Marketing Manager

W.O. Grubb Crane Rental; Elkridge (MD); On-site; USD 120,000 - 160,000; Full time

Job summary

W.O. Grubb Crane Rental seeks a Marketing Manager to establish and lead the marketing function, including digital presence, lead generation, and brand development. Initially hands-on for 12–24 months, then transitioning to leadership.

You will collaborate with the President and Sales Director to implement a service-led growth strategy and drive demand across national accounts. You will own the website, content, campaigns, and CRM reporting, while building the team and budget processes to scale

Qualifications

• 7+ years of marketing experience in B2B or industrial services.
• Experience leading digital marketing, CRM, and demand-gen initiatives.

Responsibilities

• Build a demand-generation program for day-trade rentals, large projects, and national accounts.
• Own the digital marketing stack end-to-end: SEO, paid search, paid social, display, and email marketing.
• Develop keyword and content strategy targeting crane industry queries and regions.
• Manage marketing analytics and multi-touch attribution back to Salesforce opportunities.
• Establish KPI reporting for sessions, MQLs, SQLs, cost per qualified lead, and revenue by branch.
• Collaborate with CRM to align website forms and track ROI end-to-end in Salesforce.
• Create enablement assets: brochures, case studies, pitch templates, and sales collateral.
• Own the corporate website; publish technical content and product stories to drive traffic.
• Build brand system and visual identity; ensure consistency across branches and materials.
• Manage branch swag program, vendor relations, and promotional materials.
• Build playbooks and templates to scale marketing activities.

Skills

Marketing leadership

Salesforce

Google Ads

Google Analytics

Data-driven

Copywriting

Budget management

Time management

Communication skills

Education

Bachelor's degree in Marketing or related field

Tools

Salesforce

Job description

Description

The Marketing Manager will personally establish the marketing function — digital presence, lead engine, brand system, campaign calendar, sales enablement, branch support, and Salesforce marketing reporting — and then hire and lead a team as the function matures. This is a firsthand execution role for the first 12–24 months, evolving into a leadership role thereafter. The successful candidate is equally comfortable writing website copy, building sales and marketing outreach flows, ordering promotional materials, running a campaign attribution report in Salesforce, and standing on a jobsite willing to learn how the crane industry field operations work. This individual will collaborate closely with the President and partner with the Director of Sales to implement an industry-leading marketing program and go to market strategy based on service-led growth and account-based marketing. Goals include building brand awareness and an audience following and then translating that following into a scalable and efficient demand and lead gen machine. The Marketing Manager works under limited supervision and expected to work as long as necessary to perform his/her job responsibilities.

Responsibilities:

Digital Marketing & Demand Generation

• Build and execute a demand-generation program that produces qualified inbound leads for both day-trade rental inquiries, large projects, and multi-site national-account pursuits.
• Own the company's digital marketing stack end-to-end: SEO, paid search (Google Ads, Bing), paid social (LinkedIn primary; Meta and YouTube secondary), display retargeting, and email marketing.
• Develop keyword and content strategy targeting high-intent queries by crane type, capacity, region, and application (e.g., heavy haul, heavy lift, energy, data centers, steel plants).
• Manage marketing analytics and lead services with multi-touch attribution back to Salesforce opportunities.
• Establish and report on a defined KPI set sessions, MQLs, SQLs, cost per qualified lead, pipeline sourced, pipeline influenced, and marketing-sourced revenue by branch and segment.

Lead Qualification & Sales Enablement

• Work closely with the CRM Administrator to align any website forms to lead generation.
• Set up Salesforce with the ability to track ROI end-to-end — from advertising spend through to gross margin on sales.
• Partner with sales leadership to build enablement assets: marketing brochures and capability collateral by service line and industry vertical, tonnage/reach charts, case studies, safety statistics packages, national-account pitch materials, and RFP response templates.

Website Development, Content & Ongoing Support

• Own the corporate website as the primary digital storefront.
• Publish a steady cadence of technical content — project case studies, "how we lifted it" stories, safety features, operator spotlights, equipment additions — that reinforces expertise and drives organic traffic.
• Manage web development sprints for new features: quote request forms, crane finder / fleet browser, availability lookups, and account portals.

Brand Development & Visual Identity

• Build and steward the brand system: logo standards, color palette, typography, photography style, tone of voice, and application guidelines across trucks, cranes, uniforms, signage, digital, and print.
• Modernize brand expression while retaining the trust and heritage equity that customers already recognize.
• Establish photography and video standards; commission recurring jobsite shoots and drone footage of significant lifts to build a proprietary asset library.
• Enforce brand consistency across every branch — no branch should be running its own logo variants, ad copy, line-item cards, rate sheets, or vehicle wraps outside the system.

Branch Support & SWAG Program

• Manage the existing merchandise shop while maintaining adoption rates among the branches (hard hats, hi-vis, jackets, hoodies, drinkware, decals, banners, jobsite signage)
• Manage vendor relationships, quality control, inventory levels, and reorder logistics; negotiate volume pricing.
• Equip each branch with a "brand kit in a box" - signage, sales trackers, banners, business card templates, branded PPE, and customer-facing collateral — for grand openings, customer events, and industry trade shows.

Customer Maintenance & Follow-Up

• Develop a Net Promoter Score system to track customer experience and identify ways to improve it.

Team Building & Function Development

• In year one, personally execute across the responsibilities above with support from external agencies, freelancers, and web/CRM contractors (Sales Summit.)
• Develop the business case, org design, and hiring plan to build the marketing team in years two and beyond — a digital marketing specialist, a content/social specialist, a marketing operations analyst, and a graphic designer or agency partner.
• Establish marketing budget planning, vendor procurement, and quarterly reporting for the executive team.
• Build documented playbooks, SOPs, and templates so the function scales without requiring the manager to be personally in the loop on every campaign.
• Perform other related tasks as directed.

Knowledge, Skills, and Experience
Essential:

• 7+ years of relevant marketing experience in a B2B environment.
• Direct proficiency with Salesforce, Google Ads, Google Analytics.
• Experience implementing service-led growth strategies from a marketing perspective.
• Will be highly data-driven, analytical, and methodical in approach and leadership.
• Able to quickly grasp and then simplify and succinctly explain complex technical concepts in compelling copy and communications.
• Stellar interpersonal, written, and oral communication skills. Ideally will be highly energetic, positive, and persuasive.
• Ability to manage to a budget and coordinate multiple service providers to get results.
• Excellent time management and multi-tasking skills.
• Must be able to pass a drug test, background check, and fit for duty test.

Knowledge, Skills, and Experience
Preferred:

• Marketing or Business degree preferred (Communications or a related field also welcomed); equivalent professional experience considered.
• Direct experience in crane rental, heavy haul, aerial work platforms, or specialty equipment rental.
• Experience marketing to both transactional day-trade customers and enterprise national accounts.
• Experience deploying conversational AI or website chat at scale.
• Experience with equipment-sales marketplaces (Crane Network, Machinery Trader, Ritchie Bros).
• Sponsor-backed / private-equity portfolio-company experience.

Physical Demands:

• Approximately 70% of time spent in usual office conditions.
• Approximately 30% of time spent in external conditions which may include temperature variance, elevated noise levels, dust, and fumes.
• Travel is required and is expected to account for a minimum of 30% of work time.