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Waters Americas Demand Generation Specialist in Milford, Massachusetts

Waters, the world's leading specialty measurement company that cares about inclusion and diversity is seeking for a Digital Marketing Specialist to support the very successful growth of our businesses across the Americas. Waters deliver benefits through innovation and people that enable customer success in the life, materials and food sciences. People create the Waters difference. By engaging with our talented and diverse workforce we continuously evolve, develop and improve our products. We believe in delivering innovative technology and system solutions to our valued customers to enable their success.

As a member of the Americas Demand Generation Team, you will be in charge of creating and executing market or product segment specific Demand Generation (DG) Plans for the region with particular focus on full digital channels mix.

You will guide the journey of our customers (potential and existing) using B2B marketing channels mix to drive brand awareness and marketing qualified leads (MQLs) generation and partner with field marketing plus sales to improve conversion to achieve designated segment(s) sales target (AOP).

This role is hybrid and does not have sponsorship.

Key Responsibilities:

  • Drive brand awareness and marketing qualified leads (MQLs) generation for various market segments using full marketing communication channel mix.

  • Own creation and execution of specific segment Demand Generation (DG) Plan for Americas region with particular focus on digital channels ensuring alignment with global Business Segments direction.

  • In partnership with Business Segments, Americas field marketing and regional sales teams - select target audience, develop compelling value propositions, grow database of your segment(s), guide the journey of our customers (potential and existing) using creative content plus channels mix and improve conversion rate across the sales funnel to achieve your segment(s) sales objective (AOP).

  • Educate our customer base about our solutions and strengthen their perception of our brand.

  • Act as a regional subject matter expert for paid digital channels such as Pay Per Click (PPC), Paid Social and 2nd and 3rd party data source marketing (publications).

  • Support marketing initiatives and business development activites in North America in accordance with Waters corporate brand guidelines.

Key Actions/Major Duties

  • Collaborate with and guide the development of the Americas DG plan using agreed campaign framework.

  • Execute the agreed upon Americas DG plan while ensuring alignment with the Business segments and regional teams

  • Design digital plus hybrid events for demand generation based on ROI clarity ensuring fair coverage across segments plus countries in collaboration with regional field marketing and sales teams.

  • Deliver best in class digital plus hybrid event management and e-mail marketing.

  • Craft compelling value propositions in conjunction with subject matter experts (SMEs).

  • Project manage high value content (webinars, video, white paper, ROI calculators, etc) creation in partnership with Subject Matter Experts.

  • Launch and optimize PPC & Paid Social in multiple languages (English, Spanish & Portuguese) across Americas with help from agency and global DG, regional DG, field marketing plus sales teams.

  • Contribute to on-the-page Search Engine Optimization (SEO).

  • Leverage use of social media (paid & owned/organic) and 3rd party sources including but not limited to trade publishers to grow target audience database for your segments across the region.

  • Drive the quality of CRM database in conjunction with regional DG, sales and field marketing teams.

  • Make sure customer enquiries are uploaded in CRM within specified service level agreement (SLA) using OpenPrice.

  • Analyze and report out executed campaigns activity performance against KPIs to ensure ROI.

  • Participate in global/regional/local special projects as requested.

  • Execute customer communications in print, digital, and social media in collaboration with local geographies and field marketing team.

  • Manage marketing event/meeting logistics including registration administration, supply procurement and distribution, venue coordination etc.


  • Must be a graduate (preferably in Business/Marketing)

  • +3 years in scientific or technical area with or without an additional (Digital) Marketing degree

  • Minimum 3 years of experience in a B2B marketing ideally in application focused scientific/engineering/technology driven matrix organization

  • Ideally familiar with Adobe Experience Cloud, Marketo, SalesForce and have HTML notions

  • Curiosity to learn about our business and products

  • Ability to work in matrix organization

  • Value proposition development

  • Customer and result (ROI) focus

  • Familiarity with scientific/engineering/technology terminologies and copy writing for digital campaigns

  • Project management

  • Negotiation and external partners management

  • Oral and written communication in English – fluency in Spanish and/or Portuguese a plus

Desirable competencies

  • Organized and structured approach combined with persuasion and influencing skills

  • Creativity and innovation

  • Self-motivated

  • Strong organization skills and keen attention to detail

  • Ability to think creatively, have excellent judgment

Waters Corporation (NYSE: WAT), the world's leading specialty measurement company, has pioneered chromatography, mass spectrometry and thermal analysis innovations serving the life, materials, and food sciences for more than 60 years. With more than 7,000 employees worldwide, Waters operates directly in 35 countries, including 15 manufacturing facilities, with products available in more than 100 countries. Our team focuses on creating business advantages for laboratory-dependent organizations to enable significant advancement in healthcare delivery, environmental management, food safety, and water quality.

Working at Waters enables our employees to unlock the potential of their careers. Our global team is driven by purpose. We strive to be better, learn and improve every day in everything we do. We’re the problem solvers and innovators that aren’t afraid to take risks to transform the world of human health and well-being. We’re all in it together delivering benefit as one to provide the insights needed today in order to solve the challenges of tomorrow.

Diversity and inclusion are fundamental to our core values at Waters Corporation. It is our responsibility to actively implement programs and practices to drive inclusive behavior and increase diversity across the organization. We are united by diversity and thrive on it for the benefit of our employees, our products, our customers and our community. Waters is proud to be an equal opportunity workplace and is an affirmative action employer. We are committed to equal employment opportunity regardless of race, color, religion, sex, national origin, sexual orientation, age, marital status, disability, gender identity or protected Veteran status.

demand generation, marketing, MQL, digital, ppc

Company Name: Waters Division

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