Marketing Director (Ashland)

Job Summary/Objective:

The Director of Marketing for the RBI Corporation family of brands, encompassing RBI Corporation, All Gear, Shelter Tree Care Products, and Equipko will lead and manage all communications and marketing activities. This role involves overseeing a dedicated team at RBI focused on executing all external branding, promotion, and sales support efforts across these companies, all website content and functionality, any ecommerce work the company is involved in and well as product brand management. The Director of Marketing is responsible for driving continuous improvement in marketing strategies, ensuring cohesive and effective brand messaging, and teaching stakeholders how to optimize the performance of marketing initiatives. This position requires an energetic strategic thinker with strong leadership skills, a deep understanding of market dynamics, and a commitment to fostering a culture of innovation and excellence in all marketing endeavors and someone who wants to be the wholesale owner of every facet of the marketing system for a company.

Web Development and Lead Generation

• Management of RBI in technology initiatives related to moving RBI continuously towards the latest in web functionality on behalf of its customers in terms of
• Website customer experience leadership, changing the graphics and function of RBI sites.
• Team lead on digital brand positioning for all RBI brands (Social, Google, Amazon, Ebay, etc.)
• Support of Business Development Teams in qualified lead generation.

External Communications

• Coordination of external communications to partners, customers, and the industry
• Event support within the at-height, arborist, outdoor power and rigging industries
• Oversight of website, email, print and social copy and visual elements

Brand Marketing

• Support for Business Development Teams within each of the individual companies, including promotional support, pricing strategies, brand apparel, customer support programs
• Alignment and prioritization of Marketing goals across the RBI brands (weekly, quarterly, annual)
• Creation of forward-facing print and digital assets representing the RBI brands
• Launch a brand from scratch. Create all the materials and messaging related to this brand’s success.

Manufacturer Representation

• Leadership in manufacturer selection, prioritization, and representation
• Leadership in determining stock versus non-stock SKU’s
• Education related to onboarding of manufacturers (to both customers, staff, and partners)
• Participate in manufacturer brand stewardship and representation within industry and to partners
• Oversight of manufacturer data projects related to sales, promotion, and web usage

Essential Job Functions/Duties:

• Be a champion for the brand and business. Translate the brand, apply the brand in all parts of the business
• Persuasive and influential, with the capability to relate to customers and convert customers into advocates
• Bring ideas and energy to your responsibilities
• Be a partner, collaborator, and instigator
• Develop and evaluate concepts, campaigns and points of view rooted in insights and opportunity
• Write and communicate briefs for use by internal teams and external partners that distill customer insights, business objectives, and success criteria into actionable creative development
• Collaborate with cross-functional and internal teams to think holistically and proactively specific to strategy and execution around demand creation
• Develop a forecast and budget for all marketing deliverables
• Collaborates, participates in, and coordinates promotional activities or trade shows
• Negotiates contracts for services needed to execute a marketing strategy
• Performs other duties as assigned

Other Duties:

Please note this job description is not designed to cover or contain a comprehensive listing of activities, duties or responsibilities that are required of the employee for this job. Duties, responsibilities, and activities may change at any time with or without notice.

Competencies needed to do the job:

• An entrepreneur mindset: creative and innovative
• Someone who thrives in an unrestrictive work environment.
• Strong leadership, coaching, development experience for marketing staff
• Ability to create, implement, and monitor budgets
• Embrace public presentations & speaking
• Thorough understanding of principles and methods used to promote, display, and sell products
• Critical thinking and problem-solving skills
• Proficient organization and planning skills
• Confidence to make decisions independently
• Excellent leadership, verbal, written, interpersonal, presentation, project management, organization, time management, and collaborative skills to work effectively with teams throughout organization
• Disciplined, thorough, and timely

Work Environment:

Office work environment is typical.

Physical Demands of the job on the employee:

While performing the duties of this job, the employee is regularly required to talk & hear. The employee is frequently required to stand, walk, use their hands, handle or feel, and reach with hands and arms.

Expected Work Hours:

Monday through Friday, from 8:00a – 5:00p

Travel or driving:

Occasional travel to attend events, shows, meeting vendors and customers. Day trips to RBI owned sites. Estimated at 25% of time

Required Education and Experience to do the job:

• Bachelor’s degree in marketing, advertising, or related field preferred
• 10+ years of hands-on experience in the marketing industry, some of which needs to be in a product related field such as a consumer product group.
• 5+ years of experience in a management role, demonstrated ability to lead others
• 5+ of experience with hands on analytics including expert-level spreadsheet development and data manipulation
• Experience in brand management or advertising
• Digital marketing credentials, demonstrated ability in digital resource management and ecommerce
• Knowledge in Google Ads and Google Suite
• Strong understanding of PPC, SEO, and Google Analytics

Work Authorization Required:

Employee must be legally authorized to work in the USA, without the need for sponsorship

EEO Statement:

RBI Corporation provides equal employment opportunities to all employees and applicants for employment and prohibits discrimination and harassment of any type without regard to race, color, religion, age, sex, national origin, disability status, genetics, protected veteran status, sexual orientation, gender identity or expression, or any other characteristic protected by federal, state or local laws. This policy applies to all terms and conditions of employment, including recruiting, hiring, placement, promotion, termination, layoff, recall, transfer, leaves of absence, compensation, and training.