Job Description

At Daniel Defense, Only the Best Build the Best…

Daniel Defense engineers and manufactures the world’s finest firearms systems and accessories. We are a faith-based organization, intensely focused on providing top quality small arms solutions to our military and law enforcement communities as well as to civilians seeking premium rifles for home defense, hunting, and sport shooting.

About the Role:

To bridge production and leadership with trade show and field merchandising marketing, product lifecycle process, and product marketing GTM strategies. Craft and execute go-to-market strategies that drive product validation, consumer product use experience, brand awareness, product adoption with professionals, commercial or civilian customers, revenue growth, and product longevity improvement. Experience from product and sales training to content creation direction and social media strategy management. An authentic strategic marketing leader who relentlessly advocates for efficiency, authenticity, and reliability while achieving measurable results.

Essential Functions:

• Responsible for demonstrating commitment to and leadership of environmental health and safety principles, policies and procedures.
• Role will consist of approximately 60% Dealer/Channel Marketing and 40% Strategic Planning for Trade Shows

Product & Sales Enablement:

• Develop and deliver product training program materials for internal teams (sales, marketing) and external audiences (dealers, distributors).
• Establish leadership strategies and implementation of merchandising collateral and visual needs to support Omni channel programs.
• Create channel marketing sales and merchandising materials to support field teams, including display footprint layouts, planograms, visual aids, and swag distribution.

Trade Show Management :

• Develop strategic planning on tradeshow event process pre and post evaluation of success.
• Work with creative team on best in class presentation representing core brand needs and product display for all tradeshows selected.
• Create a tradeshow metric ROI modeling platform with a quarterly review summary.
• Trade show planning and execution.

Content Marketing and Creative Execution:

• Plan and manage content photo and video shoots to create engaging marketing materials.
• Partner with Product Line Managers to develop content strategies for go-to-market campaigns and launches.
• Ensure brand consistency and manage content production schedules.
• Oversee creative direction for sales materials’ look, tone, and feel.

Go-to-Market Strategy:

• Collaborate with Product Line Managers to develop and execute comprehensive go-to-market plans for product launches and legacy items.
• Establish best practices in support of channel merchandising programs in line with product launches and core business ongoing needs.
• Identify and research target markets and competitive landscapes.
• Collect competitive market information, including pricing, offerings, and packaging.

Channel & Partner Marketing:

• Support stocking dealer programs to drive product adoption and sales through partner networks.
• Coordinate incentivized programs for dealers and employees, including dealer days and training support.

Business Development:

• Identify and develop new business opportunities through strategic partnerships.
• Manage relationships with key partners and influencers.

Social Media Management:

• Work with social media team to execute social media strategy for assigned product lines.
• Manage social media calendar needs that align with channel and tradeshow opportunities driving engagement across multiple channels (FB, IG, LinkedIn, X, and industry partner outlets).
• Analyze social media performance and identify areas for improvement.

Achievable KPIs & Metrics:

• Increased product awareness through social platform traffic, lead generation, and engagement metrics.
• Improved sales team effectiveness measured by sales training completion rates and sales quota attainment.
• Growth in product adoption support and revenue for assigned product lines.
• Increased dealer program participation and sales generated through partner channels.
• Positive ROI for marketing initiatives with Omni channel and tradeshow strategies.

Additional functions

• Participate in the company’s efforts to continuously improve in Safety, 6S, Quality, Delivery and Productivity.
• Expected to be a contributor to the company standards on high integrity, safety, fair and equitable treatment while creating a positive work environment.

• Other responsibilities as deemed appropriate or necessary by leadership.

Knowledge and skills:

• Bachelor's degree or related field or equivalent combination of education and experience to successfully perform the responsibilities of this role.
• 3-5 years of trade show experience
• 3-5 years channel merchandising experience with consumer products.
• 3-5 years of experience in product marketing or a relevant field.
• Strong understanding of B2B and/or B2C marketing principles.
• Proven ability to develop and execute go-to-market strategies.
• Excellent written and verbal communication skills.
• Experience with content creation (writing, editing, video production).
• Proficiency in marketing automation and analytics tools.
• Strong relationship management and collaboration skills.
• Ability to work independently and manage multiple priorities.
• Experience in the industry of your company.
• Proven track record of exceeding sales or marketing goals.
• Experience with social media marketing and community management.
• Experience with developing go-to-market strategies.
• Demonstrated ability to recognize and work in accordance with our Permission to Play Values.

Physical Requirements:

• Must be able to lift and carry items weighing up to 50 pounds.
• Requires intermittent standing, walking, sitting and bending throughout the normal work day.
• Must be able to work in a manufacturing environment, to include working in and around machinery, exposure to noise and chemicals, lights/lasers, etc.
• Must be able to wear appropriate Personal Protection Equipment as required by your position and/or Company policy.

Daniel Defense is an EOE AA M/F/Vet/Disability employer and promotes a "Drug-Free Workplace."

Note: The statements above are intended to describe the general nature and level of work being performed by those assigned to the job. This list is not intended to be an exhaustive list of responsibilities, duties, and skills required of personnel in this job. Responsibilities are subject to change at the discretion of the employer and do not establish a contract of employment – Daniel Defense is an at-will employer.

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