Marketing Director

Carlson AirFlo; Brooklyn Park (MN); On-site; USD 120,000 - 190,000; Full time

Job summary

Carlson AirFlo seeks a Marketing Director to lead its marketing function, including Floral Merchandising Systems (FMS), transforming it into a data-driven growth engine. This role owns marketing strategy, digital infrastructure, brand execution, customer engagement, demand generation, content development, and commercialization support to drive measurable pipeline and stronger sales conversion.

The Director partners with all departments to support new product introductions, market positioning,

Qualifications

• Degree in Business management, marketing or comparable experience.
• 7-10 years of marketing experience.
• Demonstrated experience translating strategic action plans into practical, executable programs on a consistent basis.
• Experience developing brands, marketing strategies, websites, SEO and social media tools.
• Supervisory experience.
• Ability to travel based on business needs.

Responsibilities

• Build and manage structured demand-generation programs that create measurable customer engagement, lead activity, and pipeline contribution.
• Lead email marketing campaigns, including planning, content development, audience targeting, execution, and performance tracking.
• Drive digital selling and e-commerce growth for FMS, including transactional selling concepts and future digital commerce tools.
• Use marketing analytics and CRM data to improve targeting, messaging, channel effectiveness, and conversion performance.
• Own marketing-related CRM records, campaign tracking, customer segmentation, and lead tracking.

Skills

Marketing leadership

Brand development

SEO

Social media

Team supervision

Travel readiness

Education

Degree in Business/Marketing

Job description

The ideal candidate will be responsible for leading Carlson AirFlo's marketing function including Floral Merchandising Systems (FMS) and transforming it into a more data-driven, commercially aligned growth engine. The role owns the marketing strategy, digital infrastructure, brand execution, customer engagement, demand generation, content development, and commercialization support needed to help drive measurable pipeline, stronger customer engagement, and improved sales conversion.

The Director of Marketing has responsibility for digital marketing, website management, email campaigns, e-commerce growth, customer/database management, SEO, sales collateral, trade show support, and brand management. The role partners closely with all of AirFlo's departments to support new product introductions, market positioning, customer communications, and commercial growth initiatives.

The Marketing Director serves as a core commercial leader, serves on the leadership team and is accountable for building repeatable marketing processes, improving visibility to marketing performance, supporting sales effectiveness, and ensuring AirFlo and FMS present a clear, professional, consistent, and growth-oriented brand in the market.

Digital Marketing, Demand Generation & E-Commerce Growth

• Build and manage structured demand-generation programs that create measurable customer engagement, lead activity, and pipeline contribution.
• Lead AirFlo and FMS email marketing campaigns, including campaign planning, content development, audience targeting, execution, and performance tracking.
• Drive digital selling and e-commerce growth for FMS, including "buy now" / transactional selling concepts, digital sales tools, customer targeting, and future AirFlo digital commerce applications where appropriate.
• Use customer insights, marketing analytics, and CRM data to improve targeting, messaging, channel effectiveness, and conversion performance.

Website, SEO & Digital Asset Ownership

• Own day-to-day marketing management of the AirFlo and FMS websites, ensuring content is current, professional, customer-facing, and aligned with commercial priorities.
• Transform company websites into stronger lead-generation and customer-engagement platforms.
• Develop and manage SEO strategy to improve search visibility, customer discovery, and inbound lead generation.
• Own Digital Asset Management, ensuring photos, videos, product images, logos, collateral, presentations, training materials, and other brand assets are organized, current, and accessible.

Brand Management, Content & Sales Enablement

• Lead AirFlo and FMS brand management, ensuring consistent messaging, positioning, visual identity, and customer-facing communication across all channels.
• Develop sales collateral, customer presentations, brand review formats, catalogs, sell sheets, training documents, marketing informational sheets, and other tools that support Sales and Customer Service.
• Manage content creation and production across websites, email campaigns, social media, trade show materials, sales tools, and product launch communications.
• Oversee social media management, including content planning, posting, brand consistency, and support of commercial campaigns.
• Lead marketing support for New Product Introduction, including messaging, positioning, launch materials, customer communications, product photography, website updates, collateral, and sales enablement tools.
• Partner with Sales, Engineering, and Product Development to support product launches, go-to-market planning, market positioning, and customer-facing commercialization activities.
• Support the commercialization of new products and category expansions by translating product value into clear customer messaging and sales tools
• Develop sample programs and sales tools that help customers understand, trial, and adopt AirFlo and FMS products.

CRM, Customer Database & Marketing Analytics

• Own marketing-related CRM records, campaign tracking, customer segmentation, lead tracking, and marketing funnel visibility.
• Manage customer and prospect database quality to support email campaigns, sales outreach, account targeting, and reporting
• Establish marketing KPIs around pipeline contribution, campaign performance, lead conversion, website activity, ROI, and sales support effectiveness.
• Provide reporting and insights that help Sales and leadership understand marketing effectiveness, customer engagement, and growth opportunities.

Trade Shows, Events & Customer-Facing Support

• Plan and support trade shows, customer events, brand presentations, product displays, samples, collateral, and post-show follow-up campaigns.
• Partner with Sales to ensure trade show investments are aligned with customer priorities, target accounts, and measurable follow-up activity.
• Develop marketing materials, customer messaging, and sales tools that support national accounts, regional customers, independent grocers, distributors, and FMS target segments.
• Work closely with Sales leadership to improve handoffs, shared metrics, campaign follow-up, customer targeting, and pipeline conversion.
• Support the NSM team with regional demand-generation programs, customer presentations, brand materials, new product launch support, and account-specific selling tools.
• Ensure Marketing supports the broader commercial strategy by aligning content, campaigns, website activity, CRM, collateral, and customer communications with growth priorities.

Qualifications:

• Degree in Business management, marketing or comparable experience,
• 7 - 10 years of marketing experience
• Demonstrated experience translating strategic action plans into practical, executable programs on a consistent basis,
• Must have experience developing brands, marketing strategies, web sites, SEO and understand social media tools,
• Supervisory experience
• Ability to travel based on business needs.