Director of Brand Marketing
Posted by Black Diamond Retail, Inc. on 10/05/2020
Job Basics
Industry Sector: Outdoor
Job Categories: Outdoor Education
Company Type: HardGoods/Equipment
State: UT
City: Salt Lake City
Country: United States
Required Experience: 5 - 7 years
Job Type: Full Time
Salary: $!00,000 plus
Required to Relocate: Yes
Required to Travel:
Employee May Telecommute: No
Job Seeker Must Live Within:
Job Description & Requirements
Salary is $!00,000 plus
Black Diamond Equipment is in search of a seasoned Marketing leader to join our team and lead key Brand Marketing initiatives. Brand Marketing is a driver of the business, and the Director of Brand is the leader of all Brand Marketing initiatives. This experienced marketer leads a team responsible for campaign management, insights procurement, strategy development, equity management, retail activation and consumer engagement.
This leadership role is responsible for crafting an annual Business Plan, Bi-annual go to market strategies and leveraging consumer and business insights, enabling the organization to realize both business objectives and marketing objectives. Furthermore he/she is responsible to prepare and execute campaigns and measure and report on their effectiveness.
The position serves as the voice of the consumer establishing an in-depth understanding of the Black Diamond consumer and identifying new consumers to help drive both market penetration and market share. The Director of Brand is a key strategic partner for the Category Directors & Sales Leadership, Region Marketing Managers, Ecommerce Team, Key Account Teams and Vice President of Marketing.
Essential Functions:
#BRAND LEADERSHIP & TALENT DEVELOPMENT
- Coach, lead and inspire a high performing Brand Marketing team.
- Lead critical thinking and strategic recommendations, including campaign, equity, and activation development.
- Lead key cross-functional relationships across the organization.
- Provide team with the right critical experiences to meet both professional and personal development goals.
- Manage the procedure, implementation, tracking and measurement of marketing campaigns.
- Brief and oversee the work of internal and external agencies, such as designers, animators and printers, who will deliver much of the campaign activity.
- Deliver regular reports of campaign results, including web analysis and evaluation of KPIs.
- Maintain regular measurement of the ROI of campaigns.
- Ensure accuracy of marketing materials and provide formal sign off if necessary.
- Collect and use data to inform new campaigns and the evaluation of existing campaigns.
- Drive the retail marketing strategy and have a holistic approach to retail marketing from in-store communication, visual merchandising, and store design.
- Partner with the sales organization to build programs & sales tools to meet customer needs in an effort to drive sales at the point of purchase.
- Lead the organization for all new national product and package launches.
- Collaborate with the Sports and Content Teams to define assets available for in-store and Etail activation.
- Build increased collaboration between marketing, sales, and eCommerce to find new innovative ways to expand the consumer base.
- Lead customer marketing to turn brand programs into volume driving in-store/online activations.
#ADVERTISING STRATEGY AND AGENCY MANAGEMENT
- Build an understanding of the national relevant media market and emerging media.
- Drive innovation and efficiency in national buys.
- Collaborate and align with National Brand Marketing teams on advertising strategy and plan.
- Foster development of new advertising strategies based on consumer and market insights.
- Collaborate with Ecommerce and Communication department on SEM, SEO and digital integration of media plans.
- Lead and develop team expertise of the priority consumer and deliver Brand Marketing tactics that drive affinity for the Black Diamond brand.
- Unlock insights and translate them into a growth strategy for Black Diamond.
- Analyze consumer/business/audience insights and business results in order to deliver key recommendations for business planning and regional / local marketing strategy.
- Keep abreast of current trends in marketing.
- Lead all Brand input in the Business Planning process - act as a major contributor to business planning for the business unit across sales & marketing.
- Assume responsibility for resource planning and budget management in all aspects of brand marketing.
Education:
- Required: Bachelor's degree in Marketing, Communications or Business.
- Preferred: MBA
Work Experience:
- Required: 5-7+ years Marketing experience in sports industry or comparable industry. 4+ years managing a high performing team. Leadership experience with data driven marketing. Strong consumer empathy & customer-centricity with a demonstrated ability to place the consumer at the heart of everything. Agency management experience required.
- Preferred: Experience in retail marketing / durable goods marketing.
Skills and general experience:
- Exceptional communication skills, including written, verbal, and presentations. Strong analytical capabilities with an emphasis on reading and interpreting data. Precise attention to detail and project timeline management. Sound strategic thinking capabilities and the ability to anticipate trends and turn insights into action. Strong planning, prioritization, and project management competencies. Ability to work in and cultivate a team environment. Creative thinker and innovator. Ability to deliver on deadlines. Live and represent Black Diamond.
Language Requirements:
- Fluent in English, additional language skills an advantage.
Black Diamond is and Equal Opportunity Employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex including sexual orientation and gender identity, national origin, disability, protected Veteran Status, or any other characteristic protected by applicable federal, state, or local law.
If you are a qualified individual with a disability or a disabled veteran, you have the right to request an accommodation if you are unable or limited in your ability to use or access our career center as a result of your disability. To request an accommodation, contact a Black Diamond Equipment HR representative.
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