Marketing Manager

Job Description:

Join a global technology leader and take your technical career to the next level. North Star Imaging (NSI) is a worldwide leader in 2D digital radiography and 3D computed tomography equipment. As part of Illinois Tool Works (ITW), a Fortune 250 company, we combine the agility of a specialized technology business with the strength and stability of a global industrial powerhouse.

We are seeking a dynamic Marketing Manager to join our Marketing team at our headquarters in Rogers, MN. In this role, you will own and lead NSI’s marketing strategy, execution, and performance across digital and traditional channels. This role is responsible for developing data-driven marketing initiatives, optimizing demand generation and lead conversion, and increasing brand visibility and market impact. The Marketing Manager serves as the primary marketing business owner for NSI, translating insights into action and ensuring alignment with corporate objectives.

This role manages and mentors a Marketing/Digital Specialist, providing direction, prioritization, and development to ensure effective execution of campaigns and initiatives. The Marketing Manager partners closely with Sales, Strategic Marketing, Product, Engineering, and cross-functional stakeholders to drive go-to-market success and measurable commercial outcomes.

What You will Do:

• Primary Responsibilities

Successful applicants will combine strategic thinking with hands-on execution and will bring prior experience in marketing communications, demand generation, or marketing analytics. Additional responsibilities include:

Marketing Strategy, Ownership & Leadership

• Own NSI’s marketing strategy, performance metrics, and execution roadmap across digital and traditional channels.

• Translate business and growth objectives into actionable, measurable marketing initiatives.

• Lead, mentor, and manage one Marketing/Digital Specialist, setting priorities, providing coaching, and ensuring high-quality execution.

• Act as the primary marketing partner to Sales and Product teams to support revenue growth and pipeline development.

• Balance strategic planning with hands-on execution while driving accountability for results.

• Oversees content development including website, sales collateral, and marketing materials to ensure consistency with brand standards.

• Marketing budget planning and management, including vendor and agency negotiations, to ensure efficient allocation of resources against strategic priorities.

Strategic & Analytical Responsibilities

• Analyze market trends, customer insights, campaign performance, and competitive intelligence to inform marketing strategy and identify growth opportunities.

• Own performance measurement across key KPIs including website traffic, CTR, conversion rates, cost per lead, SEO performance, and ROI.

• Translate analytics into clear recommendations that drive optimization and continuous improvement.

• Develop data-driven content and audience targeting strategies aligned with organizational priorities.

• Provide strategic reporting and insights to Sales and Strategic Marketing, including lead quality, funnel performance, and campaign ROI.

Marketing Technology & Digital Platforms

• Own and optimize the marketing technology stack, including CRM (HubSpot or equivalent), marketing automation platforms (HubSpot, Marketo, Pardot), analytics tools (Google Analytics, Data Studio, Power BI), and SEO/SEM tools (SEMrush, Moz).

• Partner with Webmaster and Digital Marketing resources to enhance website performance, SEO, UX, and digital lead generation.

• Oversee email marketing tools, webinar platforms, and social media management dashboards to support integrated campaigns.

• Ensure data integrity, reporting accuracy, and scalable marketing processes.

Marketing Content & Go-to-Market Execution

• Lead content planning and promotional strategy across print, digital, social, trade media, and events.

• Collaborate with Engineering, Sales, Product, and Marcom teams to develop and maintain marketing collateral including ads, brochures, case studies, website content, and presentations.

• Own go-to-market planning for new product and service launches, including positioning, segmentation, messaging, and channel strategy.

• Manage ongoing product and service promotions across NSI’s website, LinkedIn, trade publications, webinars, and email campaigns to maximize engagement and conversion.

Demand Generation & Lead Funnel Management

• Own demand generation strategy and execution, driving measurable growth in marketing-sourced leads.

• Track, analyze, and report on inbound leads, conversion rates, and cost per lead.

• Partner closely with Sales to ensure strong lead handoff, follow-up discipline, and feedback loops to improve lead quality.

• Develop and optimize industry-specific campaigns, adjusting future initiatives based on performance data.

Trade Shows, Events & Brand Activation

• Own trade show and event strategy, planning, and execution to maximize brand visibility and lead generation.

• Lead logistics, promotional assets, messaging, and lead capture processes with cross-functional coordination.

• Deliver post-event reporting with lead summaries, performance insights, and optimization recommendations.

Success Measures:

• Measurable increases in website traffic, digital engagement, and marketing-qualified leads (MQLs)

• Improved conversion and ROI metrics across campaigns and channels

• Strong lead generation and follow-up performance from trade shows and events

• Data-driven decision-making that consistently informs strategy and execution

• Strong cross-functional alignment resulting in cohesive, high-impact marketing programs

What We’re Looking For:

• Bachelor's or Master's degree in Marketing, Marketing Analytics, Business Administration with a concentration in Marketing, Business/Data Analytics, or a related field.

• Minimum of four years of experience in data analysis, market research, and quantitative methods.

• Demonstrated success developing and executing marketing strategy with measurable results across digital and traditional channels (including website, sales collateral, and marketing materials) to ensure consistency with brand standards.

• Experience managing the full product lifecycle, from development through promotion, to deliver business results.

• Marketing budget planning and management experience, including vendor and agency negotiations, to ensure efficient allocation of resources against strategic priorities.

• Strong cross-functional leadership and collaboration skills, with the ability to influence stakeholders across the organization.

• Demonstrated ability to drive business growth initiatives through data-driven decision-making.

• Strong understanding of the lead generation process, including tracking and follow-up performance from trade shows and events.

• Proven ability to lead, develop, and mentor Marketing/Digital Specialists, with strong people management skills in coaching, performance management, and career development.

• Excellent written and verbal communication skills.

• Strong organizational and time management skills, with the ability to prioritize and deliver multiple projects of varying scope against firm deadlines.

• High proficiency in Microsoft Word, Excel, and PowerPoint.

• Experience with industrial, scientific, or instrumentation equipment is a plus.

ITW is an equal opportunity employer. We value our colleagues’ unique perspectives, experiences and ideas and create workplaces where everyone can develop their careers and perform to their full potential. 

As an equal employment opportunity employer, ITW is committed to equal employment opportunity and fair treatment for employees, beginning with the hiring process and continuing through all aspects of the employment relationship. 

All qualified applicants will receive consideration for employment without regard to race, color, sex, gender identity, sexual orientation, religion, national origin, age, disability, protected Veteran status or any other characteristic protected by applicable federal, state, or local laws.

Compensation Information:

Compensation for this position ranges from $80,000 - $100,000 based on education and experience.

ITW is an equal opportunity employer. We value our colleagues’ unique perspectives, experiences and ideas and create workplaces where everyone can develop their careers and perform to their full potential. 

As an equal employment opportunity employer, ITW is committed to equal employment opportunity and fair treatment for employees, beginning with the hiring process and continuing through all aspects of the employment relationship. 

All qualified applicants will receive consideration for employment without regard to race, color, sex, gender identity, sexual orientation, religion, national origin, age, disability, protected Veteran status or any other characteristic protected by applicable federal, state, or local laws.