Senior Product Marketing Specialist

🚀 Job Overview

As a Senior Product Marketing Specialist at American Air Filter International (AAF), you will drive product launches and create compelling marketing collateral that excites the sales team and drives business growth. This role requires a "T-shaped" marketer with both technical understanding and broad knowledge of bringing industrial products to market. You'll serve as the bridge between technical product information and customer-facing communications, with a primary focus on commercial activities (80%) and retail projects (20%).

ASSUMPTION: The term "T-shaped marketer" refers to someone with deep expertise in one area (the vertical bar of the T) and broader knowledge across other marketing disciplines (the horizontal bar). This is a common industry term, not explicitly defined in the listing.

📋 Key Responsibilities

• ✅ Project manage and deliver promotional and launch materials for new products according to schedules agreed with Product Management
• ✅ Conduct Voice of Customer (VOC) research and market research to ensure proper product positioning and identify new market opportunities
• ✅ Create compelling sales collateral, presentations, and communications by translating technical information into clear, useful content for channel partners and customers
• ✅ Develop supporting materials to penetrate new market segments, including videos, sell sheets, comparison pieces, blogs, and other content
• ✅ Support demand generation through targeted marketing campaigns that drive awareness, engagement, and lead generation
• ✅ Balance work between Commercial activities (80%) and Retail (20%), collaborating with the Retail Project Manager on retail projects

🎯 Required Qualifications

Education: Bachelor's degree in Marketing, Business Studies, Commercial, or a related field preferred

Experience: 5+ years in product marketing, product management, or technical writing

Skills:

• Experience bringing technical products to market
• Excellent writing and communication skills
• Experience creating various types of collateral for technical products
• Strong project management skills
• Ability to coordinate and interact with a matrixed organization
• Understanding of SEO and social media marketing strategies
• Experience with SalesForce, Hubspot, Zoom Info, Google Analytics (highly desirable)

💰 Compensation & Benefits

Salary Range: Not specified

Benefits: Not specified

Industry Comparison: Not specified

ASSUMPTION: As part of the Daikin Group, a global leader with substantial resources, it's reasonable to expect competitive compensation and benefits for this senior-level marketing position in Louisville, though specific details are not provided in the listing.

🔍 Company Context

Industry Position: AAF International is an industry pioneer in clean air solutions since 1921, with products that serve as industry benchmarks for quality and performance. The company operates globally with manufacturing in 22 countries.

Company Size: Over 6,000 employees globally

Company Stage: Established enterprise; member of the Daikin Group, which has $30 billion in revenue and over 98,000 employees worldwide

ASSUMPTION: Based on the company's long history (since 1921) and global operations, AAF appears to be a mature, established company with significant resources and a stable market position.

📊 Role Analysis

Career Level: Senior

Reporting Structure: Not specified

Team Size/Composition: Not specified

Growth Opportunities: As part of a large global organization with a stated philosophy of employee development, there are likely opportunities for career advancement.

ASSUMPTION: Given the senior-level position and mention of working with other marketing team members, this role likely involves collaboration within a marketing department but exact reporting lines aren't specified. The company's stated focus on "growth & development" suggests internal career advancement possibilities.

🌍 Location & Work Environment

Office Type: Hybrid (three days in office, two days working from home)

Geographic Context: Louisville, Kentucky is a mid-sized city with a diverse economic base including manufacturing, healthcare, and logistics. The cost of living is generally below the national average.

Work Schedule: Standard full-time schedule with hybrid arrangement

Regional Considerations: Some travel required (5-10%) to visit trade shows and customers

ASSUMPTION: The hybrid work arrangement indicates a progressive approach to work flexibility while maintaining in-person collaboration. Louisville's location in the central United States provides convenient access for business travel throughout North America.

💼 Interview & Application Insights

Typical Process: For senior marketing positions, candidates typically undergo multiple interview rounds including initial screening, team interviews, and possibly a presentation of past marketing work or case studies.

Key Assessment Areas: Technical marketing knowledge, project management capabilities, writing skills, collaborative abilities, and familiarity with industrial/technical products.

Application Tips: Highlight experience with technical product marketing, demonstrate strong writing skills, and showcase successful product launches or campaigns.

ATS Keywords: product marketing, technical writing, VOC, market research, product launches, sales collateral, project management, SalesForce, Hubspot, SEO, industrial products

ASSUMPTION: These insights are based on industry standards for senior product marketing roles and the specific requirements mentioned in the job description.

🛠️ Tools & Technologies

• SalesForce (CRM)
• Hubspot (Marketing automation)
• Zoom Info (B2B database)
• Google Analytics (Web analytics)
• Content management systems
• Project management tools

ASSUMPTION: The first four tools are explicitly mentioned as "highly desirable" in the job listing. Content management systems and project management tools are standard in product marketing roles, especially when creating and managing marketing collateral.

👔 Cultural Fit Considerations

Company Values: The listing emphasizes a "people-centered management philosophy" focused on continuous improvement, safety, and world-class operations. The company values mutual selection, job satisfaction, growth & development, trust, respect, and community involvement.

Work Style: Collaborative team environment that values creativity, high energy, and making tangible impact.

Self-Assessment: Prospective applicants should consider:

• Do I thrive in collaborative environments while managing independent projects?
• Am I comfortable translating complex technical information into accessible marketing content?
• Can I balance strategic thinking with tactical execution?
• Am I interested in industrial/technical products and clean air solutions?

ASSUMPTION: Cultural elements are primarily inferred from the company philosophy statements and description of the team as "passionate individuals who thrive in a creative, collaborative, and high-energy environment."

⚠️ Potential Challenges

• The role requires balancing multiple projects and priorities (commercial 80%, retail 20%)
• Translating complex technical specifications into compelling marketing materials requires both technical understanding and marketing creativity
• Working within a matrixed organization may require navigating complex relationships and approval processes
• The 5-10% travel requirement means occasional time away from home

ASSUMPTION: These challenges are inferred from the job responsibilities and organizational structure mentioned in the listing, representing potential considerations rather than definitive claims.

📈 Similar Roles Comparison

This Senior Product Marketing Specialist role combines elements of several related positions:

• Product Manager: Similar focus on product lifecycle, but this role emphasizes the marketing and communication aspects rather than product development
• Marketing Communications Manager: Similar content creation responsibilities, but with a more specific focus on technical products and product launches
• Technical Writer: Similar need to translate technical information, but with broader marketing strategy responsibilities
• Market Research Analyst: Similar VOC and research components, but with additional creative and project management responsibilities

ASSUMPTION: This comparison is based on standard industry patterns for marketing roles in manufacturing/industrial companies.

📝 Sample Projects

• Developing a comprehensive launch kit for a new air filtration product, including sales presentations, technical datasheets, competitive comparison guides, and training materials
• Conducting voice-of-customer research to identify unmet needs in specific market segments, resulting in a targeted marketing campaign
• Translating complex engineering specifications into clear, benefit-focused content for a product brochure aimed at non-technical decision-makers
• Creating video content explaining the technical advantages of a new filter technology in accessible, benefits-oriented language
• Developing SEO-optimized web content to drive targeted traffic to specific product lines

ASSUMPTION: These projects are illustrative examples based on the listed responsibilities and typical activities in product marketing for industrial products.

❓ Key Questions to Ask During Interview

1. What are the most significant product launches planned for the next 12-18 months, and what marketing challenges do you anticipate?
2. How does the marketing team collaborate with product management, sales, and engineering throughout the product launch process?
3. How do you measure the success of product marketing initiatives at AAF?
4. Can you describe the typical timeline and process for a product launch from concept to market?
5. What are the most effective marketing channels for reaching your target customers in this industry?
6. How does AAF's membership in the Daikin Group influence the product marketing approach?

ASSUMPTION: These questions are suggested based on the product marketing role type and may need adaptation for specific interviews.