Director of Marketing

Description

Al’s Garden & Home is looking for a Director of Marketing who will evaluate the effectiveness of the company’s marketing programs to deliver increased store and website traffic and revenue and profitability growth.  This position plans and oversees the Company’s marketing campaigns both internally and externally and plays a key part in communicating the Company’s marketing message. It is responsible for planning, developing, implementing and executing the strategies and programs required to attract and engage customers, reach/exceed financial goals and manage the company’s brand identity through all necessary touchpoints. This position is also highly collaborative and supportive to the product procurement, operational and merchandising functions of the organization to ensure that a cohesive and consistent brand identity is communicated through product offering, market position, and in-store experience.

Marketing Management

• Create and communicate annual marketing plans to increase existing business and capture new opportunities. 
• Responsible for the overall management of Marketing and Customer Relationship Management (CRM) and activities.
• Responsible for Brand Management including maintaining consistent messaging across all communication channels and in-store experience that speaks to our customers in a clear and concise manner.
• Oversee all customer communications through news media, advertising, direct mail, email, website and social media as well as in-store communication.
• Analyze, track and report all program metrics and performance.  Capturing key learnings for continuous improvement. 
• Oversee and develop marketing employees.

Marketing Program & Campaign Execution

• Responsible for all communications through news media, advertising, direct mail, email, website and social media.
• Build a consistent, concise and clear brand identity that reaches across all platforms.
• Oversee, grow, and participate in the development and implementation of customer Loyalty Programs company wide.
• Responsible for the overall management of all strategic and operational Marketing and Customer Relationship activities, such as Color Dollars and Garden Reward Member days.

• Develop and implement the marketing communications goal, objectives, strategies and tactics, including key messages, in support of business objectives.
• Manage all outside vendors including but not limited to media groups, printers, photographers, writers, models, blogger, etc.
• Create, manage and report on marketing budget, and program results using KPI’s (Traffic, Conversion, ATV) and YOY growth metrics. 

Marketing Services

• Collaborate with the Buyers, support sales and promotion featured in the weekly Sales Request sheet.
• Partner with Stores, provide all large area in-store signage that supports sales, events, and promotions as well as all directional, display, educational, and informational signage.  Responsible for the Store Signage process.
• Oversee digital strategy and implementation. Oversee the development and creation of content to be shared across all channels.
• Partnering with Chief Operating Officer, develops website strategy and the implementation of rich content to ensure robust site traffic.  Measure KPIs of website traffic to consistently improve the site.
• Oversee social media strategy and implementation.
• Responsible for customer and market research used in developing and improving marketing communications campaigns and customer buying and shopping programs.

Community Outreach/Donation Program

• Maintains effective working relationship with Chamber of Commerce, and other critical community contacts.
• Identify and foster relationships with other key local retailers and other partners in the Portland-Metro area.
• Evaluate, fulfill and log appropriate donation requests that are received.

Event Management

• Plan and, with the help of Marketing and store staff, execute all in store events such as Ladies Night Out, Week of Lights, PEO Fundraising Event, and individual business events.
• Responsible for in-person and online customer educational seminars and/or workshops calendar and schedule.
• This can include coordinating all necessary event registration including both online or in-store payment.

• Coordination of all event participant workshop supplies, including all plant material.
• Coordination of all workshop speakers or other outside resources.
• Coordination of all vendors, including food and wine suppliers.
• Track and report event attendance.
• Acquiring or obtaining an OLCC pouring license.

Qualifications

• Bachelor’s degree required. Communications or Marketing-related degree preferred.
• 4 – 5 year’s experience in marketing and advertising related roles.
• Demonstrated proficiency in digital marketing.
• Demonstrated experience in driving revenue growth, customer acquisition, and brand awareness.
• Strong project management skills, having the ability to oversee and execute all marketing initiatives.
• Ability to work with others, developing trust, establishing credibility, encouraging teamwork.  
• Experience leading and developing others.
• Excellent communication skills.
• Ability to oversee marketing initiatives but also the willingness to be a key player in the work being produced.