Director of Marketing

JOB TITLE: Director of Marketing

DEPARTMENT: Marketing

SUPERVISED BY: Chief Executive Officer

POSITION SUMMARY

The Director of Marketing. is responsible for planning and end-to-end execution of marketing, advertising and promotional campaigns.

This position develops advertising strategy and plans over oversee its execution, including paid social and search campaigns, setting and monitoring advertising budgets, and campaign performance across search and social platforms (i.e. Meta, Google, YouTube, Amazon and LinkedIn) with the primary goal to achieve sales, leads and engagement goals, maximize return on ad spend (ROAS), and align ad operations with broader business objectives.

This position will be the lead Administrator for Google and Meta ads, HubSpot and Amazon Vendor Central.

This is an onsite position. There is no option for remote or hybrid work. This is not an entry level position.

PRIMARY DUTIES & RESPONSIBILITES INCLUDE:

• Plans, designs, implement and project manages marketing campaign strategy
• Responsible for implementation of a high-performing marketing strategy to improve business performance across on and offline channels
• Works closely with sales, publishing, program and business development to set strategy, design and implement proactive, goal driven marketing campaigns.
• Develops engaging marketing campaigns that are relevant and relatable to the target audience to love and choose our programs, products and services first.
• Develops, monitors and adjusts as needed annual and on-going marketing campaigns,
• Collaborates with CEO and CFO to establish a marketing campaign budget. Manages and distributes funds across channels like digital, social, print, and paid ads
• Ensures that marketing campaigns have a unique identity and that they are developed with the intention to achieve or exceed the campaign goals.
• Research target demographics and market trends to shape messaging.
• Ensures every campaign touchpoint matches the core brand identity
• Chooses the right platforms (SEO, email, events, PR) for the product and target market.
• Provides direction for a departmental culture that is nimble and flexible (growth mindset) so as to quickly adapt and improve strategies and activities based upon quality data and feedback.
• Leads the production of high-quality catalogues and other print and digital sales materials. Responsible for the collaboration needed to ensure the editorial and design direction for all Marketing materials are accurate, consistent and internally vetted prior to release
• Oversees the curation and management of marketing assets.
• Responsible for and oversees regular marketing research and measuring the success of a campaign with an emphasis on analysis, insight, and recommended action.
• Conducts ongoing evaluation of the effectiveness of campaigns and sets expectations improvement changes based upon data analysis and feedback.
• Ensures that marketing plans and activities are understood as an investment and each plan has a clearly identified expected return on the investment
• Regularly reports on campaigns results with ROI insights.

Marketing Asset Management (MAM)

• Designs and oversees a system and process to store, organize, approve, distribute, track, optimize and share marketing and promotional content and files (i.e. logos, photos, videos, and templates) through an asset’s entire lifecycle.
• Ensures all users knows how the MAM system works and use it to keep brand styles correct and do not use old or wrong files.
• Defines metadata schemes, file naming rules, and folder and file structures and naming convention.
• Enforces brand guidelines and quality controls across all media.
• Oversees user permissions, security controls, and platform access tiers.
• Developing and leading a multidisciplinary team to achieve strategic goals and deliver a measurable result
• Creating best practices and using insights to develop and implement marketing plans across the business
• Responsible for ensuring all print and digital marketing materials are branded appropriately and free of grammatical errors, easy to read and process, well-designed and presented with integrity and consistency.

Guides the Use of AI in marketing

• Understands and teach others to us AI to automate bidding, target high-intent audiences, and scale creative asset generation.
• Skilled in tools like Google Ads Performance Max and in automating social platforms real-time adjust budgets and combining ad components to optimize return on ad spend.
• Understands how to leverage Google Ads and Meta Ads Manager to manage automated pacing and return on ad spend (ROAS).
• Know how AI uses first-party data and lookalike modeling to identify high-intent buyer personas and can successfully apply that knowledge for audience segmentation.
• Familiarity with native features of Google Performance Max and Meta Advantage+ and knows the limits and strengths of automated campaign setups.
• Aligns AI-generated ad promises with relevant website page experience.

Website

• Works closely with CEO and website administrator to direct the design, launch, and ongoing updates of the corporate website.
• Oversees excellent implementation of all website content and navigation.
• Works closely with website administrator, finance and other organizational leaders to plan, build, and optimize Google paid search campaigns to drive website traffic, generate leads, and maximize return on ad spend.
• Ensures websites SEO is maximized, the webpages are elegantly designed, easy to navigate, sensibly organized on the established taxonomy and that the established taxonomy is improved is frequently updated and inspiring.
• Collaborates with CFO and CEO on the development and e-commerce functions of CRS's websites and on content development and design.
• Oversees media relations, has a regular press release schedule, and provides tools for customers to complete their own press release.
• Ensures that CRS uses communication tools that are well suited to our current and future audience.

Team Leadership

• Guide, support and motivate a high performing team to reach shared goals.
• Make sure projects and tasks stay on track while helping individuals grow.
• Define clear, achievable outcomes or results.
• Provide regular, helpful feedback, train team members and build up weak skills.
• Motivate the group and keep morale; resolve team conflicts fairly and quickly.
• Oversees cross-functional teams as appropriate to carry out marketing activities.
• Collaborates with publishing and programs on asset creation and for print and digital product development, social media assets including photography and videography.

Other Duties

• Administers Amazon Vendor Central and relations with all resellers with a focus on driving profitable sales growth, managing advertising budgets, optimizing the digital shelf (A+ Content), and negotiating term, such as Co-Op fees and margin, with Amazon Vendor Managers.
• Plan, develop, implement and monitor marketing department’s annual budget.
• Represents CRS positively and professionally in interactions with clients, vendors and the community at large.
• Assist the CEO with preparation of materials and reports as required.
• Other duties as assigned by supervisor.

KNOWLEDGE, SKILLS & ABILITIES REQUIRED:

• This is not an entry level position, at least 3 years of progressive experience that logically drives to CMO position.
• Master's degree in marketing, communication, education or similar field required.
• Three years of active, hand-on experience managing pay-per-click (PPC) campaigns, and strong data analysis skills.
• Able to accurately interpret click-through rates (CTR), conversion rates, and performance trends to make smart adjustments.
• Proficient knowledge of HubSpot, preferred; familiarity with Salesforce, Word Press and Woo-Commerce a plus. Must be able to quickly learn, master and guide others in the CRM platforms used in marketing.
• Has a mix of technical platform knowledge and copywriting ability.
• Comfortable communication with multiple levels with professionals.
• Able to lead and grow a team of high-performing marketing talent.
• Experienced in communicating with multiple educational professional audiences, preferred
• Able to operate on both a tactical and a strategic level, overseeing a highly effective teams while also collaborating with colleagues and follow social media and AI marketing trends.
• High accountability for performance; goal oriented, flexible, and creative under pressure.
• Strong leadership skills and the ability to hire, train, and motivate team members.
• Regular, reliable and prompt attendance.
• Keeps informed of developments in the fields of communications, marketing, advertising and education.
• Disposition is consistently professional, cooperative and collegial as evidenced by workplace maturity, composure, perspective, transparency, reliability, integrity and trustworthiness.
• Caring for and commitment to the mission, vision and direction of CRS.

SUPERVISES:

• Marketing Team

PHYSICAL REQUIREMENTS:

• Ability to use a computer or telephones for up to 8 hours per day, with breaks and lunch.
• Ability to travel by airplane and automobile, on occasion to frequent, depending on projects
• Ability to lift 30 pounds.

This job description is only a summary of the typical functions of this position, not an exhaustive or comprehensive list of all possible job responsibilities, tasks and duties. Responsibilities, tasks, and duties of individual jobholders may vary from the above description. Other duties, as assigned by the jobholder’s supervisor, may also be required.