PRODUCT MARKETING SPECIALIST

ROLE OVERVIEW

The Product Marketing Specialist is responsible for driving product commercialization, market adoption, lead generation, and revenue growth through effective product positioning, market intelligence, customer insights, content development, and demand generation activities.

This role serves as the bridge between customers, Sales, Product Development, Engineering, Operations, and leadership to ensure Kwik Lok's products are aligned with market needs and successfully introduced, promoted, and supported throughout their lifecycle.

The successful candidate combines strong product marketing capabilities with content creation, graphic design, and video production expertise. They are responsible for translating technical product features into compelling customer value propositions and developing the materials needed to support sales growth, customer engagement, product launches, and market expansion.

This position plays a critical role in supporting product innovation, sustainable packaging initiatives, Voice of Customer programs, competitive intelligence, and market growth while strengthening Kwik Lok's position as a leader in bag closures, labels, packaging materials, and packaging automation solutions.

Success in this role will be measured by product launch effectiveness, Marketing Qualified Lead (MQL) generation, Sales Qualified Lead (SQL) contribution, marketing-influenced pipeline growth, and revenue contribution from marketing initiatives.

This position supports Kwik Lok production activities through the manufacture of Kwik Lok closures with a focus on continuing improvement of quality, food safety, and manufacturing processes.

POSITION RESPONSIBILITIES AND RESULTS

Product Marketing & Commercialization

• Lead commercialization and growth initiatives for existing and new products, materials, labels, closures, equipment, and services.
• Develop and execute go-to-market plans for new product launches.
• Create product positioning, messaging, and value propositions.
• Define customer segments, target markets, applications, and ideal customer profiles.
• Partner with Sales to develop campaigns that generate Marketing Qualified Leads (MQLs), contribute to Sales Qualified Leads (SQLs), and support pipeline growth.
• Develop launch plans in collaboration with Sales, Engineering, Operations, Customer Service, and Product Development.
• Support product lifecycle management activities, including product enhancements, portfolio optimization, and rationalization.
• Analyze product performance, market adoption, and revenue contribution to identify growth opportunities.
• Support commercialization of sustainable products and customer conversion initiatives.

Voice of Customer, Competitive Intelligence & Market Research

• Conduct 5–10 structured customer interviews annually across key customer segments.
• Gather and analyze customer feedback through surveys, sales feedback, trade shows, and direct customer engagement.
• Develop quarterly Voice of Customer summaries and recommendations.
• Monitor competitive activity, industry trends, sustainability initiatives, and regulatory developments.
• Conduct market analysis and identify emerging market opportunities.
• Develop competitive battlecards and market intelligence tools that support Sales and leadership decision-making.
• Partner with Sales to identify unmet customer needs and new application opportunities.

Sales Enablement

• Develop tools and resources that improve selling effectiveness.
• Create product guides, application sheets, presentations, comparison tools, case studies, videos, and value-selling materials.
• Support customer presentations, webinars, and strategic account initiatives.
• Develop and deliver product training materials for Sales and Customer Service teams.
• Partner with Sales to communicate product benefits, competitive differentiation, and customer value.

Content Creation & Storytelling

• Develop engaging content that educates customers and promotes Kwik Lok products and solutions.
• Create customer success stories, case studies, blog posts, product announcements, webinars, white papers, landing pages, and technical content.
• Translate technical information into customer-focused messaging and compelling stories.
• Develop content that supports lead generation campaigns, product launches, customer acquisition, and nurturing activities.
• Collaborate with subject matter experts to create educational and thought leadership content.

Graphic Design & Video Production

• Design marketing materials supporting product launches, campaigns, customer presentations, trade shows, and sales initiatives.
• Create product videos, application videos, customer testimonial videos, training videos, and digital content.
• Develop graphics, infographics, presentations, advertisements, sales tools, and promotional materials consistent with company branding.
• Maintain and organize a library of visual assets and multimedia resources.

Website Management & Digital Content

• Manage and maintain product-related website content.
• Ensure product pages, specifications, and application information are accurate, current, and optimized.
• Develop landing pages and conversion-focused digital content supporting product launches and campaigns.
• Support SEO initiatives that improve visibility, engagement, and lead generation.
• Monitor website analytics and conversion metrics and recommend improvements.

Trade Shows & Industry Events

• Coordinate marketing activities related to trade shows, industry events, webinars, and customer programs.
• Develop event messaging, product demonstrations, graphics, presentations, and supporting materials.
• Support event logistics, lead capture, lead qualification, and follow-up processes.
• Gather customer feedback, competitive intelligence, and market insights during industry events.
• Conduct post-event analysis and partner with Sales on opportunity follow-up.

Marketing Analytics & Continuous Improvement

• Track website, content, campaign, product launch, and lead generation performance.
• Analyze marketing and commercial metrics to identify opportunities for improvement.
• Maintain CRM and marketing automation systems supporting lead management and commercial initiatives.
• Develop dashboards and reporting that provide visibility into MQLs, SQLs, conversion rates, pipeline contribution, and campaign performance.
• Evaluate new tools, technologies, and marketing approaches that improve effectiveness and efficiency.

REQUIRED QUALIFICATIONS

• Education: Bachelor's degree in Marketing, Business, Communications, Product Marketing, Graphic Design, Digital Media, or a related field.
• Experience: Minimum 3 years of experience in Product Marketing, B2B Marketing, Technical Marketing, Market Development, Content Marketing, or a similar role. Experience supporting B2B markets required.
• Demonstrated experience developing content, graphics, videos, and customer-facing marketing materials.
• Experience supporting product launches, commercialization initiatives, and go-to-market strategies.
• Experience contributing to lead generation, demand generation, MQL creation, and sales enablement activities.
• Experience managing website content, landing pages, and digital marketing campaigns.
• Strong analytical, market research, and project management skills.
• Experience with CRM and marketing automation platforms such as HubSpot, Salesforce, or similar systems preferred.
• Proficiency with Adobe Creative Suite, Canva, video editing software, and website content management systems (Wordpress) preferred.
• Must be legally authorized to work in the United States without sponsorship.

KEY SKILLS AND ATTRIBUTES

• Strong product marketing and commercialization skills.
• Proven ability to generate Marketing Qualified Leads (MQLs) and support Sales Qualified Leads (SQLs).
• Excellent content creation, copywriting, and storytelling abilities.
• Strong graphic design and video production capabilities.
• Ability to translate technical product information into compelling customer-focused messaging.
• Strong market research, competitive intelligence, and Voice of Customer capabilities.
• Customer-focused and market-driven mindset.
• Strong analytical, organizational, and project management skills.
• Self-starter with the ability to manage multiple priorities in a fast-paced environment.
• Excellent communication and presentation skills.
• Ability to collaborate effectively with Sales, Engineering, Operations, Customer Service, and leadership teams.
• Passion for innovation, sustainability, customer success, and continuous improvement.

ALL THE DETAILS…

• Pay scale: $92,100 – 112,800 annually depending on education and experience
• Insurance Benefits: Medical, Dental, Vision, Prescription, Life and Disability Insurance plans (60 day waiting period)
• Retirement Benefits: 401K Plan with company match (90 day waiting period - restrictions apply)
• Paid Time Off: (90 day waiting period, prorated for first year)
• Vacation: 120 hours a year, with increases based on years of service
• Holidays: 70 hours a year (8.5 days): 1 Floating Holiday, New Year’s Day, Memorial Day, Independence Day, Labor Day, Thanksgiving Day and the Friday following, half day on Christmas Eve, and Christmas Day
• Sick Leave: 40 hours a year, accrued at 1 hour per 40 hours worked for hourly employees, salary employees prorated for first year
• Other Compensation: Employees may be eligible for annual performance bonuses
• Schedule: Must work 40 hours a week and be available during core hours (8:00am to 2:30pm PST).
• Location: Hybrid and/or remote opportunities considered for the right candidate.
• Telework expectations: Must be available and responsive during scheduled work hours and possess a physical workspace that facilitates telework (internet access, ability to focus on work during work hours if others are present in the home, successfully complete telework environment safety assessments on a regular basis). Employees must use video during virtual meetings to support non-verbal communication continuity. Kwik Lok will supply the employee with all necessary technology to perform work
• Work environment: Occasionally bends, squats, reaches, kneels, and may lift up to 40 lbs. on occasion. Constantly seeing, hearing, talking. Noise level in office environment 10dB, 85-95 dB in production environment. Regularly sitting and/or standing at a computer.

To learn more about Kwik Lok, click here.

Kwik Lok is an Equal Employment Opportunity (EEO) employer. We strongly encourage people from underrepresented groups to apply. We value a diverse workforce and provide equal opportunities to all employees and qualified applicants without regard to race, color, religion, national origin, gender identity, sexual orientation, age, disability, marital status, genetic information, status as a veteran, unrelated criminal conviction history, or any other characteristic protected by law. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions of the job, or participate in the application and interview process.

To view labor compliance information, click here.