Marketing Manager
GN ReSound - Bloomington, MN

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The purpose of the Marketing Manager is to develop and execute programs that acquire new customers to support ReSound in achieving revenue and growth targets. The Marketing Manager translates company product marketing and growth plans into marketing communications strategies that build strong awareness and brand preference in the customer base.

The Marketing Manager uses the following critical experience, knowledge and skills to develop and drive the execution of core market-building programs:

Experience building an integrated awareness and brand building strategy and developing and executing direct marketing and database marketing lead generation programs to support product launches and to increase share

Brand stewardship, branding best practices, how to integrate company brand with the product brand hierarchy, how to drive Brand consistency and standards.

Solid knowledge of the role of emerging digital mediums in effectively executing digital strategies for differentiation

Understanding of best practices/best uses of each communication medium, industry benchmarks including basics of good graphic design and knowledge of print processes to provide art direction to designers Ability to evaluate and report on the effectiveness of each tool in the marketing communications portfolio based on its target purpose and use in the field

Solid knowledge of the customer’s buying process and the ability to develop marketing communications programs and tools that ensure customers/prospects will have the information/experience they need to progress through the funnel.

Copywriting abilities to ensure content of online/offline ads is persuasive and appropriate

Understand the selling process (and the buying process) in order to develop key sales tools

Ability to manage projects and overall spend to Budget, report inconsistencies and disconnects and offer solutions for reprioritization

Key Responsibilities

Build and execute integrated awareness, brand building and direct marketing and database marketing lead generation programs to support product launches and to increase industry awareness to achieve target growth goals

Work with agencies to develop creative concepts, write copy, manage and coordinate the execution of multiple marketing communications customer awareness and lead generation campaigns.

Develop and execute web marketing campaign strategies for lead generation and awareness building including the use third party websites, email, and other digital marketing tools

Develop “campaigns,” contests and programs that will increase Fans and followers in ReSound’s Facebook and Twitter programs

Implement and manage marketing automation tools, develop automated marketing campaigns through the content management system in order to support campaigns

Work with content management system to develop online campaigns based on, best practices with “permission-based” marketing methods, develop campaign tools (landing pages and lead gen/inquiry intake forms) to support campaigns

Manage online content to align with user journeys, ability to reorganize content and develop new content to support changing needs of market.

Manage SEO/SEM program to ensure optimal ranking

Identify and report on critical success measures and develop and implement actions to improve as needed.

Work with designers and coordinator to ensure key files to be sent to all industry online/offline publications on time and in budget

Collaborate with product management to identify key sales and customer tools as needed to support product launches or refine selling/marketing strategies.

Ensure all marketing communications materials consistently reflect corporate and product brand standards and deliver core key messages

Manage external vendors including design firms, public relations firms, photographers and printers, telemarketing agencies etc. coordinating the delivery of all content and approvals as needed

Budget tracking and reporting for marketing communications tactics as requested

Participate in developing and executing the Public Relations strategy by supporting the Public Relations firm in identifying suitable public relations and social media content and subject matter experts.

Responsible to ensure marketing fulfillment process is optimized – provide work direction to marketing fulfillment department, including training and communication regarding new materials, provide work direction to Marketing Fulfillment Coordinator

Direct the content for

Work with the marketing coordinator to mange customer events (fly-ins/road shows) – to ensure proper coordination of marketing deliverables, including print materials, electronic communications, marketing staff support, event activities.

Data Management Responsibilities

Supervise team to execute needed data gathering and reporting to support direct marketing initiatives, identify key gaps where increased data or information would provide critical insights to improve sales and marketing campaigns

Ability to understand and interpret data and research in the form of excel spreadsheets, industry/market research and internal studies in order to build effective campaigns that addresses key business and growth challenges

Ability to effectively supervise and coach direct reports


Bachelor's degree in business, communication, marketing or related field

Minimum of 5 years in marketing with a demonstrated history of increasing responsibility

Ability to work independently and take initiative, anticipating and resolving problems

Proven ability to manage multiple priorities and projects

Copywriting skills; ability to write persuasive copy that drives prospect action

Relationship building; ability to collaborate outside of the department to enlist the cooperation of other organizational stakeholders

Strong decision-making skills and a willingness to adapt with changing proirities

Experience developing or managing database marketing and/or direct marketing campaigns

Experience developing and executing lead generation campaigns with measurable results

Process-orientation when developing and executing marketing campaigns

Strong experience with PC programs including Microsoft Word, Excel, Powerpoint and Outlook

Knowledge of customer relationship management (CRM) and sales channels is preferred

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