Marketing Specialist

GENERAL PURPOSE 

The Regional Marketing Specialist, LATAM is a key member of the Marketing LATAM team, collaborating with cross-functional stakeholders to support Hygiena’s strategic initiatives: driving sales revenue, maximizing margins, and reinforcing our mission to be the #1 food safety diagnostics company in the world.

This role requires a strong understanding of the food safety and quality market, customer needs, and the customer journey. The ideal candidate can apply the right tactics at each stage to accelerate lead generation, conversion, while tracking progress through well-defined KPIs. Is expected to influence campaign strategy, identify new tactical opportunities.

Responsible for the execution and strategic oversight of LATAM marketing strategies, managing end-to-end campaigns, and developing impactful, product and segment-targeted content across multiple channels, aligned with Global Marketing Team. This includes digital marketing, websites, webinars, paid media, magazine advertising, trade shows, conferences, road shows and more. Campaigns are expected to drive leads, accelerate the sales pipeline, and contribute to measurable revenue growth. In this role, the specialist demonstrates thought leadership, owns campaign performance outcomes, and proactively recommends improvements to strengthen the Hygiena market position.

Success in this role requires both independence and collaboration. The specialist must engage with global and regional marketing team members, business stakeholders to share and present plans, performance data, and results regularly. This position partners closely with global and other regional teams to ensure alignment and consistent execution. An entrepreneurial mindset, strong business acumen, and t

RESPONSIBILITIES 

Description of Essential Job Functions 

Utilizes knowledge of the food safety market in to conceptualize and develop marketing omnichannel campaigns that connect with potential customers at each point throughout the customer journey, as well as leads nurture processes to drive accelerated sales. Provide strategic input into campaign planning and continuously refine approaches based on performance trends and market intelligence.

Plan: 

• Collaborate with key stakeholders to plan, develop, execute and measure end-to-end integrated marketing efforts that drive quantifiable marketing KPIs that allow us to take full advantage of the company’s broad marketing platforms and toolsets.  
• Harness customer database to optimize content delivery across the customer journey, driving engagement from awareness to retention. Lead the creation of briefs, set measurable objectives, and ensure tactical execution aligns with broader business goals. 
• Acquire a robust database of contacts with supporting profile information to fuel a commercial sales funnel. Lead nurturing efforts to support this database of new contacts. 

• Conduct research on competitors, customers, and industry trends to inform campaign development. Analyze products and market segments to create campaign briefs that include competitor positioning, audience personas, unique selling propositions (USPs), brand positioning, and messaging architecture. Translate insights into a tactical marketing plan with channel strategies and media spend allocation. Present findings to leadership with recommendations that shape go-to-market plans. 

Execute:  

• Build, execute and optimize digital marketing campaigns by leveraging Google Analytics, CRM data, marketing automation tools, paid search and social platforms, organic traffic sources and other channels that drive differentiated performance and attributable revenue.  
• Execute and optimize media campaigns across relevant channels to maximize ROAS, managing vendors and implementing testing strategies to drive performance improvements. 
• Leverage marketing automation platforms to design and execute lead nurture programs, applying best practices to move leads and opportunities through the funnel and optimize conversion. Advance automation sophistication by identifying segmentation opportunities, developing personalized workflows, and introducing new nurture strategies. 
• Iterate and enhance a robust customer segmentation model that helps to educate new buyers, drive decision making for engaged users, and drive repeat business from current customers 
• Collaborate with the team to create high-quality, engaging content assets tailored to each stage of the customer journey, ensuring consistency with brand standards and alignment with campaign objectives. Provide input and guide content strategy, ensuring assets are optimized for maximum impact across channels and regions.  
• Write copy for website, landing pages, emails, paid ads, etc. Construct emails and landing pages based on approved templates and collaborate with technical writers and designers for other campaign elements. Align messages, artwork and downloads with the relevant buyer stage. 
• Execute SEO and GPT-powered (AI) search optimization strategies to enhance content visibility, attract high-intent traffic and generate qualified leads, leveraging AI-driven insights where appropriate to continuously refine tactics and maximize conversion. 
• Be able to work cross functionally regionally and globally as well as understanding the VOC in the region. 

Measure:  

• Test and refine marketing collateral including key messages, value props, and visual concepts by executing ongoing A/B and multivariant tests to drive data-based refinement to marketing communications 

Trade Shows & Events: 

• Plan and execute impactful regional events that drive business objectives, enhance brand awareness, and support lead generation efforts.  

• Key responsibilities include:  

• Developing comprehensive event briefings in collaboration with stakeholders. 
• Creating and managing event strategies and detailed planning.  
• Designing engaging content and event agendas. 
• Leading all aspects of event promotion and attendee registration.  
• Overseeing onsite or live event execution, ensuring seamless delivery.  
• Managing post-event follow-up activities and performance analysis. 
• Collaborating cross-functionally with regional and global teams to ensure alignment with the voice of the customer (VOC) in each market. 
• Managing event budgets, timelines, and vendor relationships.  
• Keeping detailed records and analytics of all event activities to measure and enhance performance.

KNOWLEDGE  

• Bachelor’s Degree in Marketing or a related field, or equivalent education and work experience, required and a minimum of 5 years of experience in B2B digital marketing. 
• Master’s Degree in Marketing or a related field, or equivalent education and work experience, required and a minimum of 3 years of experience in B2B marketing. 
• 4+ years of web analytics experience using Adobe Analytics or Google Analytics. 
• Strong knowledge of SEO (on-page, off page, link building) and GPT-powered (AI) search optimization. 
• Strong knowledge of CRM systems (Microsoft Dynamics, Customer Insights, Salesforce, etc.). 
• Strong knowledge of Marketing automation platforms (Customer Insights Journey, Salesforce, Adobe). 
• Intermediate knowledge of Microsoft Office (Outlook, Word, Excel, PowerPoint) and Adobe Acrobat required. 
• Intermediate knowledge of CMS (WordPress, Joomla, Drupal, etc.) and HTML. 
• Intermediate knowledge of display networks. 
• Intermediate knowledge of content distribution networks (Vimeo, YouTube, etc.). 
• Intermediate Knowledge of social media networks. 
• Intermediate knowledge of customer journey, personas and overall lead nurture processes. 
• Intermediate knowledge of remarketing and conversion tracking (tracking/conversion pixels). 
• Strong knowledge of Google Ads and LinkedIn Ads (other platforms helpful). 
• Intermediate knowledge of marketing automation (list management, email, landing page, forms, etc.). 
• Prior work experience in related microbiology and/or life science industry a plus. 

Skills/Abilities  

• Comfortable with interacting and working with all levels of customers, both internal and external; good interpersonal skills, team motivation and outgoing personality 
• Excellent adaptability in a fast-paced environment with flexibility and willingness to take on new tasks and projects 
• Ability to speak and write clearly and accurately 
• Attention to detail and accuracy
• Effective listening skills
• Multi-tasking capabilities
• Must have in-depth analytical and problem-solving skills. 
• Must be able to use discretion and independent judgement. 
• Strong interpersonal, project management, and communication skills 
• Strong analytical skills and data-driven thinking 
• Effective campaign/outreach reporting skills
• Must be able to acknowledge the sense of urgency and adapt to organizational changes 
• Bilingual (Spanish and English)