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Digital Marketing Manager

Open Position

Location: Richmond, Virginia
Posted Date:

Job summary:

AMF’s global marketing team brings to life the Company’s vision of producing better food for families worldwide while creating better lives for our teammates, families, customers, and communities. The team aims to drive business results across AMF’s growing portfolio of automated bakery equipment brands by developing and delivering exceptional multi-channel marketing campaigns. Reporting to the Global Marketing Director, the Digital Marketing Manager will help refine and deliver AMF’s message to key audiences in the bakery and food processing industries. In addition, the ideal candidate will have a record of developing outstanding digital marketing solutions across brand websites, email, and interactive digital touchpoints.

This position is responsible for focused digital marketing growth across all five customer product segments, AMF’s family of brands, and the complete portfolio of technologies. The four areas of responsibility will include traffic optimization, user experience, content creation, and distribution to drive web traffic, generate more leads, and increase sales. In addition, this role will partner with regional marketing, product marketing, and content marketing leads to prioritize and execute comprehensive multi-channel and multi-touch digital marketing campaigns.

Primary responsibilities: 


  • Create digital strategy and building new go-to-market digital experiences, setting priorities, expanding capability, and growing a world-class digital marketing program to support all customer product segment revenue goals
  • Guide the prioritization of strategic and tactical digital marketing initiatives across all horizontals and verticals as teams scale
  • Set and execute roadmaps for short and long-term initiatives
  • Manage web development priorities and work with external agencies to improve user experience and drive marketing-generated leads across regions and product groups
  • Lead monthly digital marketing review meetings highlighting results, issues, and opportunities
  • Seek and review new opportunities within the digital marketing space to enhance our brands
  • Provide strategic input on campaign deliverables such as targeting strategy, ad assets, landing page experience, and audience journey


  • Consult with existing team members, including regional marketing, sales, content, and product marketing partners, to gain an understanding of the current status while developing and recognizing opportunities to catapult our brands to the next level
  • Execute website strategy, including content development and maintenance, lead generation tools, language translation, localized content optimization, and vendor management
  • Implement new digital technologies to improve the customer experience, including, but not limited to, interactive product content, online configurators, etc.
  • Collaborate with regional, content, and product marketing leads to create and launch outbound automated marketing campaigns and optimize these programs to build awareness and nurture customer relationships.
  • Manage and monitor current and potentially new SEM/SEO accounts while collaborating with external partners
  • Analyze traffic and engagement, campaign performance, and digital marketing initiatives to create monthly reports and recommendations for improvements
  • Lead marketing automation implementation and efforts, proactively researching best practices and developing strategies to meet sales goals

Sales Enablement

  • Lead sales training on digital marketing tools, including AMF’s sales portal and other potential digital applications
  • Drive website development initiatives via a deep understanding of the voice of our customer

What you need to succeed:

  • BS or BA Degree in Marketing or related discipline required
  • A minimum of 7 years of digital marketing experience working in an industrial B2B or manufacturing environment
  • Proficient in Google Analytics, SEO, and SEM
  • Analytics-driven with the skill to dissect data from one or several channels to deliver a plan of action for resolution or continuous improvement
  • Proficient in WordPress
  • Experience with Adobe Creative Suite (Photoshop, Illustrator, Indesign)
  • Familiarity with Microsoft D365 preferred
  • Customer-focused collaborator with strong interpersonal and communications skills
  • High energy and able to work in a fast-paced environment
  • Adaptability to change
  • Independence and good judgment, positive attitude, and an innovative spirit
  • Demonstrated proficiency in time and project management


Relationship Building/Communication Skills: Demonstrate exceptional verbal skills in interpersonal interactions and instructional delivery to achieve the intended purpose. Preparing written material appropriate for the audience is creative and accomplishes the intended purpose. Builds effective relationships of trust and credibility with internal customers that lead to more substantial buy-in and sponsorship within their businesses. This leader does not have direct control of the sales team since it is a shared AMF resource. However, direct customer contact is a crucial part of this role.

Strategic Thinking: Maintains a high degree of awareness of the industry and international trends and dynamics and a keen understanding of linkages, trends, and patterns that are not obvious to most others. Consistently considers the long-range implications of information and actions.  

Results Focused: Can be counted on to exceed goals successfully; is constantly and consistently one of the top performers in the organization; very bottom-line oriented and strategically focused; steadfastly pushes self and others for results. Delivers error-free work and does so with a high level of integrity.

Leads with Values: Drives to win in a way that demonstrates The Markel Style: Respect for the Dignity of the Individual, Uncompromising Integrity, Trust, Credibility, Continuous Improvement, and Personal Renewal, Recognition, and Celebration.

Leads Change: Drives organizational and cultural changes needed to adapt strategically to changing market demands, technology, and internal initiatives; introduces and implements new approaches to improve results by transforming organizational culture, systems, or products/services.

Company Overview
AMF Bakery Systems is the world’s leading manufacturer of high-speed bakery equipment. We provide complete automated bakery solutions (including dough mixing, dividing, make-up, proofing, baking, cooling, packaging, basket/case loading, and product distribution) for numerous categories, including Soft Bread & Bun, Artisan Bread & Roll, Cake & Pie, Pizza & Flatbread, and Pastry & Croissant.

Headquartered in Richmond, Virginia, USA, AMF has developed a worldwide presence with offices and manufacturing facilities throughout the USA, Canada, Latin America, the UK, the Netherlands, China, and Singapore.

We are a member of Markel Food Group and part of Markel Ventures (Markel Corp.)