Marketing Lead

POSITION OVERVIEW

The Marketing Lead is a hands-on, execution-focused role responsible for supporting and delivering marketing initiatives that enhance brand visibility, engage target audiences, and support business growth for XCMG Canada Ltd. This position focuses on implementing branding, marketing campaigns, content creation, event coordination, and customer relationship management activities, while ensuring consistency across all communication channels.

This role is well-suited for a developing marketing professional with experience in the Canadian heavy equipment or OEM industry who is looking to grow their skills within a collaborative, fast-paced environment. The Marketing Lead works closely with internal stakeholders and external partners to execute approved strategies rather than owning full national marketing strategy or people management responsibilities.

KEY RESPONSIBILITIES

Marketing Strategy & Campaigns

• Support the development and execution of marketing and promotional campaigns across digital and traditional platforms.
• Assist with market research and analysis to help inform targeted marketing and advertising initiatives.
• Coordinate the implementation of direct and digital campaigns, ensuring timelines and deliverables are met.
• Track campaign performance and prepare basic post-campaign summaries to support ongoing optimization.
• Support SEO, website updates, and social media initiatives to strengthen the company’s online presence.
• Maintain marketing performance trackers and dashboards to support data-driven decision-making.

Brand Management

• Define and reinforce brand positioning and key messaging that clearly communicates XCMG Canada’s value proposition.
• Ensure brand consistency across all marketing materials, digital platforms, and corporate communications.
• Create, maintain, and enforce brand guidelines to ensure consistent visual identity and tone of voice.
• Develop and manage merchandise programs for employees, dealers, and customers, coordinating with suppliers to ensure quality and brand alignment.

Content & Social Media Management

• Oversee corporate and dealer-facing social media channels, including content calendars, publishing schedules, and audience engagement.
• Plan, shoot, and edit video content for use across multiple platforms.
• Ensure all content aligns with brand standards and overall marketing strategies.
• Edit and optimize video and multimedia content for platforms such as Instagram, TikTok, Facebook, LinkedIn, and YouTube.
• Monitor emerging social media trends and incorporate relevant formats and ideas into content strategies.
• Develop high-quality content for websites, brochures, newsletters, press releases, presentations, and internal communications.
• Monitor customer feedback, reviews, and online commentary, addressing issues promptly and escalating where required.
• Drive measurable growth of the XCMG brand across all social media platforms by increasing reach, engagement, follower growth, and content performance through data-driven strategies.

Event Planning & Public Relations

• Coordinate and support the execution of trade shows, dealer events, product launches, workshops, and internal ceremonies.
• Assist with event logistics, materials preparation, and on-site support.
• Support media relations activities, including coordinating press releases, interviews, and promotional materials.
• Assist in maintaining relationships with industry partners, media contacts, and influencers.

Internal Coordination & Reporting

• Manage internal marketing requests, ensuring priorities are met and deliverables are executed on time.
• Prepare forecasts, budgets, and reports related to marketing expenditures and campaign performance.
• Manage marketing budgets and submit COOP program reimbursements accurately and on schedule.
• Collaborate closely with sales, dealer development, and operations teams to align marketing initiatives with business objectives.

Customer Relationship Management (CRM)

• Maintain CRM records related to marketing activities, dealer engagement, and promotional campaigns.
• Support dealer marketing initiatives by providing branded materials and coordinating media exposure.
• Assist with tracking marketing performance metrics and market intelligence data.

QUALIFICATIONS & EXPERIENCE

• Bachelor’s degree in marketing, communications, business, or a related field.
• Proven experience in a branding, marketing lead, or specialist role within the Canadian heavy construction equipment or OEM industry.
• Strong understanding of marketing strategies, branding principles, and best practices.
• Experience with marketing segmentation, communication tools, CRM systems, and website CMS platforms.
• Proficiency in Office 365 (PowerPoint, Word, Excel, Outlook, Teams).
• Knowledge of design tools and content management systems is considered an asset.
• Basic HTML knowledge is an advantage.
• Strong analytical skills with the ability to interpret data and translate insights into actionable recommendations.
• Excellent written and verbal communication skills.
• Highly organized, detail-oriented, and capable of managing multiple priorities in a fast-paced environment.
• Creative, strategic thinker with strong problem-solving and critical-thinking abilities.
• Ability to work independently and collaboratively across teams.
• Willingness and ability to travel within Canada and internationally; valid Class 5 driver’s license required.
• Legally entitled to work in Canada.