Director of Marketing - Milwaukee, United States - Outpost Natural Foods

Description

As Director of Marketing, you'll play a pivotal role in shaping our brand's journey and driving our continued success.


TITLE:
Director of Marketing


DEPARTMENT:
Marketing


JOB SUMMARY:
To cultivate and foster Outpost's brand presence in all store locations and the community.

Lead, develop and motivate a team of marketing and creative professionals handling a range of responsibilities including retail sales and analytics, market research, product lifecycle management, traditional and digital advertising, social media and other functions that will contribute to brand awareness driving sales growth.

To assist in the development, design and implementation of new department features, store locations and business opportunities


Direct reports:
Purchasing & Category Manager, Multimedia Editor, Marketing & Merchandising Manager, and Graphic Design Manager.


WORK ENVIRONMENT:
Business office environment with moderate noise including but not limited to computers, printers, paging, telephones, and human voices.

This position will require in-office presence 3 to 4 days per week and requires occasional travel within metro Milwaukee area.

ESSENTIAL DUTIES AND RESPONSIBILITES :

• Customer Service

Treat people fairly, consistently, and with respect.
Ensure efficient, informative, and friendly service according to established customer service vision and standards.

Provide an inclusive and supportive work environment for our staff, customers and vendors through your Leadership Commitment and DEI Employee Commitment.

• Marketing Department Primary Responsibilities

Leadership

Participate as a member of the Central Planning and Resource (CPR) team.
Model supportive and participatory leadership qualities, promote team building and motivate staff to achieve their stated objectives.
Treat staff and managers with consistency and fairness, in a style appropriate to a cooperative work environment.
Ensure that communications are clear, direct, and respectful.
Ensure the integrity of Outpost's stated values in decision-making and interactions with others.
Use the interest-based problem-solving method to resolve issues with staff.
Ensure professional and friendly service from Marketing staff.
Act as a model to all employees following Outpost policies and procedures.
Brand Image

Maintain Outpost's brand to meet the organizational vision and values.

Maintain guidelines and ensure Outpost's brand is clearly communicated among all departments, internal and external activities, and all store locations.

Manage and monitor the use of the cooperative logo/brand.
Maintain brand style guide and manuals.
Direct the brand identity of all Outpost publications.
Coordinate the implementation of materials and updates for all new media.
Oversee the design and implementation of the brand template for all internal communication tools (i

e:
handbooks, training materials, presentation materials).
Brand Placement & Advertising
Coordinate and implement annual advertising plan.

Ensure that all communication tools, including the web site, brochures, newsletters, flyers, in-store signage, and advertising reflect a high quality and consistent image.

Articulate the strategy and develop brand stories and marketing strategies that increase brand preference, brand engagement, and reinforce Outpost's status in the marketplace.

Create impactful strategies covering all social media platforms to maximize customer experience and engagement.

Develop plans that increase engagement with and retains current customers and attracts/grows new customers resulting in increased sales, profit, and market share.

Establish services from outside contractors for advertising, layout, design, copy, and production services.
Multimedia, Graphics, Merchandising & Purchasing - Management Oversight
Administer the organizations digital marketing program, including social media, internal website and email campaigns to ensure brand consistency.
Create copy, source copy, and/or edit copy from other areas of the organization for marketing pieces, articles, and communications.
Manage marketing distribution channels including website, email, social media, and print.
Manage online reputation for the Co-op and individual locations. Generate positive online reviews and respond to reviews.
Provide art direction for print, digital, video and audio design.
Set and achieve strategic goals related to social media metrics, advertising, and marketing campaign initiatives.
Understand and guide efforts in graphic design as well as website creation and maintenance.
Oversee graphic request systems and procedures and monitor graphic elements at the store and event locations.
Implement merchandising systems following the brand standards and guidelines.
Ensure category allocations are established for all departments.
Ensure development of plan-o-grams for new store setup and/or large department resets.
Suggest markdown or promotional strategies to increase sales and meet inventory turn expectations.
Coordinate routine audits of store conditions related to merchandising, product selection, signage compliance and required product information.
Conduct regular brand audits with a focus on brand compliance and merchandising standards.
Store Design & Development

Develop store department layout and implementation of new features (product or programs) in collaboration with the director of store operations (DSO).

Ensure store layout and design effectively address shopper's needs for service and convenience.

Maintain written standards and guidelines to ensure compliance with the overall look (brand), décor, ambiance and department layout of each new store location.

Select equipment or fixtures that are appropriately matched to each store location.
Research and/or develop new departments or services to fit the needs of our shoppers.
Personnel

Develop and maintain performance standards for direct reports.
Mentor staff in departmental planning and goal setting.
Hire qualified staff within established policies.
Ensure effective and timely training of direct reports in all procedures necessary to accomplish their jobs efficiently and effectively.
Provide coaching and direction to inspire employees to maximize results.

Identify and communicate key responsibilities and practices, create an environment that supports personal development and continuous improvement, and drives teamwork.

Creates a sense of team both within the marketing group and across the entire Co-op. Encourages a sense of camaraderie and working hard together while having fun.
Provide timely, thorough and thoughtful performance reviews for your direct reports.
Take corrective counseling measures and/or disciplinary action as needed for all brand staff, according to established personnel policies.
Budgeting & Planning

Own the pricing and promotion strategy, budget/plan, forecasting, capital recommendations, supply chain and marketing needs.

Work with the Director of Community Relations to plan events, build a strategic direction plan and operating budgets for the annual business planning process.

Work with the CEO to develop long-range plans and goals that will ensure compliance with Board Ends policies.
Monitor industry trends, to ensure constant innovation and new services that anticipate the needs of our shoppers.
Provide on-going analysis of Market Research results, consumer trends, competitive analysis, or demographic research.
Evaluate shopper and market demographics to ensure our stores meet our shopper's needs. Conduct surveys and/or focus groups.
Identify new markets with demographics to support future store locations.

• Marketing Department Secondary Responsibilities

Maintain up to date information on Outpost's website.
Attend meetings related to promotions or marketing programs.
Assist in any proofreading of marketing materials.
Assist with any copy editing as needed.
Conduct any recipe development/research projects and/or cooking demonstrations.
Represent Outpost in any networking, public speaking, or public relations opportunities.
Assist with merchandising projects as needed.
Participate in store promotions and events as needed.
Plan and conduct weekly marketing team meetings.

Review meeting agenda and prepare any materials needed for discussion related specifically to your primary responsibilities, in advance of weekly meetings.

Participate on marketing project teams as necessary.

• All Staff Duties

Abide by all Co-op policies and procedures as outlined in the Employee Handbook and other company documents.
Keep office orderly and clean.
Perform all other duties as assigned by the CEO.

KNOWLEDGE, SKILLS, ABILITIES :
Bachelor's degree in Business, Marketing or related field.
Minimum 5 years of retail marketing experience, ideally grocery or food related, including promotional planning. Understanding of retail merchandising.

Marketing competencies include strategic planning, digital campaigns, brand communications, consumer insights, social, paid search, digital analytics, content creation and public relations.

Analytical mindset with experience leveraging consumer insights to develop effective marketing programs and campaigns.
Experience in retail store environment including hands-on retail merchandising a plus.
Experience in leading and developing a high-performance marketing team that works across multiple categories and product portfolios.
Computer experience essential, good typing skills and competent in MS Office Suite. including Word, Excel, and PowerPoint.
Editing skills a plus.
Knowledge of graphics layout, color and other design elements.
Excellent verbal and written communication skills in English.
Experience telling an impactful story through strong presentation and communication skills.
High degree of business acumen - classic marketing, budget management and P&L understanding.
Ability to clearly articulate a compelling vision and strategy.
Ability to collaborate effectively with cross-functional teams.
Attention to detail and good organizational skills.
Ability to handle multiple demands, work under time pressures, and meet deadlines.
Willingness to be open, to learn, and take on new responsibilities.
Demonstrate objectivity, neutrality and calmnesss.
Ability to read and comprehend instructions.
Demonstrate accuracy and thoroughness.
Ability to train others effectively.

ESSENTIAL PHYSICAL REQUIREMENTS :
Standing, walking, bending, sitting, reaching
Using hands or fingers to handle or feel

Specific vision ability:
close vision, distance vision, color vision, depth perception and adjust focus
Ability to lift up to 10 lbs. occasionally

IMPORTANT DISCLAIMER NOTICE :

The job duties, elements, responsibilities, skills, functions, experience, educational factors, requirements and conditions listed in this job description are representative only and not exhaustive of the tasks that the employee may be required to perform.

The employer reserves the right to revise this job description at any time and require employees to perform other tasks as circumstances or conditions of its business, competitive considerations or a work environment change.

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