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About the Role

The Regional Marketing Communications Specialist translates US & LATAM annual strategic priorities into integrated marketing communications and execution plans. This role drives those plans through execution, measurement, and continuous improvement, partnering with regional commercial teams, Product Offering teams, and Global Customer Experience leaders to strengthen brand awareness, support business growth, and enhance customer engagement. A key focus is leading Account-Based Marketing (ABM) and digital marketing campaigns leveraging AI-enabled tools and LinkedIn.

Responsibilities

Translate regional business strategies and annual strategic priorities into integrated marketing communications and execution plans.
Own execution of approved plans, coordinating internal and global resources.
Monitor, measure, and optimize marketing program performance through data-driven insights and reporting.
Apply regional market, customer and competitive insights to communication and campaign planning.
Benchmark marketing effectiveness against industry best practices and recommend improvements.
Lead or support cross-functional initiatives that enhance marketing capabilities, processes, and organizational effectiveness.
Define and maintain regional campaign, MQL and lead-management processes.
Establish campaign tracking, dashboards and reporting to measure engagement, lead progression, conversion and ROI.
Manage regional marketing planning calendars, project workflows and execution processes.
Track regional marketing budget and spend against plan.
Drive post-campaign evaluation and continuous improvement.
Coordinate regional marketing administration and execution logistics.
Lead the planning and execution of integrated marketing campaigns across multiple channels and customer segments.
Coordinate with Product Offering, Sales, and Customer Experience teams to deliver impactful promotional programs and launch activities.
Ensure consistent execution, messaging alignment, and effective resource utilization across the region.
Develop and execute targeted ABM campaigns focused on strategic accounts and key decision-makers.
Leverage AI-powered tools for audience segmentation, content personalization, campaign optimization, and performance forecasting.
Manage LinkedIn marketing initiatives, including Sponsored Content, InMail, audience targeting, and lead nurturing campaigns.
Analyze campaign performance and continuously optimize engagement, lead quality, conversion rates, and ROI.
Manage regional trade media activity, including editorial calendars, contributed content, advertising placements, press releases and media opportunities.
Develop and implement regional communication programs that increase awareness of Armstrong’s capabilities, solutions, and market leadership.
Collaborate with internal stakeholders to create compelling customer-facing communications and thought leadership content.
Plan and execute internal and external webinars.
Execute marketing communications activities supporting regional product launch strategies, vertical marketing initiatives, and strategic business announcements.
Plan and execute regional e-mail communications and nurture campaigns.
Manage regional digital marketing activities, including website localization, content updates, and social media engagement.
Ensure local digital assets align with global brand standards while addressing regional market requirements.
Drive online engagement through effective content strategies and digital channel optimization.
Develop, adapt and localize marketing collateral, digital assets, advertising materials and promotional content.
Coordinate translation and localization of regional marketing communications and assets.
Ensure creative executions maintain global brand consistency while resonating with local audiences and cultural nuances.
Act as a regional Brand Champion, ensuring regional marketing communications comply with global brand standards.
Partner with global Brand & Communications on brand governance and specialist communication requirements.
Strengthen brand visibility, positioning, and reputation across US and Latin American markets.

Requirements

Bachelor’s degree or higher in Marketing, Communications, PR, or a related field.
PR agency experience or ABM campaign experience is preferred.
Significant experience in marketing and communications, with relevant background in branding and integrated multi-discipline marketing program development/execution.
Ability to develop creative campaign briefs that align with business goals and resonate with local audiences.
Strong analytical skills, with experience in marketing reporting, data analysis, and ROI measurement.
Proficiency in marketing automation systems (e.g., HubSpot, Marketo) and digital marketing concepts.
Ability to manage multiple projects simultaneously in a fast-paced, dynamic environment.
Technically savvy, with a focus on process improvement.
Excellent verbal and written communication skills.
Fluency in English Communication essential.
Spanish and/or Portuguese language capability an asset.
Ability to travel occasionally within US and Latin America (as needed).

Skills

Integrated marketing communications
Branding
Public Relations (PR)
Digital marketing
Campaign management
Account-Based Marketing (ABM) strategies
Segmentation
Targeting
Personalized campaign design
Digital marketing channels
LinkedIn
Social media platforms
Website content management/localization
AI-enabled marketing tools
Audience targeting
Content personalization
Performance optimization
Marketing performance tracking
Reporting
ROI measurement
Data insights interpretation
Marketing automation systems (e.g., HubSpot, Marketo)
CRM integration principles
Brand governance
Creative asset localization
Multi-channel campaign execution
Stakeholder management
Collaboration across regional and global teams
Influencing at all levels of the organization
Organizational skills
Project management skills
Commercial awareness
Driving business outcomes
Measurable impact
Proactive and self-driven
Creative thinking
Attention to detail
Adaptability
Customer-centric mindset

Location

Toronto, CA

Work Type

Hybrid
Occasional travel

Experience Level

Significant experience in marketing and communications

Education Level

Bachelor’s degree or higher in Marketing, Communications, PR, or a related field

About the Company

Armstrong Fluid Technology is a leader in fluid-flow technology with over 1,400 colleagues globally, eight manufacturing facilities on four continents, and a legacy of excellence.
The company is a community of bright and creative minds driven by a shared mission to engineer the future and safeguard our planet.
Armstrong fosters growth, creativity, and collaboration, offering opportunities to push boundaries, tackle challenges, and develop cutting-edge solutions that promote energy efficiency and reduce environmental impact.
The company is committed to creating a sustainable future and driving innovations that help lower global carbon footprints.