Director of Marketing

The Director of Marketing is responsible for providing strategic and tactical leadership for the Marketing department. Reporting to the CEO, the Director of Marketing is responsible for developing strategic plans in alignment with the organization’s overall direction with the end goal of ensuring CRS achieves its annual and long-term performance metrics. The Director is expected to articulate and use a well-designed data analysis plan as insight for engaging and maintain engagement of current and potential customers and to inform all marketing communication and advertising campaign decisions and actions. This position is responsible for creating and implementing a comprehensive Marketing plan and for heavy collaboration on customer success and sales and business development plans.

The Director develops and oversees a of short- and long-term and annual marketing, communications and promotional projects for all of CRS’ programs, products and services and oversees the quality control and project management process as a key tool for protecting brand integrity and reputation.

The Director is also responsible for overseeing and planning for CRS’ social media strategy and for ensuring desired messaging are consistently communicated internally and externally and for CRS’ annual conference and other events. The Director is responsible for ensuring CRS’ websites have quality Marketing messages and functioning.

The Director must be a data-driven marketing leader who specializes in creating a full-funnel marketing funnel strategy. This position is responsible for designing and overseeing the use of a variety of integrated digital and print marketing strategy to attract site traffic, convert that traffic into new leads, nurturing those leads and working closely with the sales team to convert the leads into customers. The Director must also provide valuable marketing for existing customers.

PRIMARY DUTIES & RESPONSIBILITES INCLUDE:

Planning, designing and implementing marketing and promotional campaign projects.

Creates and implements an annual strategic plan aligned to CRS’ revenue stream metrics, Marketing and business development goals. Evaluates and adjusts that plan on a regular and on-going basis for effectiveness to achieve desired results and return on investment.

• Responsible for development of annual and on-going marketing projects and ensuring each project follows a well-designed quality control and development process that supports on time and on budget completion and execution of the project.
• Ensures that each marketing project has a unique identity and are developed with the intention to achieve or exceed annual goals. Leads a departmental culture that is nimble and flexible (growth mindset) so as to quickly adapt and improve strategies and activities based upon quality data and feedback. Leads the production of high-quality catalogues and other print and digital sales materials. Responsible for the collaboration needed to ensure the editorial and design direction for all Marketing materials are accurate, consistent and internally vetted prior to release.

• Oversees the curation and management of marketing assets.
• Responsible for and oversees regular marketing research and measuring the success of a campaign with an emphasis on analysis, insight, and recommended action.

Well-Designed Digital and Cross-Promotional Plans

• Responsible for leading brand marketing campaigns intended to engage and empower our target audience to love and choose our programs, products and services first.

• Ensures that marketing plans and activities are understood as an investment and each plan has a clearly identified expected return on the investment.
• Responsible for developing a set of annual communication plans that follow an editorial calendar and ensuring that each plan has the required bank of materials/assets.
• Conducts ongoing evaluation of the effectiveness of plan activities and sets expectations for improvement changes based upon data analysis and feedback.
• Responsible for creating, implementing and collaborating on timely individual program and cross-promotional strategies and activities.

Brand Integrity and Websites

• Constantly improves our websites’ SEO.
• Responsible for providing leadership and collaborating with the Leadership Team to ensure all of CRS’ websites meet the primary for sales, marketing, brand recognition and customer ease of use.
• A source for promoting goodwill among customers and prospects and delivering strong marketing messages.
• Ensures websites’ SEO are maximized, beautifully designed, easy to navigate, sensibly organized, frequently updated and inspiring.
• Collaborates with the Leadership Team on the development and e-commerce functions of CRS’ websites and on content development and design.

• Responsible for ensuring all print and digital marketing materials are branded appropriately and free of grammatical errors, easy to read and process, well-designed and presented with integrity and consistency.
• Ensures there is a consistent marketing message across the organization, including unified messaging via emails, phone messages, and other external communications.
• Oversees media relations, has a regular press release schedule, and provides tools for customers to complete their own press releases.
• Ensures that CRS uses communication tools that are well suited to our current and future audience.

Collaborates and Acts on Strategy

• In collaboration with other directors, designs, supports, and oversees cross-functional teams as appropriate to carry out marketing activities.
• Leads a collaborative effort between the marketing staff and other departments to plan all aspects of CRS conferences, panels and forums, and secondary events.
• Collaborates with relevant leaders to generate campaigns that drive sales of services and products.
• Collaborates with other leaders to plan and implement CRS’ annual conference and other events.
• Collaborates with research efforts to develop and share research data or to conduct market research and to support education, engagement and advocacy communications.
• Collaborates with other publishing and programs on asset creation and for print and digital product development, social media assets including photography ad videography.

Other Duties

• Plans, develops, implements and monitors marketing department’s annual budget.
• Represents CRS positively and professionally in interactions with clients, vendors and the community at large.
• Serves on CRS’s leadership team, playing a key role in setting and executing on organizational strategy.
• Attend Board meetings as needed, assisting the CEO with preparation of materials and reports.
• Other duties as assigned by CEO.

KNOWLEDGE, SKILLS & ABILITIES REQUIRED:

• Five or more years of successful leadership; a Bachelor’s degree in marketing is required; will consider advanced marketing leadership with relevant degree such as journalism, education, business;
• This is not an entry level position, a minimum of six years of progressive leadership experience that logically drives to leading a marketing department is required.
• Advanced knowledge and experience with at least one year of social media marketing required, implementation in HubSpot preferred; familiarity with Salesforce, Word Press and Woo-Commerce a plus. Must be able to quickly learn, master and guide others in the use of digital marketing tools and platforms.
• Comfortable communication with multiple levels of professionals.
• Able to lead and grow a team of high-performing marketing talent.
• Experienced in communicating with multiple educational professional audiences, preferred.
• Able to operate on both a tactical and a strategic level, overseeing a highly effective team while also collaborating with colleagues to develop new, innovative marketing solutions.
• High accountability for performance; goal oriented, flexible, and creative under pressure.
• Strong leadership skills and the ability to hire, train, and motivate team members.
• Occasional travel may be required.

• Regular and reliable attendance.
• Maintains membership in a professional organization, such as the American Marketing Association (AMA); keeps informed of developments in the fields of communications, marketing, advertising and education and use this information to help CRS operate with initiative and innovation.
• Disposition is consistently professional, cooperative and collegial as evidenced by workplace maturity, composure, perspective, transparency, reliability, integrity and trustworthiness.
• Caring for and commitment to the mission, vision and direction of CRS.

SUPERVISES:

All marketing staff

PHYSICAL REQUIREMENTS:

• Ability to use a computer for up to 8 hours per day, with breaks and lunch.
• Ability to talk on the telephone for up to 4 hours per day.
• Ability to travel by airplane and automobile.
• Ability to lift 30 pounds on occasion.

This job description is only a summary of the typical functions of this position, not an exhaustive or comprehensive list of all possible job responsibilities, tasks and duties. Responsibilities, tasks, and duties of individual jobholders may vary from the above description. Other duties, as assigned by the jobholder’s supervisor, may also be required.