Responsibilities

• Develop and execute multi-channel demand generation campaigns targeting commercial gym owners, facility managers, universities, government accounts, other institutional buyers as well as end-user retail store buyers, with tailored creative to each segment. The goal is to drive virtual consultations and/or in-showroom traffic
• Build segmented go-to-market plans with Sales, identify vertical priorities, and align to demand generation KPIs
• Inform quarterly lead volume and pipeline targets with Sales leadership; track progress and adjust tactics proactively when trending below goal
• Partner with retail team to build yearly activation calendar supported by promotions, events, and other initiatives
• Own REP's paid B2B media strategy — manage the external agency across Meta, Google, and other channels; set strategy & brief campaigns that align with commercial and overarching brand priorities, review performance against defined KPIs, and hold the agency accountable for results
• Inform SEO strategy and digital lead generation for commercial and retail / showroom audiences — keyword opportunities, content support, and conversion optimization
• Leverage data to provide recommendations for the Ecom team to optimize key landing pages and form submission
• Plan and execute integrated B2B campaigns across paid media, email, events, social media, in-store activations, and partner programs that tie to larger brand marketing strategy — ensuring channels work together toward a unified buyer journey
• In partnership with Marketing, develop and implement strategic go-to-market plans to drive revenue, increase brand awareness, and accelerate category expansion for Commercial
• Partner with internal GTM team to align Commercial launches with overall REP business strategy, ensuring both categories contribute meaningfully to company-wide revenue targets.
• Work with Sales, Sales Operations, E-Commerce, Marketing and Product teams to ensure campaigns reflect current brand strategy, inventory, product launches, promotions, and sales priorities
• Support retail / showroom channel marketing alongside commercial campaigns, maintaining consistent brand and product positioning across all B2B touchpoint
• Own setup, integration, and ongoing management of HubSpot Marketing Enterprise — configured for segmentation, lead scoring, automation, and closed-loop reporting between Marketing and Sales
• Build and maintain dashboards tracking lead volume, campaign performance, pipeline contribution, and revenue attribution for Sales and leadership
• You will own the marketing strategy to support ongoing traffic and awareness of our retail / showroom locations. This includes aligning on any in-store activations, awareness campaigns (OOH, direct mail, digital, crm, etc), partner activations, etc.
• Partner with creative team and the retail store Director to ensure overarching brand campaigns and brand standards are met in-store.
• Manage yearly retail and showroom marketing calendar of activations
• Support the Sales and Events team to execute trade shows, regional activations, and showroom events end-to-end — logistics, booth strategy, materials, and on-site lead capture
• Build pre-, during-, and post-event HubSpot sequences for each activation
• Report event ROI after each activation and use results to guide future investment decisions