Category Marketing Manager, Automation

Gilson Inc • Middleton, WI

4d

About The Position

The Category Marketing Manager, Automation will shape how laboratory automation solutions are positioned, launched, and brought to market. The role sits at the intersection of Marketing, Sales, Product, Applications, and customers, using market insights to create campaigns and go-to-market strategies that generate demand and support commercial growth. The manager owns marketing strategy for the laboratory automation portfolio, supports product commercialization, translates complex laboratory workflows and technical capabilities into compelling customer value, and continuously improves marketing programs using campaign, pipeline, and customer data. The position also represents automation at trade shows, conferences, webinars, and other industry events.

Requirements

• Bachelor's degree in Life Sciences, Biotechnology, Molecular Biology, Biomedical Sciences, Marketing, or a related field.
• At least 5 years of experience in product marketing, category marketing, business development, or commercial marketing.
• Experience in laboratory automation, liquid handling, genomics, molecular biology, diagnostics, analytical chemistry, life science instrumentation, or a related market.
• A track record of supporting product launches and demand-generation campaigns.
• Strong skills in positioning, messaging, go-to-market strategy, digital marketing, and content development.
• Ability to collaborate across technical, scientific, sales, and marketing teams.
• Ability to communicate complex technical subjects as simple, relevant, compelling customer value.

Nice To Haves

• MBA or marketing specialization.

Responsibilities

• Own marketing strategy for the laboratory automation portfolio and develop campaigns and programs for relevant customers.
• Create demand and accelerate growth through digital campaigns, webinars, scientific content, events, email nurturing, paid media, and account-based marketing.
• Help lead product launches, messaging, customer segmentation, value propositions, and commercialization plans.
• Translate complex laboratory workflows and technical capabilities into clear, compelling customer value.
• Monitor customers, competitors, emerging trends, and laboratory challenges.
• Partner with Sales on lead generation, nurturing, qualification, and MQL-to-SQL conversion.
• Use campaign, pipeline, and customer data to improve marketing investments and results.
• Represent automation at trade shows, conferences, webinars, and other industry events.

What This Job Offers

• Job Type: Full-time
• Career Level: Mid Level