Director of Marketing & Customer Experience

Rockland, Inc.; Bedford (Bedford County); Hybrid; USD 140,000 - 190,000; Full time

Benefits offered by this job

Medical, dental and vision coverage

401(k)

Paid holidays and PTO

Life and disability coverage

Job summary

Rockland Manufacturing, a Bedford, PA-based maker of heavy machinery attachments, is hiring a Director of Marketing & Customer Experience to own demand generation, digital journey, and CRM systems. This hands-on leadership role is hybrid, based at our Bedford, PA headquarters, and coordinates with dealers, customers, and sales teams to create a scalable, data-driven commercial engine.

You will shape the full customer journey—from search to dealer interaction to order and repurchase—while guiding

Qualifications

• 10-15 years in B2B marketing or commercial roles, with at least 5 years owning a full funnel.
• You've owned a website or dealer portal end to end: the brief, the vendor, site structure, conversion and analytics.
• You've worked hands-on in a CRM and marketing automation platform such as Salesforce, HubSpot or Dynamics.
• You've generated pipeline that sales accepted and defined what qualifies as a good lead.
• Experience marketing through dealers, distributors, rental houses or technical end users (construction equipment).
• Experience with ERP integrations to CRM (Epicor, JD Edwards or SAP).
• Experience running trade shows as a lead-generation program.

Responsibilities

• Own demand generation and target acquisition strategies.
• Oversee the digital experience including websites, dealer/customer portals, and SEO.
• Manage CRM and marketing operations, including pipelines, lead scoring, and reporting.
• Enable sales with tools, guides, and collateral to support the quoting process.

Skills

Demand generation

CRM ownership

Marketing automation

B2B marketing

Digital experience

Sales enablement

Analytics

Tools

Salesforce

HubSpot

Dynamics

Job description

All Jobs > Director of Marketing & Customer Experience

Director of Marketing & Customer Experience
Hybrid Remote Bedford, PA

Full-time

Description

Director of Marketing & Customer Experience

Demand Generation, Digital Journey & Commercial Systems · Hybrid, Central Pennsylvania · Reports to the President

We're hiring the person who owns everything in front of our sales team: how the right customers find us, how they experience us, how leads and accounts move through our CRM, and the tools our reps use to win. Right now our sales team carries that load on top of selling. Your job is to take it off their plate and turn it into a system that produces qualified pipeline.

This is not a social media role, and it is not sales administration. It's a hands-on commercial leadership role for a B2B operator who has owned digital, demand and CRM at once, and who can hold their own with customers, dealers and salespeople alike.

About Rockland

Rockland Manufacturing is a family-owned maker of heavy machinery attachments, building since 1951. We design and build more than 250 attachments — buckets, couplers, grapples, blades, forks, thumbs and rakes — for construction, quarrying, mining, logging and land clearing. Our products sell through more than 2,000 dealerships nationwide, built in Pennsylvania and Texas and headquartered in Bedford, PA.

Our mission is simple: make our customers' hard work easier. We're a company with blue-collar values, and we want someone who respects that and can build a modern commercial engine around it.

What you'll own:

• Demand generation and target acquisition. Define our ideal customer and target accounts with sales. Build programs that bring in dealers, rental fleets and contractors, and score what comes in.
• Digital experience. Own our websites, dealer and customer portals, social channels, SEO and content end to end, from vendor brief to conversion and analytics.
• CRM and marketing operations. Own pipeline stages, lead definitions, routing, handoff rules, data quality, automation and reporting.
• Sales enablement. Put the tools reps need in one place: application guides, competitive one-pagers, spec and configuration help, and quote-support materials.

You'll also design the full customer journey, from first search through dealer, order, parts and repurchase.

Our Sales leadership team keeps quotas, pricing, territories, live deals and rep coaching. Sales is your internal customer, and you're accountable for the quality of the pipeline you hand them.

What you bring:

• 10-15 years in B2B marketing or commercial roles, with at least 5 years owning a full funnel rather than a single channel.
• You've owned a website or dealer portal end to end: the brief, the vendor, site structure, conversion and analytics.
• You've worked hands-on in a CRM and marketing automation platform such as Salesforce, HubSpot or Dynamics. You can talk stages, service levels, lead scoring, and why salespeople ignore the system.
• You've generated pipeline that sales accepted, and you've had the hard conversations about what "qualified" means.
• You've marketed through a channel (dealers, distributors, rental houses) or to technical end users (contractors, fleets, municipalities). Construction equipment, attachments, capital equipment, industrial components or heavy aftermarket experience is ideal.
• You're as comfortable at a jobsite or dealer counter as you are in a dashboard.
• You've managed agencies and contractors, and you still roll up your sleeves. In year one this is a player-coach role.
• Account-based marketing aimed at named contractors, dealers and rental fleets
• Working knowledge of ERP systems such as Epicor, JD Edwards or SAP, and how they connect to CRM
• Running trade shows as a lead-generation program, not just a booth
• Paid search and LinkedIn for industrial keywords, SEO for product pages, and application content (couplers, bucket specs, wear parts)

Who thrives here:

• You're direct, numerate and a little impatient. You talk in pipeline, conversion, cycle time and win rate, not "brand awareness."
• You'll tell Sales a lead is junk, and bring the data to show why.
• You'll sit with a customer or dealer, listen, and then change the site or the process.
• You debate hard in the meeting and back the decision once it's made.
• You see sales as a partner: not an enemy, nor your boss.

This probably isn't the right role if your background is mainly consumer or lifestyle social media, agency account management without an internal number, spec-sheet product marketing, or SaaS demo-request funnels.

How we'll measure success:

• Marketing-sourced and marketing-influenced pipeline
• Speed to first contact on inbound leads
• Lead-to-opportunity conversion rate
• CRM completeness on active accounts
• Sales team adoption of the tools you build (actual usage)
• Coverage of and engagement with target accounts

Compensation and logistics:

• Annual bonus: tied to pipeline quality and adoption of the systems you build
• Benefits: medical, dental and vision coverage, 401(k), paid holidays and PTO, life and disability coverage
• Reports to: the President
• Work arrangement: hybrid, based at our Bedford, PA headquarters, with regular time at our plants, with dealers and customers, and at trade shows

Our process:

• A phone screen with our team
• Interviews with the President and select leadership team members
• A paid, half-day work sample: review our website and one product line, sketch the customer journey, and tell us the first five changes you'd make
• Reference checks, including one with a sales leader you've worked alongside

Rockland Manufacturing is an equal opportunity employer.