Strategic Marketing Manager

Roles and responsibilities

Marketing, Communications and Public Relations

• Responsible for creating, implementing and measuring the success of: a comprehensive marketing, communications and public relations program that will enhance the brand’s image and position within the marketplace and the general public, and facilitate internal and external communications. All divisional marketing, communications and public relations activities and materials including publications, media relations, client acquisition and so forth.
• Ensure articulation of the brands desired image and position, assure consistent communication of image and position throughout the Retail Division and assure communication of image and position to all constituencies, both internal and external.
• Responsible for editorial direction, design, production and distribution of all brand publications . Coordinate media interest in the Retail Division and ensure regular contact with target media and appropriate response to media requests. Act as the brand representative with the media.
• Develop, coordinate and oversee programs, technical assistance and resource materials to assist chapters in the marketing, communications and positioning of their activities.
• Provide counsel to chapters on marketing, communications and public relations and ensure regularly conducts relevant market research and coordinate and oversee this activity.
• Monitor trends and leads projects as assigned, such as cause-related marketing and special events.
  

Planning and Budgeting

• Responsible for the achievement of marketing, communications, public relations, mission, goals and financial objectives. Ensure that evaluation systems are in place related to these goals and objectives and report progress to the General Manager and Leadership Team.
• Develop short and long-term plans and budgets for the marketing, communications, public relations programme and its activities, monitor progress, assure adherence and evaluate performance. Develop, implement and monitor systems and procedures necessary to the smooth operation of the marketing, communications, public relations function.
• Keep informed of developments in the fields of marketing, communications and public relations, not-for-profit management and governance and use this information to help brands operate with initiative and innovation.
  

Organisational Strategy and Brand Management

• Work with senior staff, other staff and volunteers to: develop and maintain a strategic perspective based on marketplace and constituent needs and satisfaction in organizational direction, programme, services, decision making and to ensure the overall health and vitality of the Retail Division.
• Develop and coordinate means to seek regular input from the brands key constituencies regarding the quality of programmes and services and the Retail Division relevance.
• Help formulate and administer policies to ensure the integrity of the Retail Division. Act as an internal consultant to bring attention and solutions to institutional priorities.

Desired candidate profile

1. Strategy Development

• Marketing Plans: Develop comprehensive marketing strategies that align with company objectives, target audience, and market conditions.
• Campaign Development: Create multi-channel marketing campaigns to support product launches, brand awareness, lead generation, and customer retention.
• Brand Positioning: Define and communicate the brand’s positioning and unique value proposition to ensure consistency across all marketing materials and channels.

2. Market Research and Analysis

• Market Research: Conduct market research to understand customer needs, market trends, and competitor activities. This may include surveys, focus groups, and competitive analysis.
• Audience Segmentation: Segment target audiences by demographic, geographic, psychographic, and behavioral data to tailor marketing messages and campaigns effectively.
• Data-Driven Insights: Analyze customer behavior, campaign performance, and market conditions using tools like Google Analytics, CRM systems, and A/B testing. Use insights to optimize strategies and improve results.

3. Content Creation and Management

• Content Strategy: Develop a content strategy that includes blog posts, social media, email campaigns, videos, and other forms of content that resonate with the target audience.
• Creative Direction: Oversee the creation of marketing materials such as ads, brochures, email templates, videos, and social media posts, ensuring they reflect the brand’s voice and message.
• Copywriting and Editing: Ensure content is compelling, clear, and consistent with the brand’s tone and objectives. This may involve writing or editing copy for digital, print, and social media channels.

4. Digital Marketing

• Social Media Management: Manage social media platforms (e.g., Facebook, Instagram, LinkedIn, Twitter) to engage with followers, build brand awareness, and drive traffic to websites or landing pages.
• SEO and SEM: Implement strategies to improve organic search rankings (SEO) and manage paid advertising campaigns (e.g., Google Ads, social media ads) to increase visibility and generate leads.
• Email Marketing: Develop and manage email marketing campaigns, including segmentation, automation, and performance analysis to drive engagement and conversions.
• Website Management: Oversee the company website’s content and user experience, ensuring it is up-to-date, optimized for SEO, and aligned with marketing goals.

5. Campaign Execution and Management

• Campaign Management: Plan, execute, and monitor marketing campaigns across various channels, ensuring they are delivered on time, within budget, and meet KPIs.
• Budget Management: Allocate marketing budgets effectively, track spending, and ensure cost efficiency in campaign execution.
• Performance Tracking: Use analytics tools (Google Analytics, HubSpot, etc.) to track the success of campaigns, adjusting strategies based on performance data to meet key objectives.