JOB DESCRIPTION: Heavy Equipment Brand Development Specialist

JOB LOCATION: Hamilton, ON.

POSITION OVERVIEW

The Heavy Equipment Brand Development Specialist is responsible for developing and executing strategic marketing initiatives to enhance brand visibility, engage target audiences, and drive business growth. This role focuses on branding, marketing strategy, content creation, event planning, and customer relationship management while ensuring consistency across all communication channels. The ideal candidate will have experience in the heavy equipment OEM industry in the Canadian market and a strong understanding of both traditional and digital marketing.

KEY RESPONSIBILITIES

Marketing Strategy & Campaigns

• Develop and execute communication and promotional strategies across digital and traditional platforms.
• Analyze market trends to create targeted marketing and advertising plans.
• Develop strategies for direct and digital campaigns, ensuring timely implementation and evaluation.
• Manage post-campaign analyses to measure performance and refine strategies.
• Optimize the brand’s online presence through SEO and social media strategies.
• Track campaign performance and adjust strategies based on data-driven insights.

Brand Management

• Define brand positioning and key messaging to communicate the company’s value proposition.
• Ensure brand consistency across all marketing materials, digital platforms, and communications.
• Create and maintain brand guidelines for consistent visual identity and tone of voice.
• Develop merchandise programs for employees and customers, working with suppliers to deliver high-quality items.

Content & Social Media Management

• Oversee social media accounts, plan content calendars, and engage with online audiences.
• Plan, shoot, and edit videos for various social media platforms.
• Ensure video content aligns with brand guidelines and marketing strategies.
• Edit and optimize videos for platforms like Instagram, TikTok, Facebook, and YouTube.
• Stay updated with social media trends and incorporate them into video content.
• Create compelling content for websites, brochures, newsletters, press releases, and presentations.
• Monitor customer feedback and reviews, addressing issues promptly and escalating as needed.

Event Planning & Public Relations

• Organize and execute events, trade shows, workshops, and ceremonies to enhance brand visibility and engagement.
• Build and maintain partnerships with influencers and industry professionals.
• Maintain strong media relations, arrange interviews, and coordinate press events.
• Represent the company at industry events and manage related publicity efforts.

Internal Coordination & Reporting

• Handle internal marketing requests, ensuring timely execution.
• Prepare accurate forecasts and reports on marketing expenses and campaign outcomes.
• Submit COOP program reimbursements and manage marketing budgets effectively.
• Collaborate with sales and operations teams to align marketing activities with business objectives.

Customer Relationship Management (CRM)

• Maintain and utilize CRM tools to manage client data, track performance metrics, and enable market intelligence.
• Support dealers with media exposure and promotional activities.

KNOWLEDGE, SKILLS, AND ABILITIES

• Strong understanding of marketing strategies and best practices.
• Proficiency in Office 365 (PowerPoint, Word, Excel, Outlook, Teams).
• Excellent organizational skills with keen attention to detail.
• Strong written and verbal communication abilities.
• Experience with marketing segmentation, communication tools, and website CMS platforms.
• Knowledge of basic HTML is a plus.
• Ability to analyze data, generate insights, and provide actionable recommendations.
• Creative mindset with a focus on problem-solving and critical thinking.
• Ability to work independently and collaboratively in a fast-paced environment.
• Willingness to travel with a valid Class 5 driver’s license.

QUALIFICATIONS

• Bachelor’s degree in marketing, communications, business, or a related field.
• Proven experience in a branding specialist role within the Canadian market in heavy construction equipment industry or OEM industry.
• Familiarity with brand management principles and adherence to guidelines.
• Knowledge of design tools and content management systems is an asset.
• Ability to travel within Canada and internationally to attend trade shows.
• Legally entitled to work in Canada.

This role is an exciting opportunity for a marketing professional with experience in the heavy equipment industry to take ownership of brand strategy and execution. If you thrive in a dynamic environment and have a passion for brand development, we’d love to hear from you!