Job Title: Marketing Manager
Location: Elkridge, MD or Richmond, VA
Reports to: President
FLSA Status: Salaried / Exempt
Company Overview:
W.O. Grubb is the leading provider of crane rentals in the Mid-Atlantic United States. W.O. Grubb was founded in the 1960’s with a basic concept, which was to provide high-quality mobile crane services, equipment, manpower and superior responsiveness to our customers. W.O. Grubb is one of the largest privately owned and operated crane rental companies in the nation. Multiple locations serve Virginia, Maryland, North Carolina, and surrounding states with crane rentals and service.
Today, W.O. Grubb operates a fleet of more than 400 cranes from twelve branch locations stretching from Wilmington, North Carolina through Virginia and Maryland into Pennsylvania, serving contractors, owners, and industrial customers on projects that range from a single-day carry-deck lift to multi-year capital programs at power plants, refineries, data centers, hospitals, ports, wind farms, and bridges. Alongside bare and operated crane rental, we deliver engineered heavy lifts, rigging, specialized hauling, machinery moving, and turnkey plant relocations — 24 hours a day, seven days a week.
Backed by Halo Partners, W.O. Grubb invests in fleet, technology, and regional expansion while preserving the operating culture, safety record, and customer relationships built over six decades. Marketing is one of the capabilities we are building for the next chapter of the company — and this role is a rare opportunity to design it from the ground up.
Description Summary:
A The Marketing Manager will personally establish the marketing function — digital presence, lead engine, brand system, campaign calendar, sales enablement, branch support, and Salesforce marketing reporting — and then hire and lead a team as the function matures. This is a firsthand execution role for the first 12–24 months, evolving into a leadership role thereafter. The successful candidate is equally comfortable writing website copy, building sales and marketing outreach flows, ordering promotional materials, running a campaign attribution report in Salesforce, and standing on a jobsite willing to learn how the crane industry field operations work.
This individual will collaborate closely with the President and partner with the Director of Sales to implement an industry-leading marketing program and go to market strategy based on service-led growth and account-based marketing. Goals include building brand awareness and an audience following and then translating that following into a scalable and efficient demand and lead gen machine. The Marketing Manager works under limited supervision and expected to work as long as necessary to perform his/her job responsibilities.
Responsibilities:Digital Marketing & Demand Generation
- Build and execute a demand-generation program that produces qualified inbound leads for both day-trade rental inquiries, large projects, and multi-site national-account pursuits.
- Own the company's digital marketing stack end-to-end: SEO, paid search (Google Ads, Bing), paid social (LinkedIn primary; Meta and YouTube secondary), display retargeting, and email marketing.
- Develop keyword and content strategy targeting high-intent queries by crane type, capacity, region, and application (e.g., heavy haul, heavy lift, energy, data centers, steel plants).
- Manage marketing analytics and lead services with multi-touch attribution back to Salesforce opportunities.
- Establish and report on a defined KPI set sessions, MQLs, SQLs, cost per qualified lead, pipeline sourced, pipeline influenced, and marketing-sourced revenue by branch and segment.
Lead Qualification & Sales Enablement
- Work closely with the CRM Administrator to align any website forms to lead generation.
- Set up Salesforce with the ability to track ROI end-to-end — from advertising spend through to gross margin on sales.
- Partner with sales leadership to build enablement assets: marketing brochures and capability collateral by service line and industry vertical, tonnage/reach charts, case studies, safety statistics packages, national-account pitch materials, and RFP response templates.
Website Development, Content & Ongoing Support
- Own the corporate website as the primary digital storefront.
- Publish a steady cadence of technical content — project case studies, "how we lifted it" stories, safety features, operator spotlights, equipment additions — that reinforces expertise and drives organic traffic.
- Manage web development sprints for new features: quote request forms, crane finder / fleet browser, availability lookups, and account portals.
Brand Development & Visual Identity
- Build and steward the brand system: logo standards, color palette, typography, photography style, tone of voice, and application guidelines across trucks, cranes, uniforms, signage, digital, and print.
- Modernize brand expression while retaining the trust and heritage equity that customers already recognize.
- Establish photography and video standards; commission recurring jobsite shoots and drone footage of significant lifts to build a proprietary asset library.
- Enforce brand consistency across every branch — no branch should be running its own logo variants, ad copy, line-item cards, rate sheets, or vehicle wraps outside the system.
Branch Support & SWAG Program
- Manage the existing merchandise shop while maintaining adoption rates among the branches (hard hats, hi-vis, jackets, hoodies, drinkware, decals, banners, jobsite signage)
- Manage vendor relationships, quality control, inventory levels, and reorder logistics; negotiate volume pricing.
- Equip each branch with a "brand kit in a box" - signage, sales trackers, banners, business card templates, branded PPE, and customer-facing collateral — for grand openings, customer events, and industry trade shows.
Customer Maintenance & Follow-Up
- Develop a Net Promoter Score system to track customer experience and identify ways to improve it.
Team Building & Function Development
- In year one, personally execute across the responsibilities above with support from external agencies, freelancers, and web/CRM contractors (Sales Summit.)
- Develop the business case, org design, and hiring plan to build the marketing team in years two and beyond — a digital marketing specialist, a content/social specialist, a marketing operations analyst, and a graphic designer or agency partner.
- Establish marketing budget planning, vendor procurement, and quarterly reporting for the executive team.
- Build documented playbooks, SOPs, and templates so the function scales without requiring the manager to be personally in the loop on every campaign.
- Perform other related tasks as directed.
Knowledge, Skills, and Experience
Essential:
- 7+ years of relevant marketing experience in a B2B environment.
- Direct proficiency with Salesforce, Google Ads, Google Analytics.
- Experience implementing service-led growth strategies from a marketing perspective.
- Will be highly data-driven, analytical, and methodical in approach and leadership.
- Able to quickly grasp and then simplify and succinctly explain complex technical concepts in compelling copy and communications.
- Stellar interpersonal, written, and oral communication skills. Ideally will be highly energetic, positive, and persuasive.
- Ability to manage to a budget and coordinate multiple service providers to get results.
- Excellent time management and multi-tasking skills.
- Must be able to pass a drug test, background check, and fit for duty test.
Knowledge, Skills, and Experience
Preferred:
- Marketing or Business degree preferred (Communications or a related field also welcomed); equivalent professional experience considered.
- Direct experience in crane rental, heavy haul, aerial work platforms, or specialty equipment rental.
- Experience marketing to both transactional day-trade customers and enterprise national accounts.
- Experience deploying conversational AI or website chat at scale.
- Experience with equipment-sales marketplaces (Crane Network, Machinery Trader, Ritchie Bros).
- Sponsor-backed / private-equity portfolio-company experience.
Physical Demands:
The Americans with Disabilities Act (ADA) requires employers to identify essential functions of a role.
- Approximately 70% of time spent in usual office conditions.
- Approximately 30% of time spent in external conditions which may include temperature variance, elevated noise levels, dust, and fumes.
- Travel is required and is expected to account for a minimum of 30% of work time.
Reasonable accommodation will be made to enable individuals with disabilities to perform the tasks.
W.O. Grubb Crane Rental is proud to be an Equal Opportunity Employer
Job Type: Full-time
Pay: $90,000.00 - $125,000.00 per year
Benefits:
- 401(k)
- 401(k) matching
- Dental insurance
- Flexible spending account
- Health insurance
- Health savings account
- Life insurance
- Paid time off
- Vision insurance
People with a criminal record are encouraged to apply
Work Location: In person
