Director of Marketing

Job Description

The Director of Marketing will play a pivotal role in shaping Andis’s marketing strategy and driving its execution across multiple channels. This individual will be responsible for overseeing marketing communications, digital marketing, global education and events, and supporting go-to-market campaigns for new products. The ideal candidate will possess a deep understanding of consumer behavior, a knack for creative problem-solving, and a proven track record in driving sales and elevating our brand through product-based marketing campaigns.

ESSENTIAL DUTIES and RESPONSIBILITIES: Other duties may be assigned

Culture / Leadership:

• Upholds the Andis core values in all work-related activities.
• Leads and holds direct reports accountable for leading in a way that is consistent with the company values and desired culture.
• Builds strong, trusting relationships with all internal and external customers.
• Participates in strategic planning and cascades down to individuals within area of responsibility.
• Analyzes and controls expenditures of department, recommends / approves budget appropriations in alignment with defined marketing strategies.
  
  

Marketing Strategy:

• Develop and implement a comprehensive marketing strategy aligned with Andis’s business objectives and growth targets to drive sales and elevate the brand.
• Proactively maintain alignment with Product Management, Sales, Product Engineering, Customer Insights, and Customer Enablement to ensure strategies remain focused on value-add opportunities.
• Oversee the creation and execution of marketing initiatives that resonate with both our accounts and end users and support strategies within our Human, Animal, and DIY segments.
• Ensure consistent, compelling, and aligned product/brand messaging across all channels, marketing materials, and platforms, including the Andis.com website.
• Drive digital marketing strategies including SEO, SEM, social media, email marketing, and online advertising to enhance online presence and drive traffic.
• Partner with sales and support accounts through various educational events, shows, and marketing materials.
• Seek out collaboration opportunities and drive creative paths to further leverage our global educators and ambassadors to drive sales, create content, and engage with end-users and accounts.
• Establish, track, and report on overall brand health and other key metrics to communicate effectiveness of marketing strategies and support data-driven decision making.
  
  

Go-To-Market:

• Partners closely with Product Management, Sales, Customer Insights, Product Engineering and Customer Enablement leading up to, including, and beyond launch to ensure success of products.
• Collaborate with Product Management and Sales to understand product features and benefits and translate them into compelling marketing messages as well as training content/deployment for our sales team.
• Leads the development and execution of go-to-market communication plans for new product introductions as well as maintenance and promotion of existing product lines to ensure relevancy in the market.
• In partnership with Product Management, supports product life cycles by creating marketing campaigns to drive continued success of existing products as well as plans to support retirement of products. 
• Supports the packaging development process by providing copy / graphics that effectively communicate product features and benefits and help drive creative insights to meet cost targets.
  
  

Product & Customer Insights:

• In partnership with Customer Insights, and Customer Enablement establish process and conduct market research to identify trends, competitive landscape, and consumer preferences.
• Serve as a key conduit in sharing external insights with internal teams to feed product innovation and inform strategies.
• Develop and execute strategies to increase customer engagement and loyalty through targeted marketing efforts.
• Works with Education and Events team to craft product feature/benefit copy, educational materials, to be used during account presentations and events.
  
  

LEADERSHIP RESPONSIBILITIES:

Direct reports include Senior Manager Global Education & Events, Digital Marketing Manager, Marketing & Communications Manager, and Creative Services Supervisor.

Carries out management responsibilities in accordance with the organization’s policies and applicable laws. Responsibilities include training employees; planning, assigning, and directing work; appraising performance; rewarding and coaching employees; addressing complaints and resolving problems.

MINIMUM QUALIFICATIONS:

• Bachelor’s degree in marketing, Communications, or a related field.  MBA or advanced degree preferred.
• 10 plus years of progressive responsibility within Marketing positions, preferably in the Consumer Products Industry.
• At least 7 years of team leadership experience with proven experience in managing marketing communications, digital marketing, events, and product-based campaigns.
• Prior experience marketing and supporting sales in B2B and B2C environments.
• Creative thinker with a strategic mindset and a passion for innovation.
• Strong analytical skills with the ability to interpret data and make informed decisions.
• Self-starter/motivated/entrepreneurial with proven ability to multi-task in a fast-paced corporate environment. 
• Strong leadership and communication skills including but not limited to negotiation, influence and consensus building to interface with customers, associates, colleagues, and vendors at all levels within the organization.
• This is an onsite position with flexible work arrangements. Must be located in an area that is commutable to Andis headquarters in Racine, WI.