We are currently working with Liugong looking for a Product Marketing Specialist to work in the UK and Europe.
The business is a $4.2B USD global manufacturer of construction and material handling products and services that deliver durable lifecycle solutions at a low total cost of ownership. The group consists of 12 companies, employing over 17,000 people in 12 major offices and 20 manufacturing facilities globally. They are in the the top 15 of global construction equipment manufacturing companies.
The position is hybrid, combining fieldwork, travel, and cross company collaboration with bases across the UK, Europe, and China. The Product Marketing Specialist plays a key supporting role in ensuring LiuGong’s product story reaches the right audience with relevance, impact, and clarity. This role is not just about features and benefits—it’s about uncovering real user value, creating emotional connections with customers, and crafting compelling messages that position China’s role as a global technology and infrastructure leader. This is a hands-on, field-aware position designed for someone who understands that product marketing starts with the operator and ends with brand trust. The ideal candidate will support product launch execution, content development, competitive analysis, and dealer enablement.
Role: Marketing Product Specialist
Salary: up to £70,000 per annum + benefits
Location: UK & Europe (travel is included in this position)
Responsibilities for the Product Marketing Specialist
* Support preparation and rollout of new products with structured launch materials, including brochures, pricing, technical specs, sales training decks, and customer-facing presentations.
* Maintain a calendar and status tracker for all upcoming product introductions.
* Monitor the status of each new product’s readiness and provide internal monthly reports on launch progress, aligning market preparedness with sales enablement.
* Collaborate closely with Product Managers and functional leads to identify bottlenecks or risks, and escalate blockers to the Product Director for resolution.
Customer-Centric Messaging & Brand Storytelling
* Help develop value-led messaging for each product that goes beyond technical data—focusing on real-world applications, customer goals, and emotional drivers.
* Support the shift from traditional feature-benefit narratives to customer storytelling that creates emotional resonance and positions machines as business partners, not commodities.
* Craft communication materials that respect Chinese heritage while confidently showing that modern China is a global pioneer in construction innovation, infrastructure scale, and technical advancement.
* Contribute to the creation of voice-of-customer case studies, testimonials, and brand narratives.
Market Research & Competitive Intelligence
* Gather and consolidate market intelligence on competitor analysis, application insights, product features, dealer programs, and trends.
* Assist in producing application-specific value propositions based on competitive gaps and customer input.
* Conduct or support customer and dealer interviews to understand perception gaps and brand sentiment.
Sales Enablement & Field Support
* Provide sales and dealer teams with sales kits, visual explainers, spec summaries, and value positioning tools.
* Assist with dealer trainings, promotional materials, and machine walk-arounds.
* Support quotation builds with commercial team and ensure positioning reflects real application value.
* Participate in field visits to capture application-specific insight and customer feedback for future development.
Content Creation & Event Support
* Work with marketing to create content across channels: brochures, short videos, media releases, dealer kits, and digital experiences.
* Support shows and events, assisting with machine messaging, signage, demo scripting, and booth storytelling.
* Use AI tools to accelerate copywriting, repurpose content across platforms, develop content ideas, test messaging tone, and visualise concepts faster.
* Help automate repetitive workflows (e.g., document formatting, translation, image processing) to increase team speed and consistency.
Qualifications
* 3+ years of experience in product marketing, technical marketing, or product support in the construction, agricultural, industrial or automotive sector.
* Clear written and visual communicator with strong emotional intelligence and field empathy.
* Skilled in PowerPoint, Excel, and digital tools (e.g. ChatGPT, Adobe, Canva, social platforms).
* Strong commercial sense and customer-focused attitude.
* Confident to travel and represent the company across Europe (occasionally North America or China).
Preferred Skills
* Experience with electric machines, smart systems, or lifecycle service marketing.
* Additional languages (e.g., German, French, Spanish) a strong plus.