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
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 gnresound.com
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