Develop and work within the annual marketing budget to direct the company’s marketing organization, including the supervision of the Marketing Administrator and graphic design functions.
Develop a comprehensive and aligned strategic marketing plan. The annual marketing plan will include regional and national sales territory support; communications, sales lead generation,branding, print advertising, conventions, catalog, promotional literature, Internet presence, field merchandising programs, product launch packages and dealer training materials.
Implement strategic plan with project managers/stakeholders and communicate to internal staff and sales team pertinent company, product and sales information.
Develop effective tools, including sales and product training materials,catalogs, press releases, newsletters/communications, individual authorized dealer initiatives/co-op guidelines to develop and strengthen distribution channel partner sales efforts and loyalty. Ensure and monitor that product positioning and pricing is competitive, complete, clean and timely with dealer partners’ communications and marketing activities.
Ensure optimized and on-track execution of marketing campaigns. Develop and supervise corporate trade show plan. Develop marketing campaigns and manage information in databases to achieve results while meeting corporate goals of qualified lead generation initiatives. Manage information in marketing databases to achieve high level of results as campaigns are rolled out. Analyze revenue and marketing data to create and evaluate the effectiveness of marketing campaigns.
Work with and support the Product Development and Sales teams with the development and execution of promotions, media plans, campaigns, product launch strategies, trade shows, advertising, merchandising, packaging as well as photography and copywriting.
Supervise the company’s branding and advertising partners and relationships with multiple vendors including agencies, freelancers, printers, and fulfillment organizations to support marketing communications plans. Negotiate media contracts; create, plan and place advertising.
Develop and Execute Public Relations Strategy including press releases and manage external PR agency relationships. Maintain database within company CRM solution of all associations, agencies, publications and editorial organizations for distribution and tracking.
Manage company online web strategy including SEO, keyword and social media. Supervise the Product Development and Marketing Assistant.
Attend and represent the company at various trade and industry conventions throughout the year.
Create and present justification for new products including SWOT analysis and supporting documentation to the Executive PD committee for approval.
Manage the development of new product milestones and progress through pre-production process through company’s project management system to ensure that projects meet deliverable expectations.
Nurture standing test panel(s) of end users and distributors while managing the ongoing test panel programs as required. Attend various trade and industry events to effectively gather market input for product development and merchandising concepts. Evaluate panel results and make product portfolio recommendations based upon those results.
Adhere to and advocate the corporate standards and policies, brand standards and consistent “look and feel” for all marketing communications.
Develop a strategic decision-making and decision-making process related to Marketing functions.
Identify areas for marketing improvement to generate demand and increase brand awareness.
Carry out other activities and responsibilities as directed.