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Marketing Specialist, Americas

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Date: Sep 15, 2021

Location: Charlotte, NC, US, 28216

Company: Corning

Requisition Number: 49141


Corning is one of the world’s leading innovators in materials science. For more than 160 years, Corning has applied its unparalleled expertise in specialty glass, ceramics, and optical physics to develop products that have created new industries and transformed people’s lives.

Corning succeeds through sustained investment in R&D, a unique combination of material and process innovation, and close collaboration with customers to solve tough technology challenges.

Our Optical Communications segment has recently evolved from being a manufacturer of optical fiber and cable, hardware and equipment to being a comprehensive provider of industry-leading optical solutions across the broader communications industry.This segment is classified into two main product groupings – carrier network and enterprise network. The carrier network product group consists primarily of products and solutions for optical-based communications infrastructure for services such as video, data and voice communications. The enterprise network product group consists primarily of optical-based communication networks sold to businesses, governments and individuals for their own use.


Purpose of Position:

The Americas Marketing Specialist is part of the OCO Marketing organization and is responsible for supporting the development and execution of the marketing plans for the key segments across the region. A segment is defined as a group of customers, verticals or an application across all key customer groups.


This person is responsible for collaborating with the broader team to drive awareness, preference, demand and revenue growth in the market.

This position partners with internal and external stakeholders such as Product Line Manager, Market Development, Sales, other Marketing groups within the OCO Marketing organization and our agencies and partners to define and execute metrics-driven marketing activities.

Key Responsibilities:

•    Deliver Business Growth 

     o    Support development and execution of the Integrated Marketing Plans (IMPs) that will continue/develop a strategic commercial relationship with key customers/accounts, with an Account Based Marketing (ABM) approach across the segments for purposes of retention and growth, demand generation (upsell, cross-sell) and customer advocacy.
     o    Develop strategic campaigns for the execution of customer facing events and digital lead generation efforts.
     o    Drive conversion of leads into opportuniti

     o    Collaborate with Sales, Market Development and Product Line Management to uncover potential opportunities.
     o    Coordinate growth initiatives to establish brand awareness/preference/loyalty and drive incremental revenue growth.
     o    Understand how to create value in addition to the supply of products; provide coordination and leadership to the organization as we craft offerings.
     o    Project Manage execution of all marketing campaigns and content creation for the segment, on time and on-budget.

•    Serve as the Segment Marketing Expert
     o    Understand the market segment and associated applications and solutions
     o    Develop segment expertise through engagement with market peers
     o    Demonstrate leadership to lead projects to conclusion; become a subject matter expert for the market inside the organization and for the broader industry; display a high degree of proficiency with a variety of analytics and dashboard systems, continually tracking and reporting on client engagement.
     o    Understand specialized media channels environment and support communication strategy for the segment.
     o    Engage with sales teams to ensure they understand and have the tools to effectively present value.  Work to make them successful with any value propositions in delivering revenue.
     o    Lead all aspects of the product launch / commercialization process – support  marketing strategy creation and lead execution (in collaboration with the Product Line Managers and Market Development Groups).
     o    Develop and execute digital campaigns to support lead generation, account based marketing campaigns and product commercialization(Social Media, email marketing  automation , web landing page creation).

•    Provide Marketing Thought Leadership

     o    Define value propositions and associated audience appropriate messaging for focus markets and apply them into the campaign communication assets.
     o    Develop relevant, technical and business driven content to market audience driving customer into the buying journey cycle.

Travel Required: 30% in a year


Key Competencies:

Required Competencies (Education, Knowledge, Skills, Experience, Soft Skills) (Musts)

•    Bachelor's degree in a marketing or business related area (or a technical degree with appropriate business experience)
•    Minimum 5 yrs. experience in a marketing role
•    Fluent English language is required
      o    Spanish and Portuguese languages are a plus
•    Digital experience
     o    Social Media management
     o    Email campaigns
     o    Web (Page creation and updates)
     o    SEO (desirable)
•    Demonstrated technical aptitude (ability to learn about products and solutions). Desired knowledge in overall segment and network architecture environment.
•    Establish Direction and Create Commitment
     o    Creates segment MKT strategies in alignment with company priorities.
     o    Involves others to gain commitment to his plan.
     o    Communicates business direction in a way that inspires employee commitment
•    Conflict Management
      o    Reads situations quickly
      o    Steps up to conflicts, seeing them as opportunities
      o    Can work through tough agreements and settle disputes equitably
      o    Can find common ground and get cooperation with minimum noise
      o    Demonstrated ability to act independently and operate under minimal supervision
      o    Flexibility to operate across various geographical or structural market segments
Demonstrated creativity in new and different ways to fully leverage the capabilities of Corning, Inc.
      o    The ideal candidate is a passionate, creative, energetic leader who loves marketing, is technical driven and has proven experience creating game-changing strategies and content.


Desired Competencies (Education, Knowledge, Skills, Experience, Soft Skills)

•    MBA or equivalent demonstrated experience (i.e., extensive experience in business)
•    Experience in Marketing and Telecommunications or related Industry


We prohibit discrimination on the basis of race, color, gender, age, religion, national origin, sexual orientation, gender identity or expression, disability, veteran status or any other legally protected status.


We will ensure that individuals with disabilities are provided reasonable accommodation to participate in the job application or interview process, to perform essential job functions, and to receive other benefits and privileges of employment. Please contact us to request accommodation.

Nearest Major Market: Charlotte