Market Segment Manager – Packaging and Paper Converting

Scope & Purpose:

APPLIED Adhesives requires a Market Segment Manager which a rich background in Packaging and Paper Converting industries. This role will take responsibility for developing and executing a broad Strategy (segments, geography, and product lines) combined with a tactical work plan to support the overall Divisional go-to market approach. The primary objectives: Drive Demand for APPLIED Solutions and grow share in chosen sub-segments. This individual must develop an expertise for the market by continuously assessing customers, trends & drivers, competitive landscape, and technologies, through research, analysis, and meaningful immersion.

The role span of responsibilities includes segment specific product development and launch, promoting key value propositions, developing growth tools, and communicating new and updated products. Segment tactical growth execution includes defining ideal target customer profiles, market penetration initiatives, and market acceptance. This individual will support pricing and margins for new products in assigned segments.

The ideal candidate will work closely with Sales, Operations, Finance, and Marketing to determine the critical activities and actions needed to win new business and grow share in critical sub segments and with key accounts. They will build and manage a Business Development/Growth Pipeline platform to generate high quality leads, tracks opportunities, and targets to close. The pipeline is specific to their market segments and helps drive profitable growth for APPLIED Adhesives.

As Market Segment Manager, the individual is responsible for APPLIED Adhesives performance in the strategic segment and sub- segments. The successful candidate’s experience should include a combination of technical expertise, business development, product portfolio management, and marketing skills/knowledge. This individual can identify, assemble, build, and lead strong, cross-functional teams. This requires collaboration with a diverse set of departments across the organization, our product suppliers, and other vendors. They will coordinate closely with various functions – other Market Segment Managers, Regional Sales Directors, Adhesives and Equipment Operations, and Marketing.

The candidate should have a proven track record of prioritizing market growth, building strategies to execute segment growth plans, lead company-wide initiatives to increase employee engagement, attract customers, and generate sales growth. This position will be intensely interesting to an individual who wants to be a part of a transformative and high-performing Marketing team tasked to drive significant market share growth.

This position will report to the Vice President of Marketing at APPLIED.

Key Responsibilities & Deliverables:

  • Develop and execute market segment
  • Defines the market sub-segments, end-use applications, to include core and new product Distills information and recommends roadmap changes, both short and long term.
    • Leads and manages “go to market” product portfolio and segment
    • Leads assessment of new industry channel
    • Play a leadership role in development of new accounts and opportunities in new sub-
  • Partner with Sales Leaders and Key Suppliers to evolve and refine market segmentation and account strategies, build consensus on targeted prospects to ensure delivery of high value/high growth new accounts.
    • Brings a deep understanding and collects insights from customers (buying behaviors, personas, trends, issues, product gaps, etc.), sales and marketplace via market knowledge and business intelligence.
  • Work effectively across the APPLIED organization and partner with the appropriate team members to drive competitive growth in industry segment.
  • Provide leadership and guidance to internal user Present critical trends and analytical insights. Partner with Sales and Customer Service to expand APPLIED positions in Key accounts and assist in closing new accounts.
  • Works with Technical Team on development of products and manages product
  • Develop and execute the product launch strategy in collaboration with Sales and
  • Works closely with Branding & Communications Manager on market strategy, messaging, and related materials (e.g. digital development and deployment).
  • Interface with Customers and Suppliers to develop industry insights which can be translated into growth
  • Partner with the Vice President of Marketing to create scalable practices for prioritizing and coordinating sales and marketing efforts aligned with business and solution growth priorities.
  • Provide M&A options to drive


  • Education – Bachelor’s degree in Chemistry, Business, Marketing or similar field, MBA
  • Experience – Minimum of 6 years in market-focused, segmentation development. Deep ability to understand market trends, financial data, and voice of customer. Strong understanding of the new product development process. End of Line, Labelling, Folding Carton, Laminating, Graphic Art, Printing, and other Packaging and Paper Converting direct experience preferred.
  • Mindset – Strategically minded and able to create a consultative and solution-minded sales A “quick study” and “self-starter” – leads with a true sense of urgency. A forward thinker constantly focused on shaping the organization to meet and anticipate both near and long-term business issues.
  • Strategic Orientation – Proven ability to navigate complex multi-stakeholder opportunities and long sales cycles; experience in selling and negotiating long-term, complex, multimillion-dollar products, services, or solutions.
  • Influential – Ability to influence at all levels of leadership. Experience working in a distributed, matrixed environment, able to influence senior leaders and engage employees that are not in a direct reporting structure.
  • Project Management – Highly organized with strong planning, facilitation, collaboration, and execution Six-Sigma

experience preferred.

  • Interpersonal – Entrepreneurial acumen, ability to communicate at all levels within an organization, build and manage Also, have proven experience & ability to work independently, as well as in a team environment.
  • Communication – Demonstrated excellence in verbal and written communication skills. Strong computer skills, MS Office, Windows O/S, Social Media tools. Comfort and command of Salesforce CRM platform.

Expected Travel: 35-40%

We are an Equal Opportunity/Affirmative Action employer.  All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, national origin, disability, or protected veteran status.


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