The Senior Marketing Specialist, US at Xpanner is a high-impact professional responsible for driving business growth by identifying optimized lead generation channels and establishing independent brand messaging for the US market. Working as a "strategic doer," you will translate US customer pain points into effective messaging and high-quality marketing assets, bridging the gap between field insights and creative execution. From demand generation and PR to on-site event operations and content production, you will take full ownership of the marketing lifecycle to fuel Xpanner’s expansion in strategic target markets.
Reporting Line: Head of Marketing (Global)
Location: United States
Core Responsibilities:
Demand Generation & Lead Management (Growth First)
- Lead Gen Channel Development: Independently identify and develop optimal lead generation channels tailored to Xpanner’s products and the US market; execute campaigns to actively generate MQLs.
- Full Funnel Ownership: Take complete ownership of the entire lead funnel (from initial attraction to conversion), continuously optimizing the process to improve lead quality and volume.
- Digital Campaign Optimization: Directly adjust and optimize AEO/SEO and paid advertising strategies to ensure they resonate effectively with the US target audience.
Public Relations (PR)
- Media Relations Execution: Manage US tech and industry media lists; directly handle press release drafting, distribution, and interview coordination to secure consistent brand exposure.
- Influencer Partnership & Co-production: Identify industry experts and tech influencers to build partnerships and lead the hands-on production of collaborative marketing content in the field.
- Thought Leadership Support: Execute operational tasks for expert interviews, guest articles, and placements to build brand authority within the ConTech and Robotics sectors.
Event & Conference Operations
- Trade Show Hands-on Execution: Lead the end-to-end execution of major industry trade shows, including booth setup, on-site logistics, lead capture, and post-event nurturing.
- Conference Participation & Management: Draft speaking proposals for current tech conferences and finalize detailed on-site operational plans and logistics for all sessions.
- Proprietary Event Planning & Management: Develop long-term roadmaps for Xpanner-hosted events (e.g., seminars, demo days) and lead the full cycle from initial concept to on-site handling.
Content & Brand Communication
- Newsletter & Email Marketing: Directly plan, draft, and distribute regular newsletters and targeted email campaigns for B2B lead nurturing.
- Social Media Management: Develop content roadmaps for social channels (e.g., LinkedIn) and directly manage regular postings and audience engagement with a consistent brand voice.
- Video Content Production: Directly plan, film, and edit various video contents, including product demos, customer testimonials, and field highlights to enhance brand visibility.
Marketing Collateral Planning & Production
- Field-Driven Asset Planning: Actively gather customer feedback and pain points from US Sales and Field teams to plan the draft and structure of essential sales materials.
- In-house Design Collaboration: Collaborate closely with In-house designers to lead the production process for high-quality sales kits, brochures, and datasheets, ensuring professional final output.
- Market-fit Messaging: Independently develop and implement the most effective marketing messaging for the US market across all collateral, rather than simply localizing existing global messaging.
Essential Skills & Requirements (Must-Haves)
- Experience: Minimum 5 years of B2B marketing experience, with a proven track record of directly generating MQLs and managing lead funnels.
- Hands-on Ownership: A strong "doer" mindset with the ability to solve operational issues independently and create market-fit messaging from scratch.
- Field Communication: Exceptional ability to align with Sales and Field teams, translating real-world customer insights into actionable marketing assets and growth results.
- Execution Excellence: Proven capacity to manage the full cycle of marketing projects—from planning to final execution—under global strategic direction.
Good to Have ✨
- AI Productivity: Proficiency in using Generative AI tools (ChatGPT, Claude, Video AI, etc.) to optimize marketing workflows and increase content production efficiency.
- MarTech & Tools: Hands-on experience with WordPress for content updates and familiarity with CRM and Customer Intent Data Tools.
- Language Skills: Proficiency in Korean is highly preferred for seamless collaboration with global headquarters.
- Professional Copywriting: Ability to craft compelling, professional B2B copy specifically tailored to the US market.
