Director of Marketing & Customer Experience

Rockland Manufacturing•Bedford, PA

1d•Hybrid

About The Position

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.

Requirements

10–15 years in B2B marketing or commercial roles, with at least 5 years owning a full funnel rather than a single channel.
Owned a website or dealer portal end to end: the brief, the vendor, site structure, conversion and analytics.
Worked hands-on in a CRM and marketing automation platform such as Salesforce, HubSpot or Dynamics.
Can talk stages, service levels, lead scoring, and why salespeople ignore the system.
Generated pipeline that sales accepted, and had the hard conversations about what "qualified" means.
Marketed through a channel (dealers, distributors, rental houses) or to technical end users (contractors, fleets, municipalities).
Comfortable at a jobsite or dealer counter as well as in a dashboard.
Managed agencies and contractors, and still roll up your sleeves.
In year one this is a player-coach role.

Nice To Haves

Construction equipment, attachments, capital equipment, industrial components or heavy aftermarket experience is ideal.
Account-based marketing aimed at named contractors, dealers and rental fleets
Sales enablement or CPQ (configure-price-quote) experience
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)

Responsibilities

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.
Design the full customer journey, from first search through dealer, order, parts and repurchase.
Be accountable for the quality of the pipeline handed to the sales team.