Joe Shoemaker

About Joe Shoemaker

With 25+ years in manufacturing, industrial distribution, and fasteners, I’ve built a track record of driving growth through strategy, execution, and cross-functional leadership.As Vice President of Marketing, North America at AFC Industries, I lead marketing across a rapidly growing portfolio of acquired companies. My work focuses on: Integration: Streamlining marketing across 30+ acquisitions to unify brand voice while preserving local customer relationships. Growth Enablement: Launching go-to-market programs that significantly increased qualified leads and boosted sales adoption of HubSpot and digital tools. Brand Strategy: Leading brand rollouts that consolidate legacy identities into a stronger collective presence. Demand Generation: Designing campaigns that delivered measurable increases in marketing-originated sales in under 12 months.Previously, I held leadership roles in the fastener and manufacturing sectors where I: Launched initiatives driving $20M in incremental revenue. Built demand engines that improved lead quality by 36%. Partnered with sales to deliver 15% growth in mature markets.I’m passionate about aligning sales and marketing, integrating acquisitions, and ensuring that even the smallest details—whether a single fastener or a single campaign—support the biggest outcomes.Key Expertise: Brand Leadership – Created global brand strategies and sub-brands that earned market-leading positions. Product Development – Led ideation-to-commercialization, delivering record-setting new product launches. Demand Generation – Designed and executed lead gen programs, content, and in-funnel campaigns using HubSpot, ZoomInfo, Pardot, and more. M&A Leadership – Directed buy-side target identification and integration; most recent was Rockford Fastener in 2020. Lead Development Strategies – Delivered content marketing, PR, SEM/SEO, and social campaigns to increase awareness and pipeline. Messaging & Communications – Built toolkits, managed budgets, and directed creative across multi-platform campaigns. Channel Development – Executed partner, co-marketing, and local store marketing strategies. Market Intelligence – Conducted competitive analysis, benchmarking, VOC, and customer research to guide strategy.Always open to connecting with peers, leaders, and partners interested in growth, marketing transformation, and distribution excellence.

Experience

1. Vice President Marketing

   AFC Industries

   Jul 2024 — Present · West Chester, OH, US

   At AFC Industries, I lead marketing strategy across a diverse and expanding portfolio of industrial distribution businesses. My role is centered on building scalable marketing programs that support growth, unify brand identity, and enable sales success.Key Contributions so far:• : Unified marketing across 30+ acquisitions, creating a consistent brand voice while respecting local market presence.• : Created and rolled out AFC’s corporate slogan, “Always the First Choice,” establishing a unifying message that reinforces our value proposition across all business units and customer touchpoints.• : Designed and launched lead generation campaigns that delivered significant increases in marketing-sourced revenue within the first year.• : Drove adoption of HubSpot and digital sales tools, improving lead tracking, campaign ROI measurement, and sales engagement.• : Directed initiatives such as the AFC Tooling Group launch, consolidating legacy companies into a stronger collective identity.• : Partnered with sales leadership to implement go-to-market programs that expanded opportunities and shortened sales cycles.• & : Built marketing toolkits, sales collateral, and digital campaigns to strengthen customer engagement and streamline sales alignment: Positioned AFC Industries as a modern, scalable, and customer-focused leader in industrial distribution while laying the foundation for long-term growth across North America.

Education

• Youngstown State University

  BSBA, Marketing

Skills

• Copywriting
• Web Analytics
• Website Development
• Google Analytics
• Strategic Planning
• Google Adwords
• New Business Development
• B2b
• Direct Marketing
• Market Research
• Ppc
• Competitive Analysis
• Online Marketing
• Local Store Marketing
• Product Marketing
• Social Media
• Sem
• Product Development
• Sales
• Email Marketing
• Business Strategy
• Leadership
• Social Media Marketing
• Business Development
• Digital Marketing
• Market Planning
• Strategy
• E-Commerce
• Interactive Marketing
• SEO
• Marketing
• Marketing Communications
• Facebook
• Trade Shows
• Marketing Strategy
• Management
• Team Building
• Product Management