design, and content resources. Solid understanding of current best practices in marketing communications, including traditional and social/online media. B2B experience required. 
• Experience in brand management with a preference for B2B with multiple divisions and support for private label product portfolio. Experience with corporate acquisitions is a plus. 
• Competent in techniques to promote products and services during all phases of the lifecycle. 
• Demonstrated knowledge and experience with online marketing tools and best practices. 
• Demonstrated experience with quantitative analysis relative to financial investment ROI, operating performance, and operating KPIs.
• Strong critical thinking and problem-solving skills. 
• Effective supplier management. Able to negotiate to achieve the desired outcome. 
• Technical orientation, able to leverage technology to accomplish marketing processes. Knowledge of systems development life cycle methods; Agile is a plus. 
• Situational leadership skills for required cross-functional work that represents majority of time spent. 
• Ability to work cross functionally, and across all levels and divisions of the organization. 
• Ability to collaborate with sales force and customers. Interpersonal skills that foster respectful working relationships with other team members; able to effectively assert or challenge on behalf of customer. 
• Excellent communication skills, both written and verbal. Skilled at developing and presenting content to all levels of the organization. Able to present effectively to all levels of the organization. Strong presentation skills including both verbal and written presentations. Able to develop and deliver to a variety of audiences. 
• Strong program/project management skills including the ability to manage multiple projects simultaneously, at various stages of completeness, with appropriate stakeholder communication. Strong implementation skills including the ability to plan and schedule work, facilitate meetings, and identify organizational change management needs.