Hach | Hach Latam Marketing Director

The Senior LATAM Marketing Manager is responsible for building and optimizing performance marketing initiatives with a focus on driving customer brand awareness and revenue growth. This role encompasses strategy development, execution, and optimization across various channels, including paid advertising, organic search, CRM and email marketing, social media, and analytics. As a key leader in the regional team, reporting directly to the Latam General Manager, the Senior LATAM Marketing Manager will lead a team dedicated to analyzing real-time results, enabling rapid optimization of marketing efforts, product offerings, and pricing strategies to accelerate growth. Additionally, this role is responsible for managing Events, Product Management, and e-commerce.

This role demands a data-driven approach in an entrepreneurial and fast-paced environment, balancing both strategic thinking and tactical execution with a strong emphasis on A/B testing, learning, and continuous improvement.

Acting as a liaison between product management, sales, global marketing, and the market, the Senior LATAM Marketing Manager is also responsible for developing go-to-market strategies, messaging, and positioning, along with customer acquisition and retention strategies that support Hach LATAM’s customer-facing teams by helping craft compelling narratives that resonate with prospects and customers. The position involves enhancing brand credibility, showcasing the reliability of our products and services, and highlighting our successes in the market.

Key responsibilities:

• Gain a deep understanding of Hach LATAM’s customers to reach, engage, attract, and retain them.
• Develop and optimize a data-driven, multi-channel performance marketing strategy that achieves customer growth and financial objectives.
• Drive demand and pipeline generation as a collaborative and strategic partner in the development of product and solution sales plays, content creation, and other sales enablement materials.
• Work with global marketing and strategy teams to develop and adapt the GTM strategy for the region, messaging, and positioning for each new product launch.
• Develop sales enablement materials that empower campaign and demand generation teams with assets to drive growth, leveraging global content and communications that are relevant and translated for the LATAM market.
• As a product manager, you will be responsible with your team for adapting the global product strategy and vision to meet the specific needs of each local market in Latin America. This includes coordinating with local teams to ensure the product's success in each country, taking into account cultural nuances, local regulations, and competitive landscapes, while closely collaborating with product managers based in each market.
• Drive Ecommerce and Leads growth in LATAM.
• Leverage the global marketing strategy to create an effective regional solution and services content strategy, events and calendar, and impactful growth programs to generate customer acquisition, funnel conversion, engagement, while increasing customer lifetime value.
• Monitor pricing strategy for the region, maximizing volume and gross margin.
• Drive new ideas to cultivate new and existing customers through innovative and compelling marketing tactics and channels, turning those ideas into breakthrough creative campaigns that make sense for our business.
• Oversee all LATAM performance marketing channel plan development, campaign execution, and optimization, including paid advertising, marketing automation and content management, outbound marketing (email/SMS/push), website, and conversion rate testing and optimization.
• Partner with the global marketing team to leverage campaign assets, optimize, and oversee paid advertising campaigns to achieve customer acquisition goals that include paid search, paid social, display/programmatic, affiliate, and emerging opportunities working with internal/external agency partners.
• Identify emerging opportunities to drive customer acquisition and increase lifetime value.
• Develop A/B and multivariate testing plans, including conversion rate optimization to deliver against business objectives and ROI targets.
• Review, analyze, and communicate program performance, identifying trends and opportunities while developing best practices to increase efficiency and effectiveness of campaign results.
• Establish and refine a regional multi-touch attribution model to accurately forecast channel/sales pipeline contribution, revenue, and spend with support from Finance.
• Track and manage resource investments, with a focus on optimizing return on investment.

Education and Background

• Bachelor's Degree in Marketing, Business, Communications or related field required, Master’s preferred.
• 7+ years of experience in a people leadership role, with proven results in high growth market penetration through integrated marketing and communication efforts.
• Experience with e-commerce and Product management.
• Experience developing successful programs across a variety of marketing channels and campaigns, including paid advertising, email marketing, social media marketing, website curation, and other marketing programs.
• Demonstrated history of driving growth by ideating, planning, and executing through all marketing opportunities to drive business results.
• Passion for generating new and creative marketing ideas and turning those into impactful programs.
• Experience leading a variety of marketing teams and professionals including Digital Experience, Marketing Operations, and Performance Marketing.
• Deep understanding of MarTech and AdTech solutions, with the ability to dive into channel analytics to problem solve, maximize performance, and change direction when warranted.
• Ability to navigate between the big picture and small details, understanding the overall strategy and identifying the details required to execute.
• Proven track record of successful leadership, ability to create followership, and history of developing high performing teams in a fast-paced environment with tight deadlines.
• Lead and engage in brand studies, VOC interviews, and other customer insight generation activities to support Hach’s annual strategic planning process.
• Develop and align communication strategy and brand positioning with business strategy to ensure effective, impactful, and consistent promotional communications to the market.
• Proven ability to manage complex budgets.

Skill Requirements

• Must be able to travel up to 30% of the time; both domestic and international travel is required.
• Fluent in English and Spanish.
• Influence: can quickly establish credibility, trust, and support with all levels of the organization including peers, direct reports, and senior management.
• Insights: ability to perform detailed analysis, connect insights, articulate a vision, develop a strategic plan, and execute at a tactical level.
• Collaboration: manage relationships, deliverables, expectations and leverage expertise across Hach and Veralto.
• Ownership: approach work with a strong sense of accountability, commitment, and urgency.
• Growth Mindset: creatively develop paths forward to growth where others get stuck, commit to continuous improvement at personal and organizational levels.
• Continuous Improvement (VES): confidence and self-motivation to proactively identify root cause of issues, propose solutions and fill leadership gaps.

At Veralto, we value diversity and the existence of similarities and differences, both visible and not, found in our workforce, workplace, and throughout the markets we serve. Our associates, customers, and shareholders contribute unique and different perspectives as a result of these diverse attributes.
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