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Product Marketing Manager

Open Position

Location: Richmond, Virginia

AMF Bakery Systems offers best-in-class system solutions for industrial bakeries across the globe. We prioritize sustainability and have developed the first-ever industrial hydrogen oven to help our clients reduce food and energy waste daily. Our Richmond location in Virginia provides a dynamic work environment and a chance to join our team as a Product Marketing Manager.
The ideal candidate will be a self-motivated and collaborative decision-maker with excellent communication skills and a proactive approach to their work. To drive customer engagement, build and develop a comprehensive marketing plan and assets for the AMF Flex, AMF BakeTech, and AMF Workhorse product lines. Working in close collaboration with the Product Group Leaders across each of the company’s verticals and engineering teams, the Product Marketing Manager will conduct market research and study competitor campaigns to help develop a strategic brand vision and messaging for each product brand and their related equipment portfolios.

This role works with a collaborative team of marketing professionals, including regional marketing, content marketing, creative services, and digital marketing, to develop and execute multi-channel marketing campaigns and promotional initiatives across these product brands and best-in-class equipment. This position is responsible for product portfolio growth through collaboration on product development priorities, product positioning, sales enablement tools, and product-related content development for targeted marketing campaigns. This role requires strong project management skills and proficiency with the Adobe Creative Suite.


  • Own the go-to-market plan and strategy for the product group portfolio(s), partnering closely with product group leaders, horizontal leaders, sales, and service teams to drive operational readiness in delivering and supporting new and existing products
  • Create compelling product value propositions, insight-driven product positioning statements, and key messages for customer-facing teams and external product marketing communications
  • Develop a deep understanding of buyer personas and apply learning to drive campaigns and user engagement efforts
  • Coordinate and synchronize marketing-related activities with other department functions, including digital marketing, content marketing, and regional marketing initiatives
  • Uncover and understand stakeholder needs providing recommendations to contribute to the product development process through a deep understanding of customer values and industry insight 
  • Work with regional marketing leaders to develop public relations and targeted brand messaging. 
  • Drive co-marketing with relevant partners, working with their marketing teams and ours to develop and execute programs that drive awareness and generate leads
  • Work under the direction of the OpCo leader and relevant product group leaders to create product plans, priorities, and growth roadmaps in alignment with the product life cycle planning process

Content Creation & Sales Enablement:

  • Creation of content for marketing collateral, including but not limited to topical white papers, sales presentations, case studies, blogs, eBooks, videos, configuration tools, and customer success stories 
  • Develop and manage deliverables for new product launches
  • Work on special projects as assigned in connection with the product group’s goals and strategy
  • Create and maintain a library of sales tools and content to communicate product value propositions to customers and prospects, enable internal and external teams, and drive customer adoption
  • Drive demand for products within the product group’s portfolio through content generation, including product positioning, pricing, market research, promotions, and industry references
  • Support the creation of training materials and tools following brand standards

Market Research:

  • Maintain market and competitive analysis to inform product strategy
  • Track product usage trends to inform product development, pricing, and content priorities
  • Conduct market research and voice of customer (VOC) for data-driven decision-making by obtaining and interpreting market information via surveys, market analysis, focus groups, and customer feedback
  • Take an active role in seeking and supporting customer feedback as a regular part of marketing activities and keep teams current on competitive and market intelligence, sharing across the broader organization


  • Bachelor’s degree in Marketing
  • 4-5+ years of relevant success as a product marketing or brand manager
  • Successful track record of deploying robust product marketing strategies and plans that drive business goals
  • Experience working with a range of cross-functional teams (product management, engineering, sales)
  • Experience in the industrial baking industry or similar B2B organization
  • Strong, dynamic communicator with the ability to make complex topics consumable by end users

AMF Bakery Systems offers competitive compensation, benefits package, and excellent opportunities for growth throughout our organization globally and within the Markel Food Group