Director of Marketing

Director of Marketing Position Summary

The role will provide leadership and direction to all aspects of Marketing, including strategic and tactical Marketing, Branding, Marketing Communications, Digital Marketing, Product Management, Pricing and Channel Management. As a member of the leadership team, this role is responsible for preparation and stewardship of the company strategic plan and collaborating with colleagues to translate the strategy into an action plan.

A main objective of the role is to identify ways to expand Oliver’s reach into new, profitable revenue streams via a combination of accessing new markets, in-house product development, technology licensing, strategic alliances and acquisitions, with specific focus on how to leverage digital strategies across the portfolio and business.

Primary Responsibilities

• Provide leadership, coaching and direction to the Marketing team, consisting of Marketing Communications, Product Management and Digital.
• Confirm/update market sizing for current markets and identify attractive markets for potential growth.
• Conduct market research via internal and external resources to ensure Oliver is fully realizing the potential of products in existing markets. Develop strategies to enhance performance of existing products, extend product and service offerings to new markets and develop or acquire new products or capabilities to position Oliver for profitable growth.
• Perform benchmarking to evaluate products and capabilities vs. competitors.
• Oversee Product Management in development of overarching Lifecycle
• Management process, with product line strategies to drive profitable sales growth through product line extensions, new product platforms and product rationalization.
• Institutionalize efforts to assess customer needs and priorities and gather, collate and present customer feedback/voice of the customer on our existing and new products to incorporate into new product development campaigns.
• Ensure all business areas have defined strategies and multi-generational product plans to maintain profitability by addressing current and anticipated market needs. Prioritize product development opportunities based on risk/reward and make clear recommendations on ways to differentiate Oliver’s products and maintain or expand margins.
• Maintain and communicate standard price lists and deliver a fast and efficient quoting system that supports line of business pricing strategies and provides quick turnaround for customers and the sales team.
• Assess and improve commercial aspects of New Product Introduction process, balancing needs for rapid development & launch against operational and commercial readiness. Manage new product launches and improvements, measuring product acceptance, sales volume and profitability against pre-launch expectations and targets.
• Define and communicate features and benefits/key selling points and competitive positioning to key stakeholders including Sales/Account Managers, support teams and customers.
• Develop and monitor key performance indicators for performance of products and tactical marketing initiatives and report on progress vs goals. Recommend and implement improvements to increase profitability and/or generate a higher ROI on marketing spend.
• Oversee marketing promotional budget, directing funds to areas that are most effective and provide the most efficient use of marketing resources.
• Support the sales team on customer/program acquisition and retention activities. Form close partnership with CRM team and develop plan to fully- utilize capabilities of CRM system to enhance customer experience and create competitive advantage for Oliver.
• Drive growth via targeted digital marketing campaigns and approaches (e.g., mailing lists, LinkedIn, Facebook), tracking effectiveness to provide continuous improvement in digital marketing activities. Implement and monitor appropriate KPIs to drive decision-making around where, when and how to most effectively leverage our digital activities.
• Evaluate the benefits of a customer portal to enable customers to order online and free up Account Management and Sales resources to focus on growth activities. Develop a corresponding action plan, as needed.

Basic Qualifications

Education:

· Bachelor’s Degree in Marketing, Business Administration, Communications or related field

Experience:

· 7 years of Marketing or Product Management with at least 5 years in a leadership or managerial role.

Preferred Qualifications

Education and/or Experience:

• Experience in the food packaging industry, consumables business or consumer products industry

Interpersonal Skills:

• Excellent interpersonal communication, presentation and writing skills
• Experience leading teams in the development and implementation of business strategy
• Demonstrated ability to work in partnership with colleagues, direct reports, superiors and customers

Technical Skills

• Experience in generating demand using digital platforms including marketing automation, CRM and ERP systems
• Digital platform experience with website design, eCommerce and outbound marketing campaigns

Other Skills

• Strategic thinker with strong execution/implementation skills
• Ability to effectively plan and organize
• Ability to work under pressure and maximize efficiency

Essential Functions

• The ability to predictably and regularly attend work and to be punctual.
• The ability to read and understand documents.
• The ability to work cooperatively with others.
• The ability to deal politely and professionally with customers and/or coworkers.
• The ability to follow direction or instruction.
• The ability to use a computer to communicate, create, and access information.

Working Conditions

• This position offers a flexible, hybrid work arrangement, allowing for a combination of remote and in-office work. While much of the work can be performed remotely, the Director of Marketing may be required to work on-site, as needed. On-site work will take place in a professional office environment, where the individual will interact with team members, collaborate across departments and engage in meetings to support the company’s goals. The hybrid nature of this role provides flexibility, while ensuring alignment and engagement with office-based teams and resources.

Special Requirements

• Ability to travel
• Periods of evening and weekend work may be required

Disclaimer

This job description has been designed to indicate the general nature and level of work performed by employees within this classification. It is not intended to contain or be interpreted as a comprehensive inventory of all duties, responsibilities, and qualifications required of employees assigned to this position. This job description is subject to change, but remains in effect until superseded or canceled in writing by the Director of Human Resources.

Job Type: Full-time

Benefits:

• 401(k)
• 401(k) matching
• Dental insurance
• Employee discount
• Flexible schedule
• Health insurance
• Paid time off
• Tuition reimbursement
• Vision insurance

Schedule:

• Monday to Friday

Work Location: Hybrid remote in Grand Rapids, MI 49534