Internal Job Description & Posting
Job Title: Marketing Director
Position Status: Exempt
Department: Marketing
Reports To: President
*** In office position ***
Job Summary
The Marketing Director is responsible for all aspects of marketing and communications to assist in promoting JM Pet Resort as a premium pet destination dedicated to providing exceptional care to all animals. The ideal candidate will be an experienced business professional with a passion for the pet industry. They will oversee the marketing department, develop marketing plans, and further develop unique social media activities. They will aid in the development of staff in obtaining their goals from a marketing support standpoint. They will develop and execute PR strategies, events, and campaigns to further maintain a positive public image. As a member of the leadership team, they will also assist in identifying new business opportunities through marketplace analysis and/or leveraging existing services.
Essential Job Functions
Marketing Strategy
• Understands company goals and aligns the Marketing department accordingly
• Strives to develop new opportunities within the existing business segments (e.g., conduct market research/surveys)
• Creates, build, and implements the annual marketing plan for the company
• Oversees all internal and external company-wide communication
• Plans and administers the company’s Marketing Operations Budget
• Stays connected to all aspects of the pet industry (local & national competitors, shifts in marketplace trends, evolving regulations, etc.)
• Monitors, reviews and reports on all marketing activity and results to the President
• Act as the Gatekeeper of the company’s brand image (maintain Brand Guidelines and protect Intellectual Properties, etc.)
Business Development
· Franchise development – create a corporate marketing plan for future franchisees to use including content planning, promotions, brand guidelines, social media and e-mail policies, templates, and help govern franchisees’ local marketing strategies
· Seeks to leverage current businesses and recommend new ways to promote. Areas of focus: JM Pet Vet Clinic, retail store, and nutrition consults
· Continually improves on internal processes
· Leverages new and current business partners
· Advances our understanding of client demographics and segmentation through the collection of surveys and reports
· Evaluates current Customer Experience and develops improvements
PR/Events
· Acts as the Public Relations expert, encourages community engagement and nurtures relationships (Stonehill college partnership, internships, etc.)
· Seeks new PR opportunities, award recognitions, and relevant contests for the brand
· Leads external and internal JMPR related events (e.g. Chamber of Commerce events, Ollie’s Law, Day of Kindness, Best of the Best, employee holiday party, client gifts)
· Drives company events both internally and amongst the community
· Manages and determines company sponsorships, partnerships, and donations
Management
• Leads the marketing department in business goals and individual employee development goals
• Mentors and collaborates cohesively with the department team members
• Drives marketing meetings and strategizes new ways to promote the business
• Ensures follow ups from department meetings
• Monitors Corporate Calendar
• Keeps Fire Evacuation Plan current
• Manages other projects and initiatives at the request of Management
Content Writing
• Possesses the ability to write persuasive copy for all marketing channels and PR related activities
• Provides input and guidance for responding to online reviews
• Plans and executes on internal employee-facing newsletter (keeping employees up to date on Resort & Clinic happenings)
• Sets goals and measures success for content produced, providing guidance to Marketing Manager and Content Writer to ensure content is accurate, effective, and aligned with brand/business goals
• Oversees internal content (Training Manuals, EdApp digital learning platform, internal processes) providing guidance to Content Writer to ensure these materials are kept up-to-date, accurate, and serving the needs of the business and employees
Data Analytics
• Has a strong pulse on metrics – understands how to measure results and advise when plans are not effective in meeting goals
• Researches and analyzes competitor advertising (local and national) and current market conditions
Social Media
• Sets goals and measures success, providing guidance to Social Media Specialist to ensure postings and are geared towards the right platform and demographic
• Ensures all social media channels are kept fresh, current, and relevant to the target audience
Web
• Oversees changes to website content and architecture
• Maintains website and online branding, with full audit of website every 2-3 years to keep it fresh and modern
• Continually strategizes on redirecting clients to website through other marketing efforts
• Reviews content accuracy of each page on the website routinely
Computer Skills
· Must be able to efficiently use Adobe Illustrator & Photoshop, InDesign, Google Docs, Trello, Gingr, Electronic calendar management & Go Daddy email, When I Work and Microsoft Office Suite.
· Must be able to learn new technology in accordance with business needs.
Qualifications
· 5-7 years experience as a Marketing Manager/Strategist
· Demonstrable experience with marketing campaigns
· Familiarity with SEO/SEM and Google Analytics
· Understanding of web design
· Excellent communication skills, verbal and written
· Strong analytical skills
· Team management skills
· Strong attention to detail with ability to coordinate multiple projects at once
· Must be able to work independently, multi-task and prioritize responsibilities
· Exceptional organization and time management skills
· Computer savvy, uses multiple software platforms daily to accomplish business objectives
· Team oriented, reliable and dependable; maintain excellent attendance and punctuality
· Strong work ethic; sets high standards for self and others
· Personally connects with our core principles as described in our Mission/Vision Statements
· Passionate about animal welfare; treats all animals with compassion and kindness
· Comfortable interacting with all breeds large and small including cats
Education
· BS degree in Business Administration with a minor Marketing or BS degree in Marketing or relevant field required.
Disclaimer
The above information has been designed to indicate the general nature of work performed by employees within this classification. It is not designed to contain or to be interpreted as a comprehensive inventory of all duties, responsibilities and qualifications required of employees assigned to this job. Management reserves the right to revise the job description or require that other tasks be performed or deleted in accordance with business needs.
JM Pet Resort
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