Manager, Regional Marketing

OVERVIEW

The Regional Marketing Manager serves as the single point of marketing accountability for their region(s), overseeing staff, budget allocation and management, strategic partnerships, and service innovation as it relates to marketing. You will work directly with the Executive Vice President, Vice President(s), and operational staff as well as with various vendors to realize tactical delivery.

KEY RESPONSIBILITIES

Research and Analysis

· Scoping, implementing, and delivering market analysis to better understand industry trends, competitor positions and marketability impacts.

· Designing, developing, and conducting consumer analysis, to identify consumer trends, profiles and preferences that will influence key regional decisions.

· Leading tracking, analysis and performance reporting of campaign and web analytics.

· Engaging in descriptive and predictive data analysis working with competitor, customer, operational and financial data.

Brand Activation

· Leading the development and implementation of brand activation plans.

· Managing storytelling and expression of the brand to extend reach and impact.

· Collaborating with the Interactive and Design Coordinator/Partner in terms of brand planning, positioning, visual design, and experience.

Digital Marketing

· Collaboratively supporting websites under the division, including researching, creating, and publishing website content.

· Working with the MarTech and Growth Specialist/Partner, engaging in search engine optimization activities, including competitor analysis, search word assessment, keyword content integration, Google AdWords campaign management, A/B testing, and other activities.

· Overseeing and managing social media platforms, content, and performance.

· Collaborating with agencies to design and effectively execute channel strategy and media buying; dynamically minimizing cost and maximizing outcome.

· Leading the development, implementation, and performance reporting of email marketing campaigns.

· Monitoring and responding to customer online reviews.

Traditional, Out of Home, and Sponsorship Marketing

· Providing tactical support to sales teams in terms of marketing collateral, brand/product messaging, event coordination /attendance, client engagement, and other activities.

· Leading the tactical approach and execution of on-site signage.

· Working with industry publications and news media outlets to roll out earned and paid media.

· Orchestrating geo-targeted out-of-home campaign planning and execution.

· Pursuing amenity and building sponsorship naming rights.

· Developing and managing the submission of industry award applications.

Tactical Planning and Management

· Creating and managing implementation of marketing plans.

· Developing and actively managing marketing budgets by project, as well as quarterly period.

· When required, providing/supplementing tactical planning/delivery to other regions and divisions.

Creative and Production Orchestration

· Receiving direction from the Interactive and Design Coordinator/Partner as well as collaborating with creative specialists, including creative directors, art directors, artists, designers, illustrators, photographers, typographers, and traffic managers.

· Providing business, brand, and creative direction, including scoping of work.

· Reviewing and co-approving project quotes, proofs, and phases of project delivery through pre- and post-production.

· Vendor (agency) and contract management.

· Co-managing and maintaining digital assets and libraries.

Service Innovation

· Researching, designing, and engaging in experimentation to introduce new marketing services, maximize impact and/or drive efficiency.

· Oversee and support special projects being conducted within the division, in other divisions or corporately.

· Performs other related duties as assigned.

Talent Management & Development:

· Actively participate in recruitment of new staff.

· Oversees the direction and goals of the department.

· Regularly provide coaching and development feedback to team.

· Conduct team building activities and recognition.

· Performs other related duties as assigned.

QUALIFICATIONS

· Proven Experience: Minimum of 3 years in a general marketing role and a degree in marketing or business

· Industry Knowledge: Experience in the customer relationship management (HubSpot) industry is highly desirable.

· Ability to conceptualize, innovate, and drive marketing initiatives.

· Budget management skills.

SUCCESS INDICATORS

1. Marketing is driving monetary outcomes for the region(s).

2. The individual is well integrated within the business and priorities of the region(s).

3. Marketing budgets are effectively developed, managed, and reported for the region(s).

4. Direct reports are performing, engaged, and developed across the region(s).

5. Objectives and strategies for the region(s) are realized.

6. Marketing projects and initiatives that are region and division-wide are supported.

EDUCATION