Company: Confidential
Industry: Industrial Machinery Manufacturing — Metal Forming and Sheet Metal Processing
Location: Querétaro, Mexico (On-site; limited remote work by exception)
Direct Reports: None — individual contributor role
Travel: Up to 20% domestic and occasional international travel for trade shows.

About the Company

A leading distributor of metal forming and sheet metal processing machinery in Mexico, representing globally recognized brands for the industrial sector. The company serves manufacturers across the Bajío region and nationwide, providing equipment solutions, technical support, and after-sales service to mid-market and enterprise industrial clients.

About the Role

This is a hands-on, individual contributor role with a clear first mandate: transform the company's YouTube channel into the primary content engine for demand generation in the Mexican industrial machinery market. The Growth Marketing Manager will own end-to-end video content strategy — from planning and production to distribution and performance optimization — and use that content as the fuel for campaigns across paid, organic, and nurturing channels.

Beyond YouTube, the role owns the full demand generation funnel — from brand awareness to qualified lead handoff — in a B2B environment where sales cycles are long, deal sizes are significant, and technical credibility matters. The ideal candidate is someone who understands that in industrial B2B, high-quality video content (machine demos, technical walkthroughs, customer testimonials, application showcases) is the highest-leverage asset for building trust and generating qualified leads. This person thrives working autonomously, is comfortable being the sole marketing function, and can translate technical product capabilities into compelling visual and written content for engineers, plant managers, and procurement decision-makers.

Key Responsibilities

1. YouTube Channel Development & Video Content Production (Primary Focus)

• Define and execute the YouTube channel strategy: content pillars, publishing cadence, audience growth targets, and subscriber/view KPIs.

• Plan, script, and oversee production of video content including machine demonstrations, technical walkthroughs, application showcases, customer testimonials, factory tours, and product comparisons.

• Coordinate on-site video shoots at the company's facility, client plants, and trade show floors — managing equipment, scheduling, and vendor/freelancer crews as needed.

• Optimize every video for YouTube search and discovery: keyword research, titles, descriptions, tags, thumbnails, end screens, and playlists.

• Repurpose long-form YouTube content into short-form clips for LinkedIn, Facebook, Instagram Reels, and paid campaign creatives — maximizing content ROI from each production.

• Monitor channel analytics (watch time, CTR, retention curves, subscriber growth) and iterate on formats and topics based on performance data.

• Build a library of high-quality video assets that the sales team can use in prospecting, proposals, and client presentations.

2. Content Strategy & Campaign Creative

• Own the content calendar across all formats — video, blog posts, technical articles, case studies, landing pages, and downloadable resources — with video as the anchor format.

• Ensure all content meets a quality standard that reflects the company's position as a serious, technically credible equipment partner — no generic filler.

• Develop campaign-specific creative packages: video ads, static assets, landing pages, and email content aligned to each campaign objective.

• Implement A/B testing on video thumbnails, ad creatives, landing pages, and CTAs to continuously improve engagement and conversion.

3. Digital Advertising & SEO

• Plan, execute, and optimize Google Ads campaigns (Search, Display, YouTube Ads) aligned with product lines and sales priorities.

• Develop and execute comprehensive SEO strategies: technical SEO, on-page optimization, keyword research, and link building for industrial/B2B terms.

• Manage advertising budgets, track ROI by campaign, and report on cost-per-lead and cost-per-acquisition.

• Evaluate and manage B2B paid channels including LinkedIn Ads and industry-specific platforms.

• Leverage YouTube content as the core asset for video ad campaigns across Google and social platforms.

4. Web Optimization

• Optimize our website for conversion rate, user experience, and search performance.

• Embed video content strategically across product pages, landing pages, and the blog to increase time on site and conversion.

5. CRM & Marketing Automation (HubSpot)

• Set up and optimize marketing automation workflows, email sequences, lead scoring models, and lifecycle stage definitions.

• Build and maintain marketing dashboards for pipeline visibility, campaign performance, and lead attribution.

• Ensure CRM data hygiene, proper segmentation, and alignment between marketing and sales pipelines.

• Integrate video engagement data (views, completion rates) into lead scoring where technically feasible.

6. Social Media & LinkedIn Marketing

• Execute LinkedIn strategies for brand positioning, thought leadership, and lead generation targeting industrial decision-makers — using video content as the primary format.

• Manage company presence on Facebook and YouTube with content tailored to each platform's audience.

• Support the sales team with social selling enablement: video assets, content templates, and best practices.

7. Lead Generation & Nurturing

• Design end-to-end lead generation campaigns with video content as a central conversion asset across paid, organic, and event channels.

• Build nurturing workflows from initial awareness through MQL/SQL handoff, incorporating video touchpoints at key stages.

• Collaborate with the sales team to define and continuously refine lead qualification criteria and SLAs.

8. Trade Show & Event Marketing

• Coordinate the company's participation in industrial trade shows and fairs (e.g., FABTECH México, FABTECH USA, regional expos).

• Capture video content at events (live demos, booth walk-throughs, expert interviews) for post-event campaigns and the YouTube channel.

• Develop pre-event, during-event, and post-event marketing campaigns and collateral.

• Manage lead capture and follow-up flows to maximize event ROI.

9. Branding & Growth Strategy

• Maintain and evolve brand identity, messaging, and visual consistency for the Mexican industrial market.

• Create quarterly and annual growth roadmaps with clear targets and milestones.

• Perform competitor benchmarking — including competitor YouTube channels and video strategies — to identify positioning opportunities.

10. Data Analysis & Reporting

• Track and report on KPIs including YouTube channel metrics, website traffic, lead volume, MQL/SQL conversion rates, CAC, and marketing-sourced pipeline.

• Provide data-driven recommendations to optimize content investment, spend allocation, and campaign mix.

• Stay current on B2B marketing technologies, video marketing trends, and industrial sector developments.

Requirements

Required

• Education: Bachelor's degree in Marketing, Communications, Business Administration, or related field.

• Experience: 3–5 years in growth marketing, demand generation, or digital marketing with a demonstrable track record in B2B lead generation. Must include hands-on experience managing a YouTube channel or video content strategy with measurable growth results. Experience in industrial, manufacturing, or technical sectors is strongly preferred.

• Certifications: Google Ads certification and HubSpot Marketing Software certification (current and valid).

• Technical Skills: Proficiency in video production workflow (scripting, shoot coordination, editing oversight), YouTube Studio analytics, Google Marketing Platform (Google Ads, GA4, Search Console), HubSpot (Marketing Hub), SEO tools (SEMrush, Ahrefs, or equivalent), and working knowledge of WordPress and basic HTML/CSS. Familiarity with video editing tools (Adobe Premiere, Final Cut, DaVinci Resolve, or CapCut) is expected — the role oversees production quality, whether editing personally or directing vendors.

• Languages: Native Spanish. Professional working proficiency in English (written and spoken) — required for vendor communication, international events, and technical documentation.

• Work Style: Autonomous, self-directed, and comfortable operating as a one-person marketing function. Analytical mindset with the ability to prioritize across multiple workstreams.

Preferred

• Google Analytics (GA4) certification.

• HubSpot Inbound Marketing certification.

• Experience marketing capital goods, industrial equipment, or high-value B2B products with long sales cycles.

• Familiarity with industrial trade shows (FABTECH or similar).

• Personal portfolio or channel demonstrating B2B or technical video content produced or directed.

• Experience with YouTube Ads campaign management and optimization.

• Exposure to account-based marketing (ABM) strategies.