Product Marketing Specialist

About this role

PRODUCT MARKETING SPECIALIST

ROLE OVERVIEW

The Product Marketing Specialist is responsible for driving product commercialization, market adoption, lead generation, and revenue growth through effective product positioning, market intelligence, customer insights, content development, and demand generation activities.

This role serves as the bridge between customers, Sales, Product Development, Engineering, Operations, and leadership to ensure Kwik Lok's products are aligned with market needs and successfully introduced, promoted, and supported throughout their lifecycle.

The successful candidate combines strong product marketing capabilities with content creation, graphic design, and video production expertise. They are responsible for translating technical product features into compelling customer value propositions and developing the materials needed to support sales growth, customer engagement, product launches, and market expansion.

This position plays a critical role in supporting product innovation, sustainable packaging initiatives, Voice of Customer programs, competitive intelligence, and market growth while strengthening Kwik Lok's position as a leader in bag closures, labels, packaging materials, and packaging automation solutions.

Success in this role will be measured by product launch effectiveness, Marketing Qualified Lead (MQL) generation, Sales Qualified Lead (SQL) contribution, marketing-influenced pipeline growth, and revenue contribution from marketing initiatives.

This position supports Kwik Lok production activities through the manufacture of Kwik Lok closures with a focus on continuing improvement of quality, food safety, and manufacturing processes.

POSITION RESPONSIBILITIES AND RESULTS

Product Marketing & Commercialization

Lead commercialization and growth initiatives for existing and new products, materials, labels, closures, equipment, and services.

Develop and execute go-to-market plans for new product launches.

Create product positioning, messaging, and value propositions.

Define customer segments, target markets, applications, and ideal customer profiles.

Partner with Sales to develop campaigns that generate Marketing Qualified Leads (MQLs), contribute to Sales Qualified Leads (SQLs), and support pipeline growth.

Develop launch plans in collaboration with Sales, Engineering, Operations, Customer Service, and Product Development.

Support product lifecycle management activities, including product enhancements, portfolio optimization, and rationalization.

Analyze product performance, market adoption, and revenue contribution to identify growth opportunities.

Support commercialization of sustainable products and customer conversion initiatives.

Voice of Customer, Competitive Intelligence & Market Research

Conduct 5–10 structured customer interviews annually across key customer segments.

Gather and analyze customer feedback through surveys, sales feedback, trade shows, and direct customer engagement.

Develop quarterly Voice of Customer summaries and recommendations.

Monitor competitive activity, industry trends, sustainability initiatives, and regulatory developments.

Conduct market analysis and identify emerging market opportunities.

Develop competitive battlecards and market intelligence tools that support Sales and leadership decision-making.

Partner with Sales to identify unmet customer needs and new application opportunities.

Sales Enablement

Develop tools and resources that improve selling effectiveness.

Create product guides, application sheets, presentations, comparison tools, case studies, videos, and value-selling materials.

Support customer presentations, webinars, and strategic account initiatives.

Develop and deliver product training materials for Sales and Customer Service teams.

Partner with Sales to communicate product benefits, competitive differentiation, and customer value.

Content Creation & Storytelling

Develop engaging content that educates customers and promotes Kwik Lok products and solutions.

Create customer success stories, case studies, blog posts, product announcements, webinars, white papers, landing pages, and technical content.

Translate technical information into customer-focused messaging and compelling stories.

Develop content that supports lead generation campaigns, product launches, customer acquisition, and nurturing activities.

Collaborate with subject matter experts to create educational and thought leadership content.

Graphic Design & Video Production

Design marketing materials supporting product launches, campaigns, customer presentations, trade shows, and sales initiatives.

Create product videos, application videos, customer testimonial videos, training videos, and digital content.

Develop graphics, infographics, presentations, advertisements, sales tools, and promotional materials consistent with company branding.

Maintain and organize a library of visual assets and multimedia resources.

Website Management & Digital Content

Manage and maintain product-related website content.

Ensure product pages, specifications, and application information are accurate, current, and optimized.

Develop landing pages and conversion-focused digital content supporting product launches and campaigns.

Support SEO initiatives that improve visibility, engagement, and lead generation.

Monitor website analytics and conversion metrics and recommend improvements.

Trade Shows & Industry Events

Coordinate marketing activities related to trade shows, industry events, webinars, and customer programs.

Develop event messaging, product demonstrations, graphics, presentations, and supporting materials.

Support event logistics, lead capture, lead qualification, and follow-up processes.

Gather customer feedback, competitive intelligence, and market insights during industry events.

Conduct post-event analysis and partner with Sales on opportunity follow-up.

Marketing Analytics & Continuous…