North Canton, Ohio · Marketing Leadership

Marketing leadership: brand, demand and everything in between

For nearly two decades, I've helped companies from industrial manufacturing to global technology bring products to market, strengthen their brands and drive business growth, translating technical products into clear, compelling stories that customers understand and sales teams can confidently sell.

18+Years in marketing & sales
8+Years leading B-TEK marketing
10Years at Diebold Nixdorf
MBAIntegrated marketing comms
Blake Calloway on the manufacturing floor at B-TEK Scales
Blake Calloway · N. Canton, OH
Profile

About

I'm a marketing leader focused on helping industrial manufacturers build stronger brands, launch products and grow market share. My work centers on product marketing, brand strategy and go-to-market execution.

At B-TEK Scales, I lead the company's marketing strategy end to end, from product marketing and brand management to demand generation, dealer marketing and trade shows. Working closely with engineering, sales and executive leadership, I develop integrated marketing programs that support product launches, strengthen distributor relationships and drive measurable business growth.

Before joining B-TEK, I spent ten years at Diebold Nixdorf leading integrated marketing initiatives across North America. My experience included product marketing, sales enablement, partner marketing, thought leadership and multi-channel campaigns that aligned marketing strategy with business objectives and supported both direct and channel sales organizations.

Great marketing creates clarity. Whether introducing a new product, refreshing a brand or developing a long-term marketing strategy, my goal is to simplify complex ideas, build customer confidence and deliver results that make a lasting impact.

I believe the best marketing builds confidence. It gives customers a reason to choose, gives sales teams a story they can tell and gives companies a brand they're proud to stand behind.
Core Strengths

Product Marketing

Positioning products, developing messaging and leading successful product launches from concept to market.

Go-to-Market Strategy

Building coordinated launch plans that align engineering, sales, dealers and marketing.

Brand Strategy

Creating consistent brand experiences that build trust, recognition and long-term value.

Marketing Leadership

Leading marketing strategy while coordinating cross-functional teams and external agency partners.

Channel & Dealer Marketing

Developing programs that strengthen distributor relationships and support dealer success.

Demand Generation

Planning integrated campaigns that increase awareness, generate leads and support revenue growth.

Digital Marketing

Managing websites, SEO, email marketing, social media and digital campaigns.

Sales Enablement

Equipping sales teams with messaging, content and tools that improve customer conversations.

Trade Show & Event Marketing

Planning events that strengthen brand visibility, generate qualified leads and support product launches.

Marketing Communications

Turning technical information into clear, compelling messaging across every customer touchpoint.

Agency & Vendor Management

Managing creative partners, developers, agencies and specialized vendors to execute marketing initiatives efficiently.

Marketing Analytics

Using performance data and customer insights to refine strategy and improve marketing effectiveness.

Capabilities

What I Do

Brand & Positioning

Building brand systems for technical products: positioning, messaging and identity that hold up from the spec sheet to the sales call.

Brand strategy · Messaging · Go-to-market

Digital Growth

Integrated demand generation across web, search and social, with AI woven into campaign development, SEO and analytics to move faster.

Demand gen · SEO · Web leads 4x since 2022

Channel & Partner Marketing

Programs that make partners successful: dealer enablement, incentive and MDF programs, national tradeshows and e-commerce operations.

Dealer enablement · Events · Sales alignment

Full-Spectrum Coverage

Those are the specialties, but my experience runs the full width of the discipline, from strategy to events to digital to field to lead gen. Wherever marketing touches the business, I've owned it.

  • Marketing Strategy
  • Brand Marketing
  • Product Marketing
  • Digital Marketing
  • Content Marketing
  • Event & Tradeshow Marketing
  • Field Marketing
  • Channel & Partner Marketing
  • Lead Generation
  • Demand Generation
  • Email Marketing
  • Social Media Marketing
  • SEO & SEM
  • Sales Enablement
  • Marketing Operations
  • Marketing Analytics
Career Record

Experience

B-TEK Scales, LLC

May 2018 - Present · Canton, Ohio
2018
PresentMarketing Manager

Marketing Manager

Lead a cross-functional team driving brand growth, product marketing and digital transformation for an industrial weighing manufacturer, integrating AI into campaign development, data analysis and creative execution.

Measured Results · 2022 - Present
4xWeb-generated leads since 2022
2xWebsite traffic growth
45%+Avg dealer email open rate
2.7xLinkedIn audience since 2022
  • Lead and mentor a team supporting marketing, product management, sales operations and training
  • Develop long-term strategic marketing plans that reinforce market position and brand presence
  • Employ AI tools for campaign optimization, SEO performance, predictive analytics and content production
  • Partner with internal sales and a nationwide distributor network to align marketing with revenue goals
  • Own marketing budgets, ROI tracking and performance-based spend allocation
  • Direct product positioning, pricing and launch coordination for new products
  • Plan national tradeshows and run dealer incentive, MDF and e-commerce portal programs

Diebold Nixdorf

2007 - 2018 · 10 Years · Ohio
2014
2018North Canton, OH

Marketing Manager

Led integrated B2B marketing programs for the financial and retail technology sectors, spanning campaign strategy, partner communications, digital enablement and large-scale events.

  • Directed multi-platform lead generation and thought leadership campaigns aligned to global objectives
  • Built sales enablement tools including demo videos, digital demo platforms and pricing guides
  • Created a dedicated marketing channel for reseller partners with real-time program updates
  • Planned and hosted national training events and industry conferences
2013
2014Uniontown, OH

Senior Client Representative

Served as the key link between corporate operations and a national dealer network within Channel Sales, improving sales efficiency and partner performance.

  • Designed streamlined sales processes and tools that improved dealer network efficiency
  • Led training initiatives that strengthened partner product knowledge and sales execution
  • Recognized as a Salesforce.com Top Influencer for driving best-practice adoption
2011
2013Canton, OH

Associate Marketing Manager

Supported the global electronic and barrier security portfolios through product positioning, collateral development and launch execution.

  • Coordinated product launches and withdrawals across global markets
  • Directed global white papers and delivered executive-level webinars
  • Produced print and digital collateral from concept through distribution
2009
2011Uniontown, OH

Senior Sales Representative

  • Managed a dedicated portfolio of customer accounts with high retention and repeat business
  • Consistently exceeded order entry quotas through strategic account management
  • Earned Certified Advisory Representative, Group 1 Equipment
2007
2009Uniontown, OH

Inside Sales Support Representative

  • Supported sales reps with quoting, order tracking and lead follow-up
  • Trained and mentored new support representatives
  • Assisted outbound call campaigns, direct mail and promotional outreach

HH Gregg Electronics

2003 - 2007 · Canton, Ohio

Sales Representative. Worked full time while attending school full time straight through my associate's and bachelor's degrees and was selected by management to mentor new salespeople.

Credentials

Education

2015

Master of Business Administration

Integrated Marketing Communications

Walsh University

2007

Bachelor's Degree

Business Administration/Marketing

The University of Akron

2005

Associate's Degree

Marketing Management

Stark State College of Technology

After Hours

Off the Clock

Dad of Three

Family man, permanently outnumbered. Raising three kids is a daily masterclass in logistics, negotiation and crisis communications. It's the best leadership training I've ever had.

Kids: 3 · Sleep: variable

Golfer, Allegedly

I play regularly, which is another way of saying golf keeps me humble. It's the one performance metric I've never managed to optimize, but I keep showing up with a strategy anyway.

Handicap: classified

Serial Process Improver

I can't look at a process without wanting to make it better: a product launch, a tradeshow load-in or the school lunch assembly line. There's always room for efficiency and I will find it.

Status: always iterating
Contact

Get in Touch

If you're building a brand in industrial manufacturing or need a marketing leader who can connect strategy to the sales floor, I'd like to hear about it. Send a note and I'll get back to you.

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