Regional Marketing Communications Specialist (US & LATAM)

Imagine working at the forefront of innovation in fluid-flow technology, with over 1,400 colleagues across the globe, and contributing to a legacy of excellence that spans eight manufacturing facilities on four continents. Armstrong Fluid Technology is more than just a leader in our industry; we are a community of the brightest and most creative minds, driven by a shared mission to engineer the future and safeguard our planet.

As part of our team, you'll be immersed in an environment that fosters growth, creativity, and collaboration. Here, you'll have the opportunity to push boundaries, tackle exciting challenges, and develop cutting-edge solutions that promote energy efficiency and reduce environmental impact. Every day offers the chance to make a meaningful contribution to a more sustainable future, driving innovations that help lower global carbon footprints. Together, we're creating a legacy that goes beyond business—one that's changing the world for the better.

The Regional Marketing Communications Specialist is responsible for translating US & LATAM annual strategic priorities into integrated marketing communications and execution plans, and for driving those plans through execution, measurement and continuous improvement. Reporting to the Regional Marketing Manager, US & LATAM, the role partners with regional commercial teams, Product Offering teams, and Global Customer Experience leaders to strengthen brand awareness, support business growth, and enhance customer engagement. A key focus of the position is leading Account-Based Marketing (ABM) and digital marketing campaigns leveraging AI-enabled tools and LinkedIn, while ensuring consistent brand governance, effective campaign execution, and effective marketing communications support for product launches, promotional programs, and customer engagement activities across the region.

This position is based in Toronto (CA) and requires occasional travel as part of the execution of the responsibilities.

Key accountabilities:

Marketing Strategy & Performance

• Translate regional business strategies and annual strategic priorities into integrated marketing communications and execution plans, defining audiences, objectives, messaging, channels, activities, timing, resources and measures of success.
• Own execution of approved plans, coordinating internal and global resources as required to deliver against regional priorities.
• Monitor, measure, and optimize marketing program performance through data-driven insights and reporting.
• Apply regional market, customer and competitive insights to communication and campaign planning.
• Benchmark marketing effectiveness against industry best practices and recommend improvements to increase impact and efficiency.
• Lead or support cross-functional initiatives that enhance marketing capabilities, processes, and organizational effectiveness.

Marketing Operations & Measurement

• Define and maintain regional campaign, MQL and lead-management processes in coordination with Sales and CRM owners.
• Establish campaign tracking, dashboards and reporting to measure engagement, lead progression, conversion and ROI.
• Manage regional marketing planning calendars, project workflows and execution processes.
• Track regional marketing budget and spend against plan.
• Drive post-campaign evaluation and continuous improvement.
• Coordinate regional marketing administration and execution logistics, including purchasing, vendor coordination, promotional materials and related operational activities.

1. Campaign & Program Management

• Lead the planning and execution of integrated marketing campaigns across multiple channels and customer segments.
• Coordinate with Product Offering, Sales, and Customer Experience teams to deliver impactful promotional programs and launch activities.
• Ensure consistent execution, messaging alignment, and effective resource utilization across the region.

Account-Based Marketing (ABM) & Digital Demand Generation

• Develop and execute targeted ABM campaigns focused on strategic accounts and key decision-makers.
• Leverage AI-powered tools for audience segmentation, content personalization, campaign optimization, and performance forecasting.
• Manage LinkedIn marketing initiatives, including Sponsored Content, InMail, audience targeting, and lead nurturing campaigns.
• Analyze campaign performance and continuously optimize engagement, lead quality, conversion rates, and ROI.

External Communications & Public Relations

• Manage regional trade media activity, including editorial calendars, contributed content, advertising placements, press releases and media opportunities.
• Develop and implement regional communication programs that increase awareness of Armstrong's capabilities, solutions, and market leadership.
• Collaborate with internal stakeholders to create compelling customer-facing communications and thought leadership content.
• Plan and execute internal and external webinars as part of regional communications, demand-generation, product-launch and enablement programs.
• Execute marketing communications activities supporting regional product launch strategies, vertical marketing initiatives, and strategic business announcements.
• Plan and execute regional e-mail communications and nurture campaigns, including audience segmentation, content development, deployment and performance measurement.

Digital Presence & Content Management

• Manage regional digital marketing activities, including website localization, content updates, and social media engagement.
• Ensure local digital assets align with global brand standards while addressing regional market requirements.
• Drive online engagement through effective content strategies and digital channel optimization.

Creative Development & Localization

• Develop, adapt and localize marketing collateral, digital assets, advertising materials and promotional content based on regional execution needs.
• Coordinate translation and localization of regional marketing communications and assets as required.
• Ensure creative executions maintain global brand consistency while resonating with local audiences and cultural nuances.

Brand Management & Governance

• Act as a regional Brand Champion, ensuring regional marketing communications comply with global brand standards across all customer and employee touchpoints.
• Partner with global Brand & Communications on brand governance and specialist communication requirements.
• Strengthen brand visibility, positioning, and reputation across US and Latin American markets.

Education and Experience:

• Bachelor's degree or higher in Marketing, Communications, PR, or a related field. PR agency experience or ABM campaign experience is preferred.
• Significant experience in marketing and communications, with relevant background in branding and integrated multi-discipline marketing program development/execution.
• Ability to develop creative campaign briefs that align with business goals and resonate with local audiences.
• Strong analytical skills, with experience in marketing reporting, data analysis, and ROI measurement.
• Proficiency in marketing automation systems (e.g., HubSpot, Marketo) and digital marketing concepts.
• Ability to manage multiple projects simultaneously in a fast-paced, dynamic environment.
• Technically savvy, with a focus on process improvement; excellent verbal and written communication skills.
• Fluency in English Communication essential, Spanish and/or Portuguese language capability an asset
• Ability to travel occasionally within US and Latin America (as needed).

Technical Skills

• Strong understanding of integrated marketing communications, including branding, PR, digital marketing, and campaign management.
• Proven capability in developing and executing ABM (Account-Based Marketing) strategies, including segmentation, targeting, and personalized campaign design.
• Proficiency in leveraging digital marketing channels, including LinkedIn, social media platforms, and website content management/localization.
• Experience using AI-enabled marketing tools for audience targeting, content personalization, and performance optimization.
• Strong analytical capability, including marketing performance tracking, reporting, and ROI measurement.
• Ability to interpret data insights and translate them into actionable marketing improvements and strategic recommendations.
• Knowledge of marketing automation systems (e.g., HubSpot, Marketo) and CRM integration principles.
• Competence in managing brand governance and ensuring compliance with global brand standards across multiple markets.
• Understanding of creative asset localization and adaptation for regional market relevance.
• Ability to oversee multi-channel campaign execution, including digital, print, and PR.

Soft Skills

• Strong stakeholder management skills, with the ability to collaborate effectively across regional and global teams.
• Excellent written and verbal communication skills, with the ability to influence at all levels of the organization.
• Strong organizational and project management skills, with the ability to manage multiple priorities in a fast-paced environment.
• Commercially aware, with a strong focus on driving business outcomes and measurable impact.
• Proactive and self-driven, with the ability to identify opportunities and take ownership of initiatives.
• Creative thinker with the ability to translate business objectives into compelling marketing campaigns.
• Strong attention to detail, particularly in brand consistency and campaign execution.
• Adaptable and comfortable working in a matrix, international environment.
• Collaborative team player with a customer-centric mindset.
• Willingness to travel occasionally across the US and LATAM region as required.

Why Armstrong Fluid Technology?

By joining us, you'll become part of a global community dedicated to pushing the boundaries of fluid-flow technology while upholding Armstrong's commitment to sustainability. You'll have endless opportunities to learn, grow, and make a significant impact on the world. Together, we'll build tomorrow's solutions today.