Vertical Marketing Communications Manager

Vertical Marketing Communications Manager

Step into the innovative world of LG Electronics. As a global leader in technology, LG Electronics is dedicated to creating innovative solutions for a better life. Our brand promise, 'Life's Good', embodies our commitment to ensuring a happier life for all. We have a rich history spanning over six decades and a global presence in over 290 locations. Our diverse portfolio includes Home Appliance Solutions, Media Entertainment Solutions, Vehicle Solutions, and Eco Solutions. Our management philosophy, "Jeong-do Management," embodies our commitment to high ethical standards and transparent operations. Grounded in the principles of 'Customer-Value Creation' and 'People-Oriented Management', these values shape our corporate culture, fostering creativity, diversity, and integrity. At LG, we believe in the power of collective wisdom through an inclusive work environment. Join us and become a part of a company that is shaping the future of technology. At LG, we strive to make Life Good for Everyone.

The Opportunity

LG is seeking a Vertical Marketing Communications Manager to drive our B2B growth in the US. As a key player in our expanding portfolio, you'll spearhead marketing strategies for cutting-edge technologies like Collaboration Displays, LCD Signage, and Commercial TVs. Your expertise will be instrumental in positioning LG as a vertical leader in Education (Higher ED/K-12), Public Sector(Gov/TAA), and Big Technology/Key Fortune 500. You'll collaborate closely with cross-functional teams to develop compelling campaigns that showcase our innovative solutions, technical capabilities, and customer benefits, ultimately driving sales and building brand awareness. This high-visibility role offers significant growth potential in our fast-paced, digitally focused organization.

As a Vertical Marketing Communications Manager, you will be responsible for developing integrated campaigns that emotionally engage with our target audience and drive measurable results. We're looking for a customer-centric marketer with:

• Creative prowess: A passion for storytelling and the ability to translate complex technical concepts into compelling messaging.
• Data-driven / ABM approach: A keen understanding of analytics and the ability to target and measure campaign effectiveness.
• Collaborative spirit: A strong team player who can effectively work with cross-functional teams in matrixed environments.
• Strategic thinking: The ability to develop targeted campaigns that align with our overall business objectives.
• Reporting to the Senior Marketing Leader, this role offers significant opportunities for career growth in a dynamic and innovative organization.

This role is centered in our US B2B HQ office in Lincolnshire IL

Marketing Strategy and Execution

• Lead Integrated Marcom Campaigns: Drive awareness and demand for vertical solutions through targeted content, messaging, and nurture programs across social, web, digital, ABM and communications channels.
• Develop Digital Storytelling: Create compelling digital narratives that align with vertical business spaces, integrating across campaign elements, sales tools/sales plays, and digital assets.
• Execute Targeted ABM: Collaborate closely with Sales to develop and execute effective ABM strategies, ensuring weekly alignment with business objectives and responsive execution.
• Enable Sales Success: Develop prioritized sales enablement tools to empower sales teams with effective customer conversations, portfolio synthesis, and targeted pitches/plays/GTM assets.
• Align with Top Verticals: Integrate strategic products into priority vertical campaigns through expert web/digital strategies, ecosystem partnerships, and compelling "Why LG" messaging.

Product Marketing and Management - Collaboration Displays (CreateBoard and One:Quick) LCD Signage and Commercial TVs

• Manage NPI and Launch Processes: Oversee the NPI/launch process for product/vertical responsibilities, including spec sheets, PR, sales enablement tools, and timely web product page launches.
• Work with US legal team to maintain and update the TAA compliant product list.
• Integrate with COE: Collaborate seamlessly with the Marketing COE throughout the brief, creation, and execution process.
• Foster Ecosystem Partnerships: Develop outcome-oriented, creative, and data-driven co-marketing initiatives with key ecosystem partners.
• Manage Digital Asset Management: Oversee the new and existing library of video content, ensuring proper naming, tagging, refreshing, and communication. Drive the creation of video content from brief to final release.

Global Marketing and Communications and Brand Management

• Integrate Global Marketing: Evaluate and manage content provided by HQ teams for adoption in the US, ensuring alignment with local needs and effective communication.
• Develop Brand Assets: Create new assets and collaborate with partners to position LG solutions as best-in-class. Leverage partner alliances to drive positive customer outcomes.
• Champion Brand Compliance: Ensure that all content adheres to global brand communication guidelines.
• Manage Agency Relationships: Collaborate with agencies of record to ensure assets and campaigns are on-brand. Manage core media budget and incremental funds from Business Management.

Performance Measurement and Customer Engagement

• Track and Optimize Performance: Audit, monitor, and optimize marketing performance to improve LG's brand standing. Conduct regular website audits to ensure accuracy and a positive customer experience.
• Leverage Customer Stories: Identify and capture customer and partner testimonials, case studies, and community involvement to amplify LG's brand and messaging.

The Qualifications

• Bachelor's degree in Marketing, Business, or a related field or equivalent job-related experience with a minimum 7 years of professional experience in marketing communications, with a strong emphasis on account-based marketing (ABM).
• Proficiency in Microsoft Suite (Word, Excel, PowerPoint) and Adobe Creative Suite. Experience with outbound marketing systems like Salesforce, Eloqua, or equivalent CRM platforms; Familiarity with ABM platforms.
• Proven track record of executing successful integrated digital marketing campaigns for high-tech B2B companies. Demonstrated ability to drive marketing initiatives that deliver measurable results (e.g., MQLs, NPS, activation, meetings, awareness). Experience in developing and managing creative messaging, from brief to execution, with agency partners.
• Excellent communication skills, both written and verbal, with the ability to translate technical concepts into compelling marketing messaging. Strong interpersonal skills and the ability to collaborate effectively with cross-functional teams and stakeholders. Experience working in a cross-cultural environment.
• Proven ability to manage complex marketing projects and campaigns from start to finish. Strong organizational and time management skills.
• Thrives in a fast-paced, dynamic environment; demonstrates a passion for technology and marketing; self-motivated and results-oriented.
• Willingness to travel approximately 5-10 times per year to priority trade shows and meetings.

Pay Transparency: The salary range listed is the national range. Salary will vary based on the specific geography. There is a Non-Sales Bonus.

Join LG—and help us make Life Good.