Product Marketing Specialist

Department: Business Unit / Product Marketing

Target Channel: Professional & B2B (Installers, Distributors, Contractors, Specifiers)

Reports To: Head of Product Marketing / BU Lead

Position Overview

The Product Marketing Specialist – Air Conditioning (AC) is responsible for driving product visibility, market penetration, and marketing execution across our professional B2B channels. This role bridges technical product knowledge with strategic communication, managing channel-specific marketing campaigns, localized content creation, customer communication plans, and industry events. You will manage the marketing budget and end-to-end payment workflows to ensure commercial objectives are met efficiently.

Key Responsibilities

1. Budget & Administrative Management

• Manage and monitor the allocated AC Product Marketing budget, ensuring all expenditure aligns with annual strategic plans.
• Own the full payment process: raise purchase orders (POs), review vendor invoices, track approvals, and coordinate with finance for timely settlement.
• Track ROI on promotional activities, events, and media spend, providing monthly updates and forecasts to BU leadership.

2. Content Creation & Digital Assets

• Develop and maintain high-impact marketing collateral for B2B audiences, including technical specification sheets, product brochures, sales enablement decks, and installer guides.
• Own the updating and localization of website product pages, landing pages, and digital tools to ensure accurate, compelling product messaging.
• Collaborate with global/regional product management teams to translate complex technical features into clear value propositions for professional customers.

3. Customer Planning & Integrated Campaigns

• Formulate and execute integrated customer plans covering paid/earned media, targeted communication campaigns, and customer retention strategies.
• Tailor marketing strategies specifically to the professional/B2B channel (distributors, HVAC contractors, specifiers, and installers).
• Plan and deploy trade promotion activities to incentivize distributor sell-in and contractor sell-through.

4. Communications, PR & Social Media

• Oversee BU-specific social media channels and professional networks (e.g., LinkedIn, industry platforms) with localized, audience-relevant content schedules.
• Coordinate PR initiatives, press releases, and editorial opportunities in trade publications to elevate brand presence in the HVAC sector.
• Author and distribute regularly scheduled B2B newsletters to keep key trade partners informed about product launches, technical updates, and promotional offers.

5. Event Management & Field Support

• Lead the planning, execution, and post-event analysis of trade shows, distributor open days, installer training days, and customer roadshows.
• Represent the company on-site at industry events, networking with key stakeholders, supporting product demonstrations, and gathering market insights.

Key Performance Indicators (KPIs)

• Timely launch and accuracy of product web pages and technical promotional assets.
• Channel engagement metrics (newsletter open/click rates, social media engagement, trade event lead generation).
• Successful execution of annual trade promotions and customer marketing plans.

Qualifications & Skills

• Experience: 3⁄5 years of experience in product marketing, channel marketing, or marketing communications, preferably within HVAC, building technology, electrical, or industrial B2B sectors.
• Industry Knowledge: Solid understanding of professional/B2B routes to market (contractors, distributors, installers).
• Digital