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Product Marketing Specialist

Company: EquipmentShare
Location: Columbia
Posted on: August 6, 2022

Job Description:

EquipmentShare is Hiring a Product Marketing Specialist

We're seeking a Product Marketing Specialist to join our to join our Marketing Communications team who is passionate about brand and product marketing, loves a challenge and wants the opportunity to grow with a fast-paced company.

About EquipmentShare

EquipmentShare is dedicated to creating a connected jobsite for the modern contractor. We deliver user-friendly technology solutions that help contractors maximize their equipment uptime, reduce risk exposure and increase productivity. EquipmentShare's product offerings include an improved equipment rental experience, fleet tracking and asset management software, hardware security solutions and predictive service and maintenance applications.

EquipmentShare is the fastest-growing, independently owned construction equipment rental company in the country. We serve dozens of markets across the U.S. and are on track to create a national footprint in every major market in the country by the end of 2023. Our branch locations are equipped with a broad range of construction equipment, ranging from 150-foot telescopic booms to 120,000-lb. track excavators.

EquipmentShare's rapid growth goes beyond meeting a demand for equipment rentals in booming new markets. Instead, our mission begins with our rental product, and it's a testimony to our ability to improve industry standards and better serve the customer. Our expansion and customer retention is a validation of strong contractor demand for the smart jobsite technology we've built into our rental fleet. And it's just the beginning of our journey to establishing a global presence.

Your Opportunity to Grow With Us

The EquipmentShare team is a close-knit group of professionals who all share an interest in providing a service and product that improve our customer's experience. Above all, we care about building something people want, and the only way to do that is by assembling a skilled, passionate and talented team. Our mission is to improve productivity and efficiency throughout the entire construction industry, and our people are how we make achieving that goal possible.

We're seeking a Product Marketing Specialist who loves a challenge and wants the opportunity to grow with a fast-paced company. Industry competitors often have layers of tenured management that create barriers to career advancement. The opportunity for career growth is unparalleled at EquipmentShare, where you'll find no shortage of challenging yet fulfilling work, chances to build new skills and supportive teammates who will push you to achieve your best.

Relying heavily on market research, the Product Marketing Specialist will help drive and be responsible for developing the company's award winning technology system product positioning, creating powerful messaging, supporting development of go-to-market strategies, leading the execution of key launches and campaigns that drive the business forward, while building customer loyalty.

This person concentrates on ensuring our products and messaging speak to our specific customer types and personas -- educating potential customers on our solutions, understanding what drives their buying decisions and continually improving our conversion funnel. This role will be responsible for spreading ideas, pain points and communications both up and downstream to help the teams at large draft compelling marketing campaigns around the concepts as well as to help improve user experience. This role would be responsible for creating a promotion schedule, staying on top of updates and promotional offerings as well as owning inbound and outbound tech marketing campaigns. This person would be housed within the Marketing/Communications team and work alongside other divisions including product owners.

Primary Responsibilities

  • Serve as the liaison between the Product team and Marketing Communications and Sales teams
  • Act as a subject matter expert for our Products
  • Work with Product teams and Marketing and Communications to launch new products to market
  • Perform market and customer research
  • Develop market segmentation to create roll-out strategies and continued marketing messaging for products
  • Support a variety of product marketing campaigns with various goals
    What You Will Do

    Help craft GTM plans for the tech solutions in conjunction with our product, engineering, marketing/communications and sales teams, to support the acquisition of new customers and retention of existing customers.

    Support tech product marketing strategies and product message development.

    Execute all major product launches with comprehensive and current product marketing methodologies.

    Obsessed with developing our competitive product positioning efforts and communication of competitive materials.

    Understand our target personas, their vertical markets and be able to clearly articulate the "why" behind their needs for our products. Using our personas, develop buyer journeys and help create a content strategy/content road map to coach sales when to use different marketing tools depending on the prospects buying stage.

    Regularly collaborate with the larger marketing communications, sales, product management, customer service and the executive teams.

    Actively participate in Product Roadmap meetings and document requirements for future marketing campaigns support and other relevant meetings.

    Market intelligence-be the expert on our buyers, who they are, how they buy and their key buying criteria.

    Manage campaigns around product content marketing for product positioning, case studies, battle cards, feature sheets, and selling tools.

    Understand and support our sales channels; collaborate on internal tools, external collateral and training materials on the problems we solve for our buyers and users.

    About You

    Our mission to change an entire industry is not easily achieved, so we only hire people who are inspired by the goal and up for the challenge. In turn, our employees have every opportunity to grow with us, achieve personal and professional success and enjoy making a tangible difference in an industry that's long been resistant to change.

    Skills & Qualifications
    • 2+ years of product marketing experience working on a product marketing team.
    • SaaS experience required.
    • Have a portfolio of past product marketing examples to demonstrate writing and communication skills with product/content marketing.
    • Experience with developing a compelling story for prospects that clearly articulates our unique value proposition and how it differentiates from category competition.
    • Comfortable being client facing occasionally (e.g. delivering presentations to customers and prospects, hosting webinars, conducting competitor analysis and market research).
    • Experience developing and executing product marketing programs to generate awareness and drive top of funnel leads in collaboration with the broader marketing team.
    • Ability to be self-directed, organized and be accountable for one's own work product.
    • Familiar with digital marketing tech stack tools such as,, Intercom, Google Analytics, and Klaviyo.
    • Strong analytical skills.
    • Bachelor's degree in Business or Marketing preferred.
      Why We're a Better Place to Work
      • Competitive salary
      • Medical, Dental and Vision Insurance and Life Insurance coverage
      • 401(k)
      • Generous paid time off
      • Stocked breakroom and full kitchen
      • Wellness benefits, including gym stipends and personal training sessions (Corporate)
      • Volunteering and local charity initiatives that help you nurture and grow the communities you call home through EquipmentCare
      • Opportunities for career and professional development with conferences, events, seminars, continued education
        Since our founding in 2015, we've had explosive growth-and we're not stopping anytime soon. Ready to invest in our mission, invest in yourself and discover a better place to work? Then we'd love to meet you. Apply today.

        EquipmentShare is an EOE M/F/D/V

Keywords: EquipmentShare, Columbia , Product Marketing Specialist, Advertising , Columbia, South Carolina

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