Director of Marketing

Confidential Manufacturer — Outdoor/Surfacing Products | New Jersey Shore Area (Hybrid)
Presented by Axe Recruiting (www.axerecruiting.com)

Work Setup: Hybrid; on-site a couple of days per week preferred (commutable from NYC and surrounding areas)
Reports To: Chief Executive Officer
Team: Initially a player-coach “department of one,” with mandate to build the function

About the Company (Confidential)

Our client is a 30-year U.S. manufacturer in the outdoor/surfacing space, operating multiple product lines with domestic production and national distribution. They’ve invested in a strong PPC program through an external agency and are now ready to install a hands-on marketing leader to own brand, B2B growth, sales enablement, and modern marketing operations.

About Axe Recruiting

Axe Recruiting is the long-term search partner hired to identify and secure the right marketing leader for this scale-up phase. We specialize in placing leaders who connect brand to revenue, build durable systems, and accelerate growth. Your Search Stops Here.

The Role

We are hiring a Director of Marketing to architect and run go-to-market: brand strategy, B2B demand creation (architects, designers, school districts/municipalities, commercial buyers), and sales enablement—while partnering with the existing PPC agency. You will be the strategic bridge between business needs and external partners, build the plan, execute the plan, and lay the foundation for a scalable marketing organization.

What You’ll Own

• Brand & Messaging

  • Define the brand platform, voice, and visual system across web, print, trade, and product lines.

  • Launch and steward a new product-line brand; enforce consistency across collateral and campaigns.

• B2B Growth Engine

  • Build demand programs for architects/specifiers, designers, school boards/municipalities, and commercial buyers.

  • Own channel strategy for industry publications, associations, and directories; plan and execute media placements.

  • Stand up LinkedIn and partner channels from zero—editorial calendar, thought leadership, case studies, and nurture.

• Sales Enablement & Revenue Alignment

  • Build ICPs, buyer journeys, and target account lists; equip Sales with talk tracks and collateral.

  • Create RFQ/RFP support kits, spec sheets, install guides, and proposal templates to shorten cycle time.

  • Install a tight feedback loop with Sales to refine messaging, pricing/packaging inputs, and win-loss insights.

• Agency & Vendor Leadership

  • Lead the relationship with the current PPC agency (keep what works; extend thoughtfully beyond PPC).

  • Source/manage creative, PR, events, and specialized vendors as needed; negotiate scope and outcomes.

• CRM & Marketing Ops

  • Modernize CRM (e.g., Salesforce or equivalent) and integrate automation, attribution, and analytics.

  • Build performance dashboards (pipeline, CAC, MQL→SQL, velocity, channel ROI) and own forecast discipline.

• Events & Trade Strategy

  • Own the annual trade calendar; pre-show outreach, at-show demo/lead playbooks, post-show nurture.

  • Develop regional programs for architect/specifier engagement; CEU-style education where appropriate.

• Content & Social from the Ground Up

  • Produce high-value assets (project spotlights, install videos, customer stories, spec packs).

  • Launch and manage company social (LinkedIn priority) with a consistent executive voice and measurable cadence.

• Team Building

  • Define org design and phased hiring plan (design, content, marketing ops) as growth and ROI justify expansion.

  • Establish SOPs, vendor roster, and an annual planning/OKR process.

Success Looks Like (30/60/90 & 12-Month Outcomes)

30 Days — Complete a marketing audit (brand, web, content, analytics, PPC partner, trade footprint, CRM state) and deliver a GTM brief: ICPs, value props, competitive POV, and a 12-month plan with budget.
60 Days — Brand/messaging framework approved; first B2B programs live (architect/industry placements, LinkedIn engine). Sales enablement v1 in field; CRM roadmap set with milestones.
90 Days — Board-level dashboard in place (pipeline contribution, lead quality, channel ROI). Trade/media calendar locked; new product-line brand activation launched with tracking.
12 Months — Consistent B2B pipeline contribution with improved MQL→SQL conversion, faster deal velocity, established social presence with engagement in target segments, operational CRM/automation with clean attribution, and business case approved for first internal hires.

Qualifications

• Progressive experience leading brand + B2B demand in manufacturing, building materials, outdoor products, or adjacent industries; agency + in-house blend ideal.

• Demonstrated pipeline impact with specifiers/architects and commercial buyers; comfort with trade publications/associations.

• Proven player-coach who can craft strategy and ship assets/campaigns.

• Strong sales enablement background (ICPs, messaging, collateral, playbooks) tied to revenue outcomes.

• Hands-on with CRM/automation and analytics; Salesforce familiarity preferred.

• Skilled vendor manager; able to drive outcomes from agencies (PPC remains with current partner).

• Excellent written, visual, and executive communication; confident presenting to ownership.

• Bachelor’s degree in Marketing/Business or related; MBA or equivalent experience a plus.

Location & Work Style

• Based in the New Jersey Shore area with hybrid expectations; in-office 1–2 days/week preferred.

• Candidates within commuting distance (including NYC) are encouraged to apply; modest travel for trade/events.

Compensation

• Base: $130,000–$150,000 depending on experience and scope.

• Performance bonus tied to agreed pipeline and brand KPIs.

• Benefits package discussed during later stages.

Why This Role

• Own the brand and revenue story, not just tactics.

• Executive sponsorship, capital to invest, and a ten-year growth horizon.

• Build the marketing function your way—start lean, scale with proof.

How to Apply (via Axe Recruiting)
Send your resume (or LinkedIn), a brief note on a B2B program you built and its outcome, and examples of brand or enablement work to [email protected].
Subject: “Director of Marketing — NJ (Your Name)”
Questions or referrals: 1-888-340-3048 | www.axerecruiting.com