Strategic Marketing Manager (Mexico City) in CDMX, México at Mitsubishi Electric Automation, Inc

Strategic Marketing Manager (Mexico City)
Marketing
CDMX,México
Full-Time/Regular

The Manager, Strategic Marketing, Mexico is responsible for leading marketing strategy, lead generation, digital marketing execution, market intelligence, product/solution positioning, and sales enablement initiatives that support profitable growth of Industrial Automation sales in Mexico and Hispanic Latin America. The role defines target-market strategy, strengthens product and solution differentiation, develops measurable demand-generation programs, and aligns with regional sales, product marketing, TSG, FESG, SSG, Supply Chain, and MELCO stakeholders to improve pipeline quality, customer engagement, and market share. This position does not directly manage Sales, Business Development, or Support functions; it provides strategic marketing guidance, tools, insights, and enablement to support those teams

Essential Functions

· Lead marketing strategy, planning, market intelligence, product/solution positioning, lead generation, digital marketing, and sales enablement initiatives for Mexico and Hispanic Latin America.

· Lead Product Marketing team.

· Define and execute the IA Division’s product/solution brand identity, market differentiation, and “Way to Sell” messaging for targeted markets, industries, applications, and customer personas.

· Develop annual and mid-year marketing plans, budget updates, campaign roadmaps, and operations review inputs with clear objectives, target segments, risks, countermeasures, and measurable outcomes.

· Design and execute lead generation strategies to create and nurture qualified demand, including campaign segmentation, target-account lists, landing pages, forms, content offers, webinars, events, paid/organic digital promotion, and follow-up workflows.

· Own marketing-qualified lead criteria in partnership with sales leadership, including lead scoring inputs, source tracking, qualification rules, handoff expectations, follow-up cadence, and conversion reporting from MQL to SQL/opportunity.

· Use digital marketing tools to plan, execute, and measure campaigns, including CRM/Salesforce, Marketing Cloud/Pardot or equivalent marketing automation, web analytics, SEO/SEM tools, social media platforms, LinkedIn tools, email marketing, forms/landing pages, and campaign dashboards.

· Provide market analysis of customer needs, product and solution trends, competitive activity, market share, pricing, positioning, SWOT, personas, vertical applications, and customer journey insights.

· Lead product and portfolio marketing strategy in collaboration with regional sales, product marketing, MELCO marketing/engineering, and other stakeholders, including messaging, positioning, pricing inputs, launch readiness, NPI communication, and phase-out communication.

· Provide direction for integrated marketing campaigns, trade shows, media/public relations, digital campaigns, sales presentations, selection guides, customer success stories, collateral, and web content aligned with strategic priorities.

· Evaluate marketing partnerships, agencies, research providers, technology vendors, content resources, and external partners that enhance demand generation, market insight, and brand visibility in Mexico/Latin America.

· Develop reporting and dashboards to communicate campaign performance, source attribution, lead quality, conversion trends, content effectiveness, event ROI, and recommended countermeasures.

· Build effective working relationships across MEAU, MELCO, regional sales teams, product marketing, FESG, SSG, TSG, Supply Chain, distributors, partners, agencies, and customers.

Supervisory / Managerial Responsibilities

· Supervisor and manage the Product Marketing Team in Mexico.

Travel Requirements

· 50% travel based on customer demand, primarily within Mexico and Latin America

· Occasional travel to Japan and the United States

· Bachelor’s degree in Engineering, Business Administration, Marketing, Digital Marketing, Communications, or related field; advanced business or technical education beneficial.

· 8+ years of experience in B2B marketing, industrial automation marketing, product marketing, sales enablement, or related commercial roles.

· Proven experience developing lead generation strategies, customer segmentation, campaign plans, content journeys, event follow-up models, and measurable demand-generation programs.

· Hands-on experience with digital marketing tools such as CRM/Salesforce, Marketing Cloud/Pardot or equivalent marketing automation, email marketing platforms, web analytics, SEO/SEM, social media platforms, LinkedIn tools, landing pages/forms, and campaign dashboards.

· Demonstrated experience with market development, product/portfolio positioning, competitive analysis, pricing input, customer insights, sales enablement, promotions, and campaign performance reporting.

· Excellent written and verbal communication skills in English and Spanish, including executive presentations, campaign messaging, customer-facing content, and internal alignment communication.

· Strong analytical thinking, judgment, prioritization, project management, vendor management, and problem-solving skills.

· Computer proficiency with Microsoft Office applications, including Outlook, Word, Excel, and PowerPoint.

• Experience of industrial automation products and solutions, including one or more of PLC, HMI, VFD, Servo/Motion, CNC, Robots, LVS, SCADA, industrial networks, and related software/solutions
• Experience in Japanese business culture
• Familiarity with SAP ECC/ SALESFORCE